What's next?
The silver market presents tremendous untapped potential for brands willing to look beyond stereotypes and embrace the full complexity and diversity of ageing. With our Now–Wow–How methodology and five innovation platforms, brands can design products and services that truly resonate with this powerful, evolving demographic. Because it's not about designing for age, it's about designing for evolving human needs, preferences and capabilities. Silvers aren't a homogeneous group defined by decline, they're individuals entering new phases of discovery, expression and fulfillment.
of Silvers want brands to involve people their age in developing new products.
Turning innovation platforms into business growth
Where to play
Innovation platforms
Uncover hidden growth territories by revealing the deeper human motivations that traditional research misses.
What to create
Ideation & concept optimisation
Transform breakthrough thinking into market-ready concepts through AI-enabled frameworks and experiments.
How to succeed
Go-to-market
Create clear pathways from concept to commercial success with continuous consumer optimisation before and after launch.