The agency, which has managed integrated creative and media campaigns for over two decades, designed the new practice to bridge the gap between brand strategy and the shifting needs of older consumers. Rain CEO Jane Crisan noted that the firm intends to help organizations move beyond traditional demographic targeting, focusing instead on the holistic experience of aging across all life stages.

The accompanying 2026 Consumer Landscape Report identifies critical shifts in consumer behavior, most notably that retirement is no longer viewed as a static milestone but as a continuous process. Furthermore, the research highlights a significant trust gap, with nearly half of Americans struggling to verify the reliability of health information. While younger generations leverage wellness tools for performance and stress management, older cohorts remain heavily dependent on traditional healthcare providers, creating a distinct strategic challenge for brands looking to build cross-generational credibility.