Mature consumers account for the majority of spending, yet remain misunderstood. MM-Eye uncovers the emotional drivers, mindsets and expectations shaping this powerful audience, helping brands move beyond age-based thinking and unlock sustainable, premium growth.
We worked with a brand seeking growth in one of the most powerful, and most misunderstood, consumer segments: the mature market.
Despite accounting for the majority of spending, older consumers are often reduced to stereotypes that fail to reflect their confidence, diversity and expectations.
Using MM-Eye’s customer-led, emotionally focused approach, we explored how mature consumers really think, feel and choose. What emerged was not a single audience, but a range of mindsets united by a desire for relevance, respect and brands that evolve with them.
The insight reframed the opportunity. This is a market rich in loyalty and value but only for brands able to build genuine emotional connection and deliver experiences that feel contemporary, considered and worth investing in. Our research provided a clearer strategic focus on a growing audience, enabling brands to move beyond age-based thinking and unlock sustainable, premium growth.
OUR KEY INSIGHTS ARE FREE TO READ IN THE FULL REPORT
By 2040, older households are expected to spend £550 billion a year. That’s 63% of total spending.
(Sources: ICL, Maximising the Longevity Dividend)