Often pushed into retirement or redundancy by ageist attitudes and business practices, older workers want to stay in the workforce but may struggle to. Career service Rest Less hopes to make a difference by connecting companies with the over-50s workforce, who bring experience and expertise.

A study has found that working Britons are confused about what’s in their pension pots and pessimistic about retirement. People often put off the stressful and complex task of retirement planning, opening up opportunities for financial brands to simplify and demistify the process.

Despite being seen as the wealthier generations, many Boomers and Seniors face an education gap around the cost of energy. With more than two million over-65s planning to ration their energy during cold spells, there’s room for brands to offer more transparency and information.

Values tend to be consistent throughout adulthood, guiding all manner of daily decisions and long-term goals, but major events have the power to reshape beliefs on an individual and societal level. How might COVID-19 transform Britons’ deep-rooted principles, and what could this mean for brands?