In the context of the most affluent generation taking personal responsibility using digital products and services, three big opportunities jump out:

 

1. Workplace wellbeing & employee health initiatives
   Older workers are often less healthy than their retired peers, yet most workplace wellbeing platforms are built for younger employees. Our Green Paper work shows really motivates older workers to engage with digital health tools, where trust barriers sit, and how employer endorsement may unlock adoption.

2. OTC health and wellbeing supplements
   Around 60% of mature consumers regularly buy vitamins, supplements or minerals, but almost half do not trust online health advice and many reject wearables. Our PDHW research maps who buys, where they buy, what triggers first purchase and which trusted partners brands need alongside them to break through.​

3. Healthy food, drink and consumer packaged goods
   Big FMCG names face a trust deficit in this space, while women aged 61–80 are more digitally engaged, more trusting of well‑known sources and often the household gatekeeper. We show exactly how to win with these women – and how they can become the bridge to male partners who are harder to reach.​

 

Our Green Paper 

​

Wanna know more get in Contact.