The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

To stretch their money, retirees are being advised to cut back on spending and seek out more stable investments as inflation takes its toll on the cost of living and people’s pensions. With older Americans wary of fintech, they want brands to provide financial guidance with a human touch.

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.

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?

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.