Brand strategy for the longevity economy
The world is getting wiser, not younger. Most brands haven’t caught up.
Intransit helps CEOs, founders and marketing leaders reposition their brands for people who are living longer, living better, and refusing to act their age. Senior-level strategy, built for the biggest demographic shift of our lifetime.
Why now
Age has come apart from life stage. Your positioning should too.
$118T
projected size of the global 50+ economy by 2050, up from $45T in 2020. This isn’t a niche. It’s the market.
AARP Global Longevity Economy
$31.8T
in worldwide spending is controlled by women over 50, the most underserved customer in the room.
NielsenIQ, via Spectrum News (2026)
88%
of women we surveyed say aging gracefully matters to them. Most brands are still selling youth.
Intransit survey, n=100
64%
think about aging “always” or “usually.” It’s a daily concern, not a someday one.
Intransit survey, n=100
Longer lives are reshaping every category, not just wellness.
Health & wellness
People want healthspan, not just lifespan: strength, energy and agency for decades longer.
Money
Older generations hold the wealth and need it to last a hundred-year life, with clarity on what they can afford.
Work
Retirement is giving way to second careers, portfolio lives and purpose over paychecks.
Home
Aging in place, downsizing and intergenerational living are redrawing what home means.
Travel & experience
Bucket lists, lifelong learning and new experiences are where 50+ consumers choose to splurge.
Putting older faces in the campaign isn’t a strategy. Winning brands rethink the whole relationship: what they offer, how they speak, and who they show.
Services
From insight to boardroom decision to market
Brand and customer strategy
Positioning, personas and narratives that hold up as age and life stage come apart. Built with your leadership team, not handed to them.
Research and insights
Original consumer research and market deep dives that show where the longevity opportunity sits in your category.
Experience transformation
Embedding age-inclusive practice into product, service and organizational design, so the promise shows up everywhere.
Leadership workshops
Sessions that move executive and marketing teams from age-based targeting to life-stage thinking.
Content and storytelling
Narratives that resonate across generations and retire tired stereotypes for good.
Who we work with
CEOs, founders and product and marketing leaders at startups and mid-size companies in real estate and senior living, financial services, health and wellness, and travel and hospitality.
Insights
Original thinking on the longevity economy
Free brief
How to win with women in the longevity economy
We asked 100 women what aging well really means to them. Their answers are full of tension, and full of opportunity for the brands paying attention.
Get the brief on SubstackOngoing series
Great Age-Inclusive Brands
Short case studies on brands getting it right, from Nintendo and Gainbridge to Hone Health and the YMCA.
Read the series on Substack →
About
Hi, I’m Karen Attyah.
I’ve spent more than 20 years helping leadership teams make big brand decisions, at Interbrand, Landor and Innovation Protocol, and with clients in nearly every category from alcohol to space systems, across markets from Ghana to Hong Kong.
I started Intransit because I believe longevity is the most underestimated growth story in business. Brands that treat it as a strategy question, not a marketing tweak, will win the next decade. I work directly with CEOs and founders to get them there.
INSEAD MBA. Based in Santa Monica, working globally.
Connect on LinkedIn →Let’s talk about your next decade of growth.
Tell me a little about your brand and what you’re weighing. I’ll reply personally within two business days.