The challenge

The older audience has become an increasingly important topic in China. Often health-conscious and looking for wellness support, this group is frequently overlooked in brand communications.

As a leading consumer health company, Haleon saw an opportunity to better understand this demographic, particularly the “new silvers” (ages 45-60) and “silvers” (60+) and explore how their needs, aspirations and experiences could inform more relevant brand strategies.

The solution

As part of a two-year collaboration, we launched a two-step research project using Haleon’s structural community to uncover real human stories and experiences.

Phase 1: Understanding ‘new silvers’ (45-60 years old, n=20)

Through community ethnography, we explored everyday moments, behaviours and experiences that resonate with this generation.

Phase 2: Connecting with ‘silvers’ (60+, n=40)

Through email exchanges, we explored:

• experiences and perceptions of ageing
• key moments of change in life
• opportunities for health-related categories

The change

The research provided Haleon with a deeper understanding of the silver generation, revealing that many experience a “second spring” – a phase of life with greater freedom and resources to invest in personal growth, hobbies and relationships. These insights helped shift the perspective from ageing as a limitation towards a more positive view centred around aspirations, personal fulfilment and wellbeing, including areas such as sleep, nutrition and health.

The findings were shared across Haleon and became a foundation for strategic planning, product development, activation and communication. Through internal workshops and the annual company sharing event, teams explored how to translate insights into meaningful actions.

Building on the success of the collaboration, we developed an actionable playbook for two specific brands, helping Haleon apply these learnings and create more relevant approaches for this important audience.