What we’re learning about the 50+ market.
Original research, insight briefs, and perspective. Published as we learn.
FEATURED INTELLIGENCE
The State of the 50+ Consumer
Our annual benchmark on the attitudes, behaviors, priorities, and emerging needs of adults 50+ across life stages. Built to show not only where this market is today, but where it is moving.
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FIRST EDITION, EARLY 2027
LATEST THINKING
Thinking you can use today.
PERSPECTIVE
Growth is Older Than You Think
Our point of view on the 50+ market: where organizations misread it, why those assumptions persist, and what the commercial cost can be.
COMING SOON
PERSPECTIVE
The Crosscurrent™
Why strong brands can create relevance across ages without becoming age-neutral, and what happens when cultural influence moves in both directions.
COMING SOON
INSIGHT BRIEF
The Monolith Problem
Why 50+ is not one audience, and what research misses when five decades of life are collapsed into a single segment.
COMING SOON
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STAY CLOSE TO THE WORK
New intelligence on the 50+ market as we publish it. Useful, occasional, and worth opening.
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Have a question none of this answers?
That’s usually where the interesting work begins. Tell us what you’re trying to learn or decide, and we’ll come back with a point of view on where to start.