Your target audience is getting older.
Are your offerings keeping pace?
Demographic change is no longer a topic for the future: In Germany and Austria, about one fifth of the population is already aged 65 or over – and the trend is rising sharply.
This does not change ‘society’ in some abstract sense, but rather has a very concrete impact on the markets: Who is buying? Who is involved in decision-making? Who needs guidance? Who is organising care? Who is planning home adaptations? Who is looking for safety, comfort and relief?
For businesses, this creates new target groups, new purchasing motivations and new demands on communication, service and product offerings. Yet ageing affects more than just care, health or accessibility. It is transforming a wide variety of sectors – and older people have different needs, different decision-making processes and often greater purchasing power than many businesses assume. At the same time, relatives and professional carers are increasingly involved in decision-making when it comes to housing, care, mobility, precautions or relief.
This is precisely why a demographic strategy is needed, especially in unstable and challenging times. Not as a special programme for ‘senior citizens’. But as a clear response to a society in which ageing, care, accessibility, safety, trust and independence are becoming key market issues.
Building & Renovation
Accessibility
In Austria and Germany, there is a shortage of senior-friendly, barrier-free housing. For many older people and their relatives, the journey from the initial idea to the final solution is associated with disorientation, uncertainty and, often, a sense of shame.
I help companies to better understand older target groups and their relatives: What needs trigger specific purchasing decisions? What kind of communication builds trust rather than creating barriers? And how can services be positioned to fit the everyday reality of older people?
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Care & Support
Assistance Solutions
The need for care rarely arises suddenly – and the decisions it triggers are usually made by relatives under pressure of time and with little guidance. Providers of care solutions or support services are not only competing with other products, but also with overwhelming demands, a lack of information, and outdated care routines and advice. I help providers position and communicate their solutions in such a way that they are visible and understandable at the crucial moment – for those affected, their relatives and professional decision-makers.
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Retail
The current 65+ generation is considered the wealthiest retirement generation ever – with stable incomes and a strong willingness to pay for quality. And yet most retailers systematically neglect them in terms of product range, communication and service offerings.
The problem rarely lies with the product itself – but rather with shop design, solutions, pack sizes and communication that simply fails to reflect the lives of older people. I support retail businesses in systematically closing this gap.
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Banks & Insurance
The annual value of inheritances in Austria in 2025 is estimated at €21.5 billion and is set to almost double by 2050. In Germany, €113 billion was bequeathed or gifted in 2024 – and the trend is rising.
Behind these figures lie millions of decisions: Regarding financial planning, protection and the transfer of assets.
I help banks and insurance companies to better understand the 65+ demographic and develop communication strategies that build trust.
→ Schedule a meeting now!
Health & MedTech
Chronic diseases, multimorbidity, and increasing personal responsibility within the healthcare system: The over-65s are a key growth segment for healthcare providers and medtech companies.
At the same time, solutions fail not because of the technology, but because they do not truly address the realities of life for older people and their families.
I can help you develop offerings, communications and market strategies that resonate – and ensure your products are used.
→ Arrange a consultation now!
Tourism & Hospitality
Travelling with a rollator. Relaxing while managing care needs. Older travellers have something that younger target groups rarely have: Time, money and a willingness to pay for quality and reliability.
However, marketing often reflects lifestyles in which older travellers do not recognise themselves. And the specific requirements – assistance, pace, catering, safety – are often overlooked in the design of the offering. I can help you develop and communicate offers that appeal to older people and their families.
→ Arrange a consultation now!
Let’s talk.
Demographic change isn’t some abstract future concept – it’s already transforming your target audiences right now. If you’d like to understand the opportunities this presents, I’d be delighted to have an initial chat with you.
Either fill in the form – or get in touch with me directly anja@owl-lab.at.