Don't ask about the age, ask what has changed!
Life is changing - in every decade of life. Despite this, we tend to think in age brackets. Especially when it comes to products and services for older consumers, marketing strategies are focused "age only" often tailored to the artificial 50+, 60+ and 70+ target groups. It is completely ignored that age is less important than individual life situation. Our approach is therefore: stage – not age.
We look at the different phases of life in which older people in particular can find themselves.
Our Experts
Misunderstanding Generational Conflicts
Arielle Galinsky Co-Founder of The Legacy Project, speaker at SXSW...
Rethinking Ageism
Ashton Applewhite Writer and anti-ageism activist...
Age is just lazy data
Faith Popcorn Futurist, author, and founder of BrainReserve...
Older, Faster, Better
Brent Rivard Brent is a partner at the American full-service agency "Geezer Creative". Geezer...
Everyday innovators in aging
Barbara Shipley Barbara is the chief brand officer for AARP in Washington D.C. At the SXSW tech...
Social innovations and age
Zarah Bruhn Zarah Bruhn, Commissioner for Social Innovation at the Federal Ministry of Education...
Getting menopause out of the taboo zone
M.D. Judith Bildau MD Judith Bildau is a gynecologist and management consultant...
Miss Germany breaks with age limits - Why?
Max Klemmer Max Klemmer is Managing Partner of Miss Germany Studios, Oldenburg. Since 2019, "Miss...
Entrepreneurship - a matter of age?
Dr. Edward G. Rogoff Edward G. Rogoff is a Professor of Entrepreneurship and former Dean of the...
How to cope with grief
Dipl.-Pol. Heidi Müller Heidi Müller, Dipl.-Pol., works as a scientist in the field of grief...
Sports & Age
Prof. Dr. Ingo Froböse Ingo Froboese is a university professor for prevention and rehabilitation...
Age at work: too old! Too young?
Annahita Esmailzadeh Since 2021, Annahita Esmailzadeh has headed the Customer Success Account...
Blog
When algorithms automate age discrimination
What sounds like science fiction has long been reality....
50plus and the dangers of deindividualisation
50plus and the dangers of deindividualisation...
Creative generalists
Dream team AI and empirical knowledge...
Bridging the Digital Skill Gap:
Embracing Diversity for Inclusive Innovation in Technology...
Diversity is innovation
Innovation is the engine of progress in our ever-changing world. But to achieve innovation at its...
How old is 50+ actually?
For many years now - since about 1997 - I have been dealing with the topic of an aging society. It...
50plus is not cool, says Heidi Klum
What did Heidi Klum say about age based segmentation? „THAT’S NOT COOL“ —— and Heidi is right...
Life - more than a stage
If you translate the English term "stage" - the core term of this website - you get, in addition...
Why images of age rarely apply
No time is as diverse as age Take a moment: How do you picture the typical pensioner?...
Longevity in marketing - let’s roll the dice
Marketers around the world are discovering global aging - and this is where the longevity economy...