Intransit is a strategic consultancy that enables brands to lead with age-inclusivity.

Who we are

We are a collection of thinkers and doers challenging the marketing status quo around aging. From strategists, to economists, to anthropologists, we thrive on illuminating the cultural shifts that define longevity, life stage, and vital aging.

We passionately believe that companies can win by doing more to tap into the experiences of the 50+ individuals, an underserved but highly powerful segment that will represent more than 59% of the global GDP by 2050.

We are definitively practical, crafting and implementing strategies for companies and brands to drive growth.

Why Age Inclusivity

The Middle Plus Economy is on the Rise

We are in the midst of a siesmic demographic and economic shift.

It’s a known fact that the world is getting older, with the number of adults over 50 beginning to eclipse younger adults. Simultaneously, older adults command outsized financial power, especially in the age of the “great wealth transfer.”

Now healthier, wealthier, and with more middle years to life, these adults actively reject outdated stereotypes and refuse to follow traditional rules. Second, third, and fourth acts are commonplace now. Older adults are equally likely to take gap years, similar to their younger cohorts. The traditional 3 stage - life is a relic of the past.

Engagement of 50+ adults will unpin progress and drive the future.

For economies, the workforce contribution of middle-aged and older adults at work is a must for long term sustainability. For companies, winning these consumers is vital for achieving longer-term growth paths.  Actively engaging these individuals is a non-negotiable imperative for future success.

How to Win: Break Bad Habits

Reject the young vs. old paradigm.

These demographic trends are well known, but why does society still favor the young? Recruiter bias selects younger candidates despite the proven track record of middle-plus adults in the workplace. Marketers direct only 15% of marketing and advertising toward older people despite their share of wealth. Social erasure excludes older adults as they age, hiding their positive contribution to communities.

We are overwhelmed with 40 under 40 lists, but now is the time to stop and recognize the contribution of the middle-plus market.

Start with stage, not age.

Companies are poised to become more relevant and grow markets by recognizing and catering to the different life stages that middle and older adults cross through. Brands that rise to this occasion will play a deeper and more connected role in consumers' lives while becoming naturally age-inclusive.

Our Services

The Intransit Approach

Our process puts adults at the center of brand transformation.

Research and Insights

Every Intransit engagement starts with a deep dive into customer, business, brand, and market trends, insights, and realities.

  • Qualitative deep dives and ethnographies

  • Cultural and consumer analysis

  • Trends research and foresight analysis

  • Best practice benchmarking

  • Brand and business assessments

Customer and Brand Strategy

Armed with rock-solid insights, Intransit helps companies define new strategies that break outdated stereotypes.

  • Audience strategies

  • Customer personas

  • Value propositions

  • Brand strategy & Positioning

  • Brand narratives and messaging

Experience Transformation

Intransit coaches clients to make age inclusivity sustainable by embedding strategic practices across all facets of the organization, from innovation to product and brand design.

  • Strategic roadmaps

  • Service design blueprints

  • Customer journey maps

  • Prototypes

  • Capacity assessments

Meet Karen

Karen Attyah is the founder and principal strategist of Intransit. Karen's decades-long career as a brand strategist and researcher has honed her ability to build connections with customers and consumers through purposeful brand strategies spanning positioning, messaging, innovation, and experience. She’s now dedicating her second act to helping companies drive growth by connecting with active, older adults.

Karen has spearheaded strategy projects across five continents and multiple industries during her career.  She’s held senior positions with renowned consultancies, including Landor and Interbrand, working on clients such as SAP, Pernod Ricard, Intuit, Unilever, and JPMorgan Chase, as well as a range of start-ups, mid-size companies, and family-owned conglomerates.

She holds an MBA from INSEAD, an MA in economics from UCLA, and a BA in economics and public policy from Claremont McKenna College.