A future where demographics, economics, and social
changes are becoming larger and more complex than ever
before demands innovation. And the future is now.
The New Mainstream
Calico established in 2013 by Google to combat aging, with a focus on health, wellbeing and longevity.
Aging is no longer ignored by the marketplace – it is a booming industry with new players quickly disrupting the game.
In 2012, for the first time, a majority of all newborn babies were diverse.
The changing face and demographic shift of America demands that we think and act differently to increase our relevance for the 50+.
Most Americans wouldn't care if 92% of big brands ceased to exist.
The Internet has fundamentally weakened our value proposition. Individuals have more choices and power than ever before and ways of engaging them have forever changed.
In 2013, 53% of new businesses were launched by 45-64 year olds.
There is a stigma around aging in America, but there is a movement happening. The 50+ want to celebrate what’s ahead more than ever before and are embracing their new opportunities.
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