Boomers

Born 1946–1955, Boomers are generally goal-orientated, self-assured and resourceful, having thrived off post-war prosperity and still intent on shaping the world their way.

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She is Mother

Micro Trends

She is Mother

Talented women over 60 are finally getting their flowers and making more money than in their 20s in Hollywood, in modelling and on TikTok.
Society : Media & Entertainment : Youth
Grandpeers Market

Markets

Grandpeers Market

In a mindset shift among older consumers, grandparents are becoming grandpeers, sharing platforms with their grandchildren and keen to collaborate.
Society : Technology : Health
Perimenopause Care-munities Market

Markets

Perimenopause Care-munities Market

Shifting attitudes are transforming the perimenopause into a force for collective health, highlighting the life stage as interconnected with, and s...
Women's Health : Health And Wellness : Society
Perimenopause Wellness Market

Markets

Perimenopause Wellness Market

New approaches to the perimenopause are being defined by self-directed and personalised lifestyle choices, with holistic health solutions encompass...
Health & Wellness : Society : Sports & Leisure
Youth Culture is entering its Flat Age Future

Viewpoints

Youth Culture is entering its Flat Age Future

TikTok trends were once thought of as the epitome of youth culture. Now, senior creators and retirement hobbies are blurring the lines between old ...
Social Media : Youth : TikTok
Flat Age Beauty Market

Markets

Flat Age Beauty Market

The beauty sector is meeting the needs of Flat Age women with products and marketing that support maturing skin and hair – and their inquisitive ou...
Beauty : Advertising : The Flat Age Society
Flat age fitness

Big Ideas

Flat age fitness

Exercise brands are helping senior citizens keep fit and healthy with a new range of innovative tools and accessible digital platforms.
Fitness : Senior : Covid-19
Baby Boomer Travel Market

Markets

Baby Boomer Travel Market

Highly independent and driven by a hunger for knowledge, the over-55s are becoming a crucial target market for travel brands.
Travel : Baby Boomers : Hospitality
Middle Man Beauty Market

Markets

Middle Man Beauty Market

As the men’s beauty category gains wider acceptance, the category is evolving to target the everyday man who values inclusivity, efficacy and bold...
New Masculinity : Beauty : Skincare
Georgia Travel Market

Markets

Georgia Travel Market

Award-winning hotels, a liberal youth population and sommelier-approved wine tourism are luring culturally curious travellers to the former Soviet ...
Travel : Tourism : Hospitality
Refashioning charity retail

Viewpoints

Refashioning charity retail

Julie Neeve, project manager of new store formats at Oxfam, on the perks of housing the charity’s new superstore on an Oxford industrial estate.
Retail : Sustainability : Fashion
Money Market: Baby Boomers

Markets

Money Market: Baby Boomers

Turning their backs on the term ‘elderly’, Baby Boomers are working until later in life than previous generations and re-inventing retirement on th...
FinTech : Global : Baby Boomers
How fintech can speak to Generation X and beyond

Viewpoints

How fintech can speak to Generation X and beyond

Clare Gambardella, chief customer officer at Zopa, on using design to ensure longevity in a fast-paced sector and improve financial wellness for all.
Finance : Banking : Transparency
Dove is rewriting the rules of female beauty

Viewpoints

Dove is rewriting the rules of female beauty

Sophie Galvani, global vice-president of Dove, on smashing stereotypes and celebrating beauty idiosyncrasies in the age of Algorithmic Beauty.
Beauty : Female Futures : Media
Will single-person households create a health crisis?

Viewpoints

Will single-person households create a health crisis?

As the number of people living alone increases in South Korea, mental and physical health issues are becoming a major societal concern.
Uncoupled Living : Health : Wellness
The Conscious Decelerators

Communities

The Conscious Decelerators

This community of wellness pioneers are looking to slow down and return to more holistic forms of wellbeing that will help them to carve out a new ...
Health : Wellness : Conscious Deceleration
Biodegradable data is starting to grow up

Viewpoints

Biodegradable data is starting to grow up

Monika Seyfried and Cyrus Clarke discuss their project Grow Your Own Cloud, a speculative service that helps consumers store their data – in the DN...
Technology : Health : Wellness
Rebranding the menopause

Markets

Rebranding the menopause

Attitudes to the menopause are being transformed, and wellness companies, fem-tech and beauty brands are stepping up to champion this fundame...
Beauty : Wellness : Technology
Thermal wellness is a burgeoning sector

Viewpoints

Thermal wellness is a burgeoning sector

Sam Shames, co-founder of Embr Wave, explores the growth of wellbeing based on temperature and how technology can create personalised microcli...
Wellness : Health : Technology
China Dairy Market

Markets

China Dairy Market

Fuelled by the belief that dairy products are a vital component of any healthy diet, Chinese consumers are adding an increasing selection of milk, ...
Food : Drink : Health
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