Women in their 50s, 60s and early 70s are active, engaged and involved. Pillars of family, community and society, nothing they do is motivated by their age. It’s time for brands to take age out of the equation.

We need to ditch the tired stereotypes. These women are living according to how they feel rather than how they ought, pushing the boundaries of expectation and upending the status quo. Ever the generation of rebels, they are reinventing life past fifty, as they forge the path others will follow.

Our macro trend report covered the period May 2017 to December 2017 and comprised several methodologies including:

  • A survey of 248 UK women aged 53-72 conducted using SONAR™, J. Walter Thompson’s proprietary online tool. We also surveyed 276 UK men for comparison.
  • UK data from the JWT Women’s Index Study, a global quantitative survey speaking to a nationally representative sample of women aged 17-70 years.
  • A week-long online community of 24 UK-based respondents that answered questions about their own behaviors, attitudes, and lifestyles.
  • In-depth interviews with experts and influencers across sectors including beauty, fashion, wellness, and art.
  • And more

Reports archive

109 page PDF
COVER
COVER

The New Sustainability: Regeneration

21-page report
The Future of Loyalty
The Future of Loyalty

The Future of Loyalty

84-page report
China Outbound Cover
China Outbound Cover

China Outbound

60-page report
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JWT_The_Future_Of_Money cover

The Future of Money

31-page report
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JWT_Amazon Everything_COVER

Amazon everything

50-page report
JWT_High Times_COVER
JWT_High Times_COVER

High Times

2017

200-page PDF
Future 100 Cover
Future 100 Cover

The Future 100: 2018

213-page report
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JWTI_IG_MENA_Future_100_2018_COVER

The Future 100 MENA: 2018

184 page PDF
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JWT_New_Adulthood_Cover_2

The New Adulthood

19-page PDF
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Brand America trend report cover from the Innovation Group, J. Walter Thompson Intelligence with Budweiser cans patriotic packaging

Brand America

68-page PDF
The New Muslimah: Southeast Asia Focus, Exploring the Changing Face of Young Muslim Women in Southeast Asia's Dynamic, Connected Economy
The New Muslimah: Southeast Asia Focus, Exploring the Changing Face of Young Muslim Women in Southeast Asia's Dynamic, Connected Economy

The new Muslimah: Southeast Asia focus

137-page PDF
Transcendent Retail Trend Report, J. Walter Thompson Intelligence and Women's Wear Daily
Transcendent Retail Trend Report, J. Walter Thompson Intelligence and Women's Wear Daily

Transcendent Retail

26-page PDF
Gender Bias in Advertising
Gender Bias in Advertising

Gender Bias in Advertising

58 page PDF
SpeakEasyCover
SpeakEasyCover

Speak Easy: Global Edition

55-page PDF
Food and Drink 2017_Cover
Food and Drink 2017_Cover

Food + Drink

105-page PDF
JWT_WellEconomy_Cover
JWT_WellEconomy_Cover

The Well Economy

27-page PDF
Futures-Voice_v3_JC_SPREADS
Futures-Voice_v3_JC_SPREADS

Speak Easy

2016

148-page PDF
jwt_f100_2017_cover
jwt_f100_2017_cover

The Future 100

JWTI_IG_MENA_Future_100_MENA_2017_v1_current
JWTI_IG_MENA_Future_100_MENA_2017_v1_current

The Future 100 MENA: 2017

14-page PDF
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screen-shot-2016-11-03-at-3-33-20-pm

The Political Advertising Hangover Effect

54-page PDF
political-consumer_cover
political-consumer_cover

The Political Consumer

200-page PDF
cover
cover

Women, Next

116-page PDF
web_160921_jwt-glass-reprints_0044-back-cover
web_160921_jwt-glass-reprints_0044-back-cover

Glass

136-page PDF
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Frontierless-Retail-300x200

Frontier(less) Retail

113-page PDF
The Innovation Group Control Shift Report
The Innovation Group Control Shift Report

Control Shift

34-page PDF
Unreality_Cover
Unreality_Cover

Unreality

78-page PDF
Cuba report cover
Cuba report cover

The Promise of Cuba

33-page PDF
WEB_Sonar-Transgender-Study-Cover
WEB_Sonar-Transgender-Study-Cover

Understanding Transgender Inclusivity in Advertising

84-page PDF
Gen BOLD_Cover
Gen BOLD_Cover

Generation BOLD

2015

141 Page PDF
Future 100_FINAL_COVER HR
Future 100_FINAL_COVER HR

The Future 100 – 2016

JWTI_IG_MENA_Future_100_MENA_2016_v1_current
JWTI_IG_MENA_Future_100_MENA_2016_v1_current

The Future 100 MENA: 2016

58 Page PDF
Gen_Z_Executive_Report_Brazil
Gen_Z_Executive_Report_Brazil

Generation Z – Brazil

79 Page PDF
NewNatural_COVER
NewNatural_COVER

New Natural

93 Page PDF
Cover page
Cover page

Food + Drink

27 Page PDF
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Cannes Lions Cover

Cannes Lions 2015

79 Page PDF
Generation Z
Generation Z

Generation Z

28 Page PDF
SXSW-report-cover
SXSW-report-cover

SXSW Interactive 2015

137 Page PDF
The Elastic Generation
The Elastic Generation

The Elastic Generation

202 Page PDF
10YearsOf10TrendsCover
10YearsOf10TrendsCover

10 Years of 10 Trends

2014

110 Page PDF
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F_JWT_Future100

The Future 100 – 2015

62 Page PDF
The Future of Payments and Currency
The Future of Payments and Currency

The Future of Payments & Currency

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