From Habit to Intention
Consumer goods have always lived in the background, predictable, familiar, and designed for mass appeal. The goal was repetition. Visibility on the shelf. Presence in the pantry.
Older consumers? They were seen as steady hands. Loyal. Unchanging.
But that framing misses what’s actually happening in the homes, and hands, of today’s 50+ consumer. These aren’t passive shoppers. They’re active decision-makers managing complexity: health needs, caregiving roles, evolving households, and value-driven choices.
They’re not picking up what they’ve always used.
They’re thinking harder than ever about what still fits.
Not just in their basket, but in their life.
It’s time to stop treating their loyalty as automatic, and start recognizing it as earned, and earnable.
Reframed:
Everyday Goods
What the Epilogue Lens Reveals:
Loyalty doesn’t mean autopilot. It means intention.
For many consumers in their 50s, 60s, and beyond, everyday products are no longer background choices, they’re active reflections of care, responsibility, and personal values. Shopping becomes less about habit and more about discernment: what works, what matters, and what belongs in a life that’s still shifting.
These consumers aren’t buying for routine.
They’re buying for real life.
They want:
Products that acknowledge their changing needs without condescension
Design that respects aging bodies, eyes, hands, rhythms. without calling it out
Packaging and language that treats them as informed, not invisible
Brand messaging that understands complexity, not just convenience
They’re not stuck in their ways.
They’re choosing with purpose and they expect the brands in their basket to keep up.