The wake-up call:
When I hit my mid-40s, something happened. I became too. 
Too old, too senior, too experienced , too expensive. I became too much.
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My friends had stories that were remarkably similar. We were all experiencing the same dichotomy between invisibility and hitting our stride Here we were, a group of accomplished, dynamic people with disposable income, clear preferences, and decades of experience, and the world was treating us like we'd disappeared.
 
That's when it hit me: this wasn't just a personal frustration. This was a massive blind spot – and the tip of something much bigger.
 
Our foundation
What I was experiencing wasn't an anomaly. We're the first generation living and working decades longer than any previous generations, yet business thinking hasn't caught up. The old model assumed people peaked in their 30s and gradually declined. But that's not our reality. We're healthier, more active, more financially powerful, and more ambitious well into our 50s, 60s, and way beyond.
This experience became the foundation for The Stella Collective. What started as a mission to give visibility to women 50+ has deepened with the realisation that our societuy as a whole is changing because of longevity; how people live, work, spend, and dream at every life stage. 
Most businesses simply aren't prepared for this new reality where traditional age-based assumptions no longer apply.
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Our how:
Over the past 25 years, I've spent my time figuring out what makes people tick through thorough qualitative research. Helping global brands understand their audiences, connect with diverse groups, and use those insights to innovate and grow.
Now we're applying these same methods to what might be the biggest business opportunity of our time: the longevity economy. We're helping companies prepare for a future that's already here – one where longevity isn't just about aging, but about recognizing and utilizing human potential across extended lifespans.
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Let's get you thriving for this new reality!
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