Baby Boomers have real buying power, but they're often overlooked by brands large and small. These companies now offer product experiences specifically for them

Personal care needs don't ever really stop. But as people age, the attention brands pay to those needs can—it often seems like every product is aimed at a millennial or Gen-Z audience, forgetting entire generations before them. Now, these brands are pushing back, designing products that improve the lives of older consumers.

Willow DTC brand Willow offers disposable and leak-proof underwear to help make seniors more mobile. Unlike other pairs that might look more like a diaper, users can wear them discreetly underneath their clothes to stay clean and dry despite any leaks.

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