The lifespan is expanding. By 2050, the population aged 100 and older will reach 3.7 million. For brands, this changes everything about loyalty.
Your customer at 25 won’t be the same person at 75. The brands that win aren’t chasing quarterly engagement metrics. They’re building for something longer and deeper: relevance across a century-long life. Meanwhile, 73 percent of consumers feel the world is more unstable than ever, driving what we call Existential Consumerism. They’re optimizing their bodies, securing their futures, protecting their identities. The paradox: the systems designed to deliver control are quietly eroding it.
Our latest Culture Gap Report commissioned by FleishmanHilllard UK, The 100-Year Life Brand Opportunity, explores how brands can stay meaningful across decades of profound change. We reveal the consumer shifts redefining loyalty and the strategic moves that separate brands built to last from those built to trend. Get top findings here or dive into the full report below:
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