The Flat Age Society

Stat: The marketing industry has an ageism problem

News

Stat: The marketing industry has an ageism problem

Marketing has a youth bias problem. Data from Marketing Week’s 2024 Career and Salary Survey of more than 3,000 UK marketers reveals that 70.2% are...
Workplace : Youth : Marketing
This Flat Age campaign brings condoms to garden centres

News

This Flat Age campaign brings condoms to garden centres

Relationship charity Relate is broaching the topic of sexual health among over-65s through an unconventional campaign.
Society : Health & Wellness : Design
Tena promotes ageless sexual exploration

News

Tena promotes ageless sexual exploration

Incontinence brand Tena has joined forces with femtech sex toy brand Je Joue with the aim to destigmatise attitudes to age and sexual exploration.
Health & Wellness : Seuxal Wellness : The Flat Age Society
Stat: Older Britons prioritise salon visits post-lockdown

News

Stat: Older Britons prioritise salon visits post-lockdown

A study by Mintel shows that senior British women are most looking forward to visiting salons when they re-open.
Beauty : Covid-19 : Coronavirus
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
Stat: Boomers feel stifled by employer ageism

News

Stat: Boomers feel stifled by employer ageism

According to research by LinkedIn, age is the most prominent barrier for job-seekers in the UK, above gender, ethnicity or educational background.
Society : Ageism : Workplace
A retirement home redefined for Flat Agers

News

A retirement home redefined for Flat Agers

Tel Aviv-based Amit Studio has designed a chain of private, upscale retirement complexes that uplift traditional ideals around being elderly.
Design : Society : Ageing
Stat: Fashion’s ageism issue could cost it billions

News

Stat: Fashion’s ageism issue could cost it billions

According to research by the International Longevity Centre UK (ILC), older women are a largely untapped consumer segment – and represent a huge mi...
Fashion : Youth : Ageism
Thought-starter: Will age be the next frontier for inclusivity?

News

Thought-starter: Will age be the next frontier for inclusivity?

It's time for brands to get informed of the nuances of ageing, writes Sarah Douglas, director of The Liminal Space.
Society : Diversity : Ageing
Life-stage Brands

Micro Trends

Life-stage Brands

From adolescence to menopause, brands are helping to alleviate the biological inconveniences of being a woman.
Female Futures : Wellness : Marketing
Stat: Over-50s are frustrated by young advertisers

News

Stat: Over-50s are frustrated by young advertisers

A majority (78%) of of consumers over 50 feel under-represented in advertising, with technology and gadget, fashion and entertainment brands being ...
Advertising : Ageing : Festival Of Marketing 2018
Older consumers are offended by ageing advertisements

News

Older consumers are offended by ageing advertisements

Despite efforts from brands to eradicate the stigma often associated with ageing, a sizeable majority (68%) of those aged over 65 still believe adv...
Culture : Media : Advertising
Workers are increasingly postponing their retirement

Big Ideas

Workers are increasingly postponing their retirement

US – According to the US jobs report, almost 19% of people aged 65 or over were working in the second quarter of 2017.
Workplace : Culture : Finance
Gillette launches assisted shaving razor

News

Gillette launches assisted shaving razor

US – As America’s population ages, Gillette is demonstrating its benevolent side with the launch of its new TREO razor for care-givers.
Beauty : Wellness : Design
Reebok’s Chinese mission

News

Reebok’s Chinese mission

China – The most recent ad in Reebok’s Be More Human campaign challenges stereotypes around age and fitness.
Reebok : The Flat Age Society : China
The beauty of age

News

The beauty of age

Global – Renaissance is a new print magazine that uses contemporary language to appeal to an older female demographic.
Renaissance : Magazine : The Flat Age Society
Preview: Telepresence Tech

News

Preview: Telepresence Tech

Global – Family living arrangements are diversifying and technology is now being used to unite rather than isolate.
Skype : Neo-kinship : Future Family
Generation grey

Big Ideas

Generation grey

Global – New research into average life expectancy shows significant increases by 2030.
The Flat Age Society : Life Expectancy : South Korea
Ageless in Argentina

News

Ageless in Argentina

Argentina – Cross-cultural agency La Comunidad has released a new tourism advertising campaign aimed at Baby Boomers.
Argentina : Tourism : The Flat Age Society
Age-old design

News

Age-old design

London – The Amazin Apartment installation envisages how the connected home of the future will cater for the growing ageing population.
The Flat Age Society : Design Museum : Jeremy Myerson
The new old

News

The new old

London – New Old at The Design Museum examines the potential for design to enhance later life.
The Design Museum : The Flat Age Society : The Optimised Self
Jonathan Sands: Elmwood

Viewpoints

Jonathan Sands: Elmwood

What role should brands play in a Dislocated World?
Elmwood : Jonathan Sands : The Dislocated World
The grace of God

News

The grace of God

US – A new campaign by Nike celebrates 86-year-old Sister Madonna Buder, a record-breaking triathlete and Catholic nun.
Nike : Wieden + Kennedy : The Flat Age Society
The Learning Economy

Macro Trends

The Learning Economy

Education has changed from an early-life to a life-long activity, but traditional institutions have failed to keep up with consumers. Bra...
Brand Educators : Lifelong Learning : Immortal Brand
Senior service

Big Ideas

Senior service

US – GoGoGrandparent enables older adults to use ride-hailing services such as Uber without the need for a smartphone.
GoGoGrandparent : The Flat Age Society : Ride-share Market
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