Work With Me
Your organization can’t afford to misread the most powerful consumer in America.
Adults 60 and older control the majority of U.S. disposable income. They outspend younger generations in travel, healthcare, financial services, home improvement, and entertainment. And they are almost universally misunderstood by the brands trying to reach them.
I built Sunday Afternoon to close that gap.
I am Dr. Cathy Paessun — a market researcher with a doctoral degree in business administration, 40+ years of experience in organizational development and strategic planning, and a direct line into the 60+ consumer through Reinventing Retirement, my podcast and ongoing qualitative research platform. I am also a member of this market. I live these decisions. I know what resonates — and what doesn’t.
What We Can Do Together
Snapshot Research Reports
The Sunday Afternoon Snapshot is a quarterly report on how today’s 60–75+ consumer thinks, spends, and decides — built from primary survey data collected directly from my verified audience. These are not census statistics or demographic averages. These are the real attitudes, frustrations, and priorities of active, engaged older adults.
Available as a standard report or customized to your industry sector.
Custom Research & Consulting
I work directly with organizations on specific research questions: How does this demographic perceive your brand? What barriers exist to purchase or adoption? What does your 60+ customer actually want from you — and what are they not finding?
Engagements include audience surveys, focus groups, competitive positioning analysis, and consulting on messaging and product strategy for the 60+ market.
Speaking & Keynotes
I bring the 60+ market to life for audiences at marketing, financial services, healthcare, and aging-sector conferences. My keynote — The Most Ignored Market in America — challenges assumptions, presents primary data, and gives organizations a concrete framework for engaging this demographic effectively.
Available for conferences, corporate offsites, association meetings, and executive briefings.
Podcast Sponsorship & Partnership
Reinventing Retirement gives your brand access to a highly specific, engaged audience: adults 60–75 who are actively shaping what this chapter of life looks like. Sponsorship opportunities are selective — I only partner with brands that genuinely serve and respect this community.
Who I Work With
- Travel companies, tour operators, and hospitality brands
- Financial services — wealth management, Medicare planning, annuities, insurance
- Healthcare providers, pharma, and wellness brands serving the 65+ cohort
- Senior living developers and operators
- Consumer brands overlooking the older buyer
- Nonprofits and foundations serving aging populations
- Advertising and PR agencies serving clients in these sectors
Why Sunday Afternoon
Most research about the 60+ market is done by outsiders looking in.
I am inside this market. I am 65. I am retired. I make the same decisions your customers are making — about travel, finances, housing, health, purpose, and how to spend money in a life that suddenly has more time in it. That insider credibility, combined with doctoral-level research rigor and 40 years of organizational experience, is something no conventional research firm can offer you.
Sunday Afternoon is not a large firm. It is an intentionally focused practice. When you work with me, you work with me — and I bring the full weight of my background and access to every engagement.
Let's Talk
I offer a complimentary 30-minute discovery call for organizations exploring whether Sunday Afternoon is a fit for their needs. No pitch, no pressure — just a conversation about where you’re trying to go and whether I can help you get there.