Instagram has long been the domain of the young and glamorous, but a small group of older women is stepping up to claim a slice of the pie. These Boomers are using social media to subvert social norms around ageing, remaining as outspoken in later life as they were in their youth.
Ashton Applewhite is an acclaimed activist, writer, and ageism expert based in New York. She's the author of This Chair Rocks: A Manifesto Against Ageism, and has spoken at venues that include the TED mainstage and the United Nations. One of Forbes Forty Over 40 honorees, she blogs at thischairrocks.com, is the voice of Yo, Is This Ageist?, and has written for Harpers, The Guardian, and The New York Times.
Helen Jambunathan is an associate insight director at Canvas8. An anthropologist and writer, she leads strategic cultural research across academia and industry. She is a fellow of the Royal Anthropological Institute and the Association of Social Anthropologists of the UK and Commonwealth. Her work helps brands and organisations make more culture-connected decisions, and her analysis has been featured in media outlets including Bloomberg, The Guardian, and The Independent.
For many women, wrinkles and grey hair are seen as things that must be fixed to maintain a sense of self. Abigail T. Brooks, author of The Ways Women Age, explains why women feel pressure to stop time in its tracks, and how easy access to Botox is impacting perceptions of ageing.
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.
Boomers may be on their way to retirement, but they take pride in staying young – and tech is increasingly a part of that. Canvas8 sat down with Brits between the ages of 50 and 69 to find out what tech they couldn’t live without and how they really feel about devices at the dinner table.
The beauty industry is obsessed with youthfulness, but with only 3% of women over 40 using make-up to look younger, they’re finding it difficult to relate to many brands. Can Beauty Dossier inspire them to break out of their beauty rut with an online course tailored to a mature market?