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The Elastic Generation

01 December, 2014 - Source: JWT

 There are over fifteen million people in Britain today who feel happier, wiser and more self-confident now than ever before. In their lives they have pioneered significant social, political and technological progress. Today they help drive almost half of the nation’s consumer spending, as part of Britain’s over-50s. Blessed with longer life expectancy, they demonstrate behaviour and attitudes markedly more youthful than their forebears, and they show no signs of flagging. Quite simply, they are a force to be reckoned with.

  • The Elastic Generation
    The Elastic Generation

Meet the Elastic Generation

You will know them as people in their fifties and sixties, but you might not recognise them. Stretching preconceived notions of what it means to age, they form a completely new consumer group – drawn from the all-encompassing and meaningless “Fifty-plus” demographic moniker.

Promising massive commercial potential, they are a marketer’s dream. Yet less than 5% of ad budgets worldwide focus on this incredibly important group, and 82% of them don’t recognize themselves in those ads that do.
The Elastic Generation is a comprehensive report for which J. Walter Thompson London has conducted quantitative surveys using SONAR™, J. Walter Thompson’s proprietary online tool. It surveyed 501 adults aged 50-69 (Elastics), 100 adults aged 18-34 (Millennials), and 100 adults aged 35-49 (Gen X) in August 2014. Research also includes two in-depth discussion groups/workshops with ten subjects in their fifties and ten subjects in their sixties, as well as expert interviews in sectors including finance, health & wellness, beauty, fashion, policy and more.

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