Instagram has long been the domain of the young and glamorous, but a small group of older women is stepping up to claim a slice of the pie. These Boomers are using social media to subvert social norms around ageing, remaining as outspoken in later life as they were in their youth.

Digital literacy among older people is not only helping vulnerable individuals overcome feelings of isolation, but is providing new perspectives on what it really means to age, with a growing cadre of seniors embracing social platforms and becoming influencers in their own right.

Although over-50s hold the vast majority of the world’s wealth, marketers tend to direct their attention – and budgets – towards younger audiences. Canvas8 spoke to Cesare Amatulli and Alessandro M. Peluso to find out how youth-focused advertising impacts the spending habits of Seniors.

For many women, wrinkles and grey hair are seen as things that must be fixed to maintain a sense of self. Abigail T. Brooks, author ofThe Ways Women Age, explains why women feel pressure to stop time in its tracks, and how easy access to Botox is impacting perceptions of ageing.