Aging is one of the most powerful and overlooked forces shaping consumer behavior today.
It influences how people shop, decide, trust, and engage with the world around them. Yet most strategies, campaigns, and policies still center youth, overlooking the realities and potential of an aging majority.
The Aging Consumer explores how age-related change affects consumer decision-making and market dynamics and how we can use those insights to design smarter, more inclusive marketing, policy, and communication.
Written by Linda van Rijn, PhD, researcher and marketing strategist with a background in aging, FMCG, and policy. This newsletter is for marketers, policymakers, and anyone curious about what happens when the largest—but least understood—consumer group steps into focus.
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