Japan, previously known as an innovator within the global tech landscape, has recently chosen to play the field rather than lead the pack. Now, the country is set to regain its place at the cutting edge of tech - with innovations addressing an ageing population and a customer-service crisis.

As its citizens crave connection, Japan turns to more empathetic tech

As well as contributing costumes to a Timotheé Chalamet-led biopic, Levi’s has announced a capsule collection featuring recreations of Bob Dylan’s wardrobe. Brands are finding new ways to enter the cultural conversation, leveraging their connection to iconic histories to reach new audiences.

Levi's taps rock and roll heritage in Bob Dylan capsule

A 77-year-old YouTuber @koreagrandma is launching a skincare brand in collaboration with global cosmetics giant Cosmax. While anti-ageing concerns still dominate beauty trends, older adult influencers who promote self-care are paving the way for pro-ageing rituals instead.

Viral South Korean influencer challenges ageing attitudes

2024 was the year of bag charms and collectible toys. Bring those two together and you get Labubu, a cute little monster adults are now obsessively collecting. APAC lead editor Therese Reyes looks into the latest viral craze and what it tells us about affordable luxury in the region.

Editor's Briefing: What the Labubu craze tells us about affordable luxury

A study has found that nearly 75% of Boomers are planning on using buy now, pay later services when shopping for the holidays in 2024. As people navigate fluctuating finances, they're looking for more stability and control, and these findings show that BNPL is appealing to all generations.

Boomers most likely to use BNPL during holidays

More people over 50 are starting second careers in new fields, challenging traditional life paths and defying ageist stereotypes. Gen Xers and Boomers are evolving their lifestyles, yet many brands have yet to fully recognise this shift, leaving these generations underrepresented in the media.

Second careers reflect shifting notions of ageing

CareYaya aims to connect those searching for caregivers with students in healthcare to create a mutual system of affordable care and learning experiences. The platform facilitates people demand for tech-based networks of support as they look to balance high costs of living.

CareYaya matches students to elders seeking care

BBC mini-series Mr Loverman explores a hidden decades-long gay relationship within the Windrush generation. It challenges typical narratives about Caribbean immigrants in post-war Britain, contributing to a growing trend of more nuanced, authentic portrayals of Black experiences in the media.

‘Mr Loverman’ expands British Black narratives  

As generational assumptions shift, brands have a unique opportunity to connect with Boomers by going beyond stereotypes and generalisations and truly understanding what they want. Our Spotlight explores how can brands help Boomers find more intensity in their Third Chapter.

Spotlight on: Boomers in the new age

Dementia patients in Belgium have been given access to an AI-powered tool from Kodak that enables them to engage in photo reminiscence therapy. The tool helps to reconstruct memories for which no photo exists and is a prominent example of how AI can potentially democratise access to therapy.

Kodak supports dementia therapy with AI-powered tool

A new campaign by Australian Unity reflects the challenge of balancing work and life through multiple life stages, improving representation and services for older Australians. The campaign highlights an opportunity for brands to consider the evolving health needs of older shoppers.

Australian Unity spotlights balance throughout life

The surging property prices coupled with the meagre supply of rental units has left many people without a stable roof over their heads. An Australian  report suggests that this could be tackled by making use of millions of houses and rooms that currently sit empty across the country.



Empty rooms may solve Aussie’s housing crisis

Australians’ appetite for holidays is insatiable. And despite a cost of living crisis, many are still willing to pay more for luxury accommodations and new, unique experiences. Many are also looking for multi-generational trips that offer something for the entire family.

What do Aussies want from luxury holidays?

In a China-exclusive campaign, Prada has tapped ambassador and table tennis star Ma Long for a special match with veteran actress Wu Yanshu. While athletes have become influencers du jour for luxury brands, there’s a demand for stories that showcase sports in a humanistic, thought-provoking light.

Prada’s table tennis campaign combats ageism in China

The misrepresentation or outright exclusion of Boomers in advertising is contributing to negative stereotypes surrounding ageing. To counter this, AIC is working to promote more authentic and positive perspectives on ageing, encouraging people and brands to confront and rethink their own biases. 



AIC challenges ageist stereotypes in latest campaign   

The healthcare multinational has launched a digital ecosystem that supports people on their journey to healthy ageing. As Britons’ appetites for digital health and wellness coaching continue to grow, there’s an opportunity to cater to older adults who are often underserved in this space.

Bayer personalises healthy ageing with tech companions

Spotify has launched a new campaign showcasing the universal appeal of music across age groups. The campaign challenges generational divides and highlights how musical tastes transcend age, promoting understanding and connection between generations when they're otherwise increasingly divided.


Spotify challenges generation gap in new campaign

Age Concern New Zealand and ANZ have launched a scam prevention campaign featuring American crime drama series CHiPs. The ad reimagines the series to resonate with older audiences, who are typically targeted by scammers, providing them with the tools and confidence to protect themselves from fraud.

ANZ campaign prompts Boomers to watch out for scammers

So-called 'medbeds' are gaining traction on right-wing social media platforms, posed by their fans as a futuristic miracle cure to a range of health issues – despite any evidence in support. New scams are targeting Boomers, pointing to a need for education amid an increase in health anxiety.

Boomers turn to 'medbeds' via right wing disinformation

Kunstmusuem Den Haag is inviting people with dementia to a multi-sensory tour so they can experience art alongside their loved ones. People's perceptions of the syndrome are shifting, and the museum's move highlights the power of creativity in forging new bonds and boosting mental stimulation.

Dutch multi-sensory gallery supports people with dementia

Research has revealed that ageism remains a pervasive issue in Australian workplaces, with many over-50s admitting they feel undervalued and invisible at work. Despite societal efforts towards DE&I, there’s more to be done to drive tangible action around meaningful inclusion for older people.

Older Aussies face ageism in the workplace

Fashion has famously been an industry that favours the young, however, we’re seeing a rising trend of older models and celebrities starring in campaigns, from Maggie Smith for Loewe and Charlotte Rampling for Massimo Dutti. As brands embrace older stars, is age inclusion finally in vogue?

Is fashion finally tackling its ageism problem?

Australia’s ageing population puts pressure on the government to address the demand for support services. Through a technology-first approach, Mable allows those seeking assistance to connect with the most capable and available support workers, creating the best possible carer-patient match.

Why Mable celebrates Aussies' age and ability choices

French food company Danone is leaning into offerings for ageing populations – an ever-increasing demographic. Demand for products and services that cater to older people will continue to grow, creating an opportunity for brands to meet a new set of needs, from healthcare to beauty and cosmetics.

Danone meets needs of ageing global population

Boomers are looking for on-the-go, nutrient-dense, tasty snacks that fit into their hectic lifestyles without compromising their health. They’re also looking for nostalgic flavors that hint at a more permissive era of snacking. Can brands help Boomers to have their cake – and eat it too?

What do US Boomers want from their snacks?

Single older women in Australia are taking innovative approaches to battling the housing crisis, such as living in converted tiny homes and caravans. But given that older women are the fastest-growing homeless population in Australia, signalling a need for more sustainable solutions.

Older Australian women face higher risk of homelessness

Construction has begun on an explicitly LGBTQ-friendly senior housing complex in Pittsburgh, aiming to provide compassionate elder care for retirees. As Boomers enter their sunset years, they’re seeking to live their lives as freely as they can, rewriting conventional perceptions of old age.

LBGTQ+ friendly senior home helps rewrite retirement

The post-pandemic return to travel is seeing many over-60s pack their bags and jet off overseas. But as Boomers take full advantage of their renewed sense of exploration, what must insurance firms understand about their hopes and fears? How can they provide a sense of safety on holiday?

What do Boomers want from travel insurance?

Boomers are an attractive demographic for telco brands with almost one in four Americans set to be over 65 by 2050. But how should telco brands adjust their plans to suit the evolving lifestyles and the need for connectivity of older people, as well as the features they require?

How American Boomers are choosing their cellphone plans

Online Boomers are looking for speed, reliability, and customer service from their broadband providers, all at an affordable price. With switching providers due to become easier, what will help in their decision-making journey and how can businesses cater to this demographic?

What do British Boomers want from broadband providers?

A study has revealed that Boomers don't see themselves as old, despite what younger generations might think. As generational assumptions shift, brands have a unique opportunity to connect with wealthy Boomers by going beyond stereotypes and generalisations and truly understanding what they want. 

Boomers are redefining what it means to age

As life expectancy continues to grow, the number of older people is shooting up globally. But in China, the country's social security systems aren’t prepared to provide people with decent income and comfortable lifestyles as they age, leading droves of seniors to the brink of poverty.


Poverty among Chinese seniors necessitates pension reform

Boomers are the biggest spenders in the luxury travel market, with cruises accounting for a huge chunk of their spending. As cruisers increasingly look for ways to immerse themselves in local cultures and get the most out of their budget, how can travel brands adapt to this cohort’s needs?

What do Boomers want from luxury cruise experiences?

Residents from three Brussels nursing homes have been partying at a nightclub as part of an initiative to promote active lifestyles among the elderly. Wanting to redefine retirement, older adults are increasingly seeking unique adventures to feel alive and to make long-lasting memories.

Belgian older adults are embracing nightclubs again

A project has been launched in Glasgow to encourage older people to connect through their fond memories of Bollywood cinema. With more people living longer and hobbies being crucial to improving the wellbeing of older adults, these groups offer ways to increase connection and community.

Older Glaswegians connect through love of Bollywood

A survey has found that adults in the US are struggling to stay afloat, with the majority of adults living paycheck to paycheck. As inflation continues to threaten financial security, people are searching for brands and products that can provide holistic solutions and financial education.

Ongoing inflation impact is entrenching financial stress

According to new research by PYMNTS, Boomers are the most likely generation to pay for everyday items – from yoga classes to coffee pods – via subscriptions: 92% of respondents said they've embraced them. This hints at new opportunities to service this demographic while ensuring safety and security.

Boomers use more subscription services than Gen Y

Burger King is celebrating its 70th birthday. To mark its seventh decade of flame-grilled success, the company has released an ad campaign challenging ageist stigmas. As ageing changes, campaigns that address stereotypes in fresh ways are landing with older audiences that want new, true narratives. 

Burger King busts taboos to celebrate its 70 fiery years

Despite the common assumption that younger generations worry most about the environment, recent studies reveal a more nuanced picture. For businesses focused on sustainability comms, there's a fresh opportunity to engage older audiences on eco values while tapping into affluent demographics. 

Boomers' eco anxiety shows nuanced generational attitudes

Older shoppers are buying into shopping second-hand as economic and environmental concerns drive them toward pre-loved clothing. As older people's shopping habits change, brands have an opportunity to lean into this trend and appeal to Boomers, who are relatively new to this space.

Older shoppers are increasingly buying second-hand

The 2024 Generational Snapshot of Boomers explores why this generation is looking for new experiences, how they’re finding meaning after retirement, and how they’re leveraging technology to take more active care of their health – all in the shadow of the cost of living crisis.

2024 Generational Snapshot of Boomers

Despite three million Australian women affected by menopause, talking about it is still seen as taboo by many. Female-first wellness brand Phenxx set out to change that in its 'Australia's' Hottest Woman' campaign, calling attention to the hot flushes that many women suffer from.

Phenxx sparks conversations around menopause

The South Korean government is deploying 7,000 AI companion dolls for senior citizens and patients with dementia. With the country having one of the fastest-ageing populations coupled with the lowest birth rate in the world, the health sector has to consider ways to improve care for aged citizens.

AI robot companions help South Koreans battle loneliness

'Climate grannies' are emerging as activist leaders in environmental spaces, offering guidance and experience in direct political action. Armed with free time and income, Boomers are increasingly becoming an activist generation, looking to provide leadership to their young counterparts.

'Climate grannies' signal politically active retirements

With loneliness on the rise in the US, Boomers are finding new friendships in local, community-driven gatherings. Embracing digital platforms to share their experiences and connect, they're redefining what it means to age, combating isolation and returning to urban areas for community ties.

Boomers redefine aging through community gatherings

Australian retirement village operator Aveo has launched a campaign highlighting how community and human connection don't have to stop at retirement. As people's ideas of retirement become more fluid and positive, brands can help them explore the rich possibilities of a life well lived.

Aveo rethinks retirement as community-oriented lifestyle

With US Boomers already demonstrating their openness to alternative financial strategies, regulation changes by the Securities and Exchange Commission mean more of their wealth could go into Bitcoin. As trust in traditional retirement plans and institutions wanes, Boomers are diversifying.

Regulation changes may sway Boomers to Bitcoin

Many retirees have been forced back into work by the cost of living crisis, while an ageing global population means that retirement security promises remain firmly on the agenda for consumers. Standard Life and Fidelity International have partnered to help pensioners maintain financial stability.

Standard Life and Fidelity support pension stability

Despite the envious gaze of younger generations, older Britons with poor finances are being forced to re-enter the rental market – and when they get there, their options are often limited to house-shares. Where are the flexible housing solutions for these older Britons?

Older Britons forced to reenter rental market

Recent data revealed that Gen Xers and Boomers are behind Temu’s rapid success. Young adults are taking this to TikTok, mocking their mums for buying questionable gadgets on the platform. Albeit ironically, this trend highlights the implications of Temu’s aggressive marketing for older consumers.

Gen Zers bring their moms’ Temu addiction to TikTok

Older Chinese individuals are breaking away from traditional norms and exploring the tender world of modern dating. Their quest for companionship is marked by an openness to building relationships, increasingly facilitated by digital platforms like dating apps and livestreaming channels.

How China’s older adults navigate the world of modern love

A study has found that physical exercise apps are not meeting older people’s needs – exacerbating inequities in physical exercise. With more people worldwide living longer, and physical activity being crucial to prolonged health, the health sector must consider ways to adapt to an ageing population.

Study finds exercise apps are failing older people

A report published by The Commonwealth Bank of Australia highlights generational differences in wealth, with Boomers remaining financially secure amid inflation due to homeownership, reduced spending, and government support. This is in contrast to Gen Yers, who appear worse off post-pandemic.

Australian Boomers insulated from financial hardship

Amid China’s booming beauty market, there’s still a notable gap in mature beauty options. Brands face the task of appealing to the country’s thriving multi-billion dollar silver economy – the ageing who are digitally savvy, financially able, and discerning in their expenses.

‘Mom beauty’: the self-care boom among Chinese Gen Xers

Since its launch in 2022, Temu has become popular among online shoppers in the US. However, the platform’s gamified shopping experience could be taking advantage of its most committed patrons, Gen Xers and Boomers. Already distrustful, people expect brands to provide equitable customer service.

Temu’s gamified shopping can confuse older users

Singapore’s Agency for Integrated Care (AIC) has launched a campaign to debunk ageist stereotypes and encourage more uplifting narratives around ageing. There’s an opportunity to lean into joyful, humorous storytelling to break the silence around social stigmas without undermining their gravity.

Singapore ad celebrates active seniors to combat ageism

BlackRock has released a refreshingly 'boring' video ad introducing its iShares Bitcoin Trust ETF (IBIT). Doing away with crypto jargon, it’s breaking down financial information in palatable and easy-to-understand ways to appeal to an untapped demographic in the bitcoin landscape – boomers.

BlackRock’s accessible ad courts bitcoin-curious Boomers

Amid financial uncertainty, savings and retirement planning is becoming increasingly challenging. In response, the TIAA is looking to raise awareness and funds for Americans to empower and educate them about the importance of thinking and actioning plans for retirement as early as possible.

TIAA x Wyclef Jean release rap song about retirement 

Booths – often described as the ‘Waitrose of the North’ – is a UK-based upscale supermarket with most of its 28 locations in northern England. The company recently pushed back against the trend for self-checkouts after taking on feedback from its older, time-rich, and wealthier Boomer clientele.

Why Booths is removing self-checkouts for Boomers

Research has highlighted a trend of UK Boomers returning to urban areas from rural locations as changing retirement attitudes prioritise vibrant communities, amenities, and independence. Innovations, like driverless on-demand vehicles, are responding to the evolving needs of older urban dwellers.

Boomers return to urban life for an active retirement

As the ageing Japanese population grows, so does the number of dementia cases. Mistaken Orders’ restaurant and cafe pop-ups create an environment where older people and those living with dementia can still live their lives by making dining a warmer, educational experience for patrons.

Why Mistaken Orders hires servers with dementia

For its annual commercial, Meat and Livestock Australia looks to bridge generational divides with a shared national love for a lamb BBQ. As polarisation deepens, this campaign leans into the nostalgic power of shared enjoyment and the reassuring reprieve of comfort food.

Satirical ad unites Aussie generations with a lamb BBQ

Research by Waitrose has found that women are increasingly expressing interest in diets that help alleviate the symptoms of menopause. Amid greater cultural awareness of menopause, nutrition is fast becoming an important vehicle for symptom alleviation and better health outcomes.

Menopause diets help women manage symptoms

Amid the cost of living crisis, traditional retirement plans are becoming out of reach for many people. Instead, ageing populations are considering 'flextirement' to continue working in some capacity to ensure they have enough money to make ends meet without a regular income.

Older adults look to 'flextirement' for financial security

Societal shifts surrounding major life milestones have affected the housing market and it’s impacting all generations – from Gen Z to Boomers. And with many over-60s joining ‘Generation Rent’, what can brands and businesses do to accommodate an ageing population at home?

Why are older generations returning to renting? 

Many older adults in Japan are being deceived by 'dark patterns' online, which trick them into unknowingly parting with their money or providing false information on purchases. Educating less digitally fluent shoppers on these techniques could empower them to make more informed financial choices.

'Dark patterns' are misleading online shoppers in Japan

Amid a post-pandemic loneliness epidemic, more and more older people are looking to find love, both IRL and on dating apps. Older adults, especially those with children or previous marriages, have different needs than their younger dating counterparts. How can brands cater to these needs?

How are older people rediscovering romance and dating?

Ōmcare is a remote care platform that assists seniors with medication intake with delivery and dosage confirmation. Post-pandemic, people are increasingly accepting of remote health options, and as populations age across the world, there is a need to ease the strain on providers. 




Ōmcare makes sure seniors adhere to their medication

A survey has shown that despite being tech-savvy, Gen Z and Gen Y have poorer cybersecurity habits than Boomers – but Boomers feel less confident whilst browsing online. Complacent online behaviour amongst Gen Z and Y needs addressing, whilst building trust and confidence for Boomers is key.

Boomers' cyber-security habits stronger than Gen Z and Y

The yearly event became the catalyst for a conversation around ageing as some celebrities ditched hair dye and make up and chose to define what looks good away from societal expectations. As attitudes towards ageing continues to evolve, women are looking to take a less invasive approach to beauty.

Paris Fashion Week spurs discourse about healthy ageing

Breast Cancer Now has released a heartbreaking short film, If I Had More Time, depicting the realities of facing secondary breast cancer. Leveraging empathy and emotion through these stories, the charity aims to underscore the need for more research to extend people’s lives.

Breast cancer film highlights patients' lived realities

An aging wave of Boomers is adopting the use of smart home devices at a faster rate than Gen Yers, but also remain highly protective of their personal data. How can brands balance Boomers’ interest in new consumer technology with their concerns about its security risks?

How do US Boomers feel about smart home technology?

A survey of women’s health in England has faced backlash for excluding women over 55 among the respondents. The lack of representation demonstrates the continued need for inclusivity across all age groups to avoid ageist policies and ensure everyone's voices and experiences are heard.

Women's Health survey criticised for excluding over 55's

Apple has launched a campaign to promote its Apple Pay service which seeks to dispel myths about the safety and availability of the payment method. With many still hesitant to rely on contactless payments, focusing on security is a key opportunity to alleviate concerns of consumers worldwide.

Apple Pay campaign targets people's security anxiety

While the majority of shoppers in Singapore prefer to support local businesses, there are varying motivations across generations. A decreased emotional connection among young shoppers and a willingness to pay more for local items have interesting implications for brand loyalty.


Singaporean Gen Z place less emphasis on local shopping

MIPO's Hot Resignation campaign aims to end the stigma around menopause in the workplace, highlighting the damage caused to businesses when they ignore women’s health issues. Gen X women are looking for workplace support as they age, putting new pressure on DE&I programs.

Hot Resignation campaign addresses workplace menopause

The sportswear brand has staged a rematch of the 1975 Asian Cup showdown between the first Australian and New Zealand’s women teams. Not only is the campaign honouring the legacy of these female trailblazers, but it’s also combating ageist stereotypes about older people’s participation in sports.

Puma boosts older women’s representation in football 

A survey has found that Gen Zers and Yers are worse than Boomers when it comes to spotting fake news. It comes as many put their trust into alternative sources of information, with the survey concluding that the more time someone spends online, the more susceptible they become to misinformation.




Younger Americans struggle to spot fake news

Esports has long been synonymous with young people but brands operating in the space are now looking to widen their target audiences, encompassing older groups and showing that anyone can game. Following this sentiment, Meituan is providing sponsorship for an aspiring esports team of elderly gamers.

Meituan boosts support of elderly gamers in China

Driverless on-demand vehicles have been launched in Arizona, specifically aiming to help older people gain better access to public transport. With many people relying on these modes of transit in later life, driverless options could ease pressures on already-struggling infrastructure.

Driverless public transport gives older Arizonans a lift

Activity levels tend to taper off in later life, despite this being a key time for people to maintain their health and fitness. Aiming tackle self-consciousness among older women, UK activewear brand Now You See Me features luxury, breathable fabrics that are carefully curated to maintain comfort.

Now You See Me: comfortable activewear for older women

A new crop of conservative comedians, commentators, and creators are finding audiences who feel alienated by mainstream media in a polarized America. What does their success say about how Republican and more right wing viewers want to be entertained? 

Why is Greg Gutfeld so popular among Republicans?

Between high costs of living and a loneliness epidemic, the golden years of ageing feel less golden. But as values shift toward community and ageing in place, seniors are turning to co-living models like those designed by the Canadian Senior Cohousing Society to improve their quality of life.

Canadian Cohousing Network: helping retirees form bonds

Older adults in Japan are increasingly facing loneliness and isolation alongside inadequate social support. Plan 75 is a movie that presents tough questions about Japanese society's relationship with older adults in a rapidly ageing nation, calling for greater compassion and understanding.  

'Plan 75' shines light on societal ageism in Japan

Older people in Australia are being kept out of the workforce due to ageism in the hiring process. As more brands roll out age-inclusive campaigns, the survey results show how there is more to be done to drive tangible action around meaningful inclusion for older people.

Higher salary expectations drives workplace ageism

Beck's is tackling ageism with the limited edition launch of Beck's 70+, a beer designed specifically for older drinkers. As it becomes more acceptable and expected to veer away from a life structured by linear milestones, a pro-ageing movement has grown – and people expect brands to participate.

Beck's addresses ageism with a beer for over-70s

Several well-established, high-end hospitality brands are offering treatments expressly aimed at executives suffering from burnout in the US. With physical and mental exhaustion affecting work culture at large, there's room for brands to help people achieve a better work-life balance.

Lavish wellness clinics offer rehab for burnt-out execs

The Soccer For Life league kicked off its over-80s football division in March 2023. With Japan’s population ageing and lifestyle conventions being subverted across the world, SFL’s new league points towards an opportunity for brands to recalibrate the way they serve older adults.

Over-80s football keeps older Tokyo residents active

A survey has found that people over 60 are less comfortable talking about or using sex toys than younger Australians. Wild Secrets aims to break this stigma with its ‘Better with Age’ campaign, reaching older Aussies in locations they frequent and through the types of media they consume.

Wild Secrets destigmatises sex toys for older Aussies

A survey from the American Pet Products Association has found that Gen Zers and Yers make up half of the pet-owning population. These findings reflect the changing profile of pet owners, with animals taking a central role in Gen Z's lives, often before they start families or find partners.

Gen Zers are shaking up the pet owner profile

Due to a change in family culture, an ageing population, and new skills acquired during COVID-19 lockdowns, over-60s in China are taking to social media in their droves, creating a whole new generation of influencers and users. How can brands engage this increasingly tech-savvy cohort?

Why older people in China are hooked on social media

The 2023 Generational Snapshot of Boomers explores why this generation is spurning youthful content in favour of their own narratives, how they’re approaching relationships in later life, and what they’re doing to boost their financial stability and literacy amid increasing economic vulnerability.

2023 Generational Snapshot of Boomers 

Suburban Boomers are flocking to e-trikes as they look for a fun and safe alternative to e-bikes, which are perceived as dangerous for older riders. The micromobility boom is expanding to include new populations, and many Boomers are looking to extend their youth by investing in their freedom.

Boomers flock to e-trikes for functional fun

The Chatty Bus aims to combat social isolation among East Yorkshire’s most vulnerable residents through empathetic conversations. Backed by Age UK, the scheme offers mental health support and practical assistance to help socially-excluded groups foster a sense of communal belonging.




Chatty Bus offers communal belonging for older adults

Post offices in depopulated Japanese towns have begun hosting retail spaces inside their offices to help support older residents who can’t travel long distances to shop. As Japan’s ageing population coincides with revenue tax drops, there’s a need for products and services to support the elderly.

Older adults in rural Japan rely on post office groceries

A scheme has been launched in England to cut menopause prescription costs, making it cheaper to access treatment. With cost being one of the main barriers that women face in effectively managing their menopause symptoms, the initiative is a positive step in addressing health inequity.

Government scheme boosts access to menopause treatment

From 'dad-cing' on TikTok to 'granfluencing' on Instagram, Boomers are catching up with Gen Zers’ social media use, relishing the sense of community and activism these platforms provide. What can brands do to reach Boomers in this spirited social tech space that is hugely void of ageism?

How Boomers explore social media in a post-TikTok world

Japanese people in their 40s and 50s are increasingly jumping between jobs and redefining traditional career paths. As people continue to alter working life conventions, the shift demonstrates how the evolving notion of what a career should be is showing no signs of stopping.

Middle-aged people in Japan are shaking up their careers

Amid the cost of living crisis, Skechers is climbing in popularity among older, wealthy Americans because of its brand positioning as a comfortable and affordable shoe option. Many Boomers are having to adapt their financial habits, making conscious choices to cut back on their spending.

Boomers are turning to Skechers to save on sneakers

Saga Holiday's campaign challenges misconceptions about travellers over 50 by subverting tropes and showing their adventurous side. The campaign is indicative of this audience's appetite for travel post-pandemic as they seek new experiences and overthrow archaic attitudes about later life.

Saga Holidays ad subverts ageist holiday stereotypes

How do Boomers think and act as citizens and consumers? Canvas8’s expert insights offer a view into the behaviours of this influential generation.

Boomers (born 1947-1966)