{"id":1012,"date":"2026-09-14T16:17:43","date_gmt":"2026-09-14T14:17:43","guid":{"rendered":"https:\/\/dlab.barcelona\/uncategorized-ca\/el-2022-vam-apostar-per-una-beguda-per-a-una-generacio-que-encara-no-es-veia-completament-a-les-dades\/"},"modified":"2026-09-18T19:50:56","modified_gmt":"2026-09-18T17:50:56","slug":"el-2022-vam-apostar-per-una-beguda-per-a-una-generacio-que-encara-no-es-veia-completament-a-les-dades","status":"publish","type":"post","link":"https:\/\/dlab.barcelona\/ca\/uncategorized-ca\/el-2022-vam-apostar-per-una-beguda-per-a-una-generacio-que-encara-no-es-veia-completament-a-les-dades\/","title":{"rendered":"El 2022 vam apostar per una beguda per a una generaci\u00f3 que encara no es veia completament a les dades."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">Taller de Marca DLAB  <\/p>\n\n<h2 id=\"h-cuatro-anos-despues-los-datos-dicen-que-esa-generacion-existe-y-que-va-a-pesar-mucho-mas-de-lo-que-parecia-entonces\" class=\"wp-block-heading\" style=\"font-size:16px\">Quatre anys despr\u00e9s, les dades diuen que aquesta generaci\u00f3 existeix \u2014 i que pesar\u00e0 molt m\u00e9s del que semblava aleshores.<\/h2>\n\n<p class=\"wp-block-paragraph\">El 2022, d'Amand\u00edn, un productor de begudes d'origen vegetal, va arribar a DLAB una intu\u00efci\u00f3 que en aquell moment era exactament aix\u00f2: una intu\u00efci\u00f3, sense xifres pr\u00f2pies que la recolzessin encara. La lectura era la seg\u00fcent: d'aqu\u00ed a pocs anys, un segment significatiu de persones entre 50 i 60 anys decidiria viure de manera molt m\u00e9s activa que aquell mateix grup d'edat vint anys abans. I aquest canvi d'h\u00e0bits requeriria productes que encara no existien.  <\/p>\n\n<p class=\"wp-block-paragraph\">D'aquesta lectura va n\u00e9ixer Resistente: una beguda d'origen vegetal amb vitamines C, K i B6, dissenyada per mantenir una vida activa \u2013 incloent-hi la cura de la pell i el cabell, no nom\u00e9s el rendiment f\u00edsic. A DLAB vam treballar en tot el projecte: noms, identitat de marca, posicionament i embalatge. Resistant tenia tot el que necessitava per sortir al mercat, excepte una cosa: sortir al mercat. El projecte es va mantenir en fase interna. No per manca de feina, sin\u00f3 perqu\u00e8 apostar per una categoria que encara no est\u00e0 consolidada requereix un salt que no sempre coincideix amb el moment d'una empresa.    <\/p>\n\n<p class=\"wp-block-paragraph\">Quatre anys m\u00e9s tard, el 2026, val la pena mirar qu\u00e8 ha passat amb aquesta intu\u00efci\u00f3. I el que diuen les dades \u00e9s que anava en la direcci\u00f3 correcta, tot i que en aquell moment no hi havia manera de demostrar-ho amb les seves pr\u00f2pies xifres. <\/p>\n\n<p class=\"wp-block-paragraph\">L'economia del benestar va arribar als 6,8 bilions de d\u00f2lars a nivell mundial el 2024, un 7,9% m\u00e9s que l'any anterior, amb una previsi\u00f3 de 9,8 bilions de d\u00f2lars per al 2029. L'informe del mateix Global Wellness Institute atribueix expl\u00edcitament aquesta acceleraci\u00f3 a \"una poblaci\u00f3 envellida\" i \"un mercat centrat en la prevenci\u00f3 i la longevitat\". No \u00e9s una categoria de n\u00ednxol: ja supera el sector esportiu global i gaireb\u00e9 quadruplica la ind\u00fastria farmac\u00e8utica.  <\/p>\n\n<p class=\"wp-block-paragraph\">El mateix institut identifica, en les seves tend\u00e8ncies actives d'envelliment per al 2026, un canvi fonamental: el concepte d'\"anti-envelliment\" est\u00e0 perdent pes davant el que anomenen \"longevitat funcional\" \u2013 for\u00e7a, mobilitat i claredat mental respecte a semblar joves. L'objectiu ja no \u00e9s tant viure m\u00e9s temps, sin\u00f3 viure m\u00e9s temps en una posici\u00f3 per viure-les activament i de manera aut\u00f2noma. \u00c9s, gaireb\u00e9 paraula per paraula, el que Resistant va proposar el 2022: una beguda dissenyada no per semblar jove, sin\u00f3 per mantenir una vida activa.  <\/p>\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" data-id=\"992\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/09\/dlab-resistant-amandin-2-optimized-1024x1024.jpg\" alt=\"\" class=\"wp-image-992\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/09\/dlab-resistant-amandin-2-optimized-980x980.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/09\/dlab-resistant-amandin-2-optimized-480x480.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" data-id=\"993\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/09\/dlab-resistant-amandin-optimized-1024x1024.jpg\" alt=\"\" class=\"wp-image-993\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/09\/dlab-resistant-amandin-optimized-980x980.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/09\/dlab-resistant-amandin-optimized-480x480.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n<\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">A Espanya, el canvi demogr\u00e0fic ja \u00e9s mesurable. Hi ha entre 19 milions de persones de m\u00e9s de 50 anys \u2013 el 40% de la poblaci\u00f3 \u2013 una xifra que pujar\u00e0 fins a uns 22 milions (45%) el 2030. I no \u00e9s nom\u00e9s una q\u00fcesti\u00f3 de volum: aquest grup ja controla aproximadament el 55% de la despesa en sectors com la salut, el turisme i la tecnologia, molt per sobre del seu pes demogr\u00e0fic. Als Estats Units, l'informe Longevity Economy Outlook 2026 situa l'activitat econ\u00f2mica generada pels majors de 50 anys en 12,5 bilions de d\u00f2lars anuals, amb una despesa en tecnologia de salut i benestar creixent un 62% des del 2018.   <\/p>\n\n<p class=\"wp-block-paragraph\">El mercat de nutricosm\u00e8tics \u2013 vitamines i suplements dirigits a la pell i el cabell, exactament la categoria en qu\u00e8 Resistant es posicionava amb les seves vitamines C, K i B6 \u2013 creixer\u00e0 de 6.900 milions de d\u00f2lars el 2021 a 13.770 milions el 2030, gaireb\u00e9 duplicant-se, i els informes de la ind\u00fastria apunten directament a l'envelliment de la poblaci\u00f3 com un dels seus principals motors.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<figure class=\"wp-block-video\"><video height=\"1108\" style=\"aspect-ratio: 828 \/ 1108;\" width=\"828\" controls=\"\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/09\/hf_20260903_162501_b518c7fb-8c3d-41ec-99b1-d2eb011eaaaf-1.mp4\"><\/video><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">Val la pena afegir un mat\u00eds honest, perqu\u00e8 no tot apunta en la mateixa direcci\u00f3 de manera senzilla. Un estudi longitudinal amb dades canadenques de gaireb\u00e9 vint anys va concloure que l'augment de l'activitat f\u00edsica entre generacions no s'explica tant perqu\u00e8 cada generaci\u00f3 neix \"m\u00e9s activa\", sin\u00f3 per un efecte \u00e8pic: canvis culturals i contextuals que afecten totes les edats alhora. Llegit amb calma, aquest mat\u00eds no debilita la intu\u00efci\u00f3 original de Resistant: la refor\u00e7a. La generaci\u00f3 de 50 a 60 anys no necessitava canviar en ess\u00e8ncia. El context que els envoltava \u2013 el subministrament, la informaci\u00f3, la normalitzaci\u00f3 de l'atenci\u00f3 activa a qualsevol edat \u2013 havia de canviar. I aquest \u00e9s exactament el tipus de canvi que una marca ben diagnosticada pot anticipar abans que aparegui en qualsevol informe.     <\/p>\n\n<p class=\"wp-block-paragraph\">La resist\u00e8ncia mai no va arribar a una prestatgeria. Per\u00f2 la idea que hi havia darrere \u2014 que l'envelliment actiu deixaria de ser una excepci\u00f3 i es convertiria en un mercat \u2014 va resultar ser correcta abans que hi hagu\u00e9s dades que ho confirmessin. Potser aquesta \u00e9s la part m\u00e9s inc\u00f2moda de mirar enrere qualsevol fitxer: descobrir que no calia encertar-ho per casualitat. Havies de mirar una mica el context abans que el mercat ho confirm\u00e9s.   <\/p>\n\n<p class=\"wp-block-paragraph\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-green-cyan-color\"><strong><a href=\"https:\/\/globalwellnessinstitute.org\/press-room\/press-releases\/the-global-wellness-economy-hits-a-record-6-8-trillion-and-is-forecast-to-reach-9-8-trillion-by-2029\/\">Global Wellness Institute<\/a><\/strong> <\/mark>\u2014 Monitor de l'Economia Global del Benestar 2025 (6,8 bilions el 2024, previsi\u00f3 de 9,8 bilions el 2029).<\/p>\n\n<p class=\"wp-block-paragraph\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-green-cyan-color\"><a href=\"https:\/\/globalwellnessinstitute.org\/global-wellness-institute-blog\/2026\/04\/03\/aging-well-initiative-trends-for-2026\/\">Global Wellness<\/a> <\/mark><\/strong>Institute \u2014 Tend\u00e8ncies de la Iniciativa Aging Well per al 2026 (longevitat funcional vs. antienvelliment).<\/p>\n\n<p class=\"wp-block-paragraph\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-green-cyan-color\"><a href=\"https:\/\/fiftiers.com\/informe-fiftiers-poblacion-mayor-de-50-anos-en-espana-2025-2030\/\">FIFTIES<\/a><\/mark><\/strong> \u2014 Informe sobre la poblaci\u00f3 major de 50 anys a Espanya 2025-2030 (19M\/40% el 2024, 22M\/45% el 2030, 55% de la despesa)  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-green-cyan-color\"><a href=\"https:\/\/www.aarp.org\/money\/personal-finance\/longevity-economy-report-2026.html\">AARP<\/a><\/mark><\/strong> \u2014 Longevity Economy Outlook 2026 (12,5 bilions de d\u00f2lars, +62% de despesa en tecnologia sanit\u00e0ria des de 2018)  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-green-cyan-color\"><a href=\"https:\/\/www.gminsights.com\/industry-analysis\/nutricosmetics-market\">Grand View Research \/ GMInsights<\/a><\/mark><\/strong> \u2014 Mercat de Nutricosm\u00e8tics (6.900 milions de d\u00f2lars el 2021 a 13.770 milions de d\u00f2lars el 2030, taxa comanada comanada compausada del 8,1%)  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-green-cyan-color\"><a href=\"https:\/\/pmc.ncbi.nlm.nih.gov\/articles\/PMC5833083\/\">Estudi longitudinal<\/a> <\/mark><\/strong>(Canad\u00e0, 1994-2011, National Population Health Survey) sobre les difer\u00e8ncies generacionals en l'activitat f\u00edsica \u2014 efecte de l'\u00e8poca vs. efecte de cohort \u2014  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/www.mapfre.com\/actualidad\/sostenibilidad\/generacion-senior-envejecimiento-activo\/\">Mapfre \u2014 L'edat d'or de la generaci\u00f3 s\u00e8nior<\/a><\/strong> (dades de l'OMS: el 2020 els majors de 60 anys superaven en nombre els menors de 5 anys al m\u00f3n)  <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Taller de Marca DLAB Quatre anys despr\u00e9s, les dades diuen que aquesta generaci\u00f3 existeix \u2014 i que pesar\u00e0 molt m\u00e9s del que semblava aleshores. El 2022, d&#8217;Amand\u00edn, un productor de begudes d&#8217;origen vegetal, va arribar a DLAB una intu\u00efci\u00f3 que en aquell moment era exactament aix\u00f2: una intu\u00efci\u00f3, sense xifres pr\u00f2pies que la recolzessin encara. [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":1015,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[],"class_list":["post-1012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-ca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>El 2022 vam apostar per una beguda per a una generaci\u00f3 que encara no es veia completament a les dades.<\/title>\n<meta name=\"description\" content=\"Hi ha una pregunta que t&#039;hauries de fer abans de continuar llegint. 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