CONSUMER INTELLIGENCE FOR THE LONGER LIFE ECONOMY
Peak earning. Peak spending.
Peak ignored.
Introducing the 10 Gen X Consumers
COMING SOON
IN THE PRESS
CONSUMER INTELLIGENCE FOR THE LONGER LIFE ECONOMY
We're not here to reframe ageing, we're here to correct the picture - for the brands smart enough care.
THE TRILLION DOLLAR BLINDSPOT
There's money being left on the table – not to mention hearts, minds and influence.
"Gen Xers are the gatekeepers of trillions in spending - the CFOs of three generations. Brands that invest in them today will see measurable returns"
WHAT'S THE LONGER LIFE
ECONOMY?
The old three-stage life is over. Today's 50+ consumer is living longer, spending longer and defying every assumption marketers make about them. It's the next big frontier.
"We've no longer got a three-stage life - we've got a 100-year life"
Ruth Chapple, co-founder
WHAT DO WE DO?
Foresight, insight, cultural intelligence and strategy - data-informed, human-led, always.
We're your upstream research partners and go-to-market sidekicks across four consumer Frontiers:
HEALTH & WELLNESS
Identity & Values
•
Finance & Wealth
•
Health & Wellness
•
Style & Culture
"Cultural intelligence cannot be wholly outsourced to something that isn't living what it's reporting on"
Matt Klein, Reddit's Head of Foresight
HOW DO WE DO IT?
THE FITH CULTURE FRAMEWORK
Based on the Bio-Psycho-Social medical model – but as a cultural lens
BIO
PSYCHO
SOCIAL
Cross-referenced with psychographic and ethnographic research, plus data on spending, assets and employment - giving brands the evidence base to act, not just observe.
25+ years tracking the signals and forces that shape how people live and spend - from WGSN and Stylus to Director of Foresight at The Future Laboratory.
One of the few in foresight who explains not just what people do, but why – shaped by psychology, design, and leadership roles at WGSN & Stylus
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All rights reserved.
The Fith Framework and X-Types
are proprietary IP.