Some might believe that retirement for women in the UK means endless book groups, lunches out and a yearly cruise. But as women live longer than ever before, what does the future hold for these baby boomers who may have to fund more than three decades of being out of work?

More than a quarter of British companies are set up by people aged 50-65 – with a higher success rate than any of their younger counterparts. But why are so many older 50s taking on challenges and starting new careers, when their parents rejoiced at the thought of retirement?

A struggling economy and tough job market have thrown adult generations back together under one roof. And from Whole Foods to Home Depot, retailers are adapting, creating inclusive experiences that offer mutual ground for all generations.

Single women in their fifties are defying stereotypes by travelling, dating and starting their own businesses. This presents opportunities for products, services and brands ready to tap into the demographic's new-found sense of adventure.

80 million people in the US are over 50. It's a significant group of people with significantly different perspectives on life. Lori Bitter puts three key macro trends into the context of the Boomer demographic.

A third of the 10,000 Boomers turning 65 each day are entering retirement single. The thought of being shipped off to live in a retirement home is unthinkable for many – but The Golden Girls Network offers house sharing for older single women who are still young at heart.

Online shopping is bigger than ever, but the value of a great in-store experience shouldn’t be overlooked. According to studies, it’s older consumers that value a personal in-store experience most highly, as over-50s reject shops with a bad atmosphere or poor customer service.

The content of online publicationhigh50is aimed at a highly desirable demographic that is solvent and able to enjoy life. By not patronising its readership and appealing to a sense of fun, it could gain a dedicated following.