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Comfort is King 👑: Marketing to the Over 50s | Steven Smith

Name: Comfort is King 👑: Marketing to the Over 50s | Steven Smith
Uploaded: 2025-06-05T22:48:25+00:00
Duration: 14 s
Channel: Will Milling
Description: In this brief interview, the host asks how brands should adapt product design and marketing for the growing over‑50 consumer segment. The guest, Steven…

5 Jun 2025 · 0 min

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In this brief interview, the host asks how brands should adapt product design and marketing for the growing over‑50 consumer segment. The guest, Steven Smith, emphasizes that comfort is the paramount driver for this age group. He cites footwear brands Altra and HOKA as exemplars, noting HOKA’s origin story: two veteran trail runners created a shoe with an exceptionally thick midsole to protect heels on downhill runs, resulting in a “marshmallow‑like” comfort that resonated with older users. The discussion positions comfort‑focused innovation as a strategic lever for brands seeking relevance with the 50+ market.

With consumers now over 50 becoming powerful market force, how should brands rethink about product design and marketing to this demographic? Yeah, that's a good question, especially maybe in the eyes of where you're working now.
Yeah, I mean, comfort is king. I always remember that. You look at brands like Altra and HOKA. I mean, amazing. I— people forget the origin of HOKA, that it was two busted up old trail runner dudes who wanted to run downhill and not hurt their heels. And so they double thick their midsoles. But they made something that was a true revolution where people like, it's a big marshmallow, it's great, you know, and it changed it.