This is a bit of a different article than those I typically write, and I don’t expect everyone to get it. But it’s something that has been on my mind for a while. Most of my previous articles are very positive in nature, but the reality is, monsters tend to live in the shadows. And it’s hard to discuss mental health from a place of sunshine and roses.

In this next article about The Epilogue Economy, I look at FY 2025, and a transformative milestone that is approaching: the first wave of Generation X turns 60. This demographic shift isn't just another marker on the calendar—it represents a fundamental reimagining of how businesses must operate in the Epilogue Economy.

As many of you have read, I am a big believer that 50 is the new mid-career, give or take. Now, I didn’t figure this out until I approached 60, and was concerned about what I was going to do with the second half of my life, should I be blessed with that. And if you take some time to lift your head, and look around, there are so many inspiring stories out there of people like us, who are not wrapping it up and calling it a day.

As I continue to explore the possibilities within the Epilogue Economy, I wanted to see if I could cross over into the topic of sustainability and CSR. 

As the global population ages, the influence of the aging consumer market is becoming increasingly undeniable. By 2050, the spending power of adults aged 50 and older in the United States alone is expected to reach a staggering $28 trillion.

In my work on the Epilogue Economy, I continue to unpack a transformative force that is redefining the way we think about aging, work, and value creation. I am convinced that organisations that fail to recognise and harness the potential of their older workforce risk being left behind in an era of unprecedented demographic change.

This is the first of three articles that will shed some light on the opportunities for companies to find value in the aging workforce in ways they had yet to consider, as well as explore some of my thoughts for brands about the overlooked and untapped potential of this consumer demographic.

As I approach my 60th birthday in a couple of days, I find myself thinking a lot about my life and the things I've learned over the past six decades. This milestone has prompted me to contemplate the experiences, challenges, and joys that have shaped my life and the wisdom I've gained along the way. So, here are some of the most meaningful lessons I've learned as I step into my seventh decade.

As someone who has been observing consumer trends for years, I can't help but think about one of the most influential and often overlooked demographics in today's market - the aging consumer. I have started paying attention to the immense power and potential of this group, because I am one of them.

I am in the top 10%, and that is not a good thing.

Going through my email this morning, I came across this bit of data. Now, this is an estimate, but it also just 'feels' right, based on conversations I am having with those that both use, and don't use, AI in their daily workflow.