The Aging Consumer

Everyone Has Heard of Aging. Almost No One Can Picture It.

Everyone has heard that societies are aging.

9 hrs ago • Linda van Rijn, PhD

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May 2026

The Packaging Failure Nobody Logs

The redesign looked like a win.

May 24 • Linda van Rijn, PhD

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August 2025

Generations Give You Stories. Age Gives You Strategy.

Why age, not generations, should anchor your consumer strategy.

Aug 30, 2025 • Linda van Rijn, PhD

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May 2025

From Frail to Fearless: Why Stereotyping Older Adults Still Costs More Than You Think

The problem with rebranding old age as a performance of youth

May 29, 2025 • Linda van Rijn, PhD

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Welcome to The Aging Consumer

How age reshapes consumer priorities and why most markets still fail to adapt.

May 2, 2025 • Linda van Rijn, PhD

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April 2025

When the Supermarket Leaves Town

What happens when older shoppers can’t reach fresh food anymore—and why the consequences ripple far beyond the checkout.

Apr 5, 2025 • Linda van Rijn, PhD

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October 2024

Losing Touch: Why Advertising Lands with Younger Audiences and Leaves Older Consumers Cold

Gen X and Baby Boomers control most consumer spending, yet they are the least influenced by advertising. Brands keep pouring billions into youth-focused…

Oct 23, 2024 • Linda van Rijn, PhD

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September 2024

The Loyalty Myth: Why Brands Misread Older Shoppers

When Albert Heijn quietly discontinued its koekjes met kaneel, Carla, 67, was furious.

Sep 3, 2024 • Linda van Rijn, PhD

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August 2024

Losing the Human Touch: Why Aging Consumers Need More from Retailers, Not Less

One-third of adults over 45 report feeling lonely. Nearly one in four adults over 65 are socially isolated. In 2020, about 35% of U.S.

Aug 16, 2024 • Linda van Rijn, PhD

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The Market Brands Keep Ignoring

A few years ago, a marketer told me something I have never forgotten.

Aug 7, 2024 • Linda van Rijn, PhD

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