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If you knew your brand was leaving millions of dollars of revenue on the table, would you do something about it?

Calculate your opportunity

why we exist

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:

  1. Our work is driven by unparalleled insights of the active aging consumer;
  2. We utilize a unique strategic planning process that delivers proven results; and
  3. We are advocates for active agers with a focus on ensuring they are not overlooked, undervalued, misunderstood or portrayed inaccurately.

what’s an active ager?

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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

More info

clients we have helped

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.

With an aging population, a constantly moving retail environment, and a changing political landscape, we worked with senior leaders to facilitate long-term strategic planning for Shoppers Health Care business units.

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 Financial Group

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 Weiss
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 Adams
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 Boyce
Peter BoyceHead of Research & Content
Sometimes written, sometimes verbal, the refined outcome of his work helps clients attract, educate, excite and motivate their consumers or influencers toward a desired outcome. During his 25+ year career, Peter has helped shape the strategies behind numerous successful brand and corporate communications programs across multiple consumer and business-to-business categories for clients such as Unilever, Molson Coors and Whirlpool.
Chris Brown
Chris BrownCreative Director
Chris is a Registered Graphic Designer (R.G.D.), and a key member of the Harbinger creative team. With more than 18 years of experience in the field, Chris has been involved in design and project management on projects for clients such as the Dairy Farmers of Canada and Rotman Executive Programs. Chris’ skill sets include web design, digital banner ads, print design, motion graphics and brand and logo development.

our whitepaper

Whitepaper: The Massive Growth Opportunity Marketers Are Missing

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.

Download your copy now

our most recent webinar

Webinar: Getting it On- and Offline with Active Aging Consumers

In this archive of our informative and actionable 45-minute webinar (including Q&A) we’ll highlight four online and four off-line areas where the behavior and preferences of Active Aging consumers contrast with those of younger consumers.

We’ll offer takeaways you can apply to optimize your marketing practices to better reach and engage the lucrative Active Ager (55+) market.

Watch now

our POV

Past One’s Prime

The reality is that there is virtually no relationship between age and performance. Yet, if you talk to anyone over the age of 50 (or dare I say 40) who is searching for a job, you will find that ageism is a huge hindrance in landing a new position.

The Evolution of Retirement Communities

I have been watching with great interest the development and launch of Latitude Margaritaville – a planned community for Active Aging consumers who are looking to live the “Margaritaville” lifestyle. This is not a retirement community, but a development that appeals to a community rooted in an interest that goes well beyond the retirement that brings them together.

Ageless Innovation

Here’s a question: do you think a 75-year-old driver wants to be told what kind of car he/she should be driving any more than a 25-year-old? Probably not, still the physical needs of an older driver might very well differ from those of their younger counterpart. “We approach car design not based on how a vehicle will deliver against the expectations of any one age group, but rather on how the vehicle delivers against the expectations for that vehicle overall,” says Katie Allanson, a Human Factors Engineer with Ford Motor Company, based in Dearborn, Michigan.

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products & services

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.

get in touch

Contact us to learn how we can help you unlock your potential with consumers 55+

Jeff Weiss
President and CEO