It’s a subject laden with cliché. You’re as young as you feel, young at heart… Yet these sayings, however hackneyed, point to an aspiration that is becoming a reality. People are living longer and retiring later, or not at all. They don’t look, act or feel old. They are healthier. Today, people are coming to the realisation that the way we’ve aged since the mid-20th century needs to change.
LS:N Global first identified the Neo Boomers in 2010, a tribe in their 50s and 60s reflecting attitudes that used to be the preserve of a younger generation.
Having tracked this group and their growing spending power, in 2014 we saw another shift in mindset and behaviour, and a cult of youth starting to fade, replaced by a culture of agelessness.
Members of The Flat Age Society are technology-savvy, love luxury and want more from food than soft textures and vitamins. For this group, images of 20something models fronting advertising campaigns for anti-ageing products seem incongruous and will no longer do. In this world, where Flat-Agers are revving up rather than slowing down, the term ‘old’ is dead and gone.