Focus 50

“Getting older makes you more alive.

More vitality, more interest, more intelligence,

more grace, more expansion.”

– Jamie Lee Curtis

Focus Five0

The world’s most desirable and valuable audience – 31 million strong.

People 50+ with elevated household incomes and substantial assets are arguably America’s most overlooked and underappreciated segment. These 31 million households drive the American economy and most high-value sectors because of their wealth and influence.

This group enjoys significant disposable income, lower housing costs, and more time available to do the things they love. Their choices are not dictated by anyone other than themselves. They know what they like, they know what they value, and they are prepared to pay for it.

Meet the Focus Five0 segments

Enthusiastic Explorers

“What new challenges and experience will allow me to reimagine who I am and how I live?”

Nurturing Nest Builders

“How can I protect, guide and nurture my grandchildren, my family and friends?”

Sensible Strivers

“How can I overcome challenges to live a simple, satisfying and stable life?”

Balanced Breezers

“How can I enjoy the good things in life after working so hard for so long?”

Obsessive Optimizers

“How can I make the very most of my body, my mind and my current life?”

Selfless Supporters

“What causes can I put myself in service of to make the world better?”

Enthusiastic Explorers

“What new challenges and experience will allow me to reimagine who I am and how I live?”

Nurturing Nest Builders

“How can I protect, guide and nurture my grandchildren, my family and friends?”

Sensible Strivers

“How can I overcome challenges to live a simple, satisfying and stable life?”

Balanced Breezers

“How can I enjoy the good things in life after working so hard for so long?”

Obsessive Optimizers

“How can I make the very most of my body, my mind and my current life?”

Selfless Supporters

“What causes can I put myself in service of to make the world better?”

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Coming soon

The Focus Five0 Panel

Ask them anything: Our longitudinal panel is used for fast-turnaround insights

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How will the Focus Five0 drive growth for your business?

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If you think you know this cohort, think again.

America’s 50+ don’t want to be young; in fact, young people aspire to have their wisdom. They’re experienced, knowledgeable, confident, wealthy, and free from children, careers, or commitments.  

They care less about what other people think; they’ve learned what matters to them and want to express their individuality. 

Their knowledge, expertise, and strong networks allow them to successfully start businesses and/or use their influence to make things happen.

How to win with the affluent Focus Five0

The Focus Five0 are affluent and have time on their hands. They are healthy and happy and want brands to help them expand, grow, and live fearlessly without compromise. They embrace brands for what they do, not what they say or how others perceive them. They’re not about consuming more and acquiring more things. What they want is higher quality things that matter to them.