About The Aging Consumer
Most consumer strategy still assumes a younger customer than the market actually has.
That affects how brands define growth, how retailers design categories, how researchers interpret loyalty, and how products are packaged, promoted, and sold.
The Aging Consumer examines how consumer behavior changes with age, where markets misread those changes, and what commercial teams should do differently.
The newsletter focuses on questions such as:
Why are older consumers often described as loyal when the underlying behavior may be more complicated?
Where does market friction get mistaken for lack of interest?
Why do generational labels often obscure more than they explain?
What can longitudinal behavior reveal that one-off surveys cannot?
How should brands and retailers respond to an older customer base without reducing people to a single 65-plus segment?
I’m Linda van Rijn, PhD. I study how consumer behavior changes with age and what those changes mean for FMCG brands, retailers, and category strategy. My work combines longitudinal research with twenty+ years of experience across consumer panels, food retail, strategy, and commercial performance.
This newsletter is written for brand leaders, category managers, retailers, strategists, and consumer insight professionals who want a more accurate view of aging consumers and a clearer sense of what to do with it.
Why subscribe?
Subscribe for monthly analysis on aging, consumer behavior, and market strategy, plus full access to the publication archives.
