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
Learning to Love Midlife
Chip Conley Chip is a bestselling author, mentor and "modern elder" at Airbnb. He presented his...
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...
Stage-based segmentation is the only way to go
Bradley Schurman Bradley is an expert on demographic change and how it disrupts social, cultural,...
Age-independent product development
Professor Dr. rer. pol. Frank Piller Frank Piller is a professor of management and head of the...
Becoming a grandparent
Prof. Dr. phil. François Höpflinger The sociologist researched age and generation issues at the...
The future of family care giving
Erhard Hackler, Deutsche Seniorenliga Erhard Hackler is a lawyer and executive director of the...
Blog
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How old is 50+ actually?
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50plus is not cool, says Heidi Klum
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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...