Elastic Generation: The Female Edit

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