With older adults still sheltering in place, the risk of prolonged loneliness and social isolation is high. Improved digital literacy isn’t just helping them stay connected and engaged, but enabling other aspects of everyday life, from shopping and entertainment to managing finances and healthcare.

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.

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.

How have savviness, loyalty, and a deep appreciation for respect come to define older adults? Why has the COVID-19 pandemic been so influential in their adoption of technology? And how might a rise in multigenerational living arrangements shape their relationships with culture?