SHIFTBrand strategy focused on midlife.
Helping midlife leaders design their next chapter and organizations create values-driven cultures, brands and communities that connect with the 45+ market.
Let’s TalkA longevity-powered future will reward those already building for it.
If Americans 50+ were a country, they’d be the third-largest economy in the world. They hold most of the nation’s household wealth, yet they remain the most overlooked market of our time.
And they’re far from finished. At 65, the average American has nearly 20 years ahead, and more are choosing to keep working, building and leading.
Shift Brand Lab helps leaders, teams and organizations turn this shift into opportunity, and shape culture for generations to come.
Sources: AARP; Federal Reserve; CDC; EBRI.
Design for what’s next
MEET TRACY
Shift Brand Lab emerged from founder Tracy Glass's recognition of a critical market disconnect. With three decades of experience in building consumer, B2B and B2C brands, Tracy observed how traditional marketing approaches failed to capture the reality of today's midlife consumer.
After experiencing her own midlife transitions and connecting with the Modern Elder Academy (MEA) community, she gained deeper insights into both the market opportunity and societal needs created by our increased longevity.
This understanding led to the creation of Shift Brand Lab—combining strategic marketing expertise with a profound appreciation for how expanded lifespans are transforming consumer needs, professional trajectories and community connections.
Ready to make the shift?
Start with a 30-minute conversation about where you are and where you want to go.
Book a Callor email tracy@tracyglass.io