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
Big W embraces the beautiful chaos of parenting in new campaign

News

Big W embraces the beautiful chaos of parenting in new campaign

Department store chain Big W is shaking up family advertising with a bold new campaign celebrating the chaos, meltdowns and small wins of everyday ...
Advertising & Branding : Parenting : Retail
George at Asda unveils new adult adaptive clothing range

News

George at Asda unveils new adult adaptive clothing range

George at Asda has launched a 28-piece adult adaptive clothing collection, designed in collaboration with the late breast cancer campaigner Nicky N...
Retail : Fashion : George At Asda
Stat: Girls’ sport participation could unlock leadership potential at work

News

Stat: Girls’ sport participation could unlock leadership potential at work

Girls who play extracurricular sport in the UK are 50% more likely to go on to achieve senior professional roles at work, according to Game Changin...
Sport : Women's Sports : Teenage Girls
Vattenfall and Samuel L Jackson’s seaweed snack is grown on wind farms

News

Vattenfall and Samuel L Jackson’s seaweed snack is grown on wind farms

Swedish energy company, Vattenfall has teamed up with actor Samuel L Jackson to launch Wind Farmed Seaweed Snacks, a limited-edition delicacy grown...
Visual : Sweden : Energy
Happy Head debuts DNA-based system for personalised hair growth

News

Happy Head debuts DNA-based system for personalised hair growth

Happy Head has launched StrandIQ, the world’s first dermatologist-developed hair growth system powered by genetic analysis, giving patients tailore...
Health : Wellness : Happy Head StrandIQ
Stat: Luxury consumers’ optimism is improving amid global slowdown

News

Stat: Luxury consumers’ optimism is improving amid global slowdown

Saks’ latest Luxury Pulse survey shows rising confidence among luxury shoppers, with more than half planning to maintain or increase their spending...
Stat : Statistics : Statistic
Louis Vuitton brings La Beauté to life with immersive Soho pop-up

News

Louis Vuitton brings La Beauté to life with immersive Soho pop-up

Louis Vuitton has marked the launch of its first cosmetics line with a limited-time pop-up in New York’s Soho, transforming 104 Prince Street into ...
Retail : Luxury : Beauty
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday
Stat: US adults are losing confidence in capitalism 

News

Stat: US adults are losing confidence in capitalism 

Stat : Statistic : Money
Knight Frank’s research signals the rise of wellness in luxury real estate

News

Knight Frank’s research signals the rise of wellness in luxury real estate

In The Residence Report, released in September 2025, global real estate consultancy Knight Frank explores the future of luxury residential developm...
Luxury : Real Estate : Wellness
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