Mag. (FH) Anja Herberth
Chief Aging Markets Architect | I help companies understand — and reach — the most valuable target group of the coming decades.
The 60+ generations hold the most capital, the highest brand loyalty and the strongest purchasing power. And they have time: People today live significantly longer than previous generations. Retirement has become a long, active phase of life spanning 22 to 25 years — with consumption, decisions and new needs. At the same time, these generations — deliberately plural — are the most consistently underestimated groups in product development, marketing and sales. That is exactly the gap I close.
As a demographic change consultant, I work with companies in retail, construction and renovation, banking and insurance, tourism and hospitality, and health and MedTech. I analyse where offerings miss the reality of older people’s lives — and show concretely what needs to change: In positioning, communication, product design and sales channels.
With SmartBuildingsCompass.com I also run a bilingual online platform covering independent living in old age, care and caregiver relief. This gives me a direct, up-to-date view of the needs, questions and decision-making processes of the target groups involved — and their families.
I am not an agency. I am a dedicated partner — with sector expertise, a strong network and the commitment to turn analysis into action.
+43 (0)650 558 03 19 | anja@owl-lab.at
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.