Wealthy countries are growing older, and the rate at which they’re doing so is accelerating. This massive influx of senior consumers will compel society to prioritise the multifaceted needs of elders. Brands should see this as an opportunity to engage ‘new’ consumer cohorts with more inclusive products and services.

Today’s seniors want brands to reflect their whole selves, including their style, sexual identities and leisure priorities, and older consumers are constructing an evolved definition of ‘elderly’ on social media. While brands are starting to respond with elder influencers and senior-specific products, there’s still space for more nuanced representations to emerge.

Loneliness remains a pain point for older consumers, though new services, community programmes and products aim to alleviate isolation in later life. Technology is being treated as a lifeline for interpersonal bonding, but it’s equally important to enable in-person connection. Enter senior care homes that position themselves as linchpins for cross-generational community gathering.

Although there is more to old age than declining health – as we discuss in Baby Boomers Reshape Retirement – most people won’t live in good health forever. Brands must address the growing market for products and services that help older people navigate health concerns, from mobility to cognitive care to ageing in place.

Echoing trends identified in Death in a New Decade, end-of-life rituals are evolving for those facing death, and also for their families. People are proactively considering their legacy, with some even training AI bots to share memories with loved ones. Meanwhile, survivors are becoming increasingly open about grief’s many faces, and embracing new strategies to remember and celebrate the deceased.