Longevity is not an isolated social issue.

It’s business strategy, culture, and the future.

We connect brands to the fastest-growing generation — and the least heard.

Madura Lab is a consultancy that helps brands and companies understand, engage with, and create real value for the 60+ consumer audience — a vibrant, active, diverse, and rapidly expanding territory.

In practice, most companies already serve the 60+ audience. But we’ve realized that it isn’t treated with the strategic intention it truly demands.

WHO WE ARE

The challenge is clear.

How can brands communicate, sell, and create relevant experiences for the 60+ audience without stereotypes?

Consulting

WHAT WE DO

Talks

Workshops

We turn insights about longevity into practical decisions

We challenge companies to rethink how they see, communicate with, and create experiences for the 60+ audience

We empower teams to transform understanding into strategy and action

We transform insights about longevity into practical decisions for marketing and sales teams.

• Communication strategy and positioning

• Product, journey, and CX

• Exploratory research

• Conceptual key visuals for campaigns

Strategic clarity to act now and build the future.

60+ consulting

Challenging companies to rethink how they perceive, communicate with, and create experiences for the 60+ audience, showing that longevity is not a trend — it’s a reality in the market, consumption, and decision-making.

• The 60+ audience as a market reality

• Stereotypes that keep brands from real opportunities

• Communication, product, and experience through the lens of aging

• What mature brands do differently — and why

It’s about awareness and clarity to make better decisions today.

In-person or online | 60 to 90 minutes

TALKS

Longevity is not a trend

Better decisions require teams with knowledge, clarity, and maturity.

Etapas:

• Awareness: curated presentation of data and perception map exercise

• Deconstruction: where we go wrong when trying to speak to, sell to, or serve the 60+ audience

• Adjustments: aligning language, value proposition, and commercial approach

• Evolution: prioritizing ideas, creating a plan with next steps, and defining metrics

This is not a class, not a lecture. It’s a collaborative, hands-on process.

Presencial | 1 dia

An original and thought-provoking workshop on the future and choices.

• Reflections on longevity, time, and purpose

• The impact of aging on personal and professional decisions

• Planning life paths with a long-term perspective

The future is something we build, not a destination.

In-person | 4 hours

WORKSHOP

Brands that mature

WORKSHOP

Ten years from now

We think like those accountable for results.

We execute like those building a brand.

Manuela Bertoletti has over 20 years of experience in branding and communications for brands. She is the founder and director of ORA Design, an agency that has served more than 90 clients in Brazil and abroad.

Coming from the worlds of fashion and visual arts, she believes in design as a strategic differentiator. Passionate about business, she moves seamlessly between aesthetics, culture, and strategy to build coherent and relevant brands over time.

She holds a degree in Medicine from UFRJ, a Master’s in Visual Arts from Milan, and an MBA in Business Management from FGV, navigating the intersection of creative sensibility and business strategy.

Gabriela Bonella is a brand strategist and marketing executive with over 20 years of experience in building and growing brands and businesses.

Driven by the creation of strong brands, business growth, and people development, she has worked in major multinational consumer goods companies (FMCG) such as Nestlé, Garoto, and Arcor, as well as in the healthcare sector, connecting strategy and execution to generate real value.

With a degree in Advertising from the Federal University of Espírito Santo and an MBA in Project Management from FGV, she has built her career bridging strategy, market insight, and execution.

Manu Bertoletti

Gaby Bonella

Two complementary journeys, united by the same goal:

to reposition how brands view the mature audience.

Longevity is not a trend.

It’s a reality.

We are living longer. Consuming more. Deciding more.

Yet, brands are still stuck in stereotypes about aging.

Madura Lab was born from this discomfort.

We aim to demystify and provoke new ways of communicating.

To help companies create real value for the 60+ audience.

With awareness and intention.

We are a bridge between experience and the future.

Between individuals and markets.

Here, maturing does not mean losing value. It means gaining insight.

Because relevant brands understand the value of time.

Time does not diminish value.

It reveals it.

What does your company lose by not truly paying attention to the 60+ audience?

The 60+ population in Brazil has more than doubled in 20 years.

It grew from 15.2 million in 2000 to around 33 million in 2023 — more than double in just over two decades.

And this demographic shift is not a distant future: it’s happening right now.

Source: lorem ipsum

Life expectancy in Brazil has reached 76.6 years.

Are you ignoring more than two decades of potential consumption?

The 60+ population grew from 15.2 million in 2000 to around 33 million in 2023 — more than double in just over two decades.

And this demographic shift is not a distant future: it’s happening right now.

Source: World Health Organization (WHO)

More people aged 60+ than children under 5 worldwide

Brazil is aging fast.

Does your marketing plan already take into account that Brazil is aging rapidly?

Source: IBGE – Life Tables

Life expectancy in Brazil has reached 76.6 years.

Ready to Mature with us?

contato@maduralab.com.br

+55 11 99999-9999

We speak the language of business
without losing the boldness of creativity