After segregating consumers into generational cohorts such as Baby Boomers, Millennials, and Gen Z, the tide of consumerism has now turned neutral. Today, people are buying a product based on their lifestyle choices, rather than the number of candles on their birthday cake.    

Preferences by consumers in recent times seem to have evolved in a manner that lines of age and gender have blurred and even amalgamated, leaving no room for rigid product categorization. In a way, the conversation around implementing inclusivity at the workplace seems to have also taken root in people’s lifestyles and mindsets. This sudden turn of trend has introduced a new wave of consumerism, pushing brands and e-commerce platforms to cater to a more neutral form of targeting and brand building.

Health takes precedence for all

One of the most observed trends in the last two years has been the preference for a healthier or immunity-focused lifestyle. With consumers in the country becoming a lot more health-conscious, it’s necessary to provide an expansive selection through meaningful partnerships with brands and sellers.

The recent change in the demand for Health foods, however, is that brands in this category have had to cater to a large set of age groups which is relevant for all genders.  Some of the most popular products in the food and nutrition category that have gained prominence are oats, muesli, and corn flakes;  peanut butter;  nuts and dry fruits, along with immunity boosters and general wellness supplements. Adaptability across age groups for products such as breakfast cereals, and peanut butter is surely helping in increasing the market size and share of these products every day.

Changing beauty and lifestyle preferences

Trends in the beauty, personal care, make-up, and fragrance categories exemplify how they have evolved into gender and age-neutral consumer spaces.  With more men under all age groups preferring to groom themselves and indulge in skincare, it has steered the need for gender and age-neutral makeup products in the market. Personal care and beauty brands across the globe are now launching gender-neutral products like hair removal creams, lip balms, etc. to address this nuanced consumer need.

Furthermore, the home improvement category is seeing an increasing number of women customers buying DIY tools.

Towards a more neutral approach

In a need-based and interest-driven world, we have concepts like ‘40 is the new 30’ and ‘50 is the new 40’ and so on. Having taken note of what the new-age consumer is looking to buy, brands are now catering to life stages rather than age groups. Noting the demands from age-neutral consumers, e-commerce offers brands and products on its platform which cater to inclusivity of all kinds through cohort-specific customer landing pages and targeting. For customers in the make-up and fragrance category, there are options such as specialty stores and assisted buying pieces.

With customers’ identities becoming more diversified, they are interested to see new neutral product launches, especially by premium brands. Age-neutral consumerism is not just about brands paying lip service and riding on social waves. Expanding the product choice that resonates with challenging gender roles and behavior and going beyond stereotypical needs will be a good place to start. Even as value remains the cornerstone of what businesses do every day, those that focus on catering to neutrality will always win in the end.