3 Lessons We Learned in a Year of Studying the 50+ Market

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A year ago, when we launched Morning Light Strategy, we knew brands were underestimating the 50+ market.

What we didn't expect? Just how fast the conversation around aging and business would start to change.

3 lessons we've learned in the past year:

#1. More brands are waking up to the 50+ market, but most still aren't adapting fast enough.

Awareness is increasing, but marketing dollars, product design, and innovation still overwhelmingly favor younger demographics.

Meanwhile, the spending power of 50+ consumers isn't just growing - it's reshaping industries like tech, e-commerce, and premium retail.

#2. The most overlooked business opportunity isn't just aging - it's life transitions.

The biggest shifts in consumer behavior and spending patterns happen at major life moments: caregiving, wealth transfer, health changes, new family & home dynamics, career changes, etc.

The brands that design for these transitions, not just for age brackets, will lead the next decade.

#3. The biggest challenge that still exists? Brands still see aging as a problem rather than an opportunity.

For all the progress we've seen, there's still a major gap: most businesses still think of aging as a problem to solve, not as an opportunity to lead.

What's Next?

It's been a year of learning, leading and shifting the conversation. The next phase? Moving beyond just awareness and helping brands act on these insights. If your organization is ready to act, let's talk.

The future is old. Are you ready?

Click here to get started.

About Morning Light Strategy:  Morning Light Strategy is an insights & advisory agency on a mission to help brands and organizations plan and position for the global shift toward an older and longer-lived demographic. We help our clients make the strategic business, marketing and innovation decisions that will accelerate their growth among 50+ consumers and their caregivers.  To learn more, visit: www.morninglightstrategy.com