Europe is aging. So is your market.
owl lab specialises in strategy, product development and communication for companies navigating demographic change. As Europe ages, target groups and needs are shifting. I help you translate this development into clear offerings and robust market strategies.
Demographic change is reshaping markets, target groups and organisations. Many companies and organisations are not yet sufficiently prepared for this. owl lab helps translate the implications for products, communication and positioning into viable strategies.
Reaching older target groups requires a deeper understanding of how life circumstances, needs and decision-making processes are evolving. This creates new demands on products, services and communication — but also new market opportunities.
Today’s 65+ generation is considered the wealthiest retirement cohort in history. As your Chief Aging Markets Architect, I help you build these new customer categories: understanding older target groups — and turning that understanding into offerings that drive revenue. Demographic change then becomes not just a pressure to adapt, but a genuine market opportunity.
>> I help businesses to better understand older target groups and to develop new market opportunities.<<
My services as your Chief Aging Markets Architect:
Turning demographic
change into a market
opportunity.
I help companies strategically develop older target groups — from analysing life circumstances and purchasing motivations to sharpening the offer and competitive positioning. The result: Clear strategies that turn demographic change into real revenue potential.
→ Schedule a strategy meeting now!
Your team truly
understands older
target groups.
In a workshop, we work together to identify who your older customers are, what they need — and how to reach them. Topics: Understanding the 65+ target groups, age-friendly communication, go-to-market for new customer segments. Practical and directly applicable.
→ Request a workshop now!
Visibility with
older target
groups.
Your offerings need the right content. I develop content strategies and materials that reach older target groups and their families — SEO-optimised, AI-visible and in the right language. From editorial planning to finished copy.
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Which industries in particular benefit
Construction & Renovation
Accessibility
Austria and Germany face a serious shortage of age-friendly, barrier-free housing. For many older people and their families, the path from first idea to completed renovation is marked by uncertainty, disorientation and often shame. I help companies better understand older target groups and their families: What circumstances trigger purchasing decisions? What communication builds trust rather than creating barriers? And how can offerings be positioned to match the real lives of older people?
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Care, Supply &
Assisted Living Solutions
Care needs rarely arise suddenly — and the decisions they trigger are usually made by family members under time pressure with little guidance. Those offering assisted living or care solutions compete not just with other products, but with overwhelm, lack of information and entrenched care routines.
I help providers position and communicate their solutions so they are visible and understandable at the decisive moment — for those affected, their families and professional decision-makers.
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Retail
Today's 65+ generations — and yes, there are several —are considered the wealthiest retirement generations in history — with stable incomes and a strong willingness to pay for quality.
And yet most retailers systematically neglect them in product range, communication and service. The problem rarely starts with the product — it starts with store layout, packaging sizes and communication that simply doesn't reflect older lives. I help retail businesses close this gap systematically.
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Banking &
Insurance
Annual inheritance volumes in Austria reached €21.5 billion in 2025 and are set to nearly double by 2050. In Germany, €113 billion was inherited or gifted in 2024 — a rising trend. Behind these figures lie millions of decisions about financial planning, protection and wealth transfer. I help banks and insurers better understand the 65+ target group and develop communication that builds trust.
→ Schedule a conversation now!
Healthcare &
MedTech
Chronic illness, multimorbidity, growing personal responsibility in the healthcare system: the 65+ target group is an important growth segment for healthcare providers and MedTech companies. Yet solutions often fail not because of the technology, but because they don't genuinely connect with the real lives of older people and their families. I help you develop offerings, communication and market strategies that truly land — and get used.
→ Schedule a conversation now!
Tourism & Hospitality
Travelling with a rollator. Recovering while managing care needs. Older travellers have something younger audiences rarely do: tTme, money and a willingness to pay for quality and reliability. Yet communication often portrays worlds older travellers don't recognise themselves in — and the specific requirements around companionship, pace, catering and safety remain largely invisible in product design. I help you develop and communicate offerings that genuinely appeal to older people and their families.
→ Schedule a conversation now!
My own media platform: SmartBuildingsCompass
Because older target groups and family caregivers need new communication channels, I founded SmartBuildingsCompass — an independent online platform in German and English. Featuring expert knowledge on independent living in old age, care and support, caregiver relief, health and accessibility. For readers in Austria, Germany — and well beyond.
Let’s talk.
Demographic change is not an abstract future — it is reshaping your target groups right now. If you want to understand the opportunities it holds, I look forward to a first conversation.
Fill in the form — or write to me directly at anja@owl-lab.at.