Introduction: The Age of Reinvention

I recently had the opportunity to present at The AgeTech Collaborative™ from AARP which is leading a global mission to improve people’s lives as they age. They bring together a one-of-a-kind ecosystem of leading startups, forward-thinking investors, enlightened enterprises and creative testbeds, all working to bring ground breaking AgeTech innovations to market.

So I am taking this opportunity to create a series of A&G’s (Allen & Gerritsen) human behavior obsession and deep dive into audiences with the purpose to gain a share of life – that aspirational space where every marketer should strive.  Beyond Mindshare or Marketshare, LifeShare is when you are so important and vital to your audience that they are loyalists, champions, influencers.   Those moments they share with all their friends, family and become the brand ambassador.  It is the intersection of communications and experience and cultural relevance..  For brands, It’s about being Unignorable.  

The series starts with Marketing to the Ageless Generation.  Marketers often rely on inaccurate stereotypes when marketing to older adults, but this community is actively rejecting those assumptions and reshaping the narrative of aging.

– They are The Stereotype Rejectors, defying expectations and living vibrant, active lives. 

– As The Brand Loyalists, they value trust and long-standing relationships with companies/brands  that understand their needs. 

– This generation is also The Retirement Rejectors, embracing lifelong learning and seeking new opportunities for growth rather than conforming to traditional ideas of retirement. 

– Family is paramount to them, making them The Family Connectors, who cherish multigenerational relationships and use technology to stay connected. 

– They prioritize their health and well-being, evident in their active lifestyles as The Physically Active, participating in everything from pickleball to marathons. 

– The Life Shakeuppers are not afraid to reinvent themselves, trying new living arrangements, exploring new relationships, and embracing new adventures. 

– As The Changemakers, they are passionate about making a difference in the world, advocating for causes and shaping the future.

– And finally, they are The Granfluencers, utilizing social media to challenge stereotypes, inspire younger generations, and wield significant influence.

Marketers, take note: you’re overlooking a gold mine. The 50+ demographic (Boomers & 50% of Gen X)  is not fading into the background; they’re stepping into the spotlight, rewriting the narrative of aging, and reshaping the consumer landscape. This blog series explores the dynamic world of the “ageless generation,” revealing why their influence and spending power can no longer be ignored. We’ll uncover the secrets to connecting with these savvy consumers, transforming your brand from a mere product provider into an integral part of their lives.  The 50+ demographic is a powerful force, redefining aging and reshaping the consumer landscape. By understanding their unique needs, aspirations, and values, marketers can unlock a world of opportunity. It’s time to embrace the age of reinvention, move beyond outdated stereotypes, and build brands that earn a share of life, not just a share of wallet.