Women over 50 were invisible in popular culture, now they're not
Understanding what motivates and inspires Boomers and Gen X
“There is a fountain of youth: It is your mind, your talents, the creativity you bring to your life and the lives of people you love. When you learn to tap this source, you will truly have defeated age.”
– Sophia Loren
Women over 50 were invisible in popular culture, now they're not
The cross-generational appeal of age inclusivity is helping brands grow. Nicola Davies, head of strategy at Exposure, brings some facts to back it. Finally, women aged over 50 - once largely invisible and overlooked in popular culture - are part of the cultural zeitgeist. Jennifer Coolidge, 62, has emerged as not only a gay icon but also as Discover’s new spokesperson. Kylie’s ‘Padam Padam’ became the unexpected anthem of Pride. Vogue even recreated its iconic cover of 30 years ago with the original supermodels who are now over 50. At long last, they’re getting the recognition they deserve – not just from the generations they represent.
Marketing to baby boomers: what mature consumers want in 2024
Mature consumers are a key demographic for many brands: they have accumulated wealth and are spending it faster than any other age group in America. The future is bright for boomer branding, but marketers need to look past traditional, one-dimensional caricatures of older consumers. There is no one-size-fits-all approach to a generation that includes Richard Branson, Bill Gates, and Ozzy Osbourne. While fundamental values still play a significant role in how boomers relate to brands, this increasingly curious and tech-savvy generation is now open to more creative, innovative, and even disruptive, marketing campaigns. Brands have a chance to engage and corner this market by being brave and taking chances with modern marketing tools.
We’re not asking the most important questions about age
As a historian who studies aging in America, I see this presidential contest as an opportunity for us to change the national conversation on aging. Right now, the mainstream discussion has focused on the capacities of two individuals, presuming throughout that old age is a problem and that the natural signs of aging are deplorable weaknesses. The problem is not that such a conversation is ageist — although it often is — but that it threatens to once again become the only one we have about aging in this election cycle. It stands in the way of the conversation that matters more: How can we ensure that older Americans, many of whom are vulnerable and precarious, are able to live healthier, happier and more dignified lives?
Getting on: An aging population Is transforming Vermont’s schools, workplaces and communities
Vermont is aging rapidly. Its median age has jumped from 37 to 43 in just two decades, making it the third-oldest state, behind only Maine and then New Hampshire. The number of Vermonters 65 and older has nearly doubled over that same period. They now outnumber children and, by 2030, will comprise close to 25 percent of the population. These demographic shifts, while long fodder for political speeches, have never captured the public's attention, their implications vague and seemingly distant amid more immediate crises. But the effects of aging on this small state have become impossible to ignore — and will only become more consequential in coming decade
Baby boomers aren’t going to crash the housing market—they’re powering it
Throughout their lives, baby boomers have disrupted the housing market. When they were younger and moving into their first apartments, there was a massive apartment-building boom; when they began buying homes, the for-sale market tailored to their needs. The sheer size of their generation meant the housing market had to alter itself to meet the demands of baby boomers, and that’s been the story for several decades. But there has been some anxiety about whether baby boomers are going to crash the housing market as they age and eventually pass away. The phenomenon, dubbed a “silver tsunami,” refers to a supposed massive number of homes flooding onto the market, freed up by baby boomers.
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