Older consumers are rejecting the market

As we move into 2026, a striking contradiction is becoming impossible to ignore.

People over 55 now account for around half of global consumer spending, and yet markets and advertisers largely ignore them.

This video argues that this is not a marketing accident. It is a systemic failure.

Older consumers are not passive, disengaged, or uninterested in the world. Many are still working, caring, volunteering, and politically active. What they reject is churn, planned obsolescence, and financialised capitalism’s obsession with novelty over value.

We want products that last.

We want simplicity, reliability, and trust.

We want markets organised around care, maintenance, and responsibility.

And because those products are not being made, older people are increasingly refusing what is being sold.

This video explores why that matters – and why it points towards the need for a fundamentally different economic model in the years ahead.