older generations Archives - WSL Strategic Retail

Why Older Shoppers Matter More in Times of Chaos: 5 Opportunities

October 29, 2025October 29, 2025 by Maryann Javier

Blog banner featuring older asian woman on laptop, older black man on phone, and older couple shopping

In 25 years, American consumers have endured a succession of social and economic events that have changed how we live and shop – and those changes differ among generations. So we delved into our latest “How America Shops® in Chaos” report to learn specifically how older shoppers are responding. Not surprisingly, we found several challenges, ... Read more

Beauty Shines Bright Amid Uncertain Backdrop at Cosmoprof North America

August 29, 2024August 29, 2024 by Maryann Javier

By James Manso, JULY 30, 2024 || A Publication of WWD [Women’s Wear Daily] Despite larger societal factors giving pause, beauty industry leaders at Cosmoprof North America shared a cautiously sunny outlook on the sector's performance. As the beauty industry gathered at Cosmoprof North America in Las Vegas last week, the pervading outlook was optimistic, ... Read more

Dove Proves Beauty Never Gets Old

August 29, 2024 by Maryann Javier

By Faye Brookman, AUGUST 21, 2024 || A Publication of CEW In its latest campaign, Dove’s Real Beauty puts the spotlight on ageism. In its 20-year history, Dove’s Real Beauty campaigns have hit upon issues targeting youthful consumers, from body positivity to the impact of social media on self-esteem. Over the years I’ve shared these ... Read more

Older Consumers Worth Wooing

July 8, 2024 by Maryann Javier

By Scot Meyer, JULY 8, 2024 || A Publication of MMR [Mass Market Retailers] Forward-looking retailers and suppliers rightly focus on the needs and wants of Millennials and members of Gen Z, who are critical customers now and (together with the preteens and teens of Generation Alpha) represent the future. But anyone ignoring baby boomers ... Read more