How it started

The older audience has become a hot topic in China. Often health-conscious and seeking wellness support, this group is frequently overlooked in brand communications.
As a leading consumer health company, Haleon saw the potential in better understanding this demographic – particularly the “new silvers” (ages 45-60) and “silvers” (60+) – to foster a shift in how they’re perceived and valued.

How we inspired change

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

• Phase 1: Understanding ‘new silvers’ (45-60 years old, n=20) by community ethnography to capture moments that resonate
• Phase 2: Talking with ‘silvers’ (over 60, n=40) through email exchanges to:
  • Capture moments of aging
  • Understand themes of changes in life
  • Discover potential of categories

How it lives on

The research provided Haleon with a wealth of insights into the silver generation, revealing that many experience a ‘second spring’ – a time with greater freedom and resources to invest in personal growth, hobbies, and relationships. This phase emphasises personal fulfilment and prioritising well-being, such as sleep, nutrition, and health, shifting the focus from limitations to aspirations.

Insights from this research were shared across Haleon, forming a cornerstone for strategic planning, product development, activation and communication. Each research phase refined Haleon’s approach to this key audience, embedding empathy and understanding into their strategy.

The collaboration continued through internal workshops, where the team presented the findings at the annual company sharing event. Real-life examples demonstrated how to turn insights into impactful communication.

The success of this partnership led to a new strategic initiative: we developed an actionable playbook for two specific brands, ensuring insights resonate and drive concrete actions. By gaining a deeper understanding of this generation, Haleon is paving the way for more inclusive healthcare, setting a new standard for empathetic, future-focused strategies.