For the Gen Xers and Boomers who are hitting the inevitable dip in happiness that comes with middle age, sports cars and sex with secretaries simply aren’t cutting it. Instead, the middle-aged middle-classes are taking up triathlons, and it’s seen Ironman flourish into a $650 million brand.

Storytelling has become a guiding principle for great marketing, letting companies neatly fit into consumers’ lives. But with one well-timed ad capable of changing someone’s shopping habits for years, how can brands address our milestone moments without seeming opportunistic?

As people increasingly value products that not only prevent ill health, but also promote happier lifestyles, the global wellness industry has grown to be worth $3.4 trillion. Canvas8 spoke with consumer psychologist and brand consultant Dr. Paul Marsden to find out how brands are selling happiness.

Britain is getting older; the population of over-85s is set to increase 18% between 2015 and 2020. But it’s incorrect to pigeonhole seniors as inactive and content with a weekly game of bingo. From online dating to exercising to travelling, how are hobbies helping seniors feel young again?