ThenWhat 3×5: The Future of Modern Aging and the Changing Consumer Behavior

 

David Stewart, Founder & Face of AGEIST, believes that it is possible to live one’s best life is possible at any age. He joined Grant Barth in a conversation on modern aging and how that’s changing consumer behavior. While sixty may not be the new thirty, but it doesn’t have to mean ‘ready to think of retirement’ either.

“I understand why it’s just so much easier to say, people thirty to fifty or fifty to sixty,” Stewart said. “Done deal. There you go. But it gets confusing. There are, I believe, certain human developmental phases that have been reasonably true through human history. But these are really broad. As people get older, the demographic is going to split. And it’s going to split radically down all kinds of different lines.” The youth culture, which many brands focus on, does not contain much difference. But someone in their 60s in the South may be far different than someone in their 60s on the west coast.

Something Stewart noted brands need to tackle is how do people see themselves in the future. “That’s going to determine their future spending patterns, their ambitions, where they want to go, what do they want to do with the rest of their lives.”

Lifespan and healthspan are two measures that have shifted and changed over the years. Regardless of health, people are living longer, although that’s not the case for everyone. Overall health quality could dictate how people ages sixty and above spend their time and their consumer behaviors. In the future, Stewart said there would will be people in their 90s starting new businesses. So, not too far down the road, people could be saying, Ninety is the new forty.

Follow us on social media for the latest updates in B2B!

Image

Latest

AI in content marketing
Generative AI in Content Marketing: Why Creativity & Authenticity Will Make it Work
July 11, 2024

Will 2024 be known as the year AI made waves in content marketing? It sure seems so, with recent AI-driven ads from Toys R Us and Under Armour generating significant buzz online. Not just this: Despite having no official ties to the brand, a mock Volvo ad created entirely by AI has also gone…

Read More
Hiring Made Human: Hiring When You’re a Start-Up
July 11, 2024

The challenges of hiring for a startup have become more pronounced these days than ever. With technological advancements and evolving market demands, startups must be agile and strategic in their hiring practices to ensure success. According to some studies, nearly 90 percent of startups fail, with a significant factor being the inability to attract…

Read More
Focus on the Customer
Fifth Inning – Focus on the Customer
July 11, 2024

In a compelling narrative by Jesse Cole, the Savannah Bananas, a baseball team known for its unconventional approach, has declared advertising dead. Cole emphatically asserts that while advertising may attract customers, it is the fan experience that fosters lasting loyalty. In a bold move, the Savannah Bananas have eliminated all forms of advertising at…

Read More
Dr. Mark Manera talks Trucking Industry
The Trucking Industry Needs a Fitness Overhaul to Jumpstart a Trucking Health Revolution
July 11, 2024

With the trucking industry seeing many changes that prioritize efficiency and productivity, the health of truck drivers has increasingly peaked as a critical concern. With life expectancies for truck drivers averaging 16 years less than the general population, there is an urgent need to address health issues within the industry. Recent initiatives, like the…

Read More