What do extended consumer lifespans mean for brands? And how can they show up for consumers in the right way?
We’re entering an era where wellbeing is shaped not by youth, but by longer lives, evolving identities and a global shift toward prevention and longevity.
The wellness economy is booming, reaching $6.8T in 2024 and forecasted to hit $9.8T by 2029. The demographic signal is clear: the number of people aged 100+ is projected to rise from roughly 500,000 in 2015 to 3.7 million by 2050.
The 100-year life isn’t a fringe future. It’s the new baseline for how we live, work and age.
The 100-Year Life Brand Opportunity
In this report, we unpack how consumers will interact with brands now that many can expect to live for 100 years or more.
This isn’t just demographics. It’s a complete rewrite of brand loyalty.
In a 100-year life, the competitive advantage doesn’t belong to brands that acquire best, it belongs to those who remain meaningful throughout a century-long life.
Think about it: your customer at 25 is vastly different from who they’ll be at 75. The brands that build genuine loyalty across decades aren’t chasing engagement metrics. They’re building for something else entirely.
So what does your brand strategy need to look like if your customers live to 100?
The Existential Consumer
We also look at a new discovery: Existential Consumerism.
73% of people feel the world is more unstable than ever. In a bid to reclaim control, they’re consuming differently, optimising their bodies, working hard to secure their futures, and protecting their identities.
The paradox? The systems designed to deliver that control are quietly eroding it instead.
But for brands whose customers can now expect to live to 100 years or more, this shift changes everything.
And the question isn’t whether your brand can survive the next quarter, it’s whether it can remain relevant for the next century.
For more insights, download and read the full report below.
