Age Redefined

With over 65’s contributing a whopping £320bn of annual household spending, brands would be foolish to ignore the spending power of the Grey Pound.

Empathy, data, tech.

The ageing population is resulting in people in the UK living longer; by 2037, it is predicted that around a quarter of the population will be 65 or over. Whilst life expectancy is increasing, so will the amount of years spent in poor health.

However, studies have also shown that many in later life feel younger than they are. As changes in technology, lifestyles, and the digital sphere transform our conventional expectations of later life, how can we evolve services and products to serve consumers? What will it mean to ‘grow old’ in the future? Will we ‘grow old’ at all?

This is for the trailblazers

What is in it?


  • Evolved The key changes over the last 70 years and how consumers interact
  • Connected The Connected Home & how technology is creating independence
  • Social Isolation How together, we can work towards alleviating social isolation
  • Future What might it look like & what can you do to stay relevant

Age Redefined will give you insight and actionable takeaways that will help you implement these trends for your brand today and in the future.

Download now

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We are Greenwood Campbell, the human tech agency

We use empathy, data and tech to create engagement for your audience. We design and build award winning websites, transformational apps, inspirational voice skills and game-changing chatbots.