Generational study: in the heads of the over 50s

Solid groundwork that later informed primary research for a nutrition brand aimed at the over 50s, this was a piece of desk research that stimulated some “wow” moments from the client.

Initially taking global demographic data to segment the older generations, this research also included a swathe of cultural observations from trends sources.

Taken together, the sources revealed the story of one generation that defined the teenager and was determined to not be considered old, and another whose values were forged in the crucible of global conflict and were reluctant to rock the boat.

Disproportionate wealth, high incidence of STIs, challenging society’s values, the older generations and Boomers in particular have attitudes and needs which over-influence the services they receive from governments and brands.