What we’re learning about the 50+ market.
Original research, insight briefs, and perspective. Published as we learn.
MONTHLY NEWSLETTER
The Longer View
A monthly read on the U.S. 50+ consumer. We report the latest news, trends, and insights on this segment, focused on what your brand needs to know to stay current.
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.
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.
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 Perspectives and Insight Briefs as we publish them, plus The Longer View each month. Useful, regular, and worth opening.
START A CONVERSATION
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.