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As 2017 unfolds, consumers aged over 50, the most vocal and youngest of whom are part of a generation known for their outspoken views, the baby boomers, are living a changed ageing narrative with shifting perceptions and attitudes towards maturing. This sees articulate ‘ambassadors’ and organisational advocates ‘disrupting ageing’ via louder consumption demands, shifting work practices, mature style icons and novel ageing solutions.

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