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.

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.

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.

The 2023 Generational Snapshot of Boomers explores why this generation is spurning youthful content in favour of their own narratives, how they’re approaching relationships in later life, and what they’re doing to boost their financial stability and literacy amid increasing economic vulnerability.