Helping the over 50s to age well

With nearly 2 billion people now aged over 50, GSK is shifting gear to create products dedicated to the ageing consumer.

Together, we developed a tailored segmentation solution to provide a data-driven understanding of the attitudes and needs of these silver surfers. Blending our skills in ethnographic research and film-making, we fully engaged the GSK teams with the 50+ consumer to show them the opportunities of targeting this group.

We left the team motivated to deliver truly age appropriate solutions that will both make the lives of these consumers better and provide new sources of growth for GSK.


The organisation is incredibly excited by this piece of work. It is probably the most talked about initiative for a long time. It has allowed people across the whole organization to understand the world of health and personal care through the eyes of this target audience. It is currently being used to define targeted growth opportunities for each of GSK's category areas.

Insight Director, GSK Consumer Healthcare.