Youth is not a state of the flesh. Many young people move through the world with hearts full of old ruins. But we mustn't overlook the fact that today the world is facing a shift in the age pyramid, where the mature market is increasingly taking centre stage in human relations, positioning itself as younger than ever. However, struggle has enriched them with experience; pain has honed their emotions and sacrifice has tempered their character. Is modern retail, whose focus has increasingly been on impersonality through shops full of merchandise and empty of souls, prepared for this new market that is spreading with galloping speed? We urgently need to get to know this new reality, which is already emerging in most of the world's major metropolises, in order to prepare ourselves for this new revolution in the field of retail. This research work aims to continue this discussion in the academic and professional spheres, providing initial resources for broader and deeper reflections on the subject. May the reader enjoy each page in the same way that we should enjoy our senescence. With wisdom and lots of emotions!