Hosan is a design researcher and founder working on overlooked problems at the intersection of consumer markets and systemic change.

Her work focuses on shifting cultural and commercial outcomes in domains where mainstream structures are failing people. She previously built a repeatable methodology for social connection at scale through TABLETRIBES (2012-2018): 100+ format iterations with 3,000+ users across five cities. She now applies the same approach to aging and longevity.

One in six people globally will be over 60 by 2030. The knowledge base on aging consumers is extensive. In the US, 70% of disposable income is held by people 50 and over – the largest emerging consumer demographic on earth. We are witnessing a generation of older adults who are more self-directed than any before, running into systems that were designed for a population assumed to be passive and in the minority.

People over 60 – regardless of what country they’re in – are actively rejecting products that frame aging as decline, while the products they actually need don’t exist. Decades of research have mapped what older adults are demanding and requesting. Almost none of it reaches the products. Her work investigates where the translation between research and practice breaks down and why it keeps happening. The boomer generation is moving through this stage of life right now, and will be until 2040. The opportunity to get this right is time-bound.

She is completing an MDes in Design Futures at the Royal College of Art and is a guest researcher at the Helen Hamlyn Centre for Design. She studied at Johns Hopkins University and Art Center College of Design. Her work has been featured in the New York Times, Financial Times, Forbes, Fortune, and Washington Post. She is based in London and Munich, with time in Zurich and Washington, DC.