Whether commuting on the train, running in the park or sitting at your desk, Mintel’s podcast series ‘Little Conversation’ brings you fresh ideas, bold innovation and data-driven intelligence.

Each episode features Mintel expert analysts discussing key topics affecting today’s consumers. Expect conversations on the latest trends impacting society and deep dives into categories, markets and demographics.

Today, we’re looking at positive ageing.

Despite what mainstream media show, life doesn’t stop at 60. Today, older consumers are more active, fun and open-minded than ever. Then why are they still being neglected by marketers? Issues of inclusivity, diversity and mental health are relevant throughout life stages, and brands need to embrace them if they want to engage this demographic in a positive way.