A survey has found that adults in the US are struggling to stay afloat, with the majority of adults living paycheck to paycheck. As inflation continues to threaten financial security, people are searching for brands and products that can provide holistic solutions and financial education.

Ongoing inflation impact is entrenching financial stress

According to new research by PYMNTS, Boomers are the most likely generation to pay for everyday items – from yoga classes to coffee pods – via subscriptions: 92% of respondents said they've embraced them. This hints at new opportunities to service this demographic while ensuring safety and security.

Boomers use more subscription services than Gen Y

Burger King is celebrating its 70th birthday. To mark its seventh decade of flame-grilled success, the company has released an ad campaign challenging ageist stigmas. As ageing changes, campaigns that address stereotypes in fresh ways are landing with older audiences that want new, true narratives. 

Burger King busts taboos to celebrate its 70 fiery years

Despite the common assumption that younger generations worry most about the environment, recent studies reveal a more nuanced picture. For businesses focused on sustainability comms, there's a fresh opportunity to engage older audiences on eco values while tapping into affluent demographics. 

Boomers' eco anxiety shows nuanced generational attitudes

Older shoppers are buying into shopping second-hand as economic and environmental concerns drive them toward pre-loved clothing. As older people's shopping habits change, brands have an opportunity to lean into this trend and appeal to Boomers, who are relatively new to this space.

Older shoppers are increasingly buying second-hand

The 2024 Generational Snapshot of Boomers explores why this generation is looking for new experiences, how they’re finding meaning after retirement, and how they’re leveraging technology to take more active care of their health – all in the shadow of the cost of living crisis.

2024 Generational Snapshot of Boomers

Despite three million Australian women affected by menopause, talking about it is still seen as taboo by many. Female-first wellness brand Phenxx set out to change that in its 'Australia's' Hottest Woman' campaign, calling attention to the hot flushes that many women suffer from.

Phenxx sparks conversations around menopause

The South Korean government is deploying 7,000 AI companion dolls for senior citizens and patients with dementia. With the country having one of the fastest-ageing populations coupled with the lowest birth rate in the world, the health sector has to consider ways to improve care for aged citizens.

AI robot companions help South Koreans battle loneliness

'Climate grannies' are emerging as activist leaders in environmental spaces, offering guidance and experience in direct political action. Armed with free time and income, Boomers are increasingly becoming an activist generation, looking to provide leadership to their young counterparts.

'Climate grannies' signal politically active retirements

With loneliness on the rise in the US, Boomers are finding new friendships in local, community-driven gatherings. Embracing digital platforms to share their experiences and connect, they're redefining what it means to age, combating isolation and returning to urban areas for community ties.

Boomers redefine aging through community gatherings

Australian retirement village operator Aveo has launched a campaign highlighting how community and human connection don't have to stop at retirement. As people's ideas of retirement become more fluid and positive, brands can help them explore the rich possibilities of a life well lived.

Aveo rethinks retirement as community-oriented lifestyle

With US Boomers already demonstrating their openness to alternative financial strategies, regulation changes by the Securities and Exchange Commission mean more of their wealth could go into Bitcoin. As trust in traditional retirement plans and institutions wanes, Boomers are diversifying.

Regulation changes may sway Boomers to Bitcoin

Many retirees have been forced back into work by the cost of living crisis, while an ageing global population means that retirement security promises remain firmly on the agenda for consumers. Standard Life and Fidelity International have partnered to help pensioners maintain financial stability.

Standard Life and Fidelity support pension stability

Despite the envious gaze of younger generations, older Britons with poor finances are being forced to re-enter the rental market – and when they get there, their options are often limited to house-shares. Where are the flexible housing solutions for these older Britons?

Older Britons forced to reenter rental market

Recent data revealed that Gen Xers and Boomers are behind Temu’s rapid success. Young adults are taking this to TikTok, mocking their mums for buying questionable gadgets on the platform. Albeit ironically, this trend highlights the implications of Temu’s aggressive marketing for older consumers.

Gen Zers bring their moms’ Temu addiction to TikTok

Older Chinese individuals are breaking away from traditional norms and exploring the tender world of modern dating. Their quest for companionship is marked by an openness to building relationships, increasingly facilitated by digital platforms like dating apps and livestreaming channels.

How China’s older adults navigate the world of modern love

A study has found that physical exercise apps are not meeting older people’s needs – exacerbating inequities in physical exercise. With more people worldwide living longer, and physical activity being crucial to prolonged health, the health sector must consider ways to adapt to an ageing population.

Study finds exercise apps are failing older people

A report published by The Commonwealth Bank of Australia highlights generational differences in wealth, with Boomers remaining financially secure amid inflation due to homeownership, reduced spending, and government support. This is in contrast to Gen Yers, who appear worse off post-pandemic.

Australian Boomers insulated from financial hardship

Amid China’s booming beauty market, there’s still a notable gap in mature beauty options. Brands face the task of appealing to the country’s thriving multi-billion dollar silver economy – the ageing who are digitally savvy, financially able, and discerning in their expenses.

‘Mom beauty’: the self-care boom among Chinese Gen Xers

Since its launch in 2022, Temu has become popular among online shoppers in the US. However, the platform’s gamified shopping experience could be taking advantage of its most committed patrons, Gen Xers and Boomers. Already distrustful, people expect brands to provide equitable customer service.

Temu’s gamified shopping can confuse older users

Singapore’s Agency for Integrated Care (AIC) has launched a campaign to debunk ageist stereotypes and encourage more uplifting narratives around ageing. There’s an opportunity to lean into joyful, humorous storytelling to break the silence around social stigmas without undermining their gravity.

Singapore ad celebrates active seniors to combat ageism

BlackRock has released a refreshingly 'boring' video ad introducing its iShares Bitcoin Trust ETF (IBIT). Doing away with crypto jargon, it’s breaking down financial information in palatable and easy-to-understand ways to appeal to an untapped demographic in the bitcoin landscape – boomers.

BlackRock’s accessible ad courts bitcoin-curious Boomers

Amid financial uncertainty, savings and retirement planning is becoming increasingly challenging. In response, the TIAA is looking to raise awareness and funds for Americans to empower and educate them about the importance of thinking and actioning plans for retirement as early as possible.

TIAA x Wyclef Jean release rap song about retirement 

Booths – often described as the ‘Waitrose of the North’ – is a UK-based upscale supermarket with most of its 28 locations in northern England. The company recently pushed back against the trend for self-checkouts after taking on feedback from its older, time-rich, and wealthier Boomer clientele.

Why Booths is removing self-checkouts for Boomers

Research has highlighted a trend of UK Boomers returning to urban areas from rural locations as changing retirement attitudes prioritise vibrant communities, amenities, and independence. Innovations, like driverless on-demand vehicles, are responding to the evolving needs of older urban dwellers.

Boomers return to urban life for an active retirement

As the ageing Japanese population grows, so does the number of dementia cases. Mistaken Orders’ restaurant and cafe pop-ups create an environment where older people and those living with dementia can still live their lives by making dining a warmer, educational experience for patrons.

Why Mistaken Orders hires servers with dementia

For its annual commercial, Meat and Livestock Australia looks to bridge generational divides with a shared national love for a lamb BBQ. As polarisation deepens, this campaign leans into the nostalgic power of shared enjoyment and the reassuring reprieve of comfort food.

Satirical ad unites Aussie generations with a lamb BBQ

Research by Waitrose has found that women are increasingly expressing interest in diets that help alleviate the symptoms of menopause. Amid greater cultural awareness of menopause, nutrition is fast becoming an important vehicle for symptom alleviation and better health outcomes.

Menopause diets help women manage symptoms

Amid the cost of living crisis, traditional retirement plans are becoming out of reach for many people. Instead, ageing populations are considering 'flextirement' to continue working in some capacity to ensure they have enough money to make ends meet without a regular income.

Older adults look to 'flextirement' for financial security

Societal shifts surrounding major life milestones have affected the housing market and it’s impacting all generations – from Gen Z to Boomers. And with many over-60s joining ‘Generation Rent’, what can brands and businesses do to accommodate an ageing population at home?

Why are older generations returning to renting? 

Many older adults in Japan are being deceived by 'dark patterns' online, which trick them into unknowingly parting with their money or providing false information on purchases. Educating less digitally fluent shoppers on these techniques could empower them to make more informed financial choices.

'Dark patterns' are misleading online shoppers in Japan

Amid a post-pandemic loneliness epidemic, more and more older people are looking to find love, both IRL and on dating apps. Older adults, especially those with children or previous marriages, have different needs than their younger dating counterparts. How can brands cater to these needs?

How are older people rediscovering romance and dating?

Ōmcare is a remote care platform that assists seniors with medication intake with delivery and dosage confirmation. Post-pandemic, people are increasingly accepting of remote health options, and as populations age across the world, there is a need to ease the strain on providers. 




Ōmcare makes sure seniors adhere to their medication

A survey has shown that despite being tech-savvy, Gen Z and Gen Y have poorer cybersecurity habits than Boomers – but Boomers feel less confident whilst browsing online. Complacent online behaviour amongst Gen Z and Y needs addressing, whilst building trust and confidence for Boomers is key.

Boomers' cyber-security habits stronger than Gen Z and Y

The yearly event became the catalyst for a conversation around ageing as some celebrities ditched hair dye and make up and chose to define what looks good away from societal expectations. As attitudes towards ageing continues to evolve, women are looking to take a less invasive approach to beauty.

Paris Fashion Week spurs discourse about healthy ageing

Breast Cancer Now has released a heartbreaking short film, If I Had More Time, depicting the realities of facing secondary breast cancer. Leveraging empathy and emotion through these stories, the charity aims to underscore the need for more research to extend people’s lives.

Breast cancer film highlights patients' lived realities

An aging wave of Boomers is adopting the use of smart home devices at a faster rate than Gen Yers, but also remain highly protective of their personal data. How can brands balance Boomers’ interest in new consumer technology with their concerns about its security risks?

How do US Boomers feel about smart home technology?

A survey of women’s health in England has faced backlash for excluding women over 55 among the respondents. The lack of representation demonstrates the continued need for inclusivity across all age groups to avoid ageist policies and ensure everyone's voices and experiences are heard.

Women's Health survey criticised for excluding over 55's

Apple has launched a campaign to promote its Apple Pay service which seeks to dispel myths about the safety and availability of the payment method. With many still hesitant to rely on contactless payments, focusing on security is a key opportunity to alleviate concerns of consumers worldwide.

Apple Pay campaign targets people's security anxiety

While the majority of shoppers in Singapore prefer to support local businesses, there are varying motivations across generations. A decreased emotional connection among young shoppers and a willingness to pay more for local items have interesting implications for brand loyalty.


Singaporean Gen Z place less emphasis on local shopping

MIPO's Hot Resignation campaign aims to end the stigma around menopause in the workplace, highlighting the damage caused to businesses when they ignore women’s health issues. Gen X women are looking for workplace support as they age, putting new pressure on DE&I programs.

Hot Resignation campaign addresses workplace menopause

The sportswear brand has staged a rematch of the 1975 Asian Cup showdown between the first Australian and New Zealand’s women teams. Not only is the campaign honouring the legacy of these female trailblazers, but it’s also combating ageist stereotypes about older people’s participation in sports.

Puma boosts older women’s representation in football 

A survey has found that Gen Zers and Yers are worse than Boomers when it comes to spotting fake news. It comes as many put their trust into alternative sources of information, with the survey concluding that the more time someone spends online, the more susceptible they become to misinformation.




Younger Americans struggle to spot fake news

Esports has long been synonymous with young people but brands operating in the space are now looking to widen their target audiences, encompassing older groups and showing that anyone can game. Following this sentiment, Meituan is providing sponsorship for an aspiring esports team of elderly gamers.

Meituan boosts support of elderly gamers in China

Driverless on-demand vehicles have been launched in Arizona, specifically aiming to help older people gain better access to public transport. With many people relying on these modes of transit in later life, driverless options could ease pressures on already-struggling infrastructure.

Driverless public transport gives older Arizonans a lift

Activity levels tend to taper off in later life, despite this being a key time for people to maintain their health and fitness. Aiming tackle self-consciousness among older women, UK activewear brand Now You See Me features luxury, breathable fabrics that are carefully curated to maintain comfort.

Now You See Me: comfortable activewear for older women

A new crop of conservative comedians, commentators, and creators are finding audiences who feel alienated by mainstream media in a polarized America. What does their success say about how Republican and more right wing viewers want to be entertained? 

Why is Greg Gutfeld so popular among Republicans?

Between high costs of living and a loneliness epidemic, the golden years of ageing feel less golden. But as values shift toward community and ageing in place, seniors are turning to co-living models like those designed by the Canadian Senior Cohousing Society to improve their quality of life.

Canadian Cohousing Network: helping retirees form bonds

Older adults in Japan are increasingly facing loneliness and isolation alongside inadequate social support. Plan 75 is a movie that presents tough questions about Japanese society's relationship with older adults in a rapidly ageing nation, calling for greater compassion and understanding.  

'Plan 75' shines light on societal ageism in Japan

Older people in Australia are being kept out of the workforce due to ageism in the hiring process. As more brands roll out age-inclusive campaigns, the survey results show how there is more to be done to drive tangible action around meaningful inclusion for older people.

Higher salary expectations drives workplace ageism

Beck's is tackling ageism with the limited edition launch of Beck's 70+, a beer designed specifically for older drinkers. As it becomes more acceptable and expected to veer away from a life structured by linear milestones, a pro-ageing movement has grown – and people expect brands to participate.

Beck's addresses ageism with a beer for over-70s

Several well-established, high-end hospitality brands are offering treatments expressly aimed at executives suffering from burnout in the US. With physical and mental exhaustion affecting work culture at large, there's room for brands to help people achieve a better work-life balance.

Lavish wellness clinics offer rehab for burnt-out execs

The Soccer For Life league kicked off its over-80s football division in March 2023. With Japan’s population ageing and lifestyle conventions being subverted across the world, SFL’s new league points towards an opportunity for brands to recalibrate the way they serve older adults.

Over-80s football keeps older Tokyo residents active

A survey has found that people over 60 are less comfortable talking about or using sex toys than younger Australians. Wild Secrets aims to break this stigma with its ‘Better with Age’ campaign, reaching older Aussies in locations they frequent and through the types of media they consume.

Wild Secrets destigmatises sex toys for older Aussies

A survey from the American Pet Products Association has found that Gen Zers and Yers make up half of the pet-owning population. These findings reflect the changing profile of pet owners, with animals taking a central role in Gen Z's lives, often before they start families or find partners.

Gen Zers are shaking up the pet owner profile

Due to a change in family culture, an ageing population, and new skills acquired during COVID-19 lockdowns, over-60s in China are taking to social media in their droves, creating a whole new generation of influencers and users. How can brands engage this increasingly tech-savvy cohort?

Why older people in China are hooked on social media

The 2023 Generational Snapshot of Boomers explores why this generation is spurning youthful content in favour of their own narratives, how they’re approaching relationships in later life, and what they’re doing to boost their financial stability and literacy amid increasing economic vulnerability.

2023 Generational Snapshot of Boomers 

Suburban Boomers are flocking to e-trikes as they look for a fun and safe alternative to e-bikes, which are perceived as dangerous for older riders. The micromobility boom is expanding to include new populations, and many Boomers are looking to extend their youth by investing in their freedom.

Boomers flock to e-trikes for functional fun

The Chatty Bus aims to combat social isolation among East Yorkshire’s most vulnerable residents through empathetic conversations. Backed by Age UK, the scheme offers mental health support and practical assistance to help socially-excluded groups foster a sense of communal belonging.




Chatty Bus offers communal belonging for older adults

Post offices in depopulated Japanese towns have begun hosting retail spaces inside their offices to help support older residents who can’t travel long distances to shop. As Japan’s ageing population coincides with revenue tax drops, there’s a need for products and services to support the elderly.

Older adults in rural Japan rely on post office groceries

A scheme has been launched in England to cut menopause prescription costs, making it cheaper to access treatment. With cost being one of the main barriers that women face in effectively managing their menopause symptoms, the initiative is a positive step in addressing health inequity.

Government scheme boosts access to menopause treatment

From 'dad-cing' on TikTok to 'granfluencing' on Instagram, Boomers are catching up with Gen Zers’ social media use, relishing the sense of community and activism these platforms provide. What can brands do to reach Boomers in this spirited social tech space that is hugely void of ageism?

How Boomers explore social media in a post-TikTok world

Japanese people in their 40s and 50s are increasingly jumping between jobs and redefining traditional career paths. As people continue to alter working life conventions, the shift demonstrates how the evolving notion of what a career should be is showing no signs of stopping.

Middle-aged people in Japan are shaking up their careers

Amid the cost of living crisis, Skechers is climbing in popularity among older, wealthy Americans because of its brand positioning as a comfortable and affordable shoe option. Many Boomers are having to adapt their financial habits, making conscious choices to cut back on their spending.

Boomers are turning to Skechers to save on sneakers

Saga Holiday's campaign challenges misconceptions about travellers over 50 by subverting tropes and showing their adventurous side. The campaign is indicative of this audience's appetite for travel post-pandemic as they seek new experiences and overthrow archaic attitudes about later life.

Saga Holidays ad subverts ageist holiday stereotypes

Romance is often portrayed as a universal experience, but the reality is that many in society are excluded from participating. Disney's Dug Days: Carl's Date highlights the challenges older people face when re-entering the dating scene and normalizes the pursuit of love in later life.

Disney normalizes later-life romance via Up spin-off 

Chapter Two offers an empathetic return to the dating scene for widows who are ready to love again. Unlike the fast-paced swipe culture of most dating apps, the platform prioritises a sense of community healing, the openness of which is representative of changing attitudes towards death.

Chapter Two helps widows return to the dating scene

A survey has found that an increasing number of Canadian employers are expected to retire in the coming year. In addition to more workers retiring early, many are also looking for flexible options, like semi-retirement, that allow them to transition between major life stages.

More Canadians look for flexible 'semi-retirement' plans

A study on gas stoves has inspired fears in conservative circles on the internet, with many up in arms about the prospect of new regulations. As online outrage cycles have shortened, overnight controversies have turned mundane subjects into ubiquitous culture war totems.

Gas stove outrage points to widening cultural divisions

Older Americans are navigating the obstacles of modern dating in an effort to find authentic connections, but many are struggling to find significant others. This presents an opportunity for brands to step up as match-makers to help create spaces where older people can find each other more easily.

Older Americans want help with modern dating

A survey has found that as Americans get older they feel less prepared for retirement, regretting having not saved enough money. Gen Zers and Yers are also feeling unprepared, signaling opportunities to better educate people on how they can take stock for their retirement years.

Older Americans don’t feel prepared for retirement

As the cost of living crisis raises the threat of homelessness for many households, Crisis is seeking to draw attention to the issue with a hyper-realistic sculpture. It's forcing people to face an uncomfortable reality through a radical campaign that puts personal stories at the forefront.

Crisis sculpture makes homelessness impossible to ignore

Using his flip phone in the Rocky Mountains, Neil Young is highlighting the impact of climate change, reflecting his fellow Boomers' shifting values. Shifting attitudes present a multitude of opportunities for brands to help older generations explore sustainable options in their own lifestyles.

Neil Young album release inspired by climate change

In a bid to tackle ageism in the workforce, Halfords has launched an initiative that sees 1,000 roles open to those over 50. With the economic crisis impacting older generations, people aren't adhering to linear life stages –providing opportunities to pursue late-stage educational employment.

Halfords tackles ageism with over 50s hiring initiative

The future of motoring may be electric, but for Britain’s Boomers – who grew up with cars they could often maintain at home – the EV revolution isn’t entirely welcome. How do they typically care for their cars? And how might financial and environmental concerns reshape these habits?

How are British Boomers looking after their cars?

Dementia, Alzheimer’s, and other neurocognitive conditions are outpacing the US healthcare system, meaning the bulk of care for Older Adults often falls to unpaid relatives. Healthtech start-up Rippl is shaking up the system by providing accessible, round-the-clock care for seniors.

Rippl: facilitating at-home care for Older Adults

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?

What’s behind the shift toward ‘healthy aging?’

Spanish start-up Vermut is aiming to connect retirees with new friends and activities with the aim of helping them make the most of their new-found free time. As life stages morph and become more fluid, what demographics want from brands is changing and expectations are shifting.

Vermut gives Spanish retirees a new outlook on life

No7 has collaborated with AllBright to break the stigma of menopause in the workplace. Through expert resources and a video series, the campaign provides advice on navigating menopause and tackling related brain drain – giving people access to a support system for an all-too-often taboo subject. 

No7 tackles workplace brain drain caused by menopause

As part of wider commitments to easing the cost of living, Asda is offering those aged over 60 soup, bread rolls, and unlimited tea and coffee in their cafés over winter. As the changing seasons exacerbate the cost of living crisis, vulnerable groups are looking for brands to show tangible support.

Asda offers over-60s low-cost winter warmers

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.

Dove: embracing and celebrating natural ageing

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?

How is the cost of living crisis disrupting retirement?

Fitness group F3 is growing in popularity thanks to its peculiar blend of free physical fitness classes and spiritually inflected male comradery. Many Americans have become lonelier during the 2020s, leading groups like F3 to create and develop new social ties around shared goals.

F3 builds a community for fitness, fellowship, and faith

Many Japanese over-65s are avoiding retirement, in part due to factors like the cost of living crisis and falling birth rates. While this shift may benefit firms facing hiring problems, the financial need to work is affecting traditional life stages and surfacing cultural issues in the workplace.

Japanese over-65s keep working as birth rates drop

Specsavers is urging Britons to consider the needs of potentially isolated people in their community at the tail-end of summer. With social connection shown to provide purpose for older people, the brand's research emphasises the importance of everyday interactions in maintaining mental wellbeing.

Specsavers curbs summer isolation for older Britons

Loneliness is a major problem among older Indians, with millions of people feeling they have nobody to turn to. To combat this, Goodfellows is offering companionship to older adults while also providing employment to younger generations – something welcomed by young and old alike.

Goodfellows combats loneliness among older Indians

McDonald's has launched a campaign with images and language tailored to older adults to encourage them to apply for job vacancies. With the 'great unretirement' and labour shortages unfolding, better representation in recruitment campaigns may help attract those looking to keep busy in later life.

McDonald's boosts representation for older adults 

Dentsu UK and 55/Redefined have partnered to roll out an initiative that seeks to tackle ageism and boost the representation of people over 50 working in advertising. The effort shows the value of recognising workplace inequalities internally, which can then raise employee morale across the board.

Dentsu and 55/Redefined tackle workplace ageism

Pets have proven mental and physical health benefits for those lucky enough to own one, but they are especially beneficial for older Boomers who are leading the generations in annual pet food spending. What are they feeding their furry friends, and what can brands do to cater to this growing market?

What are American Boomers feeding their pets?

Walgreens has partnered with TikTok influencers The Old Gays in a campaign that promotes the pharmacy's digital products. As more older adults get on social media, brands have an opportunity to tap these audiences by recognizing their tech-savviness and connecting with them in fun, accessible ways.

Walgreens harnesses relatability of older influencers 

Wearable technologies have gained popularity for their ability to help people track their way to a healthier lifestyle. A study has found that they may be particularly effective for getting older people to exercise, highlighting the health benefits of increased tech adoption among these cohorts.

Wearables motivate older adults towards healthy living

Research has found that having positive social interactions is associated with a sense of purpose among older adults. With this, in turn, linked to longer and happier lives, brands and organizations can help these audiences feel more fulfilled through initiatives that facilitate IRL engagement.

Study shows links between social connection and purpose

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.

Boomers (born 1947-1966)