Old tricks: How the Baby Boomer market will take the innovation lead
Anna James, founder and CEO of Spring Chicken at The Flat Age Networking Evening 2014

Old tricks: How the Baby Boomer market will take the innovation lead

London – During our Flat Age Network Evening on 4 December, Anna James, founder and CEO of Spring Chicken, spoke to LS:N Global senior journalist Rowland Manthorpe about how to reach the Boomer market.

Article/16843 7bd
Anna James, Founder of Spring Chicken. The Flat Age Networking Evening 2014

London – Last week, during our Flat Age Network Evening, Anna James, founder and CEO of Spring Chicken, spoke to LS:N Global senior journalist Rowland Manthorpe about how to reach the Boomer market.

A decade of working for Mothercare inspired James to launch an e-commerce site dedicated to improving the daily lives of Baby Boomers, or as James calls them, older adults.

According to James, there was a gap in the market, despite the fact that the older adult market was very similar to the mother and baby sector. ‘What we saw at Mothercare was that the suppliers and the manufacturers were starting to overlap. Those who made [pushchairs] also made walkers with wheels,’ she said.

James believes that, despite some resistance to products perceived to be for the elderly – consumers don’t want to need a product – this market will lead innovation in product design that will be adopted by the mainstream. Using stairlifts as an example, James said she believes the stairlift will be the 21st-century example of the spiral staircase of the 1970s. Older adults may demand the product due to the ailments of old age, but with the right design people from younger demographics will also want the product.

For more on The Flat Age Society, read our macrotrend. Find out what else happened at our Flat Age Network Evening here.

Discover More News
MAD//Fest 2025: Culture, collaborations and creating a new identity for women’s football

News

MAD//Fest 2025: Culture, collaborations and creating a new identity for women’s football

On day two of MAD//Fest 2025, Ruth Hooper, chief marketing officer at the Women’s Super League (WSL), set out a vision for reshaping the visual ide...
Global Events : Advertising & Marketing : Football
Stat: US Gen Alpha favour consoles over mobiles for game play

News

Stat: US Gen Alpha favour consoles over mobiles for game play

Despite assumptions that mobile gaming dominates among young people, a new US report reveals that Generation Alpha are leading the charge in consol...
Statistic : Gaming : Media
Together Group and The Future Laboratory unveil New Codes of Luxury: Immersive Technologies for Transformation report

News

Together Group and The Future Laboratory unveil New Codes of Luxury: Immersive Technologies for Transformation report

In their latest report, New Codes of Luxury: Immersive Technologies for Transformation, The Future Laboratory and Together Group explore how immers...
Luxury : Technology : Design
MAD//Fest 2025: Delayed adulthood, algorithmic segregation and Gen Z hippies

News

MAD//Fest 2025: Delayed adulthood, algorithmic segregation and Gen Z hippies

MAD//Fest returned to Shoreditch on 1 July 2025, with this year’s theme Be Less Boring challenging brands to rethink how to engage with new audiences.
Global Events : Advertising & Marketing : Gen Z
Habitat and Pinterest unveil immersive campaign putting emotion into home design

News

Habitat and Pinterest unveil immersive campaign putting emotion into home design

Habitat has teamed up with Pinterest for an immersive storytelling campaign that repositions homeware as a tool for emotional re-invention and shop...
Retail : Design : Technology
Stat: Young adults are redefining romantic relationships on their terms

News

Stat: Young adults are redefining romantic relationships on their terms

As romantic norms fragment, 20% of people are now unknowingly practising ‘relationship anarchy’, according to the latest State of Dating repor...
Statistic : Stat : Dating
AI billboard visualises real-time sun damage in UV awareness campaign

News

AI billboard visualises real-time sun damage in UV awareness campaign

A new study by the British Skin Foundation reveals that 38% of Britons have already been sunburnt in 2025 – with Gen Z (35%) and Millennials (30%) ...
Advertising : Health And Wellness : Beauty
Wimbledon elevates fan engagement with AI-powered digital experiences

News

Wimbledon elevates fan engagement with AI-powered digital experiences

The All England Lawn Tennis Club and IBM have unveiled an AI-powered experience designed to deepen audience engagement and enhance match under...
Wimbledon : Sports : Entertainment
Stat: Gen Alpha lead the charge in back-to-school shopping

News

Stat: Gen Alpha lead the charge in back-to-school shopping

Children and teenagers are now the primary decision-makers in back-to-school shopping, according to a new global study by SuperAwesome.
Retail : Gen Alpha : Statistic
The Fashion Innovation Agency debuts 3D garment volumetric capture service

News

The Fashion Innovation Agency debuts 3D garment volumetric capture service

The Fashion Innovation Agency at London College of Fashion has launched Reskinning Reality, the UK’s first 3D garment volumetric capture service ai...
Fashion : Technology : Virtual Fashion
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN