In the future, ageless living will become the norm for all of us, as continuing advances in longevity make extended healthy lives a reality. The women of the Elastic Generation are at the vanguard of this change, which is creating possibilities for brands to better meet their needs and support their ambitions.
Elastic Generation: The Female Edit, the newest report from The Innovation Group, is a follow-up to our 2015 report, which turned the spotlight on a much misunderstood group of people in their 50s and 60s (otherwise known as baby boomers) that we believed merited greater attention from brands. Increased longevity and unprecedented financial influence combined with a refusal to grow old the way their parents had, made them “a force to be reckoned with.”