Baby Boomers

Latest Trend Reports

Baby Boomers P&G’s Kindra is a skincare and supplement brand specifically for consumers going through menopause

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.

Beauty Pause Well-Aging offers all-encompassing lines of products designed to tackle different stages of menopauses

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.

Fashion & Apparel Better Not Younger destigmatizes the process of aging with haircare products for modern older consumers

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.

Grocery, Convenience & Supermarket Supermarket Jumbo's in-store initiatives helps combat loneliness in older adults

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. 

Analysis These Services Build Connections Between Seniors And Young People

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

Brand Activation & Immersion Seniors Are Re-Entering The Workforce Thanks To Retailers Like McDonald's

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

Features How These Companies Use Wellness To Transform End-Of-Life Care

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

Home These Retirement Communities Are Reinventing Senior Living

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

Shopper Education & Assistance These Brands Are Reimagining The Way Consumers Plan For Retirement

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

Health Alternative Wellness Isn't Just For Millennials—Here's How Cannabis Brands Are Catering To Boomers

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

Technology How Voice Assistants Allow Seniors To Live Safely And Independently

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

Food & Beverage Boomer Consumers Are Transforming Their Diets With The Help Of Brands Like Danone

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

Retail How Brands Like Rory Are Reimagining Aging Through A Wellness Lens

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

Wellness These Lifestyle Brands Are Transforming The Way Society Thinks About Aging

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