The end of Generation Rock
Welcome to the Rascal Report, a weekly roundup of insights, trends, and stories focused on the baby boom and Gen X generations. As experts in crafting creative that resonates with the 50+ market, we dive into the topics that matter to this influential demographic. Whether you're looking to stay informed about the latest shifts in this population’s behavior or seeking inspiration on how to connect with this audience in meaningful ways, the Rascal Report delivers fresh perspectives every week.
“It takes a long time to become young.”
– Pablo Picasso
The end of Generation Rock
The music of the baby boomers survived into the 21st century, with stars still performing in their eighties. Can it last? In the 2020s, it’s easy to feel at a precipice in the antique rocker story. Enough of the biggest names from a 1960s hit parade – including artists like Bob Dylan, Stevie Wonder and Joni Mitchell, as well as the two surviving Beatles – are active today in a way that feels unlikely to be the case in a decade’s time. They are sufficiently old, in their late seventies and early eighties, for this to feel striking. They are old in a way that is very new.
Brands miss out on booming boomers’ ‘big digital shift’
Brands are missing out on the world’s wealthiest generation by falling to wake up to Baby Boomers’ increasing use of digital media, embracing online versions of more traditional content, such as connected TV and online press. That is the stark warning from WARC Media’s latest Global Advertising Trends report, “Baby Boomers’ big digital shift”.
Government’s anti-ageism campaign falls flat across generations
Is it offensive to call someone over the age of 60 a “boomer”? That depends who you ask. And is it worth spending $400,000 to tell people not to use the term? It seems not. It might be correct, demographically, to call someone a boomer if they were born during the baby boom after World War II. But the rise of the social media insult “OK boomer” — used by young people to denigrate the opinions of older folk — has changed its meaning.
The world's sixth 'Blue Zone': Why Singapore values both quantity and quality of life
When it comes to longevity, few places in the world have seen such a drastic jump in life expectancy as the island city-state in Southeast Asia. Singapore was the first new region to be added to the Blue Zones in decades and stands apart from the other Blue Zones in part because the longevity of its people comes more from forward-thinking policies than long-established cultural traditions in other Blue Zone communities like Ikaria, Greece or Nicoya, Costa Rica.
Boomers are the richest generation ever but pretty stingy with their money
Baby Boomers between ages 60 and 78 control a massive $76 trillion in wealth. This makes them the wealthiest retiring generation in history but they aren't parting with their money as quickly as many predicted. Economists are wondering why these retirees are holding onto their fortunes instead of spending them like earlier generations did. Senior economics writer Colin Williams notes that the big mystery isn't why boomers are being thrifty but spending so little overall. This shift impacts everything from the housing market to how younger generations think about their financial future.
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