We are in the business of visibility. Advertising doesn’t just reflect culture. It shapes it. We cast the stories, the symbols, the aspirations. However, a paradox is in the air: despite our obsession with inclusion, one of the largest, wealthiest, and most culturally active cohorts in the world remains
The IMF’s latest report on the global economic outlook does something rare in Chapter 2. It speaks of aging not just as a crisis, but as a possibility. The language is careful. Aging populations, it says, could drag down growth unless we make structural changes: extend working lives, improve
I have been thinking a lot about transitions lately. We like to think of life in chapters. But most of us don’t experience clean page turns. We experience transitions. Not quite an ending. Not yet a beginning. Transitions are those quiet, liminal moments when something shifts beneath the surface.
By 2050, individuals aged 50 and older are expected to account for 60% of consumer spending in 60 of the core 76 economies worldwide. This demographic’s spending is projected to reach nearly $96 trillion globally by 2050, highlighting their significant role in the global economy. As a brand, an
John Waters once said, “If you go home with somebody, and they don’t have books, don’t fuck them.” Now, I’m not here to give dating advice, but if you’re thinking about the future of work, AI, and leadership and you don’t have this book, well…
Why Gen X's 60th Matters More Than You Think Unlike their Boomer predecessors, Gen X brings a unique perspective to their sixth decade. They were the first generation to embrace personal computers, navigate the dawn of the internet, and adapt to social media. They've been digital
As many of you have read, I am a big believer that 50 is the new mid-career, give or take. Now, I didn’t figure this out until I approached 60, and was concerned about what I was going to do with the second half of my life, should I
As someone who has been observing consumer trends for years, I can't help but think about one of the most influential and often overlooked demographics in today's market - the aging consumer. I have started paying attention to the immense power and potential of this group,
The Newsletter That Gets Better With Age.
At The Epilogue Company, we study what gets left out. The stories that don’t fit a segmentation. The people who don’t feel seen by the systems meant to serve them. In the Epilogue Economy™, aging isn’t just about getting older. It’s about living longer, through more
In the Epilogue Economy, two significant “D” moments alter the arc of a life: Divorce and Death. I’ve lived through the former, but fortunately, not the latter. Still, I’ve stood adjacent to it. I’ve witnessed the quiet transformation of those who’ve lost, and as someone who
Why is the next wave of trust and attention not from 22-year-olds with ring lights but from 62-year-olds with credibility? Influencer marketing has always been framed as a young person’s game. Scroll any platform, flip through a brief, sit in on a pitch — the faces of influence are glossy,
Forget the hype cycle. The most quietly innovative minds in your company are older than you think, and they’re already using AI in ways you’ve failed to see. She’s not on LinkedIn posting prompt hacks. She’s not in your AI talent tracker. But she is, quietly,
There’s a generation you’ve probably never heard of. They’re not quite Boomers, though they grew up in the wake of post-war optimism. They’re not Gen X, though they came of age in the same era of cynicism and cassette tapes. They’re something in between -
I turn 61 in a few days. It’s a strange number. Not round enough to celebrate, not dramatic enough to fear. But so much has happened since my last birthday, that big hairy six oh, it sort of demands a pause. Sixty one. Not quite what I expected. When
Everyone says they “understand the customer.” But if your team is 32 and your customer is 62, you’re not understanding them. You’re just guessing. Not the fault of the team. Its an issue with leadership. When companies discuss “understanding the customer,” they often default to proxies. Personas, research
A quiet revolution is taking shape at the edge of the corporate radar. According to Forbes, 51% of workers over 55 say they are eager to learn AI tools. And yet, their employers are dragging their feet. No programs. No access. No structured learning paths. Just silence. It’s not
By 2050, individuals aged 50 and older are expected to account for 60% of consumer spending in 60 of the core 76 economies worldwide. This demographic’s spending is projected to reach nearly $96 trillion globally by 2050, highlighting their significant role in the global economy. As a brand, an
Every year, I return to the same rituals. I reread Dune. I clear out the clothes I haven’t worn, sometimes with relief, sometimes with regret. I change my shoe laces. I shave my face clean, only to remember halfway through it that I wear a short beard for a
Recently, I interviewed for a strategic leadership role at L'Oréal. A few weeks after the interview, I was told I was “more Poet than Peasant” and not selected for the role. More Poet than Peasant. Let me back up a bit. Periodically, headhunters reach out to me, as
There’s a lyric by The Killers that’s been on repeat in my head lately, because Dave Pell, the managing editor of the Internet, brought it up, in a different context, over on NEXTDRAFT: “Are we human, or are we dancers?” I think the band is amazing. And I
