The 60+ Market Is the Most Powerful Consumer Segment in America And Most Brands Don’t Understand It
We help you reach and influence the 60–75+ consumer through proprietary research, strategic insight, and direct audience access.
70% of disposable income
controlled by 50+
10,000 people
turn 65 daily
Verified 60–75+
audience access
You’re Likely Underserving Your Most Valuable Customer
The 60+ consumer controls the majority of wealth in the U.S.—yet most marketing, media, and research ignore them or misunderstand them.
That gap is your opportunity.
We Give You Access to Insight Others Don’t Have
Proprietary Research
Real data from a verified 60+ audience—not assumptions.
Custom Strategy
Positioning, messaging, and insight tailored to this market.
Direct Audience Access
Reach engaged 60–75+ consumers through Reinventing Retirement.
Speaking & Thought Leadership
Shift how your organization understands aging and opportunity.
Why Sunday Afternoon Is Different
- We are the market
- Doctoral-level research rigor
- Direct audience relationship
- Cross-sector expertise
- Reinventing Retirement – Inspirational stories of seniors that provide ongoing qualitative research study of today’s 60+ population
Led by Dr. Cathy Paessun, Sunday Afternoon combines academic discipline with lived experience—giving you insight no outside firm can replicate.
Who We Help
Financial Services
Healthcare & Wellness
Travel & Hospitality
Senior Living
Consumer Brands
Nonprofits
Stop Guessing About the 60+ Consumer
If your strategy doesn’t include this audience, you’re leaving growth on the table.
We help you understand them—so you can reach them.
The Origin of Sunday Afternoon
At 65, I found myself on the edge of something new — retirement. After decades of solving problems, meeting deadlines, and helping others, I was suddenly facing wide-open time. Then I lost my mom — the hardest experience of my life. Her passing brought a new urgency: I wanted to spend my time meaningfully and leave a legacy for my family.
Suddenly, time felt different. Slower, more generous. I began to notice the stories around me — not the flashy headlines, but the quieter, richer ones. A neighbor who, in his 80’s, is a personal trainer for seniors. A friend who moved cross-country to live near her grandkids. A former communications professional who is loving her time now as an activist for the causes that touch her heart. These weren’t just hobbies or distractions; they were reinventions.
I realized retirement isn’t an ending. For so many of us, it’s a beginning — of creativity, connection, and curiosity. But too often, these stories go untold.
That’s how Reinventing Retirement was born: a podcast that gives voice to everyday Americans who are making the most of this new chapter. Some are finally pursuing passions they never had time for. Others are savoring simple joys — family dinners, community work, long walks without a deadline in sight.
This website is the home for those stories. It’s where you’ll meet people redefining what it means to grow older in America. No flashy success stories, no pressure to hustle. Just real people, making meaningful choices in the time they’ve earned.
Whether you’re retired, thinking about it, or simply curious about what comes next, I hope you find something here that inspires you — maybe even a path of your own to follow.