Today, The Elastic Generation are confounding expectations of what it means to be older. Blessed with longer life expectancy, they are demonstrating behaviors and attitudes that are markedly more youthful than generations before them. Rejecting a traditional linear path through life, they are revisiting life stages at will: dating, studying, flat-sharing, launching businesses and more.

J. Walter Thompson would like you to meet these new consumers. They are smashing outmoded notions of how one should live past 50 and 60. The trajectory of their lives is now sinuous, looping, filled with energy, and stretching beyond imagination. It’s elastic.

Meet the Elastic Generation.