The rise of AI hiring tools and AI in the workplace is resulting in discrimination against older workers. As new technologies present a host of opportunities and challenges, there is a growing demand for business practices that prioritise AI inclusion and education for older professionals.

Older workers face exclusion due to AI bias 

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

Donald Trump has put in a shift at a McDonald's in Pennsylvania as part of his campaign trail. With people's personal finances a key influencer in deciding who they'll vote for in the US election, both nominees are trying to appeal to working class voters and show they understand their experiences. 

Trump's McDonald's shift targets working class voters

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

A rapidly ageing population and recent economic boom are giving rise to a new model of senior living in South Korea. Blending independence with high-end leisure and luxury, interest in services designed for ageing on one's own terms is emerging in the East.

South Korean seniors seek out luxury retirement homes

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 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

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

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

An ageing population and declining birth rates are poised to significantly impact shopping trends in Japan’s booming luxury market. Luxury brands seem to be expanding their reach to include older generations with disposable income and wealth and younger generations who prioritise mindful spending.

How Japan's different generations are changing luxury consumption

As inflation continues to squeeze people’s budgets, people are seeking budget-friendly ways to find joy and connect with others. In Seoul, many older adults have found a new love for old movie theatres for a sense of nostalgic escapism and belonging that doesn’t break the bank.

Older Seoulites turn to nostalgic cinema for belonging

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

The 2024-2025 Generational Snapshot of Older Adults explores this cohort's growing need for innovative healthcare solutions, their refusal to succumb to age, their desire to connect socially and romantically, and how they’re defeating age assumptions by being online more than you might think.

2024-2025 Generational Snapshot of Older Adults

Searching for the right elder care solution can often be a confusing, complex process for families. As ageing people’s lifestyles and mindsets change, Lottie brings transparency and trust back to the sector with its platform, offering peace of mind to both families and care service partners.

How Lottie streamlines older Britons’ search for care

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

More people are living to super-old age (95 years+) than ever before. The eldest of the Silent Generation are hitting the three figures in greater numbers and are an inspiration for us all – especially longevity pioneers, who are pursuing the dream of active, healthy lives as long as possible.

Does life begin at 100? Centenarians are reshaping the UK

Concerns about loneliness are rising worldwide, with older adults and young people being the most vulnerable. To address this, Muji is teaming up with a local developer in Japan, UR, to reinvigorate seniors' housing complexes and make them more attractive to younger crowds.

Muji helps seniors combat loneliness in Japan

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

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

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

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

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?

Ami is a multilingual app and brain game that has been developed to tackle early dementia by boosting cognitive abilities in older adults. Based on a study by the Singapore University of Technology and Design, the game focuses on preventative, non-pharmacological care for patients.

Multilingual game Ami tackles dementia in Singaporeans

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 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

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 

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

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

The 2023 Generational Snapshot of Older Adults explores this cohort's surging interest in sports, looks at the specific ways in which they're harnessing tech, sheds light on the impact of food inflation on their budgets, and spotlights the brands destigmatising age-related health issues.

2023 Generational Snapshot of Older Adults

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

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

Oscar-nominated director Darius Marder has made a short film based on TENA's research, illuminating that many who care for loved ones don't identify as carers – often causing them to feel lonely and lost. An ageing society is changing life trajectories, redefining what it means to get older.

TENA highlights the plight of carers in #NoLoveLikeIt

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

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 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

Gramparents, an Instagram account posting the best-dressed older people in New York and beyond, has partnered with clothing brand Beams on a new line of tees and sweatshirts. The collab gives followers a physical link to their online community, authentically matching the culture it's building.

Beams x Gramparents takes inspo from fashion elders

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

Amid a growing care crisis for older adults in the US, Aeolus Robotics is on a mission to transform the future of healthcare through automation. Aeo is a multifunctional robot designed to take the weight off human caregivers by automating at-home support and giving relatives peace of mind.

Aeo: automating at-home care through robotics and AI

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

Romance is often portrayed as a universal experience, but the reality is that many in society are excluded from participating. Disney's Dug Days: Carl's Date highlights the challenges older people face when re-entering the dating scene and normalizes the pursuit of love in later life.

Disney normalizes later-life romance via Up spin-off 

Chapter Two offers an empathetic return to the dating scene for widows who are ready to love again. Unlike the fast-paced swipe culture of most dating apps, the platform prioritises a sense of community healing, the openness of which is representative of changing attitudes towards death.

Chapter Two helps widows return to the dating scene

An AI-rendered fashion show showcasing elderly African models is gaining attention for challenging the cultural hegemony around beauty and ageing in fashion. The project is also highlighting the disruptive potential of AI through democratising access to creative industries.

AI-generated fashion show showcases beauty in ageing

Older Americans are navigating the obstacles of modern dating in an effort to find authentic connections, but many are struggling to find significant others. This presents an opportunity for brands to step up as match-makers to help create spaces where older people can find each other more easily.

Older Americans want help with modern dating

Using his flip phone in the Rocky Mountains, Neil Young is highlighting the impact of climate change, reflecting his fellow Boomers' shifting values. Shifting attitudes present a multitude of opportunities for brands to help older generations explore sustainable options in their own lifestyles.

Neil Young album release inspired by climate change

The closure of communal spaces across the UK has left many older people with nowhere to socialise, plunging them into loneliness. However, the documentary A Bunch of Amateurs highlights the growing wave of older people taking matters into their own hands by forming creative clubs.




Creative clubs give older Britons a sense of community

Dementia, Alzheimer’s, and other neurocognitive conditions are outpacing the US healthcare system, meaning the bulk of care for Older Adults often falls to unpaid relatives. Healthtech start-up Rippl is shaking up the system by providing accessible, round-the-clock care for seniors.

Rippl: facilitating at-home care for Older Adults

Spanish start-up Vermut is aiming to connect retirees with new friends and activities with the aim of helping them make the most of their new-found free time. As life stages morph and become more fluid, what demographics want from brands is changing and expectations are shifting.

Vermut gives Spanish retirees a new outlook on life

No7 has collaborated with AllBright to break the stigma of menopause in the workplace. Through expert resources and a video series, the campaign provides advice on navigating menopause and tackling related brain drain – giving people access to a support system for an all-too-often taboo subject. 

No7 tackles workplace brain drain caused by menopause

As part of wider commitments to easing the cost of living, Asda is offering those aged over 60 soup, bread rolls, and unlimited tea and coffee in their cafés over winter. As the changing seasons exacerbate the cost of living crisis, vulnerable groups are looking for brands to show tangible support.

Asda offers over-60s low-cost winter warmers

Despite people having to work later into their lives, many Boomers and Older Adults still experience ageism in the workplace. By encouraging women to embrace their grey hair and celebrate the ageing process, Dove’s #KeepTheGrey campaign is tackling age-based stigma and stereotypes head-on.

Dove: embracing and celebrating natural ageing

Specsavers is urging Britons to consider the needs of potentially isolated people in their community at the tail-end of summer. With social connection shown to provide purpose for older people, the brand's research emphasises the importance of everyday interactions in maintaining mental wellbeing.

Specsavers curbs summer isolation for older Britons

Berlin-based start-up Marta is helping families find live-in care solutions for their older relatives by leveraging tech to connect them directly to potential carers. With global populations ageing, the need for aged care innovation is only going to grow over the coming decades.

Marta meets caregiving needs of ageing Europeans

Loneliness is a major problem among older Indians, with millions of people feeling they have nobody to turn to. To combat this, Goodfellows is offering companionship to older adults while also providing employment to younger generations – something welcomed by young and old alike.

Goodfellows combats loneliness among older Indians

McDonald's has launched a campaign with images and language tailored to older adults to encourage them to apply for job vacancies. With the 'great unretirement' and labour shortages unfolding, better representation in recruitment campaigns may help attract those looking to keep busy in later life.

McDonald's boosts representation for older adults 

Walgreens has partnered with TikTok influencers The Old Gays in a campaign that promotes the pharmacy's digital products. As more older adults get on social media, brands have an opportunity to tap these audiences by recognizing their tech-savviness and connecting with them in fun, accessible ways.

Walgreens harnesses relatability of older influencers 

Research has found that having positive social interactions is associated with a sense of purpose among older adults. With this, in turn, linked to longer and happier lives, brands and organizations can help these audiences feel more fulfilled through initiatives that facilitate IRL engagement.

Study shows links between social connection and purpose

A health tech start-up is aiming to reinvent at-home social care for Older Adults with its all-in-one integrated platform for carers. At a time when professionals are overstretched and under-resourced, such innovations are ways of reducing the admin burden, enabling a greater focus on care.

Birdie delivers integrated health tech for Older Adults 

Avanlee Care has teamed up with Walmart to make grocery shopping easier for older Americans by enabling their adult children to coordinate deliveries through an app. With many over-65s seeking to age in place, this service can facilitate independence and provide peace of mind for families.

Avanlee Care eases shopping for those aging in place

Research has found that older Britons are interested in adopting micromobility as a means of reducing their environmental footprint. While Gen Zers are renowned for their eco-mindedness, older people are also keen to live more sustainably and offset the impact of climate change.

Micromobility options appeal to eco-minded older adults

UK-based charity Re-engage has set up the Rainbow Call Companions initiative to offer older LGBTQ people social support and companionship. It comes as social media influencers and progressive TV shows challenge existing perceptions of what it means to get older as a queer individual.

Re-engage addresses isolation among older LGBTQ people

How can brands help Older Adults navigate career decisions?

Older Adults are working past retirement age but require a specific set of needs. What does this mean for employers, whose diversity and inclusivity efforts encompass gender, ethnicity, class, and disability, but have little track record of recruiting or retaining older talent?

How are over-65s approaching longer careers? 

Ageist stereotypes are hard to shift, and they've been made worse by the pandemic. But a recent study has shown that consumer-generated content platforms like TikTok can cut through this noise, with older users gaining engagement online with content that defies preconceptions.

Older people use TikTok to defy ageist stereotypes

Pandemic restrictions perpetuated perceptions of inadequacy among older people, leading care homes to become more regimented. However, a home in France is tackling these stereotypes head-on, empowering residents by allowing them to live independently within its replica-style village.

Self-sufficient lifestyles empower care home residents

In the 2022 Generational Snapshot of Older Adults, we explore how the COVID-19 pandemic has impacted their approach to family life, the effects of the cost of living crisis on their everyday spending habits, and what they now want from end-of-life care.

2022 Generational Snapshot of Older Adults

Previously in decline, the US local news industry is getting a boost as older adults turn to careers in journalism. Eager to re-enter the workforce, there's an opportunity for other sectors to harness the expertise of older generations, who may have alternative perspectives to offer.

Older adult journos boost declining local news industry

The pandemic is known to have increased loneliness, especially among Older Adults. With people living longer, Gen Xers and Boomers often find themselves looking after both older and younger relatives. Hoping to combat isolation among older family members, they're prioritizing in-home care. 

In-home care combats loneliness among Older Adults

Lovingly dubbed ‘auntiecore’, fashion designers of colour are paying homage to the irreverent style of older generations. As decolonisation gains traction across sectors, there's an uptick in people moving away from Eurocentric design aesthetics by reclaiming their cultural heritage.

People are taking fashion inspo from cultural heritage

Spurred by rising asset values and pandemic worries, millions of Older Adults in the US left the workforce ahead of schedule. But with newfound opportunities, many retirees are returning to work – leaving room for brands to help them transition back into working in a post-pandemic landscape.

Early retirees in America are returning to work

To stretch their money, retirees are being advised to cut back on spending and seek out more stable investments as inflation takes its toll on the cost of living and people’s pensions. With older Americans wary of fintech, they want brands to provide financial guidance with a human touch.

Retirees want financial education on their terms

The retirement landscape is changing as more older workers remain in work beyond retirement age. Some Older Adults derive purpose and social connectedness from work while others need to make ends meet – but they want employers to ensure their needs aren't neglected as society enters a new normal.

Social connection keeps Older Adults in the workplace

Research from the Centre for Ageing has found financial insecurity is on the rise amongst UK seniors. With growing inequalities and shifting milestones turning the reality of modern retirement into something more complex, calls for more proactive later life support are steadily growing.

UK seniors require support amid pension poverty 

Age Scotland is hoping to shift the narrative around Older Adult representation as it publishes a guide to good practice in the media. With brands striving to be more inclusive, the charity's findings show that stereotypes can be subverted by better mirroring real-world demographics.

Older Scots don't feel accurately represented in media

Against the tide of the finance sector’s rapid digitalisation, Older Adults in Spain are feeling left behind. With this in mind, one man has pushed for change, pressuring banks to rethink how they approach customer service for older cohorts, with accessibility and human touches being key.

Older Spanish adults value face-to-face banking

The sociology of end-of-life planning has been radically shifting in Japan, and attention is moving towards people’s digital legacies. Deathcare brands have created an overwhelmingly positive industry for older people, and there’s huge potential for incorporating digital estate management.

People want digital legacy to disappear when they die

As loneliness among Chinese older adults soars, a dating show is tackling stigma. In matching older singles, and foregrounding intimacy and romance, Blind Date and Fall in Love is catering to desires for age-diverse representation on screen, spotlighting opportunities for other media to do the same.

Over-50s dating shows normalise intimacy at every age

How is Taobao improving digital accessibility for China’s elderly population?

E-commerce platform Taobao is a go-to for young Chinese shoppers. But following the release of the Chinese government’s five year plan to develop the ‘silver economy’, it’s modifying its approach to improve its accessibility and usability for the country’s growing elderly population.

Taobao: accessible e-commerce for China’s Older Adults

Dementia patients who see the same GP regularly, rather than seeing a variety of doctors, are less likely to experience negative health outcomes. While dementia is an extreme use case, it speaks to the benefits of consistent care, at a time when health brands are often focused on access.

Seeing the same GP improves dementia outcomes

Despite dementia having the potential to be debilitating, many living with the disease have fulfilling lives. To break the stigma and ease fears, Canada’s Public Health Agency has launched a campaign putting positive representation front and centre in a bid to tackle taboos and improve education.

Stigma-smashing dementia campaign boosts awareness

Huge audience excitement surrounding Fezco's grandma from the second season of Euphoria highlights the demand for age-inclusive on-screen representation, especially in terms of fashion and beauty, as this stylish and assertive addition to the show brings glamour and power despite her age.

'Euphoria' grandma serves anti-ageist power in style

Meals on Wheels’ 2021 holiday campaign sheds light on the transformational power of its work on Older Adults. With many factors like malnutrition and isolation contributing to the increased risk of health problems among Older Adults, there's room for more holistic support programs.

Ad reminds people of the value of social connection

The Zaragoza-based mobile hair salon, The Hair Truck, offers haircuts to Spaniards living in rural areas. With severe depopulation continuing to make life harder for Older Adults living in villages, the brand aims to facilitate their grooming practices with accessible and affordable haircuts.

The Hair Truck gives haircuts to rural Spaniards

Salisbury has placed 'happy chat benches' within its city centre to tackle loneliness and boost wellbeing. With loneliness further exacerbated by COVID-19 restrictions and virtual contact, there's an opportunity for brands to create safe opportunities for seniors to socialise IRL.

Salisbury tackles loneliness with 'happy chat benches'

Despite the pandemic sparking a rise in Older Adults getting to grips with virtual contact, a lack of digital know-how and over-reliance has led to increased feelings of loneliness and poorer mental health amongst Older Adults than those who lacked contact altogether.

Study finds tech increases loneliness in Older Adults

As people live to older ages, many are becoming concerned about care and support needs and are seeking ways to stay independent for longer. Enter LAT (‘living apart, together’) relationships, in which people commit to each other but choose to live apart to maintain their freedom.

Older couples choosing independence by living apart

Americans are keeping their cars for longer and the average length of their use has reached 12 years. As people rely on their cars to travel and with the pandemic leading to a financial crunch, brands have the opportunity to add features to older car models to help prolong their longevity and value.

Americans keep their cars for longer as value rises

With many shops shut due to the pandemic-induced financial downturn, developers have come up with a way to use these vacant spaces. They’re turning them into retirement homes for over-65s, creating opportunities for brands to cater to older people as more may move into city centres.

Older adults set their sights on lively city centres

The pandemic saw more older adults shop online than ever before. However, a decrease in fine motor skills and a lack of digital literacy can prevent this group from making the most of e-commerce. As stores reopen, rethinking UX will be key for online-first retailers looking to retain older consumers.

Grocers simplify online shopping for Older Adults

With more Boomers making the leap into the digital landscape, products and services that cater to this demographic are also increasing their digital presence. A survey has highlighted the unique set of preferences that Boomers have when it comes to cross-border e-commerce.

Boomers have unique set of e-commerce preferences

As life expectancy grows, people are feeling younger for longer. Research has revealed that in Australia, 60 is the new 50. As age milestones shift, brands would do well to adjust their messaging to more accurately portray the attitudes and behaviours of older people.

Australian 60-year-olds are feeling ten years younger

The pandemic has sent perceptions of nursing homes plummeting, driving Americans to think about alternative ways to care for older relatives, as well as reimagining their later years. As the population ages, innovation is needed to meet increasing demands for accommodation and care.

COVID-19 drives Americans to rethink nursing homes

Cannabis use among older Americans is becoming less taboo – with many turning to the drug to manage pain, ameliorate anxiety, or simply unwind after a long day. Use is up among this cohort, thanks in part to brands offering easily accessible products with reliable dosing.

Older adults use cannabis to manage stress and illness

Attention is a scarce and increasingly desirable commodity. The attention economy is split generationally, with many perceiving older adults as absentminded and unable to focus. But research from Trinity College Dublin reveals that the saying ‘old and absentminded’ isn't universally true.

Older adults experience less mind-wandering

How have savviness, loyalty, and a deep appreciation for respect come to define older adults? Why has the COVID-19 pandemic been so influential in their adoption of technology? And how might a rise in multigenerational living arrangements shape their relationships with culture?

Older Adults (born pre-1946)