Forget what you know about boomers: the group we love to mock is having its moment in the sun. Just last month, president-elect Joe Biden, 78*, and his 56-year-old running mate Kamala Harris were made Time magazine’s Person of the Year.
Elsewhere a new study found that boomers are Britain’s greenest generation, while a cohort of style influencers in their 60s or above, such as Japanese retirees Tsuyoshi and Tomi Seki, are giving “true gen” Z a run for their fashion money on Instagram.
There are more than 14 million boomers – those born in the post-World War Two baby boom – in the UK. A new whitepaper we published with Norstat shows that this group has formidable spending power (up to 17 times more than millennials) and a thirst for enlarging life experiences.