I recalled a manager asking this difficult question. "We are obsessed with attracting youth in an aging society?"

I agree that young people are usually better in somethings like physical task than the elderly. But in this day and age, climbing, lifting and moving things around are becoming more rare.

The other issue is framing the problem. Just because people are in their 50s does not mean they want to be targetted as the over 50s market.

They want energy return shoes for running. Or more comfortable sleeping bags for camping. Selling walking sticks and nursing homes will be a turn off.