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  • The Amazings seek to tackle issues of integrating older adults into the wider community
  • The Amazings seek to tackle issues of integrating older adults into the wider community
    The Amazings (2012) ©
CASE STUDY

The Amazings: something old, something new

Recession-hit consumers are turning to The Amazings, a social venture that sees the over-50s get paid to pass on their wisdom, skills and experience to the generations below.

Location United Kingdom

Scope
Keen to relearn the 'make do and mend' mentality of days gone by, recession-hit consumers are turning to The Amazings, a social venture that sees the over-50s get paid to pass on their wisdom, skills and experience to the generations below.

At first glance, The Amazings seems to be a tribute to the integration of older adults into an ever younger society. However, The Amazings are symptomatic of a separate major shift in behaviour, whereby consumers are turning to the past to relearn the skills, rituals, and hobbies that are now necessary to sustain a pre-recession lifestyle ...

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