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.

For people who are approaching retirement age with plans to dip into their pension pots, travel, and enjoy their lives, the cost of living crisis is a huge cause for concern. So how are people aged 50 and above thinking about retirement amid rising inflation and a concerning economic outlook?

With longer lifespans, ‘seniors’ are embracing the fullness of life well after 60 and wielding the highest spending power as they go. The AARP has effectively addressed the diverse needs of this audience, creating the largest and most influential platform for the senior sector in America.

Retirement has many Americans worried about their savings and the pandemic has exacerbated this. With Gen Xers being most worried and many unsure about their retirement savings status, there are opportunities for brands to provide digitally driven, targeted products to help people save.

Spurred by rising asset values and pandemic worries, millions of Older Adults in the US left the workforce ahead of schedule. But with newfound opportunities, many retirees are returning to work – leaving room for brands to help them transition back into working in a post-pandemic landscape.