Seniors (age 73 - 90) | Stylus | Innovation Research & Advisory

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Topics

The Kinship Economy

The Kinship Economy The Kinship Economy The traditional family unit is changing, as economic, demographic and cultural shifts drive the creation of new households – from chosen families of queer kinship, to elective co-parenting and multigenerational living arrangements.

Insight & Innovation

Crafting Modern Connections

Crafting Modern Connections Crafting Modern Connections In a shifting domestic landscape, creating social cohesion becomes a commercial opportunity. Design will play a critical role in helping consumers feel rooted to a place, and connecting them with neighbours and loved ones. We explore the aesthetics, technological innovations and architecture that will build bonds in the future home.

Industrial Design

The New Family Network

The New Family Network The New Family Network The family unit is changing – traditional norms are giving way to new family structures built around adaptability, inclusivity, experience and practicality. Kinship is about more than blood relations – it's about bonds that foster support, celebration, knowledge and care. To keep pace with this radical shift in consumer lifestyles, brands must innovate and adapt to these new family dynamics.

Consumer Attitudes

Nourishing New Neighbourhoods

Nourishing New Neighbourhoods Nourishing New Neighbourhoods Consumers are using food as a binding force to develop new cohorts and communities, as well as strengthen existing ones. Food can create a sense of belonging and build new family dynamics, enabling relationships to deepen. When connecting with consumers through food, brands need to be creative, inclusive, and demonstrate clear ethics, so as to engage meaningfully with these new communities.

Food & Beverage

Celebrating Ageing: Neal’s Yard Remedies Campaign

Celebrating Ageing: Neal’s Yard Remedies Campaign Neal's Yard Leads on Age Diversity The idea of ‘ageing well’ is starting to shape marketing messages within the beauty industry, following US publication Allure Magazine’s ban on the term ‘anti-ageing’ in August 2017. The negative connotations of this natural process are being rejected by consumers, and smart brands – like Neal’s Yard Remedies – are championing this movement with inclusive campaigns.

Advertising & Branding

New Apple Watch Brings ECG Tech to the Masses

New Apple Watch Brings ECG Tech to the Masses New Health-Focused Apple Watch Apple has launched the Apple Watch Series 4 at its annual showcase event in Cupertino, Silicon Valley. The latest iteration of its wearable device focuses on health-tracking and wellbeing, with particular relevance for senior and boomer demographics.

Consumer Attitudes

Starkey's New Hearing Aids Tap Wearable Tech Appeal

Starkey's New Hearing Aids Tap Wearable Tech Appeal Must-Have Wearable: Hearing Aids US-based health-tech company Starkey Hearing Technologies has revealed its new artificial intelligence-powered hearing aid, Livio. In addition to optimising the wearer's listening experience, it also translates languages in real time and records the wearer's biometric data.

Consumer Attitudes

New App Cures Cross-Generational Loneliness

New App Cures Cross-Generational Loneliness App for Grandchildren On-Demand Papa, a new app, connects elderly people in need of a helping hand at home with college students looking to earn extra cash. The app aims to combat the US loneliness epidemic, with recent data indicating that 46% of Americans feel lonely (Cigna, 2018).

Consumer Attitudes

US Cities Push for Age-Friendly Businesses

US Cities Push for Age-Friendly Businesses Making Businesses Age Friendlier By 2035, Americans aged 65-plus will outnumber children – accounting for 23.5% of the population, compared with 15% today (US Census, 2018). Readying for this demographic shift, savvy cities are pushing local businesses to understand and adopt age-friendly practices.

Consumer Attitudes

Financial Empowerment for Unprepared Retirees

Financial Empowerment for Unprepared Retirees Why Seniors Aren't Retirement Ready People across the world are not prepared for retirement and financially unequipped for the future. Brands should step in to provide digital services offering reassurance and support.

Consumer Attitudes

Asian Beauty Now

Asian Beauty Now Asian Beauty Now As Western beauty brands look to East Asia for inspiration, we uncover the emerging product and engagement trends – as well as the changing consumer lifestyles and attitudes driving one of the most exciting markets on the planet. With takeaways for brands targeting growth in the territory, as well as those looking to adapt Asian beauty ideas for other regions, this trio of reports is your 360-degree guide.

Insight & Innovation

The Advanced Beauty Consumer

The Advanced Beauty Consumer The Advanced Beauty Consumer The modern, stressful, and hyper-connected lives being led by Asian consumers are fuelling new beauty product ideas and innovations. Stylus explores how wellbeing values, brand developments aimed at youth-seekers and ‘clean’ beauty will greatly impact global beauty trends.

Consumer Attitudes

Consumer Attitudes

360 Sports Nutrition

360 Sports Nutrition 360 Sports Nutrition As sports nutrition becomes ever more specialised and its consumer base increasingly broad, active brands are honing their messaging to target key communities – from cult fitness enthusiasts to vegan consumers and e-sports players. Ingredients such as cannabis and alcohol drive innovative and edgy product development to fuel the new sports consumer.

Food & Beverage

Travel’s New Explorers

Travel’s New Explorers Travel’s New Explorers Active travel is about tapping into a sense of excitement, with consumers wanting to immerse themselves and engage in new surroundings. Emerging demographics are entering the world of adventure tourism, helping to push it beyond adrenaline-fuelled pursuits and into experience-led travel – from diverse walking tours and runs in the wilderness, to authentic active encounters with locals.

Travel & Hospitality

Travel & Transport

Banking Beyond Stereotypes: Cross-Generational Design

Banking Beyond Stereotypes: Cross-Generational Design Retail Banking’s Empathetic Focus British mutual financial institution Nationwide Building Society is rolling out a new open-plan interior design to make its banks less intimidating and appeal more to a broad demographic.

Gucci Westman Launches Natural Brand Gucci Westman's New Natural Brand American celebrity make-up artist Gucci Westman and US-based designer David Neville are launching a new colour cosmetics line that touts natural beauty values and targets a demographic aged 30 and above.

Natural & Organic

Elderly-Friendly: Taobao's E-Commerce App for Seniors

Elderly-Friendly: Taobao's E-Commerce App for Seniors Taobao App Taps the Silver Economy Chinese Alibaba-owned online marketplace Taobao has launched a senior-friendly version of its e-commerce app. The easy-to-use app features a simple interface and a family chat button, engaging with members of China’s ageing population who are keen to participate in the digital economy.

Digital Commerce

New Metropolitans

New Metropolitans New Metropolitans Urbanites are the driving force of economies, innovation and lifestyle. As more people move to cities and the divide between urban, suburban and rural consumers widens, it's essential to understand the changing profile of new metropolitan consumers. They're demanding, dynamic and stressed out – leading them to seek solutions that offer community, calm and flexibility.

Consumer Attitudes

United Income: Financial Empowerment for Seniors

United Income: Financial Empowerment for Seniors Financial Empowerment for Seniors US fintech start-up United Income has created a digital financial advice platform to help retirees or people approaching retirement spend their money more effectively.

Consumer Attitudes

Vogue Italia Champions Women Over 60

Vogue Italia Champions Women Over 60 Vogue Champions Women Over 60 For the first time in the magazine’s history, Vogue Italia has dedicated an entire issue to women over the age of 60.

Best Buy Launches Empathetic IoT ‘Assured Living’ Service

Best Buy Launches Empathetic IoT ‘Assured Living’ Service Best Buy’s Empathetic IoT Service Tapping the growing desire for both seamless services and brand empathy, US electronics retailer Best Buy has launched a proprietary smart home Internet of Things (IoT) service in the US called Assured Living.

Insight & Innovation

UK Boomers & Seniors: Ageing Anxieties

UK Boomers & Seniors: Ageing Anxieties Boomers & Seniors: Ageing Anxieties The top ageing-related concerns among over-55s in the UK are health issues, financial security and being moved from their homes, according to a report published this month by global market research group Mintel.

Consumer Attitudes

Designing for Alzheimer's Patients & Carers

Designing for Alzheimer's Patients & Carers Designing for Alzheimer's Patients Industrial design students from New York’s Pratt Institute have worked with medical experts, caregivers and patients to develop products that will improve the day-to-day lives of people who have Alzheimer’s disease.

Product Innovation

Packaging Futures: Diversity

Packaging Futures: Diversity Packaging Futures: Diversity Packaging is advancing into an expression of personal values and identity. Yet with identities taking more diverse forms than ever and growing demand for accessible solutions that champion inclusivity, brands face a daunting task. Here, we show you how getting this challenging new dimension right makes packaging design all the more rewarding.

Toyota’s Robot Helps Disabled Veterans

Toyota’s Robot Helps Disabled Veterans Toyota’s Robot Helps Veterans Paralysed US Army veteran Romulo Camargo is the first person in North America to trial Japanese automaker Toyota's Human Support Robot.

Consumer Electronics

Grandfest: Seniors Teach Heritage Skills

Grandfest: Seniors Teach Heritage Skills Grandfest: Seniors Pass on Skills UK retirement home developer McCarthy & Stone and British charity Royal Voluntary Service have launched a festival where seniors teach heritage skills to younger people.

Consumer Attitudes

Empathetic Brand Engagement Empathetic Brand Engagement Acutely aware of an increasing level of beyond-mainstream needs, smart brands are implementing empathetic engagement strategies – from senior-friendly store designs and initiatives aimed at easing the strains of modern family life, to services (including adjustable e-comm sites) sensitive to physical impairment or mental health issues.

Diversity Outlook Scenario

Diversity Outlook Scenario Diversity Outlook Scenario How will today's innovations evolve to shape future lifestyles? In our Diversity Outlook update, we draw on our previous reporting to uncover the shifts in behaviours, attitudes and values that will create new opportunities for brands by 2030.

Consumer Attitudes

Boomers: Food’s Goldmine Group

Boomers: Food’s Goldmine Group Boomers: Food’s Goldmine Group Savvy product developers looking to capitalise on boomers' desire for wellness-boosting, quality-driven and convenience-led fare will find a goldmine of opportunity. Stylus takes a deeper look at this cohort.

Food & Beverage

Consumer Attitudes

Senior Fitness: Channelling Wellness

Senior Fitness: Channelling Wellness Senior Fitness Mature health enthusiasts are embracing later life with a holistic approach to fitness. We explore how today's seniors are seeking wellness for mind, body and soul, and how brands can harness their spirit of adventure.

Consumer Attitudes

Health & Nutrition Innovations: Vitafoods Europe 2017

Health & Nutrition Innovations: Vitafoods Europe 2017 Vitafoods Europe 2017 From fortified healthy chocolate to ingestible skincare and innovations in senior sustenance, we explore the latest health, nutrition and ingredients trends unveiled at this year's global showcase Vitafoods Europe 2017.

Food & Beverage

Product Innovation

Medi-Leisure: Modernising the Pharmacy

Medi-Leisure: Modernising the Pharmacy Medi-Leisure A consumer desire to meld medical needs with looser, leisure-centric wellness – plus the ubiquitous desire for speed – is fuelling a fresh dose of innovation in the pharmacy sector. Covering virtual-reality-enabled healing, 'food pharmacies', DIY medication and the rise of the customised chemist, we track the best strategies and untapped opportunities.

Amplify A/W 18/19

Amplify A/W 18/19 Amplify A/W 18/19 Amplify looks at performance-enhancing properties to please a consumer who is on a constant quest for self-improvement. Technology is integrated into every element of life for young and old alike – boosting the mobility and independence of an ageing population.

We take cues from Colour & Materials' A/W 18/19 trend Sci-Bio, and evolve ideas introduced in Blend S/S 18, which explored how to blur the spaces 'in between', creating seamless experiences for optimised productivity, comfort and connectivity.

Co-Housing Community for Older Women

Co-Housing Community for Older Women Co-Housing for Older Women A group of single women over 50 have created a co-housing scheme in Barnet, London, as an alternative to living alone in areas where they don't know their neighbours.

Consumer Attitudes

The Purpose Collective

The Purpose Collective The Purpose Collective Driven by a desire for simplicity, focus and heightened self-awareness, a cross-generational tribe of purpose hunters are demanding a more mission-minded approach to life. We explore who they are and why they matter.

Consumer Attitudes

Fashioning a New Masculinity

Fashioning a New Masculinity Fashioning a New Masculinity It’s time to redefine and reassess what it means to be a modern man. From the kidswear market all the way through to the baby boomer opportunity, we dissect the driving forces changing the face of cross-generational masculinity in fashion.

Fashion Lifestyle

The Boomer Opportunity

The Boomer Opportunity The Boomer Opportunity Between 2015 and 2030, the number of over-60s worldwide is set to increase by 56%. Although their economic affluence is profoundly stronger than that of their younger counterparts, they remain one of the most underserved consumer groups in the world of fashion and design.

As discussed in our Advanced Aesthetics report, the opportunity here is a massive one. We highlight some recent small steps towards better addressing the fashion needs of this key demographic.

Fashion Lifestyle

Beauty Trends: Cosme Tokyo 2017

Beauty Trends: Cosme Tokyo 2017 Beauty Trends: Cosme Tokyo 2017 Cosme Tokyo 2017 offered product development inspiration for multiple beauty concerns. LED-enabled devices innovated in the anti-ageing space, while ‘hydrogenated water’ proved to be a new buzzword. Gastronomic ingredients like salmon oil, green tea and sake added to the Tokyo 2020 Olympics hype, as did Made in Japan logos and tourism-friendly cosmetics that celebrated Japanese heritage.

Retail City Guide: London, February 2017

Retail City Guide: London, February 2017 Retail City Guide: London, Feb 2017 Localisation, personalisation and new visions of café society constitute London's key creative themes this February, supported by brand-backed fashion talent spotlights and exhibitions highlighting pioneers of pop art and modern photography. We highlight the happenings not to be missed.

Retail City Guides

ElliQ: The Active Ageing Companion

ElliQ: The Active Ageing Companion ElliQ: The Active Ageing Companion Entrepreneur Yves Béhar's San Francisco-based Fuseproject studio has created ElliQ, an "emotionally intelligent robotic companion" designed to help older adults stay connected to the world.

Consumer Attitudes

Genetic Anti-Ageing Breakthrough

Genetic Anti-Ageing Breakthrough Genetic Anti-Ageing Breakthrough A team of US scientists have discovered a new form of gene therapy that they claim can reverse the ageing process. This is achieved by targeting the genes that turn skin cells back into induced pluripotent stem cells (iPS) – powerful stem cells similar to those found in embryos.

CES 2017: DIY Doctor

CES 2017: DIY Doctor CES 2017: DIY Doctor At this year's CES, brands unveiled innovative healthcare products that are equipping consumers with at-home tools for diagnosis and care.

Science & Research

Hyundai Designs Low-Cost Wearable Robots

Hyundai Designs Low-Cost Wearable Robots Hyundai's Low-Cost Wearable Robots South Korean car manufacturer Hyundai has designed affordable robotic exoskeletons that boost lifting ability, help disabled people to walk again and assist elderly users with mobility.

Science & Research

Smartphone-Free Ride-Hailing for Seniors

Smartphone-Free Ride-Hailing for Seniors Ride-Hailing for Seniors In late August, global ride-hailing companies Uber and Lyft announced partnerships with service providers to allow seniors in the US to book cars over the phone, eliminating the need for smartphone apps.

Consumer Attitudes

Sensor System Predicts & Prevents Falls

Sensor System Predicts & Prevents Falls Sensor System Predicts Falls A sensor system developed by researchers at the University of Missouri can measure gait speed and stride length to analyse walking patterns and help predict whether a person is at risk of falling up to three weeks in advance.

Consumer Attitudes

Advanced Aesthetics

Advanced Aesthetics Advanced Aesthetics The reality of being 50+ in 2016 is one of post-punk attitudes, active lifestyles and an undiluted thirst for sub-cultural influences. Young at heart, and accounting for 70% of total household wealth, many brands are underserving or even ignoring this most lucrative – and growing – fashion demographic.

Consumer Attitudes

The Freebird Club: Home Sharing for Seniors

The Freebird Club: Home Sharing for Seniors Home Sharing for Seniors The Freebird Club, an Airbnb-style home-sharing site for seniors, is set to launch in the UK and Ireland this month.

Consumer Attitudes

Wraparound Wellness Scenario

Wraparound Wellness Scenario Wraparound Wellness Scenario How will today's innovations evolve to shape future lifestyles? In our Wraparound Wellness update, we draw on our previous health and wellness reporting, along with our demographic coverage, to highlight the trends and opportunities that will emerge in this market over the next 15 years.

Consumer Attitudes

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