About

SHIFT Brand Lab is an independent brand strategy consultancy built on a powerful insight: increased longevity isn't just extending lifespans—it's creating an unprecedented expansion of midlife that transforms both market opportunities and societal impact.

We help visionary brands and leaders navigate this shift by creating authentic connections with today's influential 45+ demographic.

Transforming Brand Strategy for the New Longevity Economy

For the first time in human history, we're witnessing the emergence of a 40+ year middle age—a period of reinvention, wisdom, and continued growth that most brands have yet to fully understand or address.

While the numbers are compelling—the 50+ demographic controls 76% of disposable income yet receives only 7% of marketing focus—the real opportunity lies in understanding how this market is fundamentally different:

The new 50+ demographic:

THE MARKET EVOLUTION

  • Actively pursuing personal and professional reinvention

  • Embracing technology and innovation

  • Seeking new models of education and community

  • Redefining traditional life stages and transitions

  • Challenging outdated stereotypes about aging

OUR STRATEGIC APPROACH:

Modern midlife encompasses multiple life stages, transitions, and aspirations. We transform this complexity into opportunity through:

  • At the heart of our approach is a deep, research-driven understanding of the modern midlife consumer. We explore evolving psychographics, unmet needs, generational dynamics, and emerging behaviors to uncover untapped growth opportunities in this transformative market.

    By closely tracking cultural and industry trends shaping the longevity economy, we map the competitive landscape and identify white space where our clients can authentically connect.

  • Drawing on audience insights, Shift Brand Lab crafts innovative brand and platform architectures designed to captivate and engage the modern midlife consumer.

    We design immersive experiences, dynamic engagement models, and scalable, community-centric solutions that drive measurable impact. Shift Brand Lab pioneers cutting-edge frameworks to future-proof our clients' brands and position them as leaders in this evolving landscape.

    • We recognize the diverse needs of the organizations serving the modern midlife market. Our tailored strategies empower midlife founders and leaders navigating professional transitions, forward-thinking companies developing products and services for this growing demographic, and impact-driven initiatives fostering meaningful connections.

      We activate customized programs and track meaningful success metrics to ensure our clients maximize their reach and influence.

ABOUT OUR FOUNDER

Shift Brand Lab emerged from founder Tracy Glass's recognition of a critical market disconnect. With 25+ years of experience building lifestyle 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.

With an unadulterated passion for the markets we serve, we create lasting consumer connections by aligning brand strategies with societal progress and need.

Our expertise spans a diverse array of lifestyle, professional, and purpose-driven domains:

Market Specialties

    • Personal care, health and beauty

    • Family and Pet Products

    • Outdoor, sports and adventure gear

    • Pet products and services

    • Travel and hospitality experiences

    • Management/business consulting

    • Marketing and creative services

    • Legal, financial, and accounting services

    • Industry associations and certifications

    • Continuing education and training

    • Career coaching and encore careers

    • Green building and renewable energy

    • Smart home technology

    • Multigenerational community planning

    • Eco-friendly home and garden products

    • Urban planning and infrastructure

    • Healthcare providers and medical tech

    • Fitness, nutrition, and personal transformation

    • Healthy aging support and services

    • Nonprofit and foundation initiatives

    • Social enterprises and conscious brands

    • Civic engagement and policy organizations

    • Sustainable tourism and ecotourism

    • Multigenerational resorts and experiences

    • Accessible and wellness-focused hospitality

Our BrandShift™ FrameworK

BrandShift™ is our tool for thinking about brand strategy, to help you uncover the foundational ingredients of your brand, including:

- Who are we?
- Where are we going?
- Why do we exist?
- What do we do?
— Who are we serving?
- How do we do things?

  • S: Story

    PURPOSE
    Why brand exists
    Vision and mission
    Business goals

  • H: HEART

    ESSENCE
    Brand archetype
    Define brand values
    Brand story

  • I: INSIGHTS

    POSITIONING
    Market research
    SWOT analysis
    Brand positioning

  • F: Foundation

    PRESENCE
    Tone and voice
    Moodboard
    Visual Direction

  • T: Touchpoints

    BRAND ROADMAP
    Goal setting and KPIs
    Implementation plan
    Launch strategy

Let's explore how your brand can authentically connect with and serve today's dynamic midlife market.