Boomers (born 1947-1966)

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.