Throughout our collective management consulting, brand management and agency experience, we have observed a huge gap between how society and the market perceives, portrays and engages mature consumers and the realities of this dynamic, influential and misunderstood market.
That’s why we launched Age of Majority.
We’re on a mission to break the myths and to crush the stigmas and stereotypes associated with aging. We are uniquely positioned to identify and exploit opportunities with active aging consumers because:
Our work is driven by unparalleled insights of the active aging consumer;
We utilize a unique strategic planning process that delivers proven results; and
We are advocates for active agers with a focus on ensuring they are not overlooked, undervalued, misunderstood or portrayed inaccurately.
Young at heart and flush with cash, they’re the tech-loving, gym-using, trend-setting, fun-seeking, fashion-shopping, car-buying, food-experimenting, ad-consuming marketer’s dream, that your brand is ignoring. The Active Aging consumer spends $2.9 trillion on products and services a year, and they are craving your attention.
how we help
Our in-house consultants and extended network of experts will help you discover, test and refine growth opportunities with mature consumers. Through our expertise and approach, we deliver novel insights and actionable ideas, grounded in market trends, customer insight and expert validation.
Whether industry conferences or client offices, we are always eager to tell the Age of Majority story. Our keynotes and seminars are designed to motivate and facilitate marketers to start exploring their own Age of Majority opportunity.
For 15 years, have conceived and executed programs to help the brand challenge conventions and redefine ‘beauty’, including how consumers perceive and embrace aging. In 2007, helped to launch the Pro-Age product line with a unique campaign encouraging women to celebrate the beauty in aging.
For a new, naturally-derived menopause relief product, mapped the consumer mindset and journey, and proposed consumer-centric changes to positioning, messages, packaging and marketing communications tactics to address purchase barriers.
In anticipation of launching a new ‘mature skin’ formulation, identified a critical consumer knowledge-gap and conceived a consumer study and consumer education program on changing skin needs associated with aging.
RBC wanted to inspire Canadians to start thinking about retirement differently. We helped them achieve their campaign objective of growing awareness of the RBC Retirement Designers program with a larger emphasis on driving consumer inquiries online or at the bank.
our leadership team
The Age of Majority leadership team oversees the design and execution of all client work, thought-leadership and speaking engagements. They are supported by a team of consultants and bolstered by AoM’s key advisors and extended network of subject matter experts.
Jeff WeissPresident and CEO
As a Baby Boomer with over 30 years of marketing experience on both the client and agency sides of the business, Jeff has witnessed the dramatic changes of the aging population. In his experience of working for and with major brands including Pepsi, Gillette, Dannon, KitchenAid and Unilever, he understands why major brands and corporations are missing the boat on the over 55 crowd
and he knows what’s necessary to take advantage of this largest and fastest growing segment in business.
Deborah AdamsHead of Operations
Just shy of being a Baby Boomer herself, Deborah has over 25 years of marketing consulting experience working on award winning brands such as Gillette, Unilever, Whirlpool and Ferrero Rocher. Over the years she has helped brands differentiate themselves to build equity both short and long term. She is passionate about understanding consumer behaviour as it evolves through life stages, particularly with the 55+ crowd.
Peter BoyceHead of Research & Content
Lauren RivietzHead of Marketing
Jay DonnellyHead of Planning
Chris BrownCreative Director
The study surfaces a simple and powerful question to marketers: if you knew your brand was leaving millions of dollars of potential revenue on the table, would you do something about it?
The results are potentially eye-opening for marketers, and offer direction for better engaging the large and growing population of active aging consumers.
I’m not exactly sure when senior's discounts came into being and perhaps they made sense when turning 50 or 55 generally meant that you were looking to save money wherever and whenever you could. But times have changed and it is time that these discounts became a thing of the past.
In case you missed it, last week Oxford Dictionaries named “Youthquake” as the 2017 word of the year. Given our recent launch of Age of Majority and all of the data that points to the power of the older consumer, I was both amused and surprised by this announcement.
Observing these active ager lifestyle changes, and considering the large amount of spending in food and beverages attributed to the over 55 crowd, it amazes me to see the disproportionately high marketing investment in younger consumers.
Our products help clients identify and exploit the single largest untapped business opportunity — marketing to the active aging consumer.
We can take you from validation that an opportunity exists all the way through to developing a go to market strategy. Each of our four products answers a specific and essential question in this process. They can be purchased individually or combined to provide an end-to-end solution for our clients.
You know that there are opportunities out there to grow your business by targeting the active aging consumer but are unsure where to focus your efforts. The AoM Spark Session will enable you to explore a wide variety of areas and approaches, from down-to-earth ideas to out-of-this-world concepts.
You have a list of great ideas from the Spark Session you think will make a splash with the active aging consumer, but you’re not sure which one(s) is the best and the size of the opportunity. “Check-Point” will validate, prioritize and quantify the relative merits of each idea.
You have now validated, prioritized and quantified the relative merits of ideas emerging from the Spark Session. “The Launch Pad” makes it all real by determining the best ways to exploit and bring the new opportunity to market.