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New US Agency to Focus on Older Consumers

February 27 2024

In the US, former Ipsos execs Dana Keilman and Nicole Munsey have launched Morning Light Strategy, which will provide insights and strategic guidance for clients looking to drive growth in the 50+ market.

Dana Keilman and Nicole MunseyThe founders bring more than forty years' combined experience to the new venture. Keilman was an SVP at Ipsos Innovation while Munsey also held an SVP role at Ipsos and more recently served as MD USA for Catalyx. Morning Light aims to help clients further their understanding of the needs, wants and opinions of older adults and their caregivers via a blend of qual and quant approaches. Specifically, its solutions will help to discover new growth opportunities, build foundational learning among the 50+ population, and develop & optimize new products, services and marketing communications for these older consumers.

'The future is old' says CEO Keilman (pictured left). 'We want to help AgeTech, senior living, consumer brands, NGOs, governments and healthcare organizations strategically plan and position for the global shift toward an older demographic'. The firm notes that by 2030 1 in 6 people in the world will be aged 60 or older, and already there are 40 million more US citizens aged fifty and above than there are aged 18-34, yet 'most products and services are still developed for - and most research is conducted among - people younger than 50'.

Keilman adds: 'As we become caregivers to aging parents, many of us are gaining a new perspective into the startling depth of unmet needs in this space. These needs touch all verticals: housing, social interaction, fitness, fun, education, travel, health & beauty and tech to name just a few. Focusing solely on younger adults is a glaring deficiency in companies' strategic planning and innovation. Ultimately, our goal is to bring the right people into the development of stronger products and services that will benefit not only older adults but also our clients'.

Munsey (pictured right), who is the firm's President, says an established network of longevity and aging experts, statisticians, qualitative researchers and ethnographic specialists will help Morning Light to 'always bring the best thinking to each challenge'.

Web site: www.morninglightstrategy.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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