A new generation of startups are tailoring their products towards older consumers, designing services and tools that specifically meet the needs of this audience.

Why it matters

These businesses’ success stories are proof that the ageing community needs tech innovation just as much as their younger counterparts – and marketing strategies should focus on the concrete needs of these consumers in all their multiplicities.

Takeaways

• The 50-plus audience have varied needs and are not a monolith; indeed, ageing is a layered and complex process at every age. Some consumers want social tools; others want health metrics.
• Some startups, such as...