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Seniors Consumer Insights

Un-Isolated Senior
Brands are launching initiatives to connect seniors during the pandemic
Trend - Brands are launching products and services aimed at keeping seniors connected and engaged amid the COVID-19 restrictions. These range from playful QSR entertainment to retiree-specific radio station recommendations.

Insight - The COVID-19 pandemic has been a very difficult lifestyle adjustment for people of all ages, and older generations have the added risk of being more likely to be affected by the virus. Although economies around the world are reopening, many social distancing restrictions are still in place and are causing a prolonged period of isolation for this demographic. Countering the collective psychological impact of the ongoing pandemic is just as important as containing the virus itself.
Workshop Question - How can your brand authentically support vulnerable populations in challenging times?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Senior Infrastructure
Designers & developers are making spaces friendlier for older demographics
Trend - City infrastructure is being adapted to accommodate the senior community through design-forward features that motivate activity, preserve health and safety, or simply allow for intermittent rest. These developments show a commitment to making spaces more accessible.

Insight - Many senior citizens are emphasizing their desire for independence, both in public and private spaces, and this prompts a demand that advocates for more accessible designs within the city environment. When this is taken into consideration and the accessibility needs of an older demographic met, consumers become increasingly confident and comfortable to be active outdoors, ultimately allowing them to combat feelings of loneliness which tend to be common for the senior community.
Workshop Question - How might your brand accommodate the older consumer's need for independence?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Senior Renaissance
Brands are launching apps & activations that contribute to senior independence
Trend - Companies are debuting solutions that are geared toward connecting older demographics. Whether for the purpose of finding love or embarking on a new career path, these initiatives keep participants engaged and active.

Insight - Older consumers can often experience a sense of alienation, especially in today's environment which is increasingly fast-paced and demanding. However, many still have a desire to step outside of their comfort zone and embark on new experiences. This does not only allow older consumers to be active and—in some cases—healthier, but it also contributes to feelings of independence as individuals navigate different situations.
Workshop Question - How might you connect and empower an older demographic?
2.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Monitoring Appliance
Brands are creating smart home appliances with health-tracking capabilities
Trend - Researchers and companies are developing smart home appliances—predominantly for the kitchen and bathroom spaces—that monitor and track usage. Coupled with tech-enhanced features, these products analyze consumer habits and waste, producing insight into their health in real-time.

Insight - Consumers—especially those part of an older demographic—become understandably concerned about their health as they progress in age. This causes individuals to be more mindful of their wellbeing over time by adopting healthy habits and keeping tabs on their wellbeing. In order to do so without stress, many turn to solutions that streamline the tracking and analysis of personal information in real-time. As a result, consumers gain peace of mind as they can identify any possible health conditions early on.
Workshop Question - How could your brand enhance your product/service to streamline an experience?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Senior Meal
Brands are offering upgraded specialized meal services for the elderly community
Trend - Brands are rethinking the traditional format of meal services for older consumers. The new focus is placed on specialized meals that are customized with reference to dietary restriction and other added values such as high-quality, chef-inspired cuisine and even technological enhancements.

Insight - Culinary innovation, whether technologically powered or professionally inspired, is of interest to consumers of all ages. Although older demographics strongly prioritize the convenience and quality of a given service, many welcome supplementary experiences in this space, as well. A need to keep older consumers more entertained, social, and reassured results in a demand for services that are high-quality and multi-dimensional.
Workshop Question - How can you better engage with senior consumers through your product/service?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Assisted Independence
Brands are launching products that will help seniors complete various chores
Trend - As designers are striving to perfect the product user experience and user interface in favor of the senior demographic, brands are launching household and transportation products that allow older consumers to maintain their independence.

Insight - A big portion of senior consumers live at home and by themselves, with the potential of occasional visits from friends, family or caregivers. This can be due to the cost of professional nursing homes or a desire to stay independent. As taking care of a household and one's self can often prove to be a physically strenuous task, many consumers in this demographic seek out accessible products and services that will allow them to do this without external help, amplifying their sense of independence.
Workshop Question - How can you enhance your offering/service to satisfy the needs of an older demographic?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
LGBTQ+ Care
Organizations are providing retirement facilities and resources for LGBTQ+ seniors
Trend - In North America and Western Europe, retirement care facilities are created or updated to suit the needs of the growing number of LGBTQ+ seniors. The expertise is either integrated into the homes directly or comes in the form of resource updates and third-party training services for staff and current residents.

Insight - LGBTQ+ seniors are experiencing a lack of resources, support, and even some bias during their stay in continuous care, which affects their comfort levels, forcing some to hide their true identities. As this demographic ages, a need for better-trained retirement facilities and readily available healthcare for LGBTQ+ seniors comes to the forefront. This update is crucial for the maintenance of an inclusive society during the later stages of life for these individuals.
Workshop Question - How could you make your product/service more accessible to LGBTQ+ consumers?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Boomerized Digital
Empowered Boomers turn to tech-powered fitness tools to stay in shape
Implications - An increasing number of fitness-related apps and devices are being used to encourage seniors to lead healthier lifestyles. These tools offer the dual functionality of allowing aging consumers to more seamlessly monitor their wellness paths, while staying abreast of emerging technologies. This confirms the appetite that many Boomers have to experiment and engage with technology more generally and speaks to the way technology facilitates more diverse expressions of wellness for this demographic.
Workshop Question - How might your brand use technology to better connect with Boomers?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Life Stage Leisure
Social events tap into the hobbies and interests of older demographics
Implications - As brands look to create lifelong consumers, many are pivoting part of their focus towards the interests of older demographics including Boomers and seniors. By uncovering the passions and priorities of these inherently social consumer segments, brands are able to foster environments that empower older consumers to be themselves and create communities around shared interests. This seemingly unlikely shift in focus denotes the importance of remaining relevant to consumers through different stages of their lives.
Workshop Question - How much will your current branding resonate with your consumer's next life stage?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Senior Socialite
Boomers are looking to communal living spaces as retirement options
Implications - Boomers are a generation of independent people, but the traditional retirement home concept isn't conducive to that lifestyle. Instead, boomers entering retirement are looking for communal experiences that allow the retention of independence through co-living while also fostering social bonds. Brands stand to appeal to boomers by encouraging and facilitating the social lifestyle to which the generation is accustomed.
Workshop Question - How can your brand offering be positioned as a gateway to your target consumer's desired lifestyle?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends