"We just don’t do old age like my mum and dad did," says 50-something director Sue Bourne. "This generation keeps working, they’re still active. It’s the beginning of a revolution in ageing." And from cosmetics to housing, it’s creating a new and profitable opportunity for entrepreneurs everywhere.

With people living longer, the demand for retirement housing is growing. Yet there’s a lack of properties designed specifically for the elderly. PegasusLife is looking to offer an alternative, boasting beautifully designed apartments that cater to the physical and emotional health of retirees.

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?

Would you rather jet off to the Bahamas next week, or save and go in a years’ time? In an ‘I want it now’ culture, thinking for the future is hard. When two-thirds of boomers retire they won’t have saved enough to maintain their lifestyle. How can brands encourage people to think about tomorrow, today?