The world has matured.
Brands need to envolve with it.
Longevity is not just a social issue.
It is business strategy, culture, and future.
This is where Madura Lab comes in.
We connect brands to the fastest-growing — and the least heard — generation.
Madura Lab is a strategic consultancy that helps brands and organizations better understand, engage, and create real meaningful value for the 60+ consumer — a vibrant, active, diverse, and rapidly expanding segment.
Today, most companies already serve the 60+ market. However, it is rarely addressed with the level of strategic intention it requires.
ABOUT US
The challenge is clear.
How can brands communicate, sell, and create relevant experiences for the 60+ audience without falling into stereotypes?
Consulting
WHAT WE DO
Keynote
Workshops
We turn insights on longevity into practical business decisions.
We challenge organizations to rethink how they engage with the 60+ audience — from communication to experience design.
We equip teams to turn understanding into strategy and action.
We turn longevity insights into practical decisions for marketing and commerial teams.
Communication strategy and positioning
Product strategy, customer journey, and CX
Exploratory research
Conceptual key visuals development for campaigns
Strategic clarity to drive action today and shape tomorrow.
60+ Consulting
We challenging organizations to rethink how they see, communicate with, and design experiences for the 60+ audience — demonstrating that longevity is not a passing movement, but a market, consumer, and decision-making reality.
The 60+ audience as a market reality
The stereotypes that distance brands from real opportunities
Communication, product, and experience through the lens of longevity
What mature brands do differently — and why
Awareness and clarity to make better decisions today.
In-person or online | 60 - 90 minutes
KEYNOTE
Longevity is not a trend
Better decisions require teams with perspective, clarity, and maturity.
Structure:
Awareness: Curated data insights and perception-mapping exercise
Deconstruction: Where brands go wrong when trying to communicate with, sell to, or serve the 60+ audience
Refinement: Aligning language, value proposition, and commercial approach
Evolution: Prioritizing ideas and defining a clear roadmap with measurable outcomes
This is not a class or a lecture. It is a collaborative working process.
In-person | 1 day
An original and thought-provoking workshop about the future and the choices we make.
Reflections on longevity, time, and purpose
The impact of aging on personal and professional decisions
Designing life trajectories with a long-term perspective
The future is snot a destination —it is an ongoing construction.
In-person | 4 hours
WORKSHOP
Brands that mature
WORKSHOP
In 10 years
We think with accountability for results.
We execute with a brand-building mindset.
Manuela Bertoletti has over 20 years of experience in branding and communications for brands. She is the founder and creative director of ORA Design, an agency that has served more than 90 clients in Brazil and internationally.
With a background in fashion and visual arts, she sees design as a strategic differentiator. Passionate about business, she moves fluidly between aesthetics, culture, and strategy to build brands that remain coherent and relevant over time.
Originally trained in Medicine at UFRJ, she later earned a Master’s degree in Visual Arts in Milan and an MBA in Business Management from FGV. Manuela combines creative sensibility in her approach to brand building.
Gabriela Bonella is a brand strategist and marketing executive with over 20 years of experience building and growing brands and businesses.
Driven by the development of strong brands, business growth, and people development, she has worked in major multinational FMCG companies such as Nestlé, Garoto, and Arcor, as well as in the healthcare sector — connecting strategy and execution to generate real value.
She holds a degree in Advertising from the Federal University of Espírito Santo and an MBA in Project Management from FGV, and has built her career by connecting strategy, market insight, and execution.
Manu Bertoletti
Gaby Bonella
Two complementary paths, united by a shared purpose:
to reposition how brands see and engage with the mature audience.
Longevity is not a trend.
It is reality.
We are living longer. Consuming more. Deciding more.
Yet brands remain trapped in stereotypes about aging.
Madura Lab was born from this discomfort.
We are here 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 future.
Between individuals and markets.
Here, maturing is not about losing value. It is about gaining perspective.
Because relevant brands understand the value of time.
Time does not diminish value.
It reveals it.
What does your company stand to lose by overlooking the 60+ audience?
Life expectancy in the country has reached 76.6 years.
It grew from 15.2 million in 2000 to approximately 33 million in 2023 — more than doubling in just over two decades.
And this demographic transformation is not a distant future: it is already happening now.
Source: IBGE, 2024.
The 60+ population in Brazil has more than doubled in the past 20 years.
The presence of the 60+ population is not merely demographic — it is structural.
In millions of homes, these individuals lead financial decisions, sustain household consumption, and shape family dynamics.
Ignoring this leadership means overlooking real decision-making power.
Source: IBGE, PNAD Contínua 2023.
More than 30% of Brazilian households already have a person aged 60+ as the head of the household.
Ageing is a global priority.
The United Nations declared 2021–2030 the Decade of Healthy Ageing, recognizing population ageing as one of the most significant structural transformations of the 21st century.
Brands that understand this shift now build long-term relevance.
Source: World Health Organization (WHO), UN Decade of Healthy Ageing, updated 2023 | United Nations, World Population Prospects 2024.
2.1 billion people will be aged 60+ by 2050.
We speak the language of business
without losing the boldness of creativity