New trend report: Elastic Generation – The Female Edit

Three years on, we are revisiting the Elastic Generation, this time turning our focus on women. They are hitting their fifties, sixties and even seventies and realising they might have decades of life left. Elastic Generation women are living according to how they feel rather than how they ought, whether that means divorcing or dating, travelling or starting a business. As decision-makers, entrepreneurs, caregivers and creators, Elastic Generation women continue to push the boundaries and upend the status quo. Ever the generation of rebels, they are reinventing life past fifty, as they forge the path others will follow.

This new report, based on original primary research, aims to uncover these rich new seams of opportunity by shining a light on this complex and diverse group. We have identified a number of trends which reflect the multifaceted nature of Elastic Generation women. While every woman is an individual, these are helpful themes and territories to start building understanding. And they point to enormous potential for innovation by brands that welcome and engage women in this group. From fashion to finance, from healthcare to leisure, brands in a multitude of categories have much to gain by thinking Elastic.