Is your brand built for reality or just for what’s familiar?
In a world obsessed with youth, most brands overlook the most powerful consumer segment in the global economy: adults over 50.
They hold the majority of discretionary spending. They make the biggest financial decisions in multigenerational households. And they are often the quiet force behind brand loyalty and trust.
Yet most marketing strategies, digital experiences, and product designs are built without them in mind, or worse, built on outdated tropes.
That’s why we created the Life Stage™ Inclusivity Scorecard: a strategic diagnostic to help you see what you’re missing and what you could unlock.
It’s not just a checklist. It’s a lens.
Use it to:
Evaluate how well your brand includes, respects, and resonates with the 50+ audience.
Identify blind spots in representation, UX, language, product design, and internal culture.
Benchmark your current efforts and spark smarter, more inclusive thinking across your team.
If you’re serious about growth, it’s time to get serious about inclusion.
Real inclusion.
Life-stage inclusion.
Here’s a glimpse at the kinds of questions the Scorecard will guide you through:
Representation & Visibility
Are 50+ individuals featured in your brand imagery — not just as grandparents, but as protagonists, decision-makers, and style-setters?
Or are they cast in the background of a story that no longer feels like theirs?
Life Transitions
Does your brand acknowledge the complex transitions of later life — career shifts, second marriages, caregiving, solo living?
Or does it pretend nothing changes after the kids move out?
Language & Messaging
Does your copy speak to 50+ consumers with the nuance, ambition, and wit they live with every day?
Or does it fall back on tired clichés like “still young at heart” and “aging gracefully”?
Trust & Influence
Do you recognize the 50+ consumer as the most trusted voice in multi-gen households — the person everyone asks before they buy?
Or do you chase the youngest voice in the room, assuming it’s the loudest?
Innovation & Tech
Does your vision of the future only include digital natives — or digital spenders?
If your tech campaigns, smart product launches, or AI experiences exclude older adults, you’re ignoring the demographic most likely to invest in them.
Aspirational Targeting
Do your campaigns treat aging as a beginning - full of reinvention, romance, and ambition?
Or as the quiet winding down of a story that’s already been told?
Digital Fluency
Do you design digital experiences assuming older consumers are confident, curious, and connected?
Or do you treat them like they need help finding the “on” switch?
Repair & Reinvention
Does your brand speak to the 50+ audience as people who are still building, not just settling — fixing marriages, writing books, starting companies?
Or do you assume reinvention is reserved for the young?
How Life Stage™ inclusive is your brand?
We offer the Scorecard in two ways:
Self-Assessment Tool (Coming Soon):
A quick-start version for internal reflection.
Perfect for teams beginning their journey.
Facilitated Scorecard Workshop:
A live, collaborative session where we guide you
through the Scorecard, provide benchmarks,
and co-develop next steps with your team.
Book a discovery call to see which version is right for you,
or request early access to the downloadable Scorecard.