The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

Gaming has emerged as an unlikely hobby among Older Adults in China. This uptick illustrates how older generations are gravitating toward online spaces for intimacy and leisure. And they’ve found comfort in their online interactions by gaming as a way to stay connected in a time of separation.

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.

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.

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?