05/30/2023 by Chris Celletti

In the latest episode of The Future in a Minute, Jeremy Katz illustrates the incredible—and growing—purchasing power of aging consumers. With 1 in 6 consumers projected to be over the age of 60 by 2030, brands should ignore the older cohort at their own peril.

Go deeper about this vital topic in the chapter "An Aging Population Turns Silver into Gold" from Ogilvy Consulting's 2030 Forecast.

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Chris Celletti is the Global Editor for Ogilvy and is based in New York. He joined the agency in 2012.