...2015 study of the 50+ market that the Innovation Group conducted with Sonar™, J. Walter Thompson’s proprietary research unit. Kate Spade Spring 2016 campaign featuring 94 year-old Iris Apfel (far...

When Marie Stafford and her Planning Foresight group at JWT London started researching consumers in their 50s and 60s last year, most of the Boomers they talked to couldn’t have...

...held by people over 50. And the spending power of 50-, 60- and 70-year-olds is absolutely unrivaled, particularly in financial services, travel and leisure, health and wellness, pharmaceuticals and real...

Women in their 50s, 60s and 70s are defying expectations and upending the status quo, as noted in our latest trend report “Elastic Generation: The Female Edit.” Once considered an...

...divided 50/50. Then we asked, “How is caregiving divided between you and your spouse?” and only 30 percent of the fathers said it was divided 50/50. The others said, “My...

...in a Boomer’s head, old age is 30 years older than they are, wherever they are. So if they’re 60, it’s 90. If they’re 50, it’s 80. They’ve got old...

...members. Our new report zeroes in on the women of the Elastic Generation, who are ripping up the rule book when it comes to life past 50, and redefining how...

...changes. You have to adapt your style accordingly. If I am honest, that’s the dilemma I was having as a 50-year-old woman—I was looking for clothes that would suit how...

The Innovation Group MENA has produced Generation BOLD, a report that investigates the growing cohort of 50+ consumers in the Middle East and North Africa. Over-50s in this traditionally young...

...why this new study of contemporary 50+ Britons has been dubbed The Elastic Generation. You will know them as people in their fifties and sixties, but you might not recognize...