Mar 25, 2026
Why are most brands chasing 25-year-olds… when the most powerful consumers are actually over 50?
In this episode of The
Story of a Brand Show, host Rose Hamilton, CEO
of Compass Rose
Ventures, sits down with Tim Parr,
Founder and CEO of Caddis, for a bold and
refreshing conversation about building a brand for a demographic
the industry has largely ignored.
What unfolds is a story about seeing what others miss. Tim didn’t
just launch an eyewear company—he identified a cultural blind spot.
While most brands obsess over youth, he built Caddis around the
reality that consumers over 50 control enormous purchasing power
yet are underserved and often misunderstood.
Key moments from the episode include:
* Why the biggest opportunities often exist in “unsexy”
categories—and how applying culture can transform them
* How Caddis
became an anti-anti-aging brand, shifting the narrative from hiding
age to embracing it
* The importance of building from a strong point of view—and why
consumers buy the “why,” not just the product
* Why physical retail and real-world experiences are critical for
building true lifestyle brands
* How constraint—like offering fewer products—can signal clarity,
confidence, and brand discipline
This episode is a powerful reminder that the most impactful brands
don’t just solve functional problems—they reshape how people see
themselves.
Join us in listening to the episode and hear how Tim Parr is
challenging one of the biggest assumptions in consumer branding—and
building a movement around it.
For more on
Caddis visit: https://caddislife.com/
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