Although over-50s hold the vast majority of the world’s wealth, marketers tend to direct their attention – and budgets – towards younger audiences. Canvas8 spoke to Cesare Amatulli and Alessandro M. Peluso to find out how youth-focused advertising impacts the spending habits of Seniors.
While one might imagine later life as a time of loneliness and declining health, research suggests that old age is accompanied by wealth and happiness. Canvas8 sat down with 20 British Boomers and Seniors to explore their attitudes to ageing, and to find out the best thing about getting older.
Britain is getting older; the population of over-85s is set to increase 18% between 2015 and 2020. But it’s incorrect to pigeonhole seniors as inactive and content with a weekly game of bingo. From online dating to exercising to travelling, how are hobbies helping seniors feel young again?
Over 90% of Boomers say they’ve ‘had a change of attitude to life’ since turning 50, and they’re more adventurous than ever as they approach one of the last major milestones – retirement. Canvas8 spoke to British men and women aged 50-69 to find out what they do with their free time.
People become more physically and mentally vulnerable as they grow older – but they don’t want to be treated as such. How can technology be used to help make seniors’ lives easier and more sociable, enabling them to stay independent while bringing comfort to their relatives and carers?