We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Despite people having to work later into their lives, many Boomers and Older Adults still experience ageism in the workplace. By encouraging women to embrace their grey hair and celebrate the ageing process, Dove’s #KeepTheGrey campaign is tackling age-based stigma and stereotypes head-on.

With the unstoppable rise of Trinny London, and over-50s influencers hitting the million-follower mark, Boomers and Gen Xers looking for beauty tips and advice are disrupting the business. Now too hard to ignore, will beauty brands begin to recognise this overlooked audience?

As new communities flourish around shared experiences of previous taboo topics, culture is moving fast to destigmatize narratives around menopause. As women look to brands to offer more supportive and playful solutions, what can businesses do to avoid ‘menowashing’ narratives?

From Milan to London, Paris to New York, older men are seemingly taking over fashion runways as brands such as Prada, Bianca Saunders, and Martine opt to showcase their designs with more mature models. What does the emergence of ‘zaddies’ say about our changing relationship with ageing?