Ageing as a Changing Narrative: A Top Consumer Trend for 2017

As 2017 unfolds, consumers aged over 50, the most vocal and youngest of whom are part of a generation known for their outspoken views, the baby boomers, are living a changed ageing narrative. This sees articulate ‘ambassadors’ and organisational advocates ‘disrupting ageing’ via louder consumption demands, shifting work practices, mature style icons and novel ageing solutions.