Senior citizens now officially outnumber the young people in Taiwan, and there is a growing worldwide shift among brands to embrace older consumers instead of largely ignoring them in favor of their younger counterparts. This week’s stories feature brands in traditionally younger targeted industries like athletics and lingerie using older ambassadors. Meanwhile a new startup promises to erase wrinkles and regenerate hair and the new term “Perennials” gains popularity as a way to describe a more age-neutral view of consumers. Happy reading!
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notoriously secretive (and now disgraced) biotech predecessor Theranos, the company is already taking a more transparent approach to sharing its data over the anticipated decade or more that it will take to bring this technology to market.
There are no shortage of lingerie ads featuring “curvy” women with all different body shapes, but New Zealand brand Lonely Lingerie has a different take with a new campaign that features 53 year old former punk icon Mercy Brewer. Brewer says: “I believe we are in a moment in time where older women’s beauty has been a startling revelation. If we don’t recognise it we deny ourselves a future to look forward to.” She seems like a perfect choice for a brand whose mission is to create products “for women who wear lingerie as a love letter to themselves.”
If you asked a bunch of people over 100 years old what they have learned in their longer-than-usual lifetimes, you might get some interesting insights. That is the premise behind this video series that has a good number of obvious advice but is still watchable for the odd unexpected tip and just to see what people who have lived that long tend to remember, regret and cherish.
How Are These Stories Chosen?
Every week I review more than a hundred data sources to curate the best and most under-appreciated marketing stories of the week. The aim of this email is to spotlight these “non-obvious” stories, along with a quick take on why they matter for you. I hope you find this email interesting and useful … and am always open to your suggestions on how I might make it better!