Against the backdrop of saturated markets and the increasing interchangeability of products, it is becoming increasingly important for companies to secure significant competitive advantages over their competitors. There is a need to explore and establish oneself in new and promising markets. One area that has come into sharp focus in public interest is the topic of "aging." Due to declining birth rates and increasing life expectancy, a demographic shift is emerging in Germany and other industrialized nations: the industrial society is aging. One result of this is the emergence of a completely new target group, as this demographic change primarily brings with it a growing number of older individuals in their prime. It is predicted that they will develop into the most important consumer group.