While the word aging often comes with stigmas, it is a natural process—now, these brands are working to normalize it and empower older consumers

While it seems like most people try to escape it, aging is a natural process that eventually happens to everyone. After all, two in three people over 70 feel positive about getting older, proving that it's not all bad. Armed with this knowledge, two new brands are leaning into aging, making the transition into old age easier and more communal.

Your Best Life
Presented by Boomer-oriented media site AGEIST, Your Best Life is a symposium specifically tailored towards the modern 50-and-up demographic. The conference features thought-provoking discussions, keynote presentations and networking sessions covering topics from wellness to multi-career work life.

In the Groove
Lifestyle brand In The Groove curates products, makes informed recommendations and produces editorial content aimed at women over the age of 50. It's a demographic that is often overlooked by other brands and sites, increasing their access to tailored content while busting myths around aging.


Lead image: BBH Singapore/Unsplash

While it seems like most people try to escape it, aging is a natural process that eventually happens to everyone. After all, two in three people over 70 feel positive about getting older, proving that it's not all bad. Armed with this knowledge, two new brands are leaning into aging, making the transition into old age easier and more communal.

Your Best Life Presented by Boomer-oriented media site AGEIST, Your Best Life is a symposium specifically tailored towards the modern 50-and-up demographic. The conference features thought-provoking discussions, keynote presentations and networking sessions covering topics from wellness to multi-career work life.