Baby Boomers

Kindra is a direct-to-consumer skincare brand from CPG conglomerate P&G that offers products designed specifically for women going through menopause. In addition to dietary supplements designed to naturally ameliorate the symptoms of menopause, such as hot flashes and vaginal dryness, Kindra offers a hand & foot cream and a body lotion with soothing ingredients specifically designed to combat drier skin associated with lower estrogen levels.

Pause Well-Aging is a skincare brand designed to be used throughout all three stages of menopause, from perimenopause to menopause and postmenopause. In addition to products like Hot Flash Cooling Mist and Collagen Boosting Moisturizer, the brand’s site also offers a community page dedicated to sharing real-life menopause stories from its users, providing shoppers with direct support and affirmation.

Haircare Brand Better Not Younger targets consumers age 45 and older with a line of products specifically designed to address the hair concerns associated with aging, such as dryness, thinning and gray hair. With its bold, modern packaging and videos celebrating life after 45, the brand aims to challenge the stereotypes associated with aging.

Dutch supermarket chain Jumbo combats loneliness amongst older adults with two new in-store initiatives. In contrast to the typical express lane, Chat Checkout is a special lane, where the cashier takes extra time to engage in a conversation. Jumbo also hosts All Together Coffee Corner, an in-store local community space that allows elders to meet one another. 

From housing to networking to cooking, brand-new experiences are now catering to Baby Boomers who want to connect with other generations

Whether to seek meaningful connections or make a bit of extra money, Baby Boomers are redefining retirement, and brands are accordingly tailoring jobs to include this group

By facilitating important conversations around death, these services are revolutionizing the way people think about getting older

Co-living spaces like Ollie and themed communities like Margaritaville are changing the face of retirement, providing a new standard of life for residents

Planning for retirement is often a stressful process, but these brands are working to make it easier through outreach and planning tools

Innovative brands are making alternative wellness available to all, and even designing special tools and offers for ailments specific to older consumers

A new slate of voice assistants designed for seniors gives peace of mind to both users as well as their caregivers and family members

Not only do today's older consumers have particular nutritional needs—they also are demanding healthier options, and new offers from health-focused food and beverage companies are answering their request

With support for aging bodies, these companies ensure that their customers can grow older in a healthy, positive way

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