Consumers celebrate and enhance signs of aging
Implications - Rather than being rejected, traditional signs of aging are now being celebrated by mainstream media. As a result, older consumers are gravitating to products that help enhance -- not hide -- features like graying hair. This shift does not suggest that consumers are less attached to maintaining youth, but that they are more relaxed, and positive, in their approach to aging.
Workshop Question - How is your brand approaching the boomer demographic, and does it reflect their unique approach to aging?
Trend Themes
1. Celebration of Aging - Boomers are embracing their natural beauty and aging process, leading to a growing trend of products that enhance or celebrate older features.
2. Rejection of Anti-aging Narratives - More brands, magazines, and bloggers are rejecting anti-aging messaging and stereotypical depictions of aging, promoting individualism and empowerment for boomer consumers.
3. Fashion & Beauty Inclusivity - A growing number of fashion designers, haircare brands, and bloggers are embracing inclusivity for older consumers in traditionally youth-focused industries, creating new opportunities for the growing boomer demographic.
Industry Implications
1. Beauty & Personal Care - Brands are developing products that enhance and maintain aging features, while focusing on inclusivity and celebrating individual beauty for boomers.
2. Fashion - Designers and fashion bloggers are promoting individualistic style and inclusivity, rejecting traditional youth-focused marketing and creating new opportunities for boomer consumers.
3. Media & Publishing - More magazines, blogs, and social media influencers are embracing inclusive messaging and rejecting anti-aging narratives, catering to the boomer market and promoting empowerment for aging consumers.
