Research suggests that a minority of American Twitter users account for the vast majority of political messages on the platform, with over-50s leading this discourse. As social networks become more splintered along generational lines, their politics are also becoming more polarized.

Boomers dominate political discourse on Twitter

Research has found that older Britons are interested in adopting micromobility as a means of reducing their environmental footprint. While Gen Zers are renowned for their eco-mindedness, older people are also keen to live more sustainably and offset the impact of climate change.

Micromobility options appeal to eco-minded older adults

UK-based charity Re-engage has set up the Rainbow Call Companions initiative to offer older LGBTQ people social support and companionship. It comes as social media influencers and progressive TV shows challenge existing perceptions of what it means to get older as a queer individual.

Re-engage addresses isolation among older LGBTQ people

A new Tena ad campaign, #LastLonelyMenopause, spotlights the realities of menopause and aims to shift the narrative by reframing the experience as a second coming of age. With little education around menopause stigma, many women are hesitant to seek the support they need.

Menopausal women want more knowledge and support

The pandemic is known to have increased loneliness, especially among Older Adults. With people living longer, Gen Xers and Boomers often find themselves looking after both older and younger relatives. Hoping to combat isolation among older family members, they're prioritizing in-home care. 

In-home care combats loneliness among Older Adults

Lovingly dubbed ‘auntiecore’, fashion designers of colour are paying homage to the irreverent style of older generations. As decolonisation gains traction across sectors, there's an uptick in people moving away from Eurocentric design aesthetics by reclaiming their cultural heritage.

People are taking fashion inspo from cultural heritage

What demands are Boomers and Gen Zers making of the beauty industry?

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?

What do Boomers and Gen Xers want from beauty brands?

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.

Early retirees in America are returning to work

To stretch their money, retirees are being advised to cut back on spending and seek out more stable investments as inflation takes its toll on the cost of living and people’s pensions. With older Americans wary of fintech, they want brands to provide financial guidance with a human touch.

Retirees want financial education on their terms

Age Scotland is hoping to shift the narrative around Older Adult representation as it publishes a guide to good practice in the media. With brands striving to be more inclusive, the charity's findings show that stereotypes can be subverted by better mirroring real-world demographics.

Older Scots don't feel accurately represented in media

What long-term impact might ‘zaddies’ have on the fashion industry?

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?

How are ‘zaddies’ changing attitudes to youth culture?

The 2022 Generational Snapshot of Boomers explores how Boomers are fitting gaming into their leisure time, why they’re far more environmentally anxious than the generational ‘war’ would suggest, how they’re changing big life plans to cope with pandemic finances, and what they want out of travel as they age.

2022 Generational Snapshot of Boomers

As loneliness among Chinese older adults soars, a dating show is tackling stigma. In matching older singles, and foregrounding intimacy and romance, Blind Date and Fall in Love is catering to desires for age-diverse representation on screen, spotlighting opportunities for other media to do the same.

Over-50s dating shows normalise intimacy at every age

How is Taobao improving digital accessibility for China’s elderly population?

E-commerce platform Taobao is a go-to for young Chinese shoppers. But following the release of the Chinese government’s five year plan to develop the ‘silver economy’, it’s modifying its approach to improve its accessibility and usability for the country’s growing elderly population.

Taobao: accessible e-commerce for China’s Older Adults

In a laundromat in North Philadelphia, a start-up is providing health consultations for people while they wait for their clothes to dry. As health backlogs and time pressures mount, the company is showing how coupling activities can support people by meeting them where they are. 

Busy Americans combine health checks with laundry

The pandemic has encouraged Boomers and Older Adults to embrace tech devices as a solution to loneliness and empowers them when help from others is scarce. These silver surfers are the ones to watch in the 2022 global consumer market, inviting tech brands to tailor their offerings accordingly.

Boomers and Older Adults are embracing tech

Coca-Cola’s Chinese New Year campaign explores the widening generation divide within families in China. The country's rapid economic development has created significant differences in lived experiences between Chinese generations, leading to emerging tensions within families.

Coca-Cola campaign speaks to China’s generational gap  

Older generations are often criticized for showing complacency when faced with the threat of climate change. But for many, it isn’t a lack of interest that’s stopping them from adopting more sustainable behaviours, it’s a lack of confidence, especially when making big shifts like switching cars.

Boomers' EV interest sees them turn to legacy carmakers

The physical restrictions imposed during the pandemic caused the digital divide between generations to close drastically as Boomers turned to tech in their droves. But how exactly have they been using digital tools to entertain themselves, connect with loved ones, and maintain their wellbeing?

How are Boomers experiencing digital leisure?

Despite dementia having the potential to be debilitating, many living with the disease have fulfilling lives. To break the stigma and ease fears, Canada’s Public Health Agency has launched a campaign putting positive representation front and centre in a bid to tackle taboos and improve education.

Stigma-smashing dementia campaign boosts awareness

Amid economic and political instability, many people in Turkey are choosing to invest their money in cryptos. With trust in central authorities’ crisis management on the wane, digital technologies are allowing people to take their financial futures into their own hands.

People in Turkey put their trust in crypto

Prada opened and closed its 2022 Milan Fashion Week menswear show with two older icons. Actors Jeff Goldblum and Kyle MacLachlan, both over 60, walked the runway in a celebration of age, work, and longevity that may appeal to oft-neglected older luxury consumers and those looking for enduring items.

Prada celebrates adulthood with famous Boomer models

Huge audience excitement surrounding Fezco's grandma from the second season of Euphoria highlights the demand for age-inclusive on-screen representation, especially in terms of fashion and beauty, as this stylish and assertive addition to the show brings glamour and power despite her age.

'Euphoria' grandma serves anti-ageist power in style

After unheralded growth in the early part of the pandemic, Netflix's UK growth has slowed considerably as people reach peak subscription. However, with the rise of digitally savvy silver streamers, there remains scope for the continued growth of streaming services through targetted offers.

Netflix seeks to tap silver streamers as key cohort

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.

Older Adults in China are gaming for intimacy

With a growing number of women wanting to know how to navigate one of the most challenging times of their lives, influential menopause advocates are increasingly vocal and frank. How can organisations help menopausal women optimise their health and get the most out of life?

How ladettes of the ‘90s are taking on the menopause

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.

Americans are anxious about their retirement savings

Despite having nearly half as many hearing problems, Gen Zers are about four times more likely to use subtitles than Boomers. This acceptance comes from a generation that has to balance attention between multiple devices, which is opening up new opportunities for more inclusive content.

Gen Zers normalise the use of subtitles

Frequent flyer programs have long been used to keep airline passengers loyal, but with people flying less due to pandemic and climate concerns, the lure of upgrades and freebies isn’t enough. So airlines are switching the focus from miles alone to a more general focus on spending and rewards.

Airlines are adapting to less frequent frequent flyers

With the short video format growing more popular than ever, TikTok has partnered with Amazon’s Fire TV to expand the platform to TV screens. The move could allow TikTok to reach a wider audience, including families, and diversify the formats and expectations of the social platform.

TikTok eyes family time with TV expansion

The lockdown craze for home and backyard decoration and design hasn't abated and people are rethinking at-home fun, with many turning to swimming pools made from recycled shipping containers. With Americans wary of the pandemic, many are continuing to reimagine and redesign their homes.

US backyards get refreshed as communal leisure spaces

Pre-pandemic, boomerang kids were largely Gen Yers struggling to become financially independent. However, some Boomers in the UK are also returning to the family home, either for care and support or due to financial concerns and poor job prospects.


British Boomers are moving in with their parents

Moon Pals is a weighted stuffed animal that’s gaining traction among netizens for its calming and comforting qualities. As mental health conversations get increasingly destigmatized, people are becoming more candid with the way they express their emotional wellbeing.

Anti-anxiety plushies appeal to anxious Americans

Reporting struggles with everything from concentration to upholding quality of work, a survey has found an overwhelming majority of working women in the UK feel their experience of the menopause has significantly impacted the longevity and quality of their careers.

Unsupported menopausal women cut careers short

The pandemic’s school closures and working from home guidance altered the when and where of people’s usual eating routines. However, a survey of family eating and mealtime habits looks at their pandemic-era diets and finds an increase in both healthy and unhealthy eating.

Parents are OK with fast food in moderation

British comedian and actor John Cleese is preparing a documentary series for Channel 4 on ‘woke thought’ and cancel culture. The show is responding to the growing consumer need to openly discuss controversial topics and issues with nuance and care.

John Cleese uses docuseries to explore cancel culture

The pandemic saw people harness media for entertainment, and Boomers aren’t just occasionally using their Gen Y kids' logins for streaming services anymore – they’re getting their own. As a particularly loyal cohort, there are opportunities for streaming services to better cater to their media tastes.

Over-65s are taking up streaming services

With traditional ways of exercising being limited as a result of the pandemic, people are looking for new ways to keep fit. VR game Beat Saber offers older people a way to exercise without leaving the house, in an immersive environment that feels more like having fun than forcing exercise.

‘Beat Saber’: VR fitness for older gamers

Fully vaccinated and eager to make the most of their time and money after pandemic lockdowns, Boomers – the cash cow of the tourism industry – are set to re-emerge on the tourism scene in a big way. So, how can businesses in the industry cater to the needs and concerns of this cohort?

How are US Boomers returning to travel?

The pandemic has meant that many families have had to put their plans on hold, fuelling pent-up desires for travel and adventure. As a result, with restrictions easing families are taking advantage and satisfying their travel itch by experiencing lush and extravagant holidays.

US families 'revenge travel' as restrictions ease

For older, more mature singles, online dating is less about exploration of the self and others and more about finding a life partner. Match is addressing the concerns of its older users with features that help turn match-making into a more seamless and efficient experience.

Match makes finding love easier for mature singles

In partnership with Nintendo, Tag Heuer has upgraded its Connected smartwatch into a Super Mario limited-edition collectible. With Gen Zers looking for playful and unique experiences, the watch uses the classic Mario series and brings luxury and gaming together.

Tag Heuer x 'Super Mario' watch excites gaming fans

From hot flashes to night sweats and difficulties sleeping, menopause can take its toll on the people who experience it. But the stigma around talking about it is leaving people unprepared and going untreated – creating opportunities to widen the conversation around women's health.

People aren’t treating their menopause symptoms

Research shows that many Britons are unaware that they're overweight. This 'weight obliviousness' has to do with people's self-perceptions, and could be more effectively factored into behavioural change programmes in order for brands to support and encourage greater wellbeing.

‘Weight obliviousness’ risks older male Britons’ health

Klarna’s 'Reopening Insights' report has found that post-pandemic shoppers are 'ready to change their style'. By blending social shopping and online entertainment, live-streaming is one way for brands to guide shoppers seeking to refresh their wardrobes.

Klarna users are ready to change their style

Scam messages have been on the rise during the pandemic – and as Older Adults increasingly use the internet to stay connected, they’re becoming more exposed to them, creating an opportunity for brands to better educate and protect people from fraudsters.

Older Britons want help avoiding scams

After the stress of the pandemic, people are seeking more play in their lives. Canvas8 spoke to Dr. Miguel Sicart, author of Play Matters about how brands can incorporate playfulness into the way they work.

Dr. Miguel Sicart on the brand value of play

Frustrated by governmental neglect, South Korea’s older conservatives are forging a new sense of belonging on YouTube. Politically and socially alienated, these Older Adults are turning to counter truths and religious fundamentalism as an outlet for their dissatisfaction with the state.

South Korea’s Older Adults find belonging on YouTube

With many shops shut due to the pandemic-induced financial downturn, developers have come up with a way to use these vacant spaces. They’re turning them into retirement homes for over-65s, creating opportunities for brands to cater to older people as more may move into city centres.

Older adults set their sights on lively city centres

From wrinkle creams to collagen supplements, so much of the anti-aging beauty narrative focuses on skin and body. Supermodel Cindy Crawford is broadening the conversation to an oft-overlooked category: she’s launching a hair care range made for older women and their tresses.

Meaningful Beauty targets older women’s hair needs

More over-50s are starting new chapters of their life, with divorce rates among this group on the rise. These winds of change reflect a shift in social stigma around divorce for Boomers, and may also be borne from how COVID-19 has driven people to prioritize self-care and renewal.

‘Grey divorces’ rise as COVID-19 inspires soul-searching

The pandemic saw more older adults shop online than ever before. However, a decrease in fine motor skills and a lack of digital literacy can prevent this group from making the most of e-commerce. As stores reopen, rethinking UX will be key for online-first retailers looking to retain older consumers.

Grocers simplify online shopping for Older Adults

With more Boomers making the leap into the digital landscape, products and services that cater to this demographic are also increasing their digital presence. A survey has highlighted the unique set of preferences that Boomers have when it comes to cross-border e-commerce.

Boomers have unique set of e-commerce preferences

People are increasingly aware of the benefits of clean energy, but the incentives attached don’t typically scream ‘fun’. Victoria Bitter is putting the social back into social enterprise: rather than selling excess energy back to the grid, people can exchange it for free beer from the Aussie brewer.

The Solar Exchange rewards clean energy with free beer

Women are shifting the narrative on what getting older means to them, but brands are still catching up to represent these evolving ideas. Hotter Shoes' latest campaign is both a celebratory and realistic reflection of women defining their own version of later life success.

Hotter campaign shakes off older women stereotypes

As life expectancy grows, people are feeling younger for longer. Research has revealed that in Australia, 60 is the new 50. As age milestones shift, brands would do well to adjust their messaging to more accurately portray the attitudes and behaviours of older people.

Australian 60-year-olds are feeling ten years younger

Nearly one-third of Britons are better off financially in than they were at the start of the pandemic, with people over the age of 65 more likely to have saved than other generations. People with extra cash are looking to increase their savings – but for many, this is a confusing process.

Confusion abounds over how to use pandemic savings

The pandemic has sent perceptions of nursing homes plummeting, driving Americans to think about alternative ways to care for older relatives, as well as reimagining their later years. As the population ages, innovation is needed to meet increasing demands for accommodation and care.

COVID-19 drives Americans to rethink nursing homes

Cannabis use among older Americans is becoming less taboo – with many turning to the drug to manage pain, ameliorate anxiety, or simply unwind after a long day. Use is up among this cohort, thanks in part to brands offering easily accessible products with reliable dosing.

Older adults use cannabis to manage stress and illness

The beauty industry has undergone considerable change since the mid-2010s, moving away from a polished towards a more realistic and inclusive image. And with older women seeking better representation, there’s a gradual shift away from ‘anti-ageing’ messaging and toward ‘pro-ageing’.

Beauty brands are wising up to anti-ageing backlash

Binge-watching the latest Netflix series isn’t just a young person’s game. According to a survey from Fierce Video and MIDiA Research, Boomers are acquiring ‘streaming-centric’ behaviors at the fastest-growing rate, with lockdown leading to a surge in demand for bingeable content.

Binge-watching is becoming normalized for Boomers

Society is going cashless, but this shift threatens to alienate the elderly and vulnerable who often use cash and coins. Given that 13% of Britons say they’d struggle without cash, brands would do well to remember that the seamlessness of contactless payments isn’t a convenience for everyone.

Move away from cash puts the vulnerable at risk

The pandemic pushed us further online. But beneath the obvious implications, like more online shopping, an unexpected nugget was the spike in Boomer YouTubers. Across the board, tech-mediated creativity is on the rise, and people want platforms to help them keep the ball rolling.

Boomer YouTubers redefine content creator archetypes

The holiday season is a time for togetherness, and health-conscious Gen Yers are using it as an opportunity to introduce their older family members to plant-based food. Many are swapping traditional meals for something a little less meaty, and they’re hoping to convince their parents to do so, too.

Gen Yers put plant-based twist on traditional feasts

While much has been said about how young people have drawn the short straw in the pandemic, research shows that in Germany, debt has actually decreased for younger people in 2020. For older generations, however, many of whom are taking out loans or working extra jobs, debt has risen.

German pensioners take on more work to tackle debt

How are Boomers harnessing tech to maintain their social lives? Why are they choosing to work well past retirement age? Are members of this cohort as stuck in their ways as memes and the media sometimes make them appear? And what kind of healthcare do they want as they get older?

2020 Generational Snapshot of Boomers

Although young people are often referred to as the ‘green generation’, Boomers are more suited to the title. A survey finds that while Gen Yers and Zers prioritise time-efficiency over energy-efficiency, over-55s are more likely to carry out their eco principles in everyday life.

Eco habits make Boomers the real ‘green generation’

For many working-age adults in Ireland, retirement is the goal but a survey shows that a fraction of people accurately estimate how much money is needed to save for a weekly pension. With this in mind, there’s room for brands to provide better financial education around future-planning.

Irish workers underestimate money needed for pension

Contrary to popular belief, a study finds that Americans are loneliest in their 20s and least lonely in their 60s, with societal pressures playing a big role. The research points to young people’s tendency to compare themselves to others, which has an effect on their mental well-being.

Social pressures lead to loneliness in 20-somethings

Pension pots don’t always provide people with the financial cushion they need so Boomers are taking the health of their retirement finances into their own hands. River Financial’s professional, secure, and easy-to-use service is helping over-55s get into cryptocurrency trading.

River Financial: bitcoin for Boomers

The menopause will be a reality for half of the world, yet it continues to be shrouded in a lack of research and awareness without empowering, useful solutions. MPowder’s range of supplements seeks to address that, targeting biochemical needs throughout the three stages of the menopause.

MPowder answers call for better menopause support

With QAnon and conspiracy theories impacting mainstream discourse, tech companies are having to take greater control of what’s published on their platforms. Increasingly active on social media, American Boomers are caught up in the misinformation wars - but what draws them to fake news?

Are algorithms radicalizing boomers?

By using non-intrusive sensors in a senior’s home, the Billy app provides families and carers with insights into a loved one’s health and wellbeing. Aiming to keep a person comfortable in their home, its approach could provide a blueprint for aiding Australian’s ailing elderly care system.

Billy: passive tech to keep seniors safe

Some people want to control all their appliances with their voice, others want to sleep soundly at night, knowing their home is secure. German people are increasingly embracing smart home technology to better their quality of life, but barriers to entry prevent some from experiencing the luxury.

Smart home tech gives Germans comfort and safety

As people continue to push the conversation on women's sexual well-being, there’s room to discuss how it evolves later in life. A study has dispelled the myth that women lose interest in sex as they age, creating space for brands to meaningfully engage with older women on the topic.

Later life doesn’t spell the end for female sexuality

Nearly half of Boomers consider making financial gifts to younger family members, but many don’t have a plan in place and aren’t clear about how to pass on their savings. Brands have an opportunity to clear the confusion around lifetime gifting to help people put their savings towards what matters.

Boomers lack the know-how to make financial gifts

There’s another pandemic happening alongside COVID-19: loneliness, especially among older adults. Researchers have found that wisdom, empathy, and accepting the uncertainty of life are three key tools that can help people protect themselves from feelings of isolation.

Embracing uncertainty can help overcome loneliness

For many hard workers, retirement is the light at the end of the tunnel. But financial upheaval caused by the pandemic means that people may have to continue working into their golden years. This could lead to a widespread workplace re-think as businesses look to stay relevant.

Over-50s shift retirement plans due to COVID-19

In the UK, local radio stations are in flux, with dozens having been rebranded as Greatest Hits stations. But local hosts and listeners are setting up and financing replacements online to cater to the nearly two-fifths of Britons who prefer the community of local stations to national ones.

Britons are fighting for beloved local radio stations

Keeping fit during quarantine is difficult at the best of times, but for older gym-goers, e-workouts aimed at fit and young participants are exclusionary. Mighty Health is a fitness and wellness app aimed at over-50s, with classes, nutrition advice, and coaching tailored to their needs.

Mighty Health: helping over-50s get fit

The menopause has long been shrouded in stigma and misunderstanding. But with the beauty industry moving away from a one-size-fits-all approach, Avon is launching adapt Sync, a line of three products designed to address the hormonal changes experienced by perimenopausal women.

adapt Sync skincare addresses hormone changes

For businesses, it’s a win-win. NSW Seniors Festival is an opportunity to invite one of the largest market groups to simply try something new, with government funding to help. In 2020, the NSW Seniors Festival continues to highlight the growing needs and interests of over-60 Australians.

NSW Seniors Festival: a social way to get Aussies active

The lifting of lockdown restrictions has restored a sense of normality to the lives of many, but for Seniors, the threat of coronavirus infection remains very real. As many continue to shelter in place, Alcove is harnessing VR to help liberate isolating Seniors from the monotony of their living rooms.

Alcove liberates sheltering Seniors with VR adventures

Having relied on video-calling to curb loneliness during the lockdown, over-65s in Germany found themselves embracing the digital world. And thanks to this increase in tech use, this age group has become more open to what the internet has to offer, creating opportunities for brands to expand their reach.

Older Germans embrace tech during lockdown

Lockdown has been a lonely time for many people - especially for the elderly. With loneliness already a challenge for older adults across Australia, and many lacking contact with loved ones, a network of libraries Down Under is reaching out with calls to help them feel more connected.

Library check-in calls help Seniors feel connected

With people spending more time at home, traditional television has enjoyed a rise in viewership. With talk of BBC Three going back on the air, it’s clear that, in spite of changing attention spans and innovations in mobile viewing, it’s great, captivating content that wins through.

BBC Three: finding fans among discerning viewers

With frightening rates of COVID-19 in many nursing homes and retirement communities, a number of elderly Americans have moved in with their children. But to protect everyone’s mental health, some have taken up residence in newly built “in-law flats” – self-contained homes in the back garden.

Luxury granny flats enable multi-generational living

Menopause. Perimenopause. Most people have heard the words but how many really know what they mean? Despite the fact that it’s an almost-universal experience for women, no one really talks about it, and as a result, nearly half of women feel unprepared for this chapter in their lives.

Lack of menopause info leaves women unprepared

A wave of influencers over the age of 50 is seeing success on YouTube. As audiences of all ages seek fresh content, particularly during the monotony of lockdown life, brands have the opportunity to entertain with material that speaks to the interests of a range of generations.

YouTube’s 50+ influencers break age stereotypes

Dubbed ‘Uber for Seniors’, transport app Eu Vô helps older Brazilians lead more independent lives through rides with drivers trained by psychologists and gerontologists. Helping families struggling to look after older relatives, it’s an innovative service for Brazil’s ageing population.

Eu Vô: A to B for older Brazilians

Why are older online users are more likely to share false information? A study has examined this tendency, prompting discussion around how to inform elderly netizens about smart sharing. Brands looking to engage with Seniors online should consider how they can equip them to navigate the internet.

Digital literacy gap drives Seniors to share fake news

High-speed internet is seen as an essential part of modern living but many rural Americans are having to go without. All Points Broadband aims to change that by connecting people living in rural communities with the rest of the online world and helping to close the digital divide.

All Points Broadband: narrowing the digital divide

Boomers may have grown up alongside the hippie movement, but Gen Yers and Zers seem decidedly opposed to their contemporary social and political views. Are older Americans as conservative and self-serving as the ‘OK Boomer’ insult makes them seem? Or are they still keen activists?

What does activism mean for American Boomers?

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.

Rest Less: promoting age diversity at work

Events and festivals are out of the question as lockdowns remain in place in the US, which has put tulip farmers in a tricky situation. In the wake of cancelled tulip festivals, some farms are repurposing unsold flowers and sending them to frontline healthcare workers and the elderly.

Tulip farms reroute unused flowers to lonely seniors

Offering activations that focus on fun, safety, and engagement, beer brand Heineken has been working to boost its profile and engagement in Brazil. Amid changing drinking habits and a growing taste for premium and craft beer, the company is growing in popularity among Brazilians.

Heineken: socially-minded beer marketing

With stockpiling and panic-buying causing many products to sell out during the COVID-19 outbreak, many of the UK’s most vulnerable are having a hard time shopping for essentials. To help them, some supermarkets are opening early to let the elderly shop in peace without having to compete with others.

Iceland’s OAP hour lets UK’s vulnerable shop in peace

Amid calls for everyday issues to be told authentically on-screen, Tena’s ‘ageless’ campaign may ease the anxieties older women face around sex and incontinence through its portrayal of first-hand experiences. It’s aiming to tackle the taboos around intimacy beyond the age of 50.

Tena ad empowers women by tackling incontinence shame

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.

Older Britons fear they can’t afford their energy bills

https://cdn.sanity.io/files/1mk9ifx4/production/591d4630316ccc4458be118f4e780a01e98be08f.pdf

Boomers (born 1947-1966)