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.

Amid a post-pandemic loneliness epidemic, more and more older people are looking to find love, both IRL and on dating apps. Older adults, especially those with children or previous marriages, have different needs than their younger dating counterparts. How can brands cater to these needs?

A survey has found that people over 60 are less comfortable talking about or using sex toys than younger Australians. Wild Secrets aims to break this stigma with its ‘Better with Age’ campaign, reaching older Aussies in locations they frequent and through the types of media they consume.

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.