OH BOOMER
Where art thou?
SENIOR POTENTIAL
How older adults are shaping the future
SENIOR POTENTIAL
How older adults are shaping the future
SENIOR POTENTIAL
How older adults are shaping the future
The world is getting older, and it’s time we start paying attention. By 2050, the United Nations predicts a doubling of the number of people aged 60 or over to 2.1 billion people – a full 26% of the global population. This demographic shift presents a significant opportunity for businesses and marketers alike.
Our 2024 Generations report article, Oh Boomer: Where art thou?, explored marketing's obsession with younger people, warning that ignoring older adults means overlooking a significant consumer base with considerable spending power.
Building on this premise, our Ipsos Views paper, Golden Years, Golden Opportunities, suggests that the key to successfully engaging with this cohort starts with a better understanding of how older adults differ along dimensions that impact marketing and innovation. Our segmentation study reveals that older consumers have nuanced needs that may be missed if we simply look at them through a generational ‘Baby Boomer’ lens. For example, the ‘Simple Contentment’ segment consists of older adults who report being content with life and feel calm, financially secure, and want to keep life simple when it comes to possessions. While the ‘Strugglers’ segment comprises older adults who feel stressed, anxious about finances, and are interested in having greater access to mental health and wellbeing services.
By 2050, the United Nations predicts a doubling of the number of people aged 60 or over to 2.1 billion people – a full 26% of the global population."
What is old, anyway?
The very definition of 'old' is evolving, with the traditional view being challenged as people live longer, healthier, and more active lives. Our new Attitudes to Ageing study finds that 66 is the average age people consider someone to be 'old', although this perception varies widely across generations. Baby Boomers, for example, place old age at 72, while Gen Z considers 61 to be the threshold. The same study shows that the majority of people believe that 'no age is too old' to get married/enter a civil partnership (62%) or to start a degree course (54%).
This understanding reflects a wider societal shift away from the traditional linear life path, where age is no longer the sole determinant of one's life stage or aspirations.
But who is this new generation of older adults? And what can we learn by understanding more about their attitudes and behaviours?
Defining the perennial mindset
Amid shifting demographics, evolving work landscapes and rapid technological advancements, older generations are not slowing down; instead, they are embracing a life of purpose and demanding more from the world around them.
Here we highlight three key areas defining the perennial mindset and set out the opportunities they present for businesses:
1. Embrace of technology
Forget the stereotype of tech-averse seniors. Globally, a quiet revolution is under way as older adults are becoming increasingly tech-literate. According to our AI Monitor, over half (58%) of the older population report having a good understanding of AI.
And while it is tempting to think that it is the older people who are most wary of the impact of technology, our Ipsos Global Trends data tells us the reverse is true: 15% of those aged 55–74 strongly agree that "technological progress is destroying our lives", compared to 25% of 25-34 year olds.
Technology is increasingly empowering the oldest members of society to be more independent than ever before, enjoy more active lives and socialise with others. For example, the increasing demand for ‘ageing in place’ – the desire to live at home for as long as possible – is driving the development of new and emerging technologies tailored to the needs of older adults, as highlighted in What the Future: Ageing. Advancements such as smart home devices and health monitoring technologies are crucial in addressing the challenges posed by an ageing population and a shortage of human caregivers. AI functionalities are making technology more convenient and easier to use, with AI personal assistants like Siri, Alexa and Google Assistant playing a key role in empowering older people.
With the increasing number of older adults using technology, businesses have a real opportunity to adapt and offer services tailored to their needs. Our Ipsos Views POV, Why Accessible UX Matters, argues it is crucial that businesses prioritise digital accessibility, ensuring their websites and apps are inclusive and benefit everyone, regardless of age or ability. This means moving beyond existing assumptions about the target audience and designing online experiences that cater to a wider range of users.
Smart technology and AI functionalities take this one step further, offering opportunities for empowerment through technology that provides greater independence, peace of mind, connectivity and belonging, and making the ‘new’ feel familiar.
Technology is increasingly empowering the oldest members of society to live more connected and fulfilling lives."
2. Progressive attitudes
While it's often assumed that older generations hold more traditional views, our data suggests they can sometimes be more progressive on social issues than younger generations, highlighting their potential to drive positive social change and a more equitable society.
For example, many living in ageing societies are told that they may become more reliant on immigration over the coming decades. Yet our Ipsos Global Trends analysis suggest that older societies are less likely to agree that there are too many immigrants.
This progressive attitude is also evident in issues related to gender equality and transgender rights. Our International Women’s Day 2025 survey finds Baby Boomers are 12 percentage points less likely than Gen Z to agree that "when it comes to giving women equal rights with men, things have gone far enough in my country". Additionally, significantly fewer Baby Boomer men (12%) believe that staying home to care for children diminishes a man's masculinity, compared to Gen Z men (28%). Furthermore, our Pride 2024 survey found Baby Boomers to be the most supportive generation regarding protecting transgender people from discrimination.
This shift in perspective among older generations presents a unique opportunity for marketers. Our generational marketing analysis suggests that to connect with this complex demographic, it is essential for brands to look beyond stereotypes and understand their motivations, values, and beliefs in order to be able to tailor their strategies and messages accordingly.
Significantly fewer Baby Boomer men (12%) believe that staying home to care for children diminishes a man's masculinity, compared to Gen Z men (28%)."
3. Personal growth
Challenging existing narratives around ageing, our Ipsos Global Trends data indicates that older people are redefining traditional life stages and definitions of success. They are embracing personal growth and fulfilment in later life with a continuous focus on personal and professional development.
Tapping into the opportunity this creates, our Generations: Myths & Realities research highlighted examples of businesses employing an ‘ageless’ approach, such as Starbucks Korea setting up a senior barista training centre as part of its commitment to older workers and corporate social responsibility.
This drive for personal growth and fulfilment extends beyond professional pursuits into leisure activities and the exploration of new interests. Older people have a profound curiosity, a joy of mastery and a keen interest to try and experience new things. Despite this, there is a significant gap in the market for products and services that cater to these evolving desires. Our innovation research indicates that only 19% of consumers over 55 feel that new products are designed with their needs in mind. This gap represents an opportunity for businesses to innovate and create offerings that resonate with the interests and lifestyles of this demographic.
Interestingly, this desire for personal growth coincides with a firm belief in personal responsibility. Data from our Equalities Index 2024 reveals that older generations, particularly Baby Boomers, have a stronger belief that we live in a meritocracy than younger generations. While 49% of Baby Boomers hold this view, this falls to just 27% among Gen Z, highlighting a generational difference in perspectives on societal values.
Older people have a profound curiosity, a joy of mastery and a keen interest to try and experience new things."
In summary
The world is witnessing the rise of a new generation of older adults that extends beyond a simple generational label like 'Baby Boomer’.
Older individuals are moving away from the traditional model of education, work, and retirement. They are not defined by age but by a mindset that embraces technology, progressive values, and a pursuit of personal growth.
For businesses, understanding the unique values, desires, and aspirations of this cohort is no longer optional but essential for success in an ageing world.
Key takeaways
Don't call them 'Boomers'
Older adults represent a diverse group that extends beyond the Baby Boomer label. Avoid simplifying their identities and recognise the wide range of experiences, attitudes, and preferences within this demographic.
Look beyond stereotypes
Contrary to stereotypes, older adults can hold progressive views on social issues, even more so than younger generations. They are open to change and are often at the forefront of advocating for a more equitable society. Brands should consider how their messaging and values align with these attitudes.
Prioritise accessibility - and go beyond
Older adults are increasingly embracing technology. They use it to stay connected, maintain independence, and access information. Digital platforms and services must be accessible and tailored to the needs of all users, regardless of age and ability. Tech that can empower older people, enabling them to experience and enjoy new things, will be the most successful.
Appreciate the importance of lifelong learning
Older adults are highly motivated by personal growth and are actively seeking opportunities for personal and professional development. They are interested in new experiences, hobbies, and expanding their knowledge. Brands should tap into this desire for growth by offering products and services that cater to their evolving interests.
For more analysis on older adults, or to discuss these findings further, please contact IKC@ipsos.com
