The Age Wave made landfall.
now we’re in THE AGE FRONTIER.

For over 50 years, Ken Dychtwald has been showing us that the coming age wave would reshape business and society.

He was right and it's happening now.

We have entered the Age Frontier — unfamiliar territory where adults 50+ control over $8 trillion in consumer activity and represent the only demographic growth opportunity in America.

most organizations are entering this frontier blind.

Matt thornhill has spent 25 years charting it.

Trusted by organizations including:

TRACK RECORD:

  • 1,000+ keynotes delivered

  • 25 years mapping the 50+ market

  • Author, Boomer Consumer

  • Featured: NYT, WSJ, NBC, CBS, BusinessWeek and more

YOU NEED A GUIDE

what THE AGEFRONTIER MEANS

Most leaders think they understand older adults. They don't.

The 50+ demographic doesn't behave the way organizations expect. Traditional assumptions fail. Well-intentioned strategies backfire. And while leadership debates, competitors with better intelligence are winning.

Here's what I've learned in 25 years:

Most organizations already depend on adults 50+ far more than they realize—not just for revenue, but for membership, patient volume, donations, influence, and long-term sustainability. I call this the Age Multiplier.

But without recognizing this dependency, organizations:

  • Underinvest in their most valuable segment

  • Make decisions that alienate the people keeping them profitable

  • Miss opportunities competitors are capturing

  • Waste resources on initiatives that don't work

What I do:

I help organizations see what they're missing and act on it—whether you're a corporation chasing growth, an association losing members, a healthcare system planning for the future, or a nonprofit wondering where your next decade of support comes from.

I bring 25 years of research, competitive intelligence, and action plans that work. Not theory. Not generic advice. Specific guidance for your industry and situation.

The result: You stop guessing and start winning in the Age Frontier.

THREE WAYS TO ENGAGE

STRATEGIC KEYNOTEs

60-90 minute presentations for organizations, conferences, leadership teams, and boards. Industry-specific intelligence, competitive analysis, and action plans you can implement immediately.

board advisory

Custom research and strategic guidance for C-suites navigating the Age Frontier. Where you're vulnerable, where opportunities exist, how to capture them.

IMPLEMENTATION CONSULTING

90-day programs to execute your strategy—from assessment through implementation with ongoing guidance.

EXPLORE SERVICES
“Matt Thornhill is the real deal. His decades-long research into both the challenges and the opportunities of the 50+ market is excellent. In addition, his strategic guidance is both insightful and sound, and I’ve seen that organizations get tremendous value from working with him. I’m a big fan.”

Ken Dychtwald PhD, Psychologist, Gerontologist, best-selling author and Founder/CEO of Age Wave

No other age demographic will grow by greater than 2 percent for the foreseeable future. Only the 50+ is growing, and especially the 65+.

This new reality demands new strategies, new tactics and new thinking. Your best first step is to tap into someone who has been researching the impact of this new demographic dynamic for 25 years. Let me help your organization navigate to a successful tomorrow.

your organization’s success will be found in the age frontier

Learn more here

matt thornhill

Age Frontier Strategiest

matt@agefrontier.com | 804.690.4937