Ready for the next big thing in aging?
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.
“To me, growing old is great. It’s the very best thing – considering the alternative.”
– Michael Caine
Ready for the next big thing in aging?
Senior living providers preparing for a “silver wave” of potential residents have had their sights set on the baby boom generation for quite some time. But now it’s about Generation Jones, those born between 1954 to 1965, putting members at age 58 to 70. They are not a generation that is going to be looking for shuffleboard and bingo as their activities. Rather, they will want to view a senior living community as a “place where you can learn and grow,” with “much more in the way of offerings or programming,” such as painting and history classes. They are “fiercely independent.”
10 book themes that resonate with baby boomers
As baby boomers continue to influence modern culture, literature reflects their unique experiences and values. Many readers from this generation find themselves drawn to stories that resonate with their journeys, reflecting the complexities of aging, nostalgia and social change. Whether reminiscing about the past or contemplating the future, these ten book themes serve as powerful connectors.
Boomers likely to foot the bill for their kids' vacations in 2025
Booking.com has broken out its crystal ball to share its travel predictions for the year to come. And according to the travel platform, it's going to be a great year for the children of boomers. As baby boomers hit ‘peak 65’ this year, what the retirement age should be is up for debate One of the biggest trends Booking.com identified for 2025 is boomers looking to take their younger relatives out for big vacations. As the report noted, older relatives are looking to "splash the cash among their families, helping the younger generations through the cost of living crisis by paying for their next vacation."
Baby boomers living longer but are in worse health than previous generations
Obesity, type 2 diabetes, cancer, heart disease and other diseases all affecting people at younger ages. Baby boomers and people in their 50s are living longer but are in worse health than previous generations were at the same age, despite advances in medicine and greater awareness of healthy lifestyles, a global study shows. Researchers found people in their 50s, 60s and 70s were more likely to have serious health problems than people who were born before or during the second world war when they reached that age.
The most popular careers with each generation
In the evolving landscape of the workforce, each generation has its unique preferences and trends when it comes to career choices. From Baby Boomers to Millennials and now Gen Z, the priorities, values and technological advancements have significantly influenced the popular career paths of each era. This article explores the most popular careers within these distinct generations.
Creative that inspires everyone who has lived for revolutions.