Based in Chicago, Morning Light Strategy offers qualitative and quantitative research services.

The founders have set up the business to help clients identify growth opportunities, build their understanding of the segment of people aged 50 and over, and develop products, services and marketing communications.

Keilman (pictured, left) spent 14 years at Ipsos, latterly as senior vice-president at Ipsos Innovation, before departing the business in January 2023.

Munsey (pictured, right) was US managing director at Catalyx between 2019 and 2021, before becoming an independent insights consultant. Prior to joining Catalyx, she also worked at Ipsos.

People aged 50 and over contribute over half of consumer spending in the US annually.

Keilman, co-founder and chief executive, Morning Light Strategy, said: “The future is old. We want to help age tech, senior living, consumer brands, NGOs, governments and healthcare organisations strategically plan and position for the global shift toward an older demographic.”

Keilman added: “As we become caregivers to aging parents, many of us are gaining a new perspective into the startling depth of unmet needs in this space. These needs touch all verticals: housing, social interaction, fitness, fun, education, travel, health & beauty and tech to name just a few. Focusing solely on younger adults is a glaring deficiency in companies’ strategic planning and innovation. Ultimately, our goal is to bring the right people into the development of stronger products and services that will benefit not only older adults but also our clients.”

In addition to Keilman and Munsey, the agency works with a “network of longevity and aging experts”, said Munsey, as well as statisticians, qual researchers and ethnographers.