GEN MORE+
Skechers and the Power of Aligning with Real Life
Not every brand reshapes culture loudly. Some simply align with it more honestly. Skechers is one of them. With nearly $9 billion in annual sales and strong growth driven in part by the 50+ market, the brand has built its success around comfort, accessibility, and everyday use—not aspiration. It has leaned into “comfort technology,” targeted […]
What If Marketers Could Test Strategy Before Launch?
Synthetic personas offer a new way to model how different audiences interpret meaning — before investing in production and media. Marketing insight has traditionally been retrospective. Campaigns launch. Audiences respond. Researchers analyze what worked and what did not. But a new generation of AI tools may begin to change that sequence. Synthetic personas — computational […]
Silver Stagnation: When Demographic Reality Outpaces Marketing Strategy
Dow Jones Consumer Goods Index reveals the economic power of consumers over fifty. For decades, consumer growth has been framed largely through the lens of youth. Marketers talk about “emerging generations” or “youth culture” as the primary engines of brand momentum. Yet the demographic and economic reality of today’s marketplace tells a very different story. […]
Mr. Clean Comes Out of Retirement: A Lesson in Ageless Brand Advantage
A 68-year-old brand icon briefly retires—then returns with new product ideas and a social media comeback. The message for marketers: longevity and reinvention are not opposites. When Mr. Clean announced his retirement last month, the internet reacted the way it often does when a familiar figure steps away: with nostalgia, curiosity, and a little disbelief. […]
Longevity Is Reshaping Brand Strategy — Not Just Representation
Marketing has spent years treating demographic aging as context. It is not context. It is structure. The first phase of The Internationalist’s GenMORE+ Index — based on 268 cross-generational evaluations of 40 curated ads featuring people over 50 — suggests that longevity is not a niche consideration. It is redefining the architecture of brand growth. […]
The Quiet Surprise in 50+ Advertising: Age Isn’t the Risk
Initial Signals from The Internationalist’s GenMORE+ Index suggest that audiences aren’t penalizing age in advertising. What they reject is outdated framing. For years, marketers have quietly worried that featuring people over 50 risks aging their brands. The assumption has been simple: youth drives growth. But early findings from The Internationalist’s GenMORE+ Index — based on […]
The Longevity Blind Spot: What Better Not Younger Reveals About Marketing in a New Age-Inclusive Economy
Founder Sonsoles Gonzalez on brand evolution, ageism in marketing, and why the industry must rethink its assumptions about relevance, confidence, and growth. For decades, marketing has quietly operated on an outdated timeline. Career momentum peaks early. Innovation belongs to youth. And women, in particular, are often treated as if their relevance fades just as their […]
Fifty Is Box Office Gold — And Marketing Has No Excuse Left
Hollywood has just confirmed what many marketers have been slow to fully act on:Age is no longer a proxy for relevance — or restraint. New research from AARP shows that audiences 50 and over are not only watching more movies and streaming content — they are shaping how stories about aging, ambition, romance, and relevance […]
The Ageless Advantage: Why Charisma Has No Expiration Date
What the return of the Most Interesting Man reveals about confidence, credibility, and why some brands age better than others. For a category under pressure—crowded shelves, shifting tastes, younger consumers drinking less—the instinct is often to chase novelty. New faces. New formats. New relevance cues. And yet, one of the most talked-about advertising moves this […]
GEN MORE+ Signals: How Multigenerational Marketing Is Becoming a Brand Advantage
From Martha Stewart for American Eagle to Gwyneth Paltrow and Apple Martin for Gap to Coach’s cross-age resurgence, brands are learning that the strongest growth comes from connecting generations—not dividing them. Marketers have spent the better part of a decade fixating on generational labels—Millennials, Gen Z, Gen Alpha. Yet the most resonant campaigns of 2025 […]