ELASTIC GENERATION THE FEMALE EDIT CONTENTS THE ELASTIC WOMAN - 04 THE NEW POWER CONSUMER - 06 SINGLE LADIES - 11 AUDACIOUS STYLE - 16 ANTI ANTI-AGEING - 23 AGELESS RETAIL - 28 TACKLING WELLNESS TABOOS - 33 THESE WOMEN CAN - 38 WILD AT HEART - 44 TIMELESS CREATIVITY - 48 RETURNERS & ENCOREPRENEURS - 53 THE NEW URBANITES - 59 BOOMING TECH - 64 PURPOSEFUL LIVING - 69 A BETTER CONVERSATION - 73 METHODOLOGY - 78 ACKNOWLEDGEMENTS - 79
ELASTIC GENERATION THE FEMALE EDIT 02 Dee O’Dell, photographed by Anne Marie Sterian Marie Anne by photographed O’Dell, Dee
ELASTIC GENERATION THE FEMALE EDIT 03 INTRODUCTION THE ELASTIC WOMAN In 2015, we published our report The Elastic Generation. Accepted wisdom gives a very different picture of their upend the status quo. Ever the generation of rebels, they It turned the spotlight on a much misunderstood group lives, one that assumes infirmity and incompetence. are reinventing life past fifty, as they forge the path others of British people in their 50s and 60s that we believed George Lee, co-founder of the organisation The Age of will follow. merited greater attention from brands. Increased longevity No Retirement, describes a “narrative of decline” that and unprecedented financial clout combined with a refusal dogs those over fifty, characterised by “isolation, poverty, In the future, ageless living will become the norm for all of us, to grow old the way their parents had, made them “a force dementia and technological illiteracy.” as continuing advances in longevity make extended healthy to be reckoned with.” lives a reality. The women of the Elastic Generation are at When it comes to communications, brands are missing the vanguard of this change, which is creating possibilities Better known as the Baby Boomers, we chose to give them the mark. Back in 2015, our panel told us that it seemed for brands to better meet their needs and support their a new name, to capture an innate resilience, strength and all brands want to talk to them about is the end of life and ambitions. potential: hence ‘elastic’. Not that many in this group would physical decline: stairlifts, funeral plans and hearing aids. thank us for another label. Highly individual, strong-minded Their feelings today have not changed. The two words This new report, based on original primary research, aims to and sick of being stereotyped, they would argue that they women choose to describe advertising aimed at them? uncover these rich new seams of opportunity by shining a defy definition. ‘Patronising’ and ‘stereotyped’. As a result, 72% say they light on this complex and diverse group. We have identified pay no heed to advertising. Nine out of ten say they would a number of trends which reflect the multi-faceted nature Three years on, we are revisiting the Elastic Generation, this just like to be treated as a person, not a stereotype. of Elastic Generation women. While every woman is an time turning our focus on the UK’s women. Among what is individual, these are helpful themes and territories to still an emerging group, they are setting the precedent. Our collective understanding of what later life looks like start building understanding. And they point to enormous remains woefully outdated. Age no longer dictates the potential for innovation by brands that welcome and What did we find? Almost two-thirds of our female panel way we live. Physical capacity, financial circumstances and engage women in this group. From fashion to finance, from say they are enjoying life more than ever nowadays. These mindset arguably have far greater influence. And there’s no healthcare to leisure, brands in a multitude of categories women are defined by their confidence and authenticity: fixed pattern for how any of us grows older. have much to gain by thinking Elastic. eight out of ten say they care less now what others think of them than they did in their younger years, while 68% Elastic Generation women are hitting their fifties, sixties say they are more outspoken than they used to be. As our and even seventies and realising they might have decades trends will reveal, they are active, engaged and involved: of life left. They are living according to how they feel, pillars of family, community and society. They’re packing rather than how they ought, whether that means divorcing life to the full, not slowing down or withdrawing. So it’s a or dating, travelling or starting a business. As decision- Marie Stafford bitter irony that more than half of the women we polled makers, entrepreneurs, caregivers and creators, Elastic European Director, The Innovation Group should also feel that their age now makes them invisible Generation women continue to push the boundaries and J. Walter Thompson to society.
ELASTIC GENERATION THE FEMALE EDIT 04 Alex Rotas, photographer and author
“LIFE BEGINS AT ANY AGE YOU DECIDE LIFE BEGINS.” Alex Rotas
ELASTIC GENERATION THE FEMALE EDIT 05 Fitbit
THE NEW POWER CONSUMER
ELASTIC GENERATION THE FEMALE EDIT 06 Alex Bruni for JD Williams, photographed by Wendy Carrig Carrig Wendy by photographed Williams, JD for Bruni Alex
THE NEW POWER CONSUMER
Make some room millennials, the new power consumer in Britain today is female and over 50. The over 50s outspent their younger counterparts for the first time in 2015, yet 67% of our panel told us they think advertisers only care about young people. Brands are missing out on a golden opportunity.
Hitachi Capital UK and CEBR research than other age groups, and 66% more have revealed that the over 50s now than millennials.3 account for more than half of consumer spending in the UK, shelling out £376 Yet companies continue to put all billion on discretionary items in 2015 their eggs in just one basket. Data and accounting for more than 6% of from Goldman Sachs suggests that GDP.1 Compared to the under 50s, the 63% of businesses focus on targeting 4 report says, spending among the older millennials, despite evidence of a age group has grown three times faster “rebalancing of the economy…towards over the past decade, driven in part the silver pound,” as Hitachi/CEBR’s by greater life expectancy and labour report puts it. While millennials are 53% ENJOY market participation. clearly a crucial focus for brands too, the growth opportunity is with the over SPLASHING OUT The latest official government figures 50s. There’s an open goal being missed on consumer spending bear out the here. ON THINGS FOR research, revealing that the group aged 50-64 are the top spenders in a host of This is particularly the case when it THEMSELVES categories: from food to clothing; from comes to women. UK data from JWT’s household goods and services to new 2016 Women’s Index study suggests cars; from hotels abroad to eating out.2 that women over 50 control most This is a growing trend. A recent report of the purchase decisions in their by Coniq for Property Week based on households (78%) and in more than three years of data found that the over half of cases (55%), they are the main 5 50s spend 42% more on retail goods breadwinner too.
ELASTIC GENERATION THE FEMALE EDIT 07 Melodie Holliday, by Jay Lee 2016 © ShadesofNoir 2016 © Lee Jay by Holliday, Melodie
Over half of our panelists were happy them, which translates into spending to admit that they enjoy splashing out of both time and money. Research on things for themselves these days. from SAGA has found that on average, But their spending is not dedicated grandparents give more than £9,000 exclusively to their own needs, boosting to each grandchild to cover deposits their influence as consumers. Older on property, education, holidays and women play a pivotal role at the heart more.7 Making them happy is key of the modern family, something that too. Skip-gen travel is an emerging is rarely acknowledged. Frequently trend that describes holidays where stereotyped as the carefree empty grandparents take the grandkids away, nester, in fact many women in the leaving Mum and Dad behind. Elastic age group are still supporting others: a fifth still have children at home Despite assuming the role of the while a quarter worry about caring for financial provider, this group is not elderly parents. The support extends spendthrift. In fact, Elastic women to grandchildren too. According to the are shrewd shoppers, who love getting charity Grandparentsplus, more than a bargain and are prepared to put one million working women rely on the legwork in to get one: 72% look grandparents for childcare.6 online regularly to compare prices and find deals. And according to Family is acutely important to these JWT’s Frontier(less) Retail report 81% women – eight out of ten say the older won’t make a shopping move without they get, the more family means to checking Amazon first.8
“I WOULD SAY I AM A SAVVY SHOPPER. I LIKE TO THINK I HAVE DONE MY HOMEWORK, ESPECIALLY WITH BIG DECISIONS... I WILL PAY FULL PRICE IF IT’S SOMETHING I REALLY LIKE AND WANT BUT OFTEN I WILL WAIT FOR A REDUCTION IN PRICE.” JWT Online Community
ELASTIC GENERATION THE FEMALE EDIT 08 Nora Harper, photographed by Annie Lai Annie by photographed Harper, Nora
ELASTIC GENERATION THE FEMALE EDIT 09 WHAT IT MEANS: 01. The Elastic woman is a crucially important consumer: is she in your brand’s blind spot? 02. Her family is more important than ever – play up her role at the heart of the family, not the empty nest. 03. Remember, she’s a savvy spender, happy hunting down a bargain, and she likes nothing better than to snag a great deal.
ELASTIC GENERATION THE FEMALE EDIT 10 Spring/Summer 2017 Lingerie Portrait Series Featuring Mercy Brewer, photographed by Harry Were / Courtesy of Lonely of / Courtesy Were Harry by photographed Brewer, Mercy Featuring Series Portrait Lingerie 2017 Spring/Summer
SINGLE LADIES
ELASTIC GENERATION THE FEMALE EDIT 11 SINGLE LADIES
A new tribe of single women are reveling in their independence and freedom, living on their own terms and answering to no one.
Whether they are swiping right on number of women in their fifties who dating apps or simply enjoying their have never married, up 150% between own company, single Elastics are 2002 and 2015. thriving. In our research, we found that 28% of Elastic women are single, While their numbers are growing, single divorced or separated (not including women of all ages are stigmatized and those widowed) and often in no hurry to depicted as lonely Miss Havishams. Yet take a jaunt back down the aisle. JWT’s far from feeling bitter, many women Women’s Index finds more women over are finding advantages in having no 50 believe that “love isn’t the be all one to answer to but themselves, end all” than any other age group.9 As pursuing their own interests and feeling presenter and journalist Lowri Turner empowered by their independence. wrote recently in The Telegraph, “Being Professor Bella de Paulo of the single in my fifties feels like I’ve finally University of California has spent 10 got myself back.” two decades studying singledom and This year, the Office for National concludes that it has many benefits Statistics reported that the number of for women, telling Refinery29, “Single single people in their 50s has doubled women find being alone is a wonderful in 15 years.11 The rise in singles is time for restoration, creativity and particularly apparent among women, personal growth. And there are so driven in part by a growing divorce rate. many more opportunities to create “I’VE ALWAYS BEEN INDEPENDENT, the life you want, such as traveling, For women over 55, the divorce rate AND MORE SO SINCE I GOT DIVORCED” saw double digit growth from 2015 to following your passions and doing 12 2016. There’s also been a rise in the meaningful work.” JWT Online Community
ELASTIC GENERATION THE FEMALE EDIT 12 Harry Were / Courtesy of Lonely of / Courtesy Were Harry
Brands have a growing opportunity to create find a partner or just enjoy the flirtation. According services and solutions for this independent mature to research from CEBR, 1 in 4 Britons over 50 is woman, not least in travel. According to JWT dating.14 Stitch is one of the companies helping research, 10% of Elastic women regularly travel older singles to connect. The “companion finding” alone. This trend is fueling a wave of demand yet app and website aims to connect older adults who many companies still slap solo travelers with the are geographically close for friendship or romance. additional single supplement charge. Solitair, a holiday operator bucking the trend by catering to With all this dating going on, there’s an accompanying singles without these dreaded supplements, has boost to the economy, in expenditure on clothing, reported record sales this beauty services and cosmetics, year, with passenger numbers not to mention the wining and up 43% compared to the “AT 51 YEARS OLD AND dining. CEBR’s research also 13 same period in 2016. Equally SINGLE, I AM NOW PART found that older daters spend buoyant is the Free Bird club, more than their younger a web-based travel platform OF A GROWING GROUP counterparts, averaging £58 for Elastics, which connects SURFING A ZEITGEISTIAN per date. boomers with like-minded WAVE OF 50-PLUS people of the same age with FREEDOM. AND, IN Naturally our Elastic singles spare rooms, making it easier want to feel empowered and for women to travel with MY EXPERIENCE, THIS alluring on their dates, yet confidence. Hosts and guests IS THE BEST AGE YET few lingerie brands have gone are encouraged to interact in FOR FLYING SOLO.” out of their way to engage order to build new friendships. the older woman or create Lowri Turner, TV presenter, attractive styles for her. “We want to disrupt ageing, journalist, nutritional therapist New Zealand-based Lonely 15 making it a much more vibrant and hypnotherapist Lingerie stood out by casting part of life,” founder Peter Mercy Brewer, a model in her Mangan, told us, adding, late fifties, in their beautifully- “The Freebird Club is about building enriching shot Autumn/Winter 2017 campaign, while Calvin connections between older adults in a way that is Klein tapped the 73-year-old Lauren Hutton for an fun and empowering.” all-ages campaign shot by Sofia Coppola.
A wave of dating sites and platforms are also For many older women, singledom is empowering helping to build better connections. While many and liberating. This is a positive platform on which remain happily single, other women are dipping brands can both engage and support them. their toes back in the dating waters, whether it’s to
ELASTIC GENERATION THE FEMALE EDIT 13 Harry Were / Courtesy of Lonely of / Courtesy Were Harry
ELASTIC GENERATION THE FEMALE EDIT 14 WHAT IT MEANS: 01. Don’t assume Elastic women are married or wish they were – many are loving the freedom that the single life offers. 02. To reach Elastic singles, tap into their mood of empowerment and independence. 03. Create products and services tailored to the needs of ‘one’ and ensure singles are not restricted or penalized in their choices.
ELASTIC GENERATION THE FEMALE EDIT 15 MANGO campaign 2017 “A story of uniqueness” of “A 2017 story campaign MANGO
AUDACIOUS STYLE
ELASTIC GENERATION THE FEMALE EDIT 16 Model: Kelly Brennan Model:
AUDACIOUS STYLE Photographer: UK Silvia Draz Management Robinson Model Mrs Agency:
The fashion business is slowly waking up to the potency of older women, but Elastic influencers are already one step ahead, taking matters of style into their own hands.
At the Versace Spring/Summer 2018 discrimination, led by retailer JD show in Milan, there were some surprise Williams for their #GrowupLFW guests. The “original supermodels,” initiative. Five models, all aged over Naomi, Christy, Cindy, Helena and 45, carried placards with slogans like Claudia, all in their late forties and early “Fashion has no age limit.” The brand, fifties, triumphantly closed the show which has long championed the mature and stole the runway.16 woman, is tapping a raw nerve: 69% of Elastic women think the fashion Yet while fashion has started to industry ignores people their age. acknowledge the spending power of older women by giving the nod to more This is not just a question of visibility, mature faces in shows and campaigns it’s about better provision too. Bodies (see Maye Musk for Concept Korea, change as women age, particularly when Yasmin Le Bon for Armani, Yazemeenah they go through menopause. Some Rossi for Land of Women’s lingerie retailers seem to take this as their cue campaign), they are still grossly to bring out a sea of ill-fitting neutrals underrepresented in proportion to their but 82% of Elastic women think that spending power. Despite households the clothes that are aimed at them are headed by people in the 50-64 age way too old-fashioned. Similar numbers group spending the most on women’s (86%) believe that style should not be clothing in 2016, women upwards of defined by age. OK, so maybe they forty are largely invisible in fashion.17 don’t want to dress like they did in their twenties, but Elastic women still want This year’s London Fashion Week to dress with style and feel good. saw the staging of a protest at age
ELASTIC GENERATION THE FEMALE EDIT 17 Nayna McIntosh, Founder & CEO Hope of Founder McIntosh, Nayna
The void has prompted a wave of Elastic Mikella Lowe braved the tough world influencers to take matters into their of publishing to create a new magazine own hands, styling their own fashion that addresses women in their forties blogs, social feeds and content that and upwards. Renaissance, now on its better reflects the values and tastes of third issue, bids to shift the downbeat this generation. cultural narrative that dogs mid-life:
64-year-old American professor “We fear the future, we hide the years Lyn Slater created her fashion blog and we fight our wrinkles,” says editor Accidental Icon after struggling herself and creative director Mikella, “I wanted to find anything relatable. For journalist a platform to show that this time in and author Alyson Walsh it was a similar life […] holds opportunities for growth, story. She started her blog, That’s Not discovery and the freedom to live the My Age after noticing a dearth of digital way we choose.”19 content that could inspire women (and men) of all ages. Likewise, Ceri Wheeldon created her website Fab After Fifty to combat what she saw as “WHEN YOU HAVE a stereotyped portrayal of women her IMAGERY WITH REAL age. WOMEN, QUITE OFTEN Communities of women are coalescing THE FASHION PRESS around influencers that instinctively ARE NOT INTERESTED understand them. And these role models are growing both in number IN THAT BECAUSE and in influence. Slater’s unique sense THAT’S NOT REALLY of style and authenticity was tapped by WHAT THEY SEE AS Spanish retailer Mango in their 2017 campaign “A Story of Uniqueness.” FASHION. AND YET MY Meanwhile Uniqlo chose to launch CUSTOMERS LOVE IT.” their Spring 2017 Inès de La Fressange collection on the “mid-life chic” blog Nayna McIntosh, Founder and created by ex-Selfridges magazine CEO of Hope Fashion editor Nikki Garnett.18
ELASTIC GENERATION THE FEMALE EDIT 18 Renaissance magazine, covers for issue 02. Photography (from left to right) by Amanda De Simone, Christine Kreiselmaier and Janne Rugland Janne and Kreiselmaier Christine Simone, De Amanda by right) to left (from Photography 02. issue for covers magazine, Renaissance
ELASTIC GENERATION THE FEMALE EDIT 19 Model: Model: Lee Frölich Lee
Model Germany Modelwerk, Agency: “I FIND THAT I HAVE TO SHOP AROUND MORE NOW THAN EVER BEFORE, NOTHING TO DO WITH TRYING TO FIND THE RIGHT SIZE, BUT MORE TO DO WITH THE FIT. I CAN TRY MY SAME SIZE IN VARIOUS STORES BUT THEY SEEM TO DIFFER IN HOW THEY FIT AND MAKE ME LOOK. I DON’T FIND IT EASY.”
JWT Online Community Photographer: Renaissance makes a point of highlighting and stylish clothes to make women feel brands that create flattering yet fashion- beautifully confident. She told us, “I forward designs for the 90% of Elastic genuinely believe that if a woman is dressing Janna Tode Janna women who refuse to start dressing in beige for her body shape she will feel comfortable just because they are over 50. Its first two and with that comes confidence and when issues featured looks from COS, Vivienne we feel confident we behave differently.” Westwood, & Other Stories and Lonely. Even for a life-long fashion insider, Winser London aims to fill the gap for adapting her style in mid-life was not easy. luxurious, flattering and stylish clothing “I really struggled to adapt my sense of for women of all ages. Founder Kim style with this changing body shape I was Winser (formerly of M&S, Pringle and going through and I just found it harder Aquascutum) wanted to create a brand to put things together and style outfits,” that made women feel good: “Helping in says McIntosh, who has held senior roles any way to make a woman feel as good as at M&S, Nest, ASDA and Per Una. This she can, just from the clothes, then I’ve empathy for what a generation of women done a job. For me, I love giving a little bit was going through spurred the launch of of confidence.”20 Hope in 2015.
Nayna McIntosh, founder of Hope Fashion, Hope defies industry norms by using argues that feeling good in what you wear real women of all ages as models, which has a positive psychological impact. Her McIntosh says resonates with customers, brand, named after her mother, aims to who find it more relatable: “If I put a shot embrace women of all shapes, sizes and out that’s my mum wearing an outfit or one ages, in particular women over 50 who of the girls in the office, people love that.” have become invisible to the high street, Perhaps it’s time the rest of the industry by offering a range of elegant, wearable got real?
ELASTIC GENERATION THE FEMALE EDIT 20 MANGO campaign 2017 “A story of uniqueness” of “A 2017 story campaign MANGO
86% BELIEVE STYLE IS NOT DEFINED BY AGE
ELASTIC GENERATION THE FEMALE EDIT 21 WHAT IT MEANS: 01. Style is ageless, so shift the narrative that focuses on youth. Celebrate the self-knowledge that comes with age. 02. Create clothes that lift Elastic women’s confidence. Ditch the beige and don’t try to make her invisible. 03. Get real, understand how older bodies are different and create designs that flatter them.
ELASTIC GENERATION THE FEMALE EDIT 22 White Hot Hair
ANTI ANTI-AGEING
ELASTIC GENERATION THE FEMALE EDIT 23 Rodin olio lusso, photography by Marcus Cooper Marcus by photography lusso, olio Rodin
ANTI ANTI-AGEING
For decades, the beauty industry has told women to fight the signs of ageing. Now the tide is turning as women insist on the right to celebrate beauty at any age.
Beauty brands have begun to acknowledge is the ultimate attribute of beauty. Even in their older customer base, with NARS their twenties and thirties, faces become signing Charlotte Rampling and Tilda problematic, presenting issues to be Swinton as ambassadors, while Boots No 7 corrected and solved. Yet a majority of featured ballerina Alessandra Ferri in a Elastic women who use beauty products recent campaign. L’Oréal boasts Helen (68%), reject this aspiration saying they Mirren, Susan Sarandon and Julianne just want to feel and look their best, rather Moore on its roster and Lancôme even than look younger. They are cynical about re-hired Isabella Rossellini in 2016, having products which claim to be able to restore dropped her twenty years earlier. All sound youth too. “You can’t claw back what has decisions when women spend an estimated already happened,” one woman from our £43,000 on beauty and toiletries between panel insisted. Instead, they told us, they the ages of 50 and 70 according to beauty aspire to look healthy and radiant. website Escentual, which also finds that women over 45 now account for 58% of Tricia Cusden created her beauty brand, their market.21 Look Fabulous Forever, after becoming frustrated with the industry. She felt “that At the same time, the industry stands the beauty industry wasn’t interested in me accused of undermining women. The anti- unless they were selling me anti-ageing ageing rhetoric of the beauty industry has which I thought was quite insulting.” She long dealt in metaphors of the battlefield. is one of several Elastic women who have Brands talk of ‘fighting’ age and the ‘war created beauty products to suit their own on wrinkles.’ Women are encouraged to tastes, like Linda Rodin, creator of the resist the signs of ageing in a fight that Rodin brand, and Cindy Joseph of US- must be won at all costs. Throughout their based Boom Cosmetics. lives, women are taught that youthfulness
ELASTIC GENERATION THE FEMALE EDIT 24 Tricia Cusden, founder of Look Fabulous Forever Fabulous Look of founder Cusden, Tricia
Cusden is part of a groundswell, which of the ways that ageism is expressed is now calls for the concept of anti-ageing through the attitude towards older women to be ditched, in favor of more honest and and beauty, as if to say you can’t enjoy your realistic beauty messaging. “The beauty looks or value yourself if you’ve got a few industry assumes we are all engaged in wrinkles” she says, “None of that resonated an anti-ageing battle,” she explains, “I am with me. I just kept thinking I’d love to start determined to change this.”22 a make-up company that actually says it’s fine to get older.” She has some back-up for her mission. Allure magazine announced in August 2017 Authenticity is the foundation of the Look that it would ban the term anti-ageing from Fabulous Forever brand: photos are never its pages and called on brands to follow its retouched and much of the imagery used lead.23 Cover star Helen Mirren backed the is of real women rather than models. crusade, recalling a conversation she had Products are specifically formulated to with L’Oréal upon being appointed brand flatter mature skin, which can be more ambassador when she said, “This word anti- porous due to lower levels of collagen. ageing, we know we’re getting older. You just want to look and feel as great as you can.” Another brand sending the message that it’s okay to just do you, is US-based White Our panel is also aligned. One woman told Hot Hair, whose products are designed us, “I am happy in my skin. I don’t have to enhance the beauty of naturally grey negative thoughts about age and wrinkles hair, rather than hide it. The company was because I loved my grandmothers who inspired by the experiences of the founder were quite old when I was born and never Jayne Mayled, who was unable to find any saw them young. They were beautiful to suitable products when she decided to me. I am more confident now than when I embrace her greys. was 25, 35, or 45.” The rise of specialist lines doesn’t mean big So anti-ageing is out, but how should brands can put their feet up. Many women brands approach Elastic women when it expect to be engaged by them, among comes to beauty? them professor and fashionista Lyn Slater who told W Magazine recently, “I would According to Tricia Cusden, it’s all about rather pressure MAC Cosmetics to think delivering a positive message, one that of me as a consumer, than help promote a assures women that it’s okay to age. “One separate over-50 makeup brand.”24
ELASTIC GENERATION THE FEMALE EDIT 25 White Hot Hair
68% OF WOMEN WHO FOLLOW A DAILY REGIME USE BEAUTY PRODUCTS TO FEEL THEIR BEST, NOT YOUNGER
ELASTIC GENERATION THE FEMALE EDIT 26 WHAT IT MEANS: 01. Drop the negative beauty messaging, it’s off the mark. These women know they aren’t getting younger, they just want to look and feel good at the age they are. 02. Brands must engage older women, whether that’s through targeting specific needs and skin types or creating inclusive products that work for all ages. 03. Celebrate the positives around ageing, like health and radiance. Build on the confidence of women in this age group. It’s OK to look the age you are.
ELASTIC GENERATION THE FEMALE EDIT 27 Westquay, Southampton, UK
AGELESS RETAIL
ELASTIC GENERATION THE FEMALE EDIT 28 Petersham Nurseries, Covent Garden, London Garden, Covent Nurseries, Petersham
AGELESS RETAIL
Ageless experiential retail can deliver a winning shopping experience for all.
Are retailers losing touch with our House of Fraser is revamping stores Elastic women? A study from global in a bid to deliver a more engaging loyalty marketing agency ICLP found ‘integrated’ experience. Their Rushden that 82% of respondents aged over Lakes store, which opened in summer 55 believed their favorite retailer no 2017, includes a champagne bar and longer understands them and what they restaurant. The retailer has plans to need.25 Loyalty is fragile, says the study, add other experiences like yoga classes with nine out of 10 willing to take their and wellness studios, providing a “third business elsewhere. space” and giving women multiple reasons to come into the store and “This woman has more money and spend time. more time than perhaps she’s ever had but when she gets out onto the high Garnet Hill, a US online lifestyle retailer street is there anyone that really wants which sells clothing, bedding and home to talk to her?” asked Nayna McIntosh, décor, took a quirky approach to the founder of Hope Fashion. shopping experience, creating a mobile studio out of a refurbished shipping What Elastic women want is hardly container. Extensive research identified rocket science. Take shopping in that women in this age group like to physical stores. Women are looking for shop with their hands, so they created a place that’s welcoming and friendly, a tactile, interactive experience which where there is no pressure to buy. allowed their core audience to feel And they want a pleasant space in the quality of the products. The pop- which to wander, which is spacious and up also took the integrated approach, uncluttered. Crucially they want stores hosting wine tastings, farm-to-table that welcome anyone – no matter brunches, book signings, yoga classes their age or size. Effectively this boils and art shows. The campaign was a down to two things: a great experience, great success, driving almost 2 million preferably in an environment that is social media impressions.26 ELASTIC GENERATION THE FEMALE EDIT age-agnostic. 29 Petersham Nurseries, Covent Garden, London Garden, Covent Nurseries, Petersham
56 W H A T % ELASTIC WOMEN WANT 54 I N A “I LOVE SHOPPING FOR THINGS FOR THE HOME, CLOTHING ETC. % I USUALLY GO OUT WITH MY DAUGHTER ONCE A WEEK AND WE STORE LOOK ROUND THE SHOPS BUT HARDLY A DAY GOES BY THAT I DON’T VISIT DEBENHAMS.COM, JOHNLEWIS.COM ETC!” JWT Online Community
IT FEELS FRIENDLY AND WELCOMING – THERE’S NO PRESSURE TO BUY
50 Petersham Nurseries’ new lifestyle multigenerational appeal through cool IT WELCOMES PEOPLE OF ALL AGES AND SIZES store in London’s Covent Garden and comfortable basics that anyone UK WOMEN IT’S PLEASANT TO WANDER AROUND AGED 53-72 % combines pieces for the home and can wear. Gap’s Athleta brand takes a IT’S CLEAN AND TIDY garden with two restaurants, a wine similarly inclusive stance with athletic IT’S SPACIOUS – NOT TOO CROWDED OR FULL OF QUEUES cellar, a delicatessen and a florist. The clothing that targets women according store provides a place for family to to activity, not age. meet and relax, with outdoor space for alfresco dining. Experiential elements This age-neutral approach can also be come in the shape of the Potting Bench, seen at retailers like Cos, Jigsaw and
Aesop. These brands acknowledge that 44 an interactive space for demonstrating horticultural creativity, along with today, women of all ages might buy
% regular in-store demos from The Urban the same products but style them in School of Garden Inspiration. their own unique way. Aesop focuses Think about your favorite shop. squarely on the shopping experience, One that you like to visit or Tackling the age-agnostic brief is US with their minimalist product displays
potter in if you have a little retailer Lou & Grey. Their stores take and open plan interior. At their new
time to spare. What is it that 39 aim at an ageless vibe with cool, calm Chelsea store designed by architects you like about that store? % and spacious design. The loungewear Snøhetta, shoppers are greeted with brand is openly of the mind that tea and can take time out to relax on age is irrelevant, instead aiming for comfy sofas.
ELASTIC GENERATION THE FEMALE EDIT 30 Aesop, Duke of York Square, London York of Square, Duke Aesop,
ELASTIC GENERATION THE FEMALE EDIT 31 WHAT IT MEANS: 01. At the absolute minimum, make Elastic women feel welcome in store. Elastic women want a relaxed browsing experience with no pressure to buy. 02. Add experiential elements, creating a ‘third space’ to appeal to women of all ages. 03. Adopt an age-agnostic approach with simple, uncluttered design.
ELASTIC GENERATION THE FEMALE EDIT 32 LIBEERATION, The Portsmouth Brewery Portsmouth The LIBEERATION,
TACKLING WELLNESS TABOOS
ELASTIC GENERATION THE FEMALE EDIT 33 Grace Belgravia
TACKLING WELLNESS TABOOS
For women in their fifties and beyond, aspects of wellness are often taboo. It’s time to talk honestly, addressing them in an unflinching, unapologetic way.
Let’s Talk Menopause “We are a new generation of menos” Women have long suffered in silence said Jane on Channel 5’s Menopause: through menopause. But a new Breaking the Taboo documentary, 28 generation is encouraging a more open “We need to share and be positive.” conversation, to share learnings and to Kathryn Colas, CEO and founder of put an end to unnecessary stigma. Simply Hormones, shares this mentality, traveling around the country educating A survey by the British Menopause businesses about menopause and how Society (BMS) showed that more than to create positive work environments. half of women say that the menopause West Midlands Police Force is putting had a negative impact on their lives.27 this learning into action by setting For some, menopause can cause up support groups for female police anxiety, depression and leave women officers, offering them extra support feeling isolated. In fact, over a quarter and amenities such as desk fans. of women (26%) said that they felt less outgoing in social situations and 23% Wellness brands are also beginning felt more isolated. Nayna McIntosh, to design services for women going founder and CEO of Hope Fashion, through menopause. The Mail recently told us the menopause even affected reported on three-day ‘menopause her sense of style: “When I got to 50, retreats’ conceived by former PR guru 29 51 the thing I really struggled with was, Lynne Franks. A pioneer in this space in my head I felt 30 but clearly my body is Grace Belgravia, an upscale women’s wasn’t.” health and lifestyle destination. They offer tailored advice and bespoke plans Wellbeing coach Jane Dowling set for customers that encompass all up her website Meno & Me (www. aspects of health, fitness, beauty and menoandme.com) to reach out to other nutrition. women going through menopause. ELASTIC GENERATION THE FEMALE EDIT 34 Beautiful Bodies of Elders, photography by Jade Beall Jade by photography Elders, of Bodies Beautiful
Taking a celebratory approach is founder of Spark Solutions and self- Libeeration, a beer for the menopause styled “vagi-preneur” Rachel Scherl from New Hampshire’s Portsmouth told us that cultivating this stereotype Brewery. It’s the brainchild of brewery was not good for women. As she co-owner Joanne Francis, who had explained, “there is plenty of research noted the rise of herbal teas, remedies that suggests that people that have and essences and wondered why no active, satisfying sex lives, live longer.” one had thought to add those essences to beer, a drink she and all her friends Navigating sexuality is hard enough for loved. The brew was designed with the older women without having to deal help of women’s health practitioners with cultural taboos too. The BMS and herbalists and contains a range study found that over half (51%) of of ingredients including motherwort, women said that the menopause had lemon balm, chamomile and stinging affected their sex lives. Changes in the nettle. body can make sex painful or affect women’s libido, yet women clearly don’t Sex: What Women Want want to consign their erotic lives to the At the Venice Film Festival premiere past. Where are the solutions for them? of Netflix release Our Souls at Night, As Rachel Scherl explains, “When you look at Viagra and that whole market, OF OVER 50S SAY Jane Fonda told the media that “she 83% lives for sex scenes” with co-star one of the things that we have done Robert Redford. At the risk of younger is we have solved the problem for a SEXUAL FULFILMENT ISN’T generations recoiling in horror, our lot of men, but for those of them that 32 Women’s Index found that British are having intercourse with a female JUST FOR THE YOUNG women over 50 are right behind Fonda: partner, nothing has changed for her.” 83% believe that sexual fulfilment is not One company looking to fill this gap is just for the young and 54% say they Nookybox.com which has just launched 30 always expect to be sexually active. The Signature Menopause Box, filled JWT research found that one in five with erotic toys, lubricants, and massage 31 Elastic women rates her sex life as oils to enhance sexual pleasure. excellent. Yet older female sexuality is There’s more room for innovation in this broadly invisible in our culture. With a space and opportunity for brands that few exceptions, cinema and TV more play in the sexuality space to consider a usually depict older women as asexual broader definition of their audience. mothers and grandmothers. Co-
ELASTIC GENERATION THE FEMALE EDIT 35 Advanced Motherhood Perhaps the biggest taboo of all, Jones had become a mother for the is motherhood in later life. While first time at the age of 64. Some having children later is the new commentators decried her choice normal, advances in techniques as ‘selfish’ and ‘irresponsible’ but such as IVF, egg donation and egg as women live longer and healthier freezing mean that it is now feasible lives, older motherhood is likely to for women to have children well into become more common. More than their fifties and even sixties. In the 2,000 babies were born to women future, some doctors even believe over 45 in England and Wales in it may be possible to generate eggs 2016.33 using stem cell technology. Eight out of ten women told us that The UK media saw a flurry of their family grows more important coverage in early 2017, when it was to them, the older they get. It’s time revealed that former director of the to include new motherhood in that Serpentine Galleries, Julia Peyton- family scenario.
ELASTIC GENERATION THE FEMALE EDIT 36 WHAT IT MEANS: 01. Help women overcome the wellness taboos by engaging in frank and honest conversation with them. 02. Consider a broader audience when it comes to sexuality and even motherhood. 03. Support women’s wellness through innovation – there are many pockets of opportunity here, largely untapped.
ELASTIC GENERATION THE FEMALE EDIT 37 Fitbit
THESE WOMEN CAN
ELASTIC GENERATION THE FEMALE EDIT 38 Federico Bonelli as Armand and Alessandra Ferri as Marguerite. © ROH, 2017. Photo by Tristram Kenton Kenton 2017. Tristram by © ROH, Photo Marguerite. as Ferri Alessandra and Armand as Bonelli Federico
THESE WOMEN CAN
Think older women can’t be athletes? Think again. The new generation are raising the bar when it comes to sport and fitness.
Photographer Alex Rotas began taking has shown the strongest growth in the pictures of older ‘masters’ athletes to past decade, up 41% according to Sport combat the ‘ageing narrative’ which England’s Active People research. 55- dictates that athletic achievement 64 year-olds are not far behind, with has an expiry date.34 “in terms of a rise of 28% in weekly participation empowerment,” she says, “you can’t over the same period.36 Parkrun UK, a become what you don’t see.” Alex is not series of running events in the UK, has short of potential subjects. tracked more than 4.5 million miles run by Brits over the age of 50 in the Zumba-shaking, marathoning, aerobic- 52 weeks to October 24th 2017, an stepping, dog-walking women increase of 40% on the previous year.37 everywhere are ditching the sofa and pulling on the lycra. This generation of Inspiring older women on to athletic women is fitter and healthier than ever. achievements, great and small, are Our research found that more than half some mighty role models. Challenging of older women (54%) say becoming expectations around what older bodies healthy and physically active is an can achieve is all in a day’s work for ambition for the next phase of life and these inspiring female athletes. 48% see regular exercise as one of the most important things for good health Italian prima ballerina Alessandra Ferri and wellbeing. JWT Women’s Index dances for the Royal Ballet at the age data reveals that women over 50 rank of 54, starring in the 2017 production “being healthy and fit” as one of the of Marguerite and Armand at the Royal ultimate markers of success, from a list Opera House and giving the lie to what of more than thirty options.35 choreographer Wayne McGregor describes as ballet’s “brutal youth When it comes to weekly sports obsession.”38 participation, the age group 45-54
ELASTIC GENERATION THE FEMALE EDIT 39 This Girl Can, Sport England Sport Can, Girl This
Meanwhile Cirque du Soleil counts acrobats feel invisible or ‘edited-out’ when it comes in their 50s and 60s among its number, to the leisure and fitness category. Check including a performer in her late 50s who the websites and social feeds of most performs the same challenging routine women’s sportswear brands and you’re as acrobats in their 20s, says company hard pushed to find anyone over the age of physiologist Dean Kriellaars.39 30. One designer quoted in a Vogue piece on the ‘rules’ of athleisure, even advised We spoke to Nottingham’s Nikki Love, 51, women over 50 to ‘stick to neutrals’ when amid her successful attempt to break the it comes to choosing pieces.41 In other world record for the most consecutive days words, stay out of sight, keep yourself in running a marathon distance by a woman, the background. running 63 marathons in 63 days. A few brands are getting behind Elastic Nikki insists there’s nothing special about women, chief among them, Sport England her that makes her capable of such a feat. with its This Girl Can campaign. Its second “I’m very, very average,” she says, “I come phase heroes women in their fifties and from a very average background. I just have sixties, crucially placing them alongside the determination to keep going.” younger women, rather than siloing them She regularly finds herself convincing people into ‘old lady exercise’. In one execution, younger than her that it’s not too late for 67-year-old Catherine Aickin is shown them to attempt a marathon. “I’m always tackling the grueling British Military Fitness encouraging people to think big and do. It class she took up in 2009. can be very ordinary – my running is very Evans Cycles acknowledges older pedalers ordinary – but you can do something really in its latest poster campaign, which features extraordinary if you put your mind to it.” a stylish sixty-something woman alongside Many women want to get more active. the boys. Mountain bike brand Cotic went Sport England data from 2014/15 shows one further, inviting 53-year-old cycling that just under half of women aged 55- blogger and journalist Adele Mitchell to be 64 would like to do more sport.40 But their brand ambassador. the barriers to entry can seem more Meanwhile a handful of leisure brands are challenging. A key deterrent is not feeling making the point that fitness has no age safe: getting home from exercise classes at barrier. Beyoncé’s Ivy Park activewear label night can be daunting, while other women is aimed at women of all ages. The latest told us they are deterred from taking walks brand campaign includes shots of dancer or jogging due to busy roads. Karen McDonald, Beyoncé’s 60-year-old Older women are less likely to feel choreographer. welcomed into fitness too. They say they ELASTIC GENERATION THE FEMALE EDIT 40 GAP Athleta
Gap’s Athleta brand has also thought carefully about the needs of older women when it comes to sportswear, designing for women no matter what their body type, or their age. Their advertising includes women of all ages, and they vow never to Photoshop any of their models to boot.
Other brands are making active ageing a reality through sponsorship. In the US, health insurer Humana supported the 2017 National Senior Games in Alabama, while in Europe, the 2017 Masters Athletics Championship in Denmark was sponsored by Europcar, Helnan International Hotels and Craft Sportswear.
ELASTIC GENERATION THE FEMALE EDIT 41 Nikki Love
“I’M ALWAYS ENCOURAGING PEOPLE TO THINK BIG AND DO. […] YOU CAN DO SOMETHING REALLY EXTRAORDINARY IF YOU PUT YOUR MIND TO IT.” Nikki Love
ELASTIC GENERATION THE FEMALE EDIT 42 WHAT IT MEANS: 01. Don’t edit Elastic women out of the fitness category. Let them be loud and proud athletes. 02. Harness some of the amazing role models in this space to help women “be what they see”. 03. Encourage participation – many women just need a nudge to jump in. Consider their personal safety – this is a key barrier for older women.
ELASTIC GENERATION THE FEMALE EDIT 43 WILD AT HEART
ELASTIC GENERATION THE FEMALE EDIT 44 Steph Holton, Curvy Riders Motorcycle Club Club Motorcycle Riders Curvy Holton, Steph
WILD AT HEART
The wild days aren’t over. Elastic women are seeking thrills and adventure, proudly growing older with a dash of rebellion.
The original rebels are not slowing turns out wanderlust is with us for life. down. Embracing their wild side, 57% of The over 50s now account for 58% of Elastic women are making more effort travel spend in the UK.42 6 out of ten to do the things they always dreamed Elastic women are intent on traveling in of doing, whether it’s coloring their their next stage of life with adventure hair rainbow shades like Helen Mirren, a draw for many. From husky-sledding getting a tattoo like Susan Sarandon or in Finland to snowmobiling to the sharing a bikini shot on Instagram like Northern Lights, from mountain Denise Welch. Far from sinking into a trekking to sleeping in a tent in the comfortable cardie, they are mining desert, we met women with the taste for a sense of adventure that drives them discovery. “My travels are quite active” to seek out the new and the bold. confirmed one, adding “I would hate to These women are proving that there sit on a beach for a week or two.” is no longer any such thing as age- appropriate behavior. In the words of The Women’s Adventure Expo aims to photographer Alex Rotas, “Life begins help them turn their dreams into reality. at any age you decide life begins.” Launched in 2015, the Expo aims to And they don’t care what anyone else create a like-minded community of thinks: eight out of 10 say they are less active women of all ages and offers concerned about what others think of workshops, inspirational talks and them now they are older. networking. This year’s event hosted in Bristol, introduced attendees to open- A yearning to discover the world is water swimming, wild camping, long- something we normally associate with distance hiking as well as offering tips the post-university gap year crowd. It on outdoor survival.
ELASTIC GENERATION THE FEMALE EDIT 45 Profanity Embroidery Group, Top: Fuck the Menopause, a group piece by the Profanity Embroidery Group, Bottom: Right Fucking Tit, Jan Lewis Jan Tit, Fucking Right Bottom: Group, Embroidery Profanity the by piece a group Menopause, Top: the Fuck Group, Embroidery Profanity
Companies offering adventure and activity options are are beginning to realize that riding is for anyone, whatever seeing growing demand from boomers. Solitair Holidays, a age, whatever gender. Women my age, we’re getting to Manchester-based solo travel package provider, has seen a point where we don’t want to sit around and grow old, enquiries swell over the past 18 months from boomers we want to do something. Riding gives you this rush that looking for an adrenalin rush.43 They offer options like things we’re traditionally expected to do just doesn’t.” hiking along the Turkish coast, skiing in the Italian Alps and scuba diving in Spain. The feel of the open road and the wind in your hair isn’t just for those riding a two-wheeler. The most likely Indulging their wild side is not just for the holidays. Music purchaser of a sports convertible is a woman in her 50s, festivals are increasingly drawing audiences of all ages. with sales to this demographic quadrupling in the last 15 Although typically considered a rite-of- years.46 After spending years driving passage for those in their twenties, 31% sensible cars, schlepping their children of Glastonbury attendees in 2016 were around, women in this group have the “NO WAY. I’M NOT over 40.44 In 2017, the BBC website money and the urge for something hosted a gallery of attendees ranging GOING TO LET more dynamic. from 18 to 80 years old. Meanwhile ANYTHING SLOW Even the seemingly gentle hobby festivals like Latitude and Wilderness ME DOWN UNLESS I pride themselves on broad cross-genre of embroidery has had a makeover, programming and draw diverse crowds HAVE TO. MY FRIENDS with traditional mottoes like ‘Home as a result. The more luxurious camping ARE THE SAME. WE Sweet Home’ and ‘Bless this House’ transformed into a joyous and colorful options offered at some festivals will OFTEN REMARK riot of elaborate swearwords and appeal to Elastics, many of whom have THAT WE DON’T FEEL decided they are beyond the ‘roughing- irreverent slogans by Whitstable’s it’ stage. ANY OLDER.” Profanity Embroidery Group. Co- founded by Annie Taylor, the fifty- JWT Online Community Hobbies are getting a wild makeover strong group meets at a local pub to too. Just under a third of women (29%) chat, share a drink or two and stitch are keen on picking up a new hobby or up their delightfully rude creations.47 interest – and they’re not thinking crochet. The number An upcoming project incorporates a selection of of women over 50 earning their motorcycle license anonymously-contributed secrets which will be stitched is increasing by double the rate of male riders over 50. up into a Secrets Quilt to be exhibited nationally in 2018.48 With this cohort spending over £340 million on their motorcycles, this is big business.45 Women are indulging their wild side as it gives them a powerful sense of fulfilment. They are not acting old The Curvy Riders club, with many members in their 40s because they don’t feel old: 7 out of ten insist they’re just and 50s, is the fastest growing female-only motorcycle a kid at heart. Alex Rotas sums it up neatly: “I feel like I club in the UK. Audrey Sibert who passed her motorcycle want to do all these different things because it makes me test at 54, told The Telegraph, “Women of the 21st century feel like I am living a full life, which is a wonderful feeling.”
ELASTIC GENERATION THE FEMALE EDIT 46 WHAT IT MEANS: 01. Women are not slowing down for a quiet life in the armchair, so drop the portrayals of a slow and sedentary lifestyle. 02. Brands in this space should welcome older women. Desire for action and adventure is on the rise. 03. No need to keep it serene, these women have a sense of humor and wonder why brands are so strait-laced with them. A streak of irreverence may pique their interest.
ELASTIC GENERATION THE FEMALE EDIT 47 Ferrous Shift I by Eleanor Lakelin, photographed by Ester Segarra Ester by photographed Lakelin, Eleanor I by Shift Ferrous
TIMELESS CREATIVITY
ELASTIC GENERATION THE FEMALE EDIT 48 A Fashionable 1987, Marriage, Himid Lubaina
TIMELESS CREATIVITY
The notion that creativity should be the exclusive preserve of the fresh-faced is being challenged as the creative prowess of older women comes to the fore.
In 2017, the UK’s most prestigious award Professor David Galenson from the for contemporary art, the Turner Prize, University of Chicago describes the abolished the upper age limit for eligible association of creativity and youth artists, formerly set at 50. “We want to as a ‘persistent myth.’ His 2016 acknowledge the fact that artists can paper, Creative Life Cycles: Three experience a breakthrough in their work Myths, described the phenomenon of at any age,” Alex Farquharson, chairman ‘experimental innovators’ that hone their of the jury, told The Telegraph.49 The craft throughout their lives, peaking in rule change cleared the path for Lubaina their 50s, 60s, 70s and beyond.50 Himid to become the oldest ever award winner as well as the first black woman A mature brain, which science says to receive the accolade. Now in her is more easily distracted, can even early sixties, she is recognized for her be beneficial to the creative process. work focusing on the representation of Researchers at the University of black women in art. Toronto found that distraction can power abstract thinking which aids It has often been argued that creativity is creative work.51 the domain of the young, but that myth is crumbling. In recent years, OWAs Further, creativity is good for you. (Older Women Artists) like Himid have Findings from the Wellbeing in Later Life been enjoying a late flourish. Phyllida Index, from Age UK and the University Law, is widely considered as one of the of Southampton demonstrated that most exciting talents on the British art taking part in creative activities had the scene today. At the age of 72, she was greatest impact on wellbeing in later 52 selected to represent Britain at the life. 2017 Venice Biennale and nominated for the Hepworth Prize for sculpture.
ELASTIC GENERATION THE FEMALE EDIT 49 1421Mhz, Sand Laurenson Sand 1421Mhz,
Elastic women are now spreading their showcases her work on Instagram, creative wings, many adopting art or boasting 6,327 followers. She recently design as a career. won Best Bespoke Project at the Wood Awards for her Time and Texture Sand Laurenson, a fine artist whose installation, part of A Landscape of work is featured in this report, worked Objects, a site-specific exhibition in the in a number of different roles before gardens of Forde Abbey, Somerset. she completed her MA at the Royal Academy at the age of 44 – its oldest Alex Rotas also began pursuing creativity ever graduate. Despite pursuing her art later in life. She became a photographer later in life, she feels no lack of creative in her late fifties after a career as a energy, saying “We are told as we age university lecturer. She specializes in to let go, relax, take it easy and yet I images of masters athletes, a theme feel more creative, more drive, more otherwise largely ignored. She describes focused than ever before.” finding her niche when searching Google for images of older people: “It She feels, as in many industries, that was when these stereotypical images the dice is loaded against her as an came up that I thought, ‘Wow there is older female artist, but that things are a gap that needs filling.” Alex shares her starting to change: “In a society that photography and opinions on Twitter, still accepts in many cases that it’s Instagram, Facebook and Pinterest. OK to value a woman doing a job at less than a man for the same – what Creativity is also a source of pleasure chance female artists? As a half full of course, ably demonstrated by kinda woman, I choose to believe things the Profanity Embroidery Group are changing, too slowly, but change is from Folkestone in Kent. This group coming.” gathers weekly to chat and stitch their cheeky designs littered with Eleanor Lakelin taught English in Europe curses and swearwords which are and West Africa before retraining as a then photographed and uploaded to cabinet maker. Now based at Cockpit Facebook. (See our Wild at Heart Arts in London, she creates sculptured trend for examples of their work.) vessels from dead or decommissioned Sheer joy is evident in the pieces they wood found in British forests. She has create, proving that, when it comes to exhibited widely, including at the British creativity, age is irrelevant. House at the 2016 Rio Olympics and
ELASTIC GENERATION THE FEMALE EDIT 50 Universal Drawing 2016, Sand Laurenson Laurenson Sand 2016, Drawing Universal
“LET’S MAKE FEMALE CREATIVITY AS ‘SEXY’ AND IMPORTANT AS THE MALE VERSION!”
Sand Laurenson
51 WHAT IT MEANS: 01. Remember creativity is not solely confined to gen Z & millennials – help to facilitate and celebrate the creative impulses of older women. 02. Support Elastic creativity. There are lots of opportunities to sponsor women artists or fund artist in residence programs. 03. Provide opportunities for them to contribute user-generated content. These women are adopting platforms like Facebook, Instagram and Pinterest to showcase their creations.
ELASTIC GENERATION THE FEMALE EDIT 52 Tideway London
RETURNERS & ENCOREPRENEURS
ELASTIC GENERATION THE FEMALE EDIT 53 Uber
RETURNERS & ENCOREPRENEURS
There’s a gap in the workplace, and it is female-shaped.
Retirement is so last century. More their fifties, their career opportunities than one in ten women we surveyed start to shrink.54 Data from the told us they have no plans to retire, group Women Against State Pension equivalent to 800,000 women. And Inequality suggests that the number of why should they? Women make strong women over 50 who were unemployed leaders. Stronger than men, according rose by 50% between 2010 and 2014.55 to research conducted by Zenger Folkman, which has found that, not only Meanwhile women who drop out of do women outscore men on a majority work to care for children face significant of leadership competencies, their hurdles trying to find a way back. In a effectiveness as leaders outpaces that sign of the zeitgeist, Allison Pearson’s of men throughout their 40s and 50s.53 latest book How Hard Can It Be? plays on this theme. The tale catches up with So it’s ironic that, while official statistics Kate Reddy, the heroine of Pearson’s reveal that more than 11% of women bestseller I Don’t Know How She Does continue to work in their 70s, many It! now 49 and a half, and looking to get other women find that once they reach back into the workplace.
“WOMEN RETURNERS. THEY SOUND LIKE THE GHOSTS IN SOME HORROR MOVIE, DON’T THEY? YOU CAN PRACTICALLY SEE THE TRAILER WITH THAT GRAVE, APOCALYPTIC, MALE HOLLYWOOD VOICE BOOMING, ‘WOMEN RETURNERS! THEY’RE BACK! RISING FROM THE DEAD AND RE-JOINING THE WORKPLACE!” How Hard Can It Be? Allison Pearson, published by Harper Collins56
ELASTIC GENERATION THE FEMALE EDIT 54 A small number of companies are What’s more, building an intergenerational smoothing the path of returners by creating workforce is a real advantage. George Lee, returnship programs which bring older founder of the Age of No Retirement, workers back into work. O2 first launched explains: “If businesses can tap into that their Career Returners Programme in [shared experience], both sides win. So how 2016, which is intended for employees who can we get businesses to understand that want to restart their career after a gap of actually by bringing different ages together, two or more years. Program participants it’s a win-win situation?” receive mentoring and coaching support from both O2 and mentoring and support Returnship initiatives don’t yet have enough organization ‘Women Returners’. In a traction to meet the needs of everyone in clear sign of success, eight of the twelve this group. No surprise then, that the wave first year returner participants have of entrepreneurship we identified in our progressed to senior roles at O2.57 Fidelity last report continues apace today. Elastic International has a similar scheme. Their female entrepreneurs or ‘encorepreneurs’, Client Services Returner Programme is are launching businesses in their thousands. 45% OF BRITISH WOMEN a 26-week paid placement in the client According to research from Hitachi 58 OVER 50 BELIEVE THAT services team. Crucially, both programs Capital UK and CEBR the over-50s allow participants some degree of flexible will account for the majority of the self- HAVING A JOB OR A CAREER working arrangements – important for employed workforce by 2024.59 Barclays IS IMPORTANT TO THEM61 Bjork Iris by photography Youjai Jin, designer fashion for Kelly Sanna older women, who have plenty of other recently reported a 67% rise in women responsibilities. over 55 opening business accounts in Bringing women back to the workplace the past ten years, and the over 65s have brings huge benefits to businesses, says shown the biggest increase of any group 60 Julianne Miles, co-founder of Women at 132%. The bank has even brought Returners. “Returners bring maturity, a in beauty and wellbeing supremo Liz wealth of experience, and a high degree of Earle, 54, as its Entrepreneurial Business motivation to pick up their careers where Advisor. Earle argues that older women they left off,” she told us. “During their have a natural advantage when it comes to career break they have often been caring running a business, telling the Guardian, “I for children or elderly relatives, and may also will probably get shut down for saying this, have held volunteer or community roles or but 50-plus women are often more agile set up their own home-based businesses; and more adept at multitasking, because this enables them to bring in a new set of that’s what we have had to do over the last skills in addition to those developed during decades of our lives, juggling caring for their previous career.” older relatives with bringing up younger children.”
ELASTIC GENERATION THE FEMALE EDIT 55 T London, Jayne Kethro Jayne T London,
Jayne Kethro, co-founder, T London Jayne Kethro co-founded T London Jayne epitomizes the entrepreneur in 2014 when she was in her early driven by passion. She had always fifties. After a fifteen-year career loved being creative and was at Molton Brown she embarked on passionate about travel. The an enterprise of her own. T London concept of T London was inspired by is a line of bath, body and home both. She says, “I remember a trip fragrance products. The products, to Ikal del Mar in Mexico, sipping a inspired by the exotic tea blends cup of tea overlooking the turquoise Darjeeling, Dimbula and Yerba waters of the Riviera Maya, catching Mate launched in the London a hint of lime blossom in the air Liverpool Street Andaz Hotel and and thinking ‘If only I could bottle are now available online and in select this’. In that moment, the seed of T branches of Fenwick. London was sown.”
ELASTIC GENERATION THE FEMALE EDIT 56 “I DON’T THINK WE REALLY LOOK AT OR PAY ATTENTION TO WOMEN AS THEY AGE. YOU HEAR THAT IN HOLLYWOOD, YOU HEAR THAT IN BUSINESS, YOU HEAR THAT FROM WOMEN WHO HAVE BEEN IN CORPORATE JOBS AND EITHER GET PHASED OUT OR FIRED OR LEAVE. THE NEXT THING THEY CREATE IS THEIR OWN BUSINESS BECAUSE THAT’S THE ONLY JOB THEY COULD GET.” Rachel Scherl
ELASTIC GENERATION THE FEMALE EDIT 57 WHAT IT MEANS: 01. Rebalance the workforce. Make room for older women by proactively helping them back to work. Consider flexible working options that fit their busy lives. 02. Reappraise the skillsets learned over an extended career break. For instance, managing the needs of a family of five will translate to valuable project management skills. 03. Support women’s ambitions as entrepreneurs. Don’t write them off as ‘past-it,’ they are a driving force behind modern entrepreneurship.
ELASTIC GENERATION THE FEMALE EDIT 58 Quadra development, London Fields by Hill & Hanover Hill by Fields London development, Quadra
THE NEW URBANITES
ELASTIC GENERATION THE FEMALE EDIT 59 Gousto
THE NEW URBANITES
Instead of slowing down and opting for a quiet country life, Elastic women are opting for the buzz of city life.
These days, hipsters are finding they have development of lofts, apartments and competition for those bijou lofts and penthouses is attracting older buyers. In apartments in cool urban districts. The Edinburgh, downsizers make up around one Elastic Generation is “downsizing” to the third of city center flat buyers, while cities city to optimize their time and access like York and Plymouth are seeing more amenities. people of pension age move into the city than out.62 Reflecting a global trend noted in cities from New York and Toronto to Cape Town, Elastic women (and men) want to be at the number of people over the age of 65 the heart of the action, not festering away who moved back to London increased by in their recliners. 57% told us they are 8% in 2015 compared to 2012.62 50- to spending their time now doing the things 60-year-olds accounted for 14.8% of they always dreamed of. An appetite buyers in prime central London properties for better amenities, culture, and new in 2017 it’s up to 28.5%.63 experiences (as well as proximity to loved ones) is drawing them back to the bright In London’s vibrant Hackney district, Hill lights. This generation spends significantly and Hanover are marketing the Quadra more money on recreational and cultural development of one and two bedroom services like theater tickets and sports apartments exclusively to the over 55s. In game admissions than those under thirty.64 nearby Shoreditch, the Long and Waterson
“THE ELASTIC GENERATION DOESN’T WANT TO NECESSARILY BE SHIPPED OUT TO SOMEWHERE SLEEPY AND BEAUTIFUL. THEY ARE GOING TO WANT TO BE SOMEWHERE VIBRANT BECAUSE THEY ARE STILL DOING STUFF. THEY WANT TO GO TO THEATERS AND PLAYS. THEY WANT TO BE PART OF THE MAINSTREAM.” Alex Rotas
ELASTIC GENERATION THE FEMALE EDIT 60 Foodwork, the onstage restaurant for performances of Network at the National Theatre National the at Network of performances for restaurant onstage the Foodwork,
ELASTIC GENERATION THE FEMALE EDIT 61 Serge et le Phoque le et Serge
Experiences, whether branded or the restaurant trade to tap the “over entertainment-led, have seen a boom 50s opportunity,” particularly at in recent years, yet very few concepts lunchtimes, where visits are up 6% and stray beyond the core millennial spend by 12% since 2008.69 audience. It’s worth remembering that older audiences are up for experiences Quality is key for Elastic women, ranking too. The current production of Network top in importance when choosing a at London’s National Theatre should restaurant either for everyday eating 70 prove Elastic catnip. Based on the or special occasions. A comfortable, much-loved 1976 film, the event relaxed atmosphere in which they can unites both a play and an immersive spend time is obviously appreciated. dining experience. Audience members Serge et le Phoque, which opened will pay £75 and upwards for a seat in at the Mandrake Hotel in London in Foodwork, the on-stage restaurant, September offers a low-key space enjoying a three-course meal featuring which prioritizes comfort and sleek such dishes as short rib and ox cheek uncluttered table tops. Music is chosen bourguignon and gin and tonic sorbet. to build ambiance rather than draw With an average theater audience focus. According to the owners, “The member aged 52 in the UK, shows restaurant is laid out in a way that every that offer experiential elements will guest gets an intimate yet energizing 71 be able to cut through the clutter and experience.” 65 command a premium with Elastics. With more time devoted to taking Tables for Foodwork are already sold advantage of city life, the new urbanite out for the entirety of the show’s run has less time to sweat over her oven, through to March 2018. yet 69% of women 55-64 aspire 72 When it comes to eating out, many to cook meals from scratch. Meal of our Elastic women are enthusiasts: subscription services like Gousto, Hello official data shows households aged Fresh and Waitrose’s Cook Well which 50-64 spend an average of £20 a week are generally marketed to younger on eating out, more than any other age households could also find favor with group.66 It’s not just pub fare either, Elastic Urbanites. The kits include 46% of women aged 55 to 64 in the everything required to experiment with UK like trying new restaurants67 and new recipes without having to worry those between the age of 50 and 64 about acquiring lots of new ingredients. are more adventurous in trying hot and And with so many other demands on spicy foods than other generations.68 her time, Elastic women will appreciate The NPD Group recently encouraged the convenience. ELASTIC GENERATION THE FEMALE EDIT 62 WHAT IT MEANS: 01. Elastic women are painting the town red and should be a prime target for cultural activities. Museums and theaters as well as hospitality venues have a key opportunity here. 02. Extend experiential concepts to include all age groups, not just millennials – the Experience Economy has multi-generational appeal. 03. Spending more time out and about means less time to cook. Target the Elastic woman with new food experiences that are convenient but don’t compromise on quality.
ELASTIC GENERATION THE FEMALE EDIT 63 Amazon Echo Show Echo Amazon
BOOMING TECH
ELASTIC GENERATION THE FEMALE EDIT 64 Fitbit
BOOMING TECH
Inclusive and intuitive technology works well for everyone. Design for the Elastic woman, and you’ve got a crowd-pleaser.
Back in the day, when young Mark comes to technology. Actually, six out of Zuckerberg was even more fresh-faced, ten say they find tech fascinating. Dropbox he allegedly told an audience at Stanford reported research that suggests IT workers University with a straight face: “I want to over 55 are actually more adept at using stress the importance of being young and multiple devices and find using technology technical. Young people are just smarter.”73 in the workplace less stressful than their younger counterparts.74 Alongside all the smart young people, there are also some fine examples of Elastic George Lee maintains that if there’s slower women at the helm of tech businesses: uptake, it means design is just not good Rosalind Picard, founder of Affectiva and enough. “It’s not technology, it’s the design Empatica, Ginni Rometty, CEO of IBM of it” she says, “I am not prepared to put and Gwynne Shotwell, President of SpaceX the hours in to learn it, it’s a design issue to name a few. and a communication issue.” Despite this, anecdotes abound of women Many of the women we talked to felt the 73% HATE struggling to find tech jobs, get funding or same. When they find devices or tools that THE WAY THEIR even being told they are too old for a start- do work for them, they can’t imagine life up. The myth of the digital native, which without them. One panelist told us “my GENERATION IS holds that everyone below the age of 35 iPhone is like my right hand, I was without has an innate mastery of tech, while anyone it a few months ago for a few weeks and I PATRONIZED older than that is a bumbling incompetent, almost felt like I couldn’t function properly remains all-pervasive. without it. I use it for everything from WHEN IT phone calls, emails, social media, camera, COMES TO JWT research finds that Elastic women banking, surveys, I am totally lost without are sick of the stereotype: 73% hate the it.” And yes, that’s an Elastic talking, not a TECHNOLOGY way their generation is patronized when it teenager.
ELASTIC GENERATION THE FEMALE EDIT 65 Jointly
There’s an appetite for intuitive devices In many instances voice technology and services that fit seamlessly into can save steps, a blessing for time- Elastic women’s lives as enablers, pressed Elastics. As artist Sand helping them manage their time, health Laurenson explained, “Many women and home and connect with others. do not have time to smell the roses, There are opportunities to sell smart let alone plant them and stare at them home services, on demand concierge lovingly every day in a blissful setting.” services, travel planning tools and more. Tools and services that can save time or help women manage it better will be Wellness and healthcare monitoring welcomed. tech should be a shoo-in: JWT research shows that 67% of women in their Jointly is one such tool, an app built with 50s and 60s would be interested in the sandwich generation in mind (those technology that can help them maintain who care for both older and younger good health for a longer life.75 Women relatives). Created by Carers UK, it we talked to enthused about wearable is described as “a tool to help families fitness trackers: “my Jawbone UP manage care for loved ones alongside MOVE is always with me, both indoors increasingly complex lives.” Across and outdoors,” said one. Proactive the UK there are 6.5 million carers: health apps like Babylon Health and half juggling care with work and a third Push Doctor could also find a ready caring for older relatives alongside audience among Elastic women. raising children.78 Jointly offers a simple, practical way to share information and We also see voice technology as rich co-ordinate tasks amongst an invited territory for Elastic women in the circle who are helping look after a loved future, many of whom confess to one. In the US, family concierge style finding smartphone screens too fiddly apps like Envoy are also taking off. and small for going online. JWT’s report Speak Easy found that the over 55s And designing technology with an who regularly use voice technology older user in mind, with less time or love it for its intuitiveness and are motivation to master it, means better disproportionately motivated by its tech for everyone. As George Lee says: convenience (83% agree vs 55% on “No-one is going to complain about average) and simplicity (78% agree, technology which is more intuitive.” versus 52% on average).76 According to Slice, Baby Boomers made up 31% of Amazon Echo purchases in the two years from January 2015.77
ELASTIC GENERATION THE FEMALE EDIT 66 MORE THAN HALF OF UK WOMEN OVER 50 BELIEVE THEY HAVE BEEN EMPOWERED BY TECHNOLOGY.79
Margaret Hamilton was the lead software developer for NASA’s Apollo Moon missions in the 1960s. Shown here with a stack of paper containing the software used for the mission, she was awarded the Presidential Medal of Freedom in 2016 for her work. Not only did her contributions lead to advancements in space travel but also her work helped to challenge negative conceptions of women in science. She is credited for helping to open the door to more women entering STEM fields.
ELASTIC GENERATION THE FEMALE EDIT 67 WHAT IT MEANS: 01. Forget the digital native myth – these women were there in tech’s infancy too. 02. Create technology that is simple and intuitive – everyone will thank you for it. 03. Design tech solutions that save time, boost convenience or solve problems for Elastic women and they will adopt them with enthusiasm.
ELASTIC GENERATION THE FEMALE EDIT 68 LIVING PURPOSEFULLY
ELASTIC GENERATION THE FEMALE EDIT 69 Parkrun UK Parkrun
LIVING PURPOSEFULLY
Elastic women are harnessing their time and skills to give something back, gaining a sense of purpose and empowerment in return.
While retirement is no longer the black At Parkrun UK for example, older and white proposition it once was, most volunteers contribute their time women in the upper end of our sample disproportionately compared with (aged 63-72) have retired or are participation, with 22% aged over 55. planning to do so. Retirement frees up This age group is also more likely to time to spend with family, to travel and volunteer throughout the year for the to learn new things. Yet it can also leave charity.82 many missing a sense of purpose (30%) and needing to feel useful (also 30%). Sometimes described as “the helper’s high,” volunteering can deliver a Something older women share with sense of empowerment. According to their millennial and gen Z counterparts Stephen Post, professor at Stony Brook is the desire to give something back. University, volunteering is so good for Our Women’s Index revealed that more one’s health that it should be prescribed than half of women over 50 believe by healthcare professionals as a way it is important to work to improve to improve both mental and physical their community or the world around health.83 them.80 Almost a quarter of Elastic women are already planning on actively Volunteering also provides an volunteering in later life; once women opportunity to engage socially. We have retired this rises to 28%. Data found that Elastic women value the from NCVO shows that women aged friendships they make at work: 36% 65-74 are the second most likely age say they will miss them when they group to volunteer, second only to leave, versus just 22% of men, so women aged 16-24.81 volunteering is a great way for them to build friendships and maintain an active social life.
ELASTIC GENERATION THE FEMALE EDIT 70 Projects Abroad Projects
It’s also a good way to put their work and intergenerational support, encouraging life skills to use. Lisa Brown, 65, a retired older people to pass on their wisdom and financial controller, now volunteers for a learning by mentoring younger members local charity that helps children. Speaking of their own communities.85 Currently, about her experience to us she said, “When the program is focused on literacy, with I retired I wanted to give back. I felt the participants helping children with reading best way to do that would be to use my as well as raising money for book donations. computer and other organizational skills It also recently awarded two $50,000 that I learned throughout my career to help Encore Prizes to organizations finding a nonprofit organization for children. That creative ways to leverage experienced would be the way I could have the most talent to help pass on their skills to young impact on improving my community and people. be most rewarding to me.” Charity doesn’t always begin at home. Some organizations are building programs In recent years we have seen the rise of that tap women’s desires to put their the ‘grey gap years’ and many women are working skills to use after retirement. In choosing to spend their time overseas Autumn 2016, Nesta and the Department doing something positive. Projects Abroad, for Digital, Culture, Media and Sport a UK-based charity, sends older volunteers launched the Second Half Fund.84 The abroad to work in needy areas around the fund is currently supporting 13 ambitious world through their Grown-up Specials innovations to grow their work to reach program. Elastics can learn new skills as many more people, through mobilizing the well as experience different cultures in time and talents of hundreds of people an immersive way all while doing good for aged 50+, alongside public services. These those in need. initiatives fall into four categories, children and young people, parents and families, Women that want to make a difference ageing well, and resourceful and resilient also have high expectations of brands. JWT TM places. SONAR research into brand motivations found that among women 50-64, just In a society where generations are under three-quarters (73%) say they prefer frequently pitted against each other, to buy brands that are doing something to volunteering can bridge divisions and make the world a better place. 62% say it’s allow young and old to benefit from important to them what brands do in the shared interactions. The Generation to world, beyond just selling their products Generation campaign from Encore.org in and services.86 the US acknowledges the importance of
ELASTIC GENERATION THE FEMALE EDIT 71 WHAT IT MEANS: 01. Provide opportunities for Elastic women to get involved in purposeful projects. 02. Consider intergenerational initiatives – a mutually beneficial way to give support to communities. 03. Communicate what you are doing to make a difference, in communities or around the world. Elastic women care about what’s behind the brand.
ELASTIC GENERATION THE FEMALE EDIT 72 M&S ‘Spend it Well’ campaign Well’ it ‘Spend M&S
A BETTER CONVERSATION
ELASTIC GENERATION THE FEMALE EDIT 73 A BETTER CONVERSATION
Brands should forget targeting women by age. This is a complex, non- heterogeneous group that is primarily driven by their values and passions.
Once women reach their fifties, they told products and services that target them. The us, they start to feel a little bit ‘invisible’. two words they choose that best represent They rarely see women like themselves on advertising aimed at them? Patronizing TV or in films. Some told us they play a game and stereotyped. Our latest wave of data of ‘spot the older woman’ in advertising. In shows that little has changed since we first short, they’ve concluded that brands aren’t investigated attitudes in 2014. interested in them: 67% say advertisers only care about young people. This is not about upping the diversity quotient, this is a compelling business When brands do reach out, the picture opportunity. These women are decision- they often paint of Elastic women makers. And they make up the foundations is unrecognizable. At best, it’s the of the UK’s most dominant consumer globetrotting silver-haired, empty nester, force today. We can do better – but how? frolicking on beaches and gazing wistfully from the deck of a cruise liner. At worst, In recent years, some brands, predominantly the narrative is one of decline, illness and in fashion and beauty, have started to adopt frailty featuring comfy waistbands and older women as ambassadors or feature walk-in baths. Artist Sand Laurenson them in ad campaigns. Many women explained, “When I see advertising for respond positively to this: “I like to see older older people, it’s as if [..] we’re finished. women represented,” said one, “Personally Caring for others, doing a will, getting life I’m more likely to consider the brand that insurance, a stair lift.” used the older model” said another. After decades of invisibility, a little representation This doesn’t resonate: eight out of ten feels good. women don’t recognize their lives in the
ELASTIC GENERATION THE FEMALE EDIT 74 M&S ‘Spend it Well’ campaign Well’ it ‘Spend M&S
Yet welcoming Elastic women to your brand is a generations, rather than what divides them: commitment that should run through the entire “It’s not about thinking of it as a tick box brand experience, not just in advertising. Every exercise for old and young, it’s thinking of it as touchpoint on the customer journey – from more age-neutral and what is it that all of us are in-store, customer service to digital channels – fundamentally looking for. […] There’s a massive should deliver a consistent experience. Brands business opportunity there.” should also not shy away from engaging Elastic women through digital channels. As many of Marketing to people based purely on their age our trends demonstrate, the belief that these is getting less and less viable as a strategy. As women are not adept users of technology is Lee explains: “Our age does not define us at misplaced. any age. Those marketing briefs that we all get ‘this is for ABC1 men’ once did us very well, but In turn, harnessing data to better understand now they are redundant.” values and passions will become increasingly key as a tool to drive conversation. While we A progressive approach takes women’s attitudes are increasingly a market of individuals, data and values into consideration and talks to can also help identify the tastes, attitudes audiences about what matters to them. Marks and mindsets that unite audiences, enabling & Spencer’s recent ‘Spend it Well’ campaign brands to drive better conversations. This is depicts women of all ages who share a belief what helped Netflix’s vice president of product that life is about the experiences, people and innovation, Todd Yellin, realize that “there are things that make life special. The strategy not 19-year-old guys who watch Dance Moms and only aligns food and clothing under the same 73-year-old women who are watching Breaking banner, it is reportedly being used throughout Bad and Avengers.”87 Brands must connect, the business to influence products and services, engaging audiences on what they truly care innovation and company culture. about, not simply communicate with them. A 55-year-old woman might be a grandmother Improving the age balance in agencies could or a new mother, a college leaver or an be helpful too. George Lee has proposed entrepreneur, a wild motorcyclist or a multi- cross-generational creative teams to ensure marathon runner. Her lifestyle is not governed a more inclusive approach. And ad industry by her age, but by her values and the things luminary Robin Wight recently told the Mature she cares about; her passions, ambitions and Marketing Conference that agencies should goals. So let’s ditch the tired stereotypes and involve more ‘late radicals’ like himself in start connecting. An incredible 91% of Elastic creating campaigns.88 women say they wish advertisers would treat their generation like people. It’s time to take age In the long-term, Lee believes that brands out of the equation. should focus squarely on what unites
ELASTIC GENERATION THE FEMALE EDIT 75 Levi’s ‘Circles’ campaign
ELASTIC GENERATION THE FEMALE EDIT 76 WHAT IT MEANS: 01. Age is no longer a useful indicator of how older women are living. Think beyond the demographics and find out what drives them and why. 02. Many women like to see older faces in brand communications, but ensure that depictions are authentic and that all customer touchpoints reflect the same attitude. 03. Ditch the outdated stereotypes and harness data to drive deeper, better, more personal engagement.
ELASTIC GENERATION THE FEMALE EDIT 77 METHODOLOGY
‘Elastic Generation: The Female Edit’ is a macro trend report that focuses on British women aged 53-72. It follows on from our original research that was published in 2015. Our research comprised several methodologies and covered the period May 2017 to December 2017.
In addition to extensive desk research, we conducted a quantitative survey using SONAR™, J. Walter Thompson’s proprietary online tool. In May 2017, we surveyed 248 women aged 53-72 in the UK. We also surveyed 276 men for comparison.
We also used data from the JWT Women’s Index Study, a global quantitative survey speaking to a nationally representative sample of women aged 17-70 years. The research covered 19 countries but for the purpose of this report we’ve just used UK data.
Additionally 24 UK respondents took part in a week-long online community answering questions about their own behaviors, attitudes, and lifestyles.
Finally, we conducted in-depth interviews with experts and influencers across sectors including beauty, fashion, wellness, and art.
Please note that all data was correct and up to date at the time of writing in December 2017.
ELASTIC GENERATION THE FEMALE EDIT 78 ACKNOWLEDGEMENTS
Profound thanks to our fantastic experts who shaped our insights and trends with their valuable contributions. Additional thanks to Eleanor Lakelin, Sand Laurenson, the Profanity Embroidery Group and Tate on behalf of Lubaina Himid, for sharing their creative work with us for this report.
• Alex Rotas: Photographer and author of upcoming book Growing Old Competitively www.alexrotasphotography.co.uk • Annie Taylor: Co-founder of the Profanity Embroidery Group www.facebook.com/profanityembroiderygroup • Eleanor Lakelin: Maker in Wood eleanorlakelin.com • George Lee: Co-founder Age of No Retirement www.ageofnoretirement.org • Jayne Kethro: Co-founder of T London www.t-london.com/being-british • Joanne Francis: Creative Director and co-owner of The Portsmouth Brewery and Smuttynose Brewing Company www.portsmouthbrewery.com • Mikella Lowe: Editor and Creative Director at Renaissance Magazine, www.renaissance-magazine.com • Nayna McIntosh: Founder & CEO of Hope www.hopefashion.co.uk/uk • Nikki Love: Marathon runner nikkilove.co.uk • Peter Mangan: Founder and CEO of The Freebird Club www.freebirdclub.com • Profanity Embroidery Group www.facebook.com/profanityembroiderygroup • Rachel Scherl: Co-Founder and Principal SPARK Solutions for Growth [email protected] • Sand Laurenson MA(RA) Artist www.sandlaurenson.com • Tricia Cusden: Founder and Chief Executive of Look Fabulous Forever www.lookfabulousforever.com
Thanks also go to our fabulous JWT colleagues, who generously contributed their time and skills. Dee Harrop | Diana Orrico | Johanna Doyle | Katie Knott | Lucie Greene | Marcella Palermo | Marius Bartsch | Mark Truss | Mary Cass | Neil Godber | Nick Tsolkas | Noel Bussey | Rachel Pashley
ELASTIC GENERATION THE FEMALE EDIT 79 FOOTNOTES
1Hitachi Capital (UK) PLC, “The Economic Impact of the Silver Pound”, 29MailOnline, “Yes you can have an AbFab menopause, Sweetie!”, 58Workingmums, “Fidelity New Horizons – Client Services Programme – May 2017 updated November 2017, http://bit.ly/2zb9IZ2 November 19, 2017, http://dailym.ai/2jzv3GI 26 weeks, starting January 2018”, October 9, 2017, http://bit.ly/2gObOos 2Office for National Statistics, “Detailed household expenditure by 30JWT Female Tribes, “Women’s Index Study”, 2016 59Hitachi Capital (UK) PLC, “The Economic Impact of the Silver Pound”, age of household reference person, UK: Table A11”, February 16, 2017, 31The Nooky Box, “Introducing The Signature Menopause Box,” May 2017 updated November 2017, http://bit.ly/2zb9IZ2 http://bit.ly/2yZcAH6 http://bit.ly/2yE23CJ 60The Guardian, “Meet the women launching startups in their 50s: ‘I took 3Property Week, “More than fifty shades of grey: retailers capitalise on 32JWT Female Tribes, “Women’s Index Study”, 2016 a deep breath and jumped’”, August 28, 2017, http://bit.ly/2vlCTsi the grey pound”, February 23, 2017, http://bit.ly/2zuEI3H 33National Statistics, “Birth characteristics, England and Wales 2016”, 61JWT Female Tribes, “Women’s Index Study”, 2016 4i News, “Businesses losing £27bn per year by targeting millennials at the http://bit.ly/2zZKk6h 62The Telegraph, “Revealed: the biggest downsizing hotspots in the UK”, expense of baby boomers”, October 3, 2016, http://bit.ly/2gxRaZb 34Elder, “Challenging Stereotypes Around Ageing: Alex Rotas, November 8, 2016, http://bit.ly/2fuZbwl 5JWT Female Tribes, “Women’s Index Study”, 2016 Photographer”, http://bit.ly/2yKNux2 63Financial Times, “Where to move if you want to downsize: country versus city”, 6Grandparents Plus, “1m working mothers relying on grandparents to help 35JWT Female Tribes, “Women’s Index Study”, 2016 Jun 23, 2017, http://on.ft.com/2k7knix with childcare”, July 10, 2017, http://bit.ly/2iqKwIa 36The Telegraph, “Is business ready for a silver world”, Undated, 64The ONS, “Detailed household expenditure by age of household reference 7SAGA, “Bank of Gran & Grandad deposits over £37bn to help grandchildren”, accessed 13 Dec 2017, http://bit.ly/2o0BG6r person, Table A11, UK, financial year ending 2016” Febuary 16, 2017, August 22, 2017, http://bit.ly/2gDtnuD 37Parkrun UK, official data reported in email received October 24, 2017 http://bit.ly/2yZcAH6 8 65 JWTIntelligence, “Frontier(less) Retail”, June 2016 38The Telegraph, “How I kept my ballerina body... aged 54,” May 20, 2017, The Stage, “Audience Agency data shows ageing demographic of theatregoers”, 9JWT Female Tribes, “Women’s Index Study”, 2016 http://bit.ly/2yGhWZe May 16, 2016, http://bit.ly/2nUdW2P 66 10The Telegraph, “Silver Singles: Why your 50’s is the best time to be on 39New York Times, “Why Our Champions Are Getting Older,” March 3, 2017, The ONS, “Detailed household expenditure by age of household reference your own”, December 6, 2016, http://bit.ly/2hhjj4T http://nyti.ms/2ls9t6U person, Table A11, UK, financial year ending 2016”Febuary 16, 2017, 11The Telegraph, “Rise of ‘silver singles’ after hike in divorce rates in 70s 40 http://bit.ly/2yZcAH6 Sport England, “Active People Interactive”, http://bit.ly/2yNpyGN 67 put them off marriage”, April 30, 2017, http://bit.ly/2pinSmg 41 Mintel, “Lifestyles of the Over-55s”, February 2016 Vogue, “The 5 Golden Rules of Athleisure: Is It Really Acceptable to Wear 68 12Refinery29, “Meet The Older Women Staying Single (& Loving It)”, Yoga Pants All Day Long?”, January 7, 2016, http://bit.ly/2hyUdjW The Caterer, “Spices spell magic”, January 14, 2016, http://bit.ly/2zflKy2 69 February 10, 2017, http://bit.ly/2zjhFwH 42SAGA, “Intrepid over 50s now account for 58% of travel spending”, The Caterer, “Over 50s driving lunch trade with over one billion visits a year”, 13Manchester Evening News, “Single over-50’s help specialist holiday September 27, 2016, http://bit.ly/2jgPQOL September 22, 2017, http://bit.ly/2mhuCS8 70 operator Solitair grow record sales”, August 29, 2017, http://bit.ly/2gvDZrJ 43Manchester Evening News, “Single over-50’s help specialist holiday operator Mintel Reports, “Eating Out – The Decision Making Process”, July 2017 14The Yorkshire Post, “Over-50s daters are boosting economy by £664m Solitair grow record sales”, August 29, 2017, http://bit.ly/2gvDZrJ 71Forbes, “Chatting With The Brains Behind London’s Coolest New Restaurant as ‘silver singles’ look for love”, October 15, 2017, http://bit.ly/2j0CWld 44Festival Insights, “The UK Festival Market Report 2017,” July 19, 2017, Serge et le Phoque”, September 20, 2017, http://bit.ly/2AQK6Qu 15The Telegraph, “Silver Singles: Why your 50’s is the best time to be on http://bit.ly/2hjH5PP 72Mintel, “Lifestyles of the Over-55s”, February 2016 your own”, December 6, 2016, http://bit.ly/2hhjj4T 45The Telegraph, “The rise of the silver bikers: ‘I feel like a teenager again’”, 73Forbes, “Is Silicon Valley Ageist Or Just Smart?”, February 14, 2015, 16The Guardian, “Original supermodels assemble for catwalk tribute to July 22, 2015, http://bit.ly/1CUDAa0 http://bit.ly/2z7CslG Gianni Versace”, September 22, 2017, http://bit.ly/2yxi8dC 46The Daily Mail, “Why we love going topless: The wind in your hair. The 74Dropbox Business, “What it takes to be happy and creative at work” 17Office for National Statistics, “Detailed household expenditure by age feeling that after years of slog you deserve it. Suddenly women of a certain June 8, 2016, http://bit.ly/2AH9aMu of household reference person, UK: Table A11”, February 16, 2017, age are splashing their cash on sporty convertibles.” June 1, 2017, 75JWTIntelligence, “Control Shift”, 2016 http://bit.ly/2yZcAH6 http://dailym.ai/2rDhyY8 76JWTIntelligence, “Speak Easy”, April 2017 18 midlifechic, “Inès de La Fressange at Uniqlo Spring 17 launch”, 47Kent Online, “Filthy sew and sews... meet Whitstable’s swearing embroidery 77Musically, “Analyst: ‘Amazon Echo Has Broken Into The Mainstream’”, February 2, 2017, http://bit.ly/2zntKwK group at the Fishslab Gallery”, February 14, 2016, http://bit.ly/1SOfuot January 26, 2017, http://bit.ly/2Bx5pqg 19 Renaissance Magazine Media Kit, 2017 48love secrets and, “About the Secrets Quilt”, http://bit.ly/2iBmwlY 78Cause, “Carers UK launches Jointly – the app for families caring for loved one”, 20Winser London, “Kim Winser is interviewed about her luxury 49The Daily Telegraph, “Turner Prize abolishes age limit and embraces the January 29, 2014, http://bit.ly/2z7Z99q womenswear business”, http://bit.ly/2z4cOyr Not So Young British Artists”, March 29, 2017, http://bit.ly/2nRQO4h 79JWT Female Tribes, “Women’s Index Study”, 2016 21 The Telegraph, “Over-50s women spent most on make-up”, April 15, 2015, 50David W. Galenson, “Creative Life Cycles: Three Myths”, Becker Friedman 80JWT Female Tribes, “Women’s Index Study”, 2016 http://bit.ly/1FWOgW1 Institute for Research in Economics Working Paper No. 2016-28, December 21, 81 22 NCVO, “UK Civil Society Almanac 2017/ Volunteer Profiles”, The Guardian, “Changing faces: three women making their mark on the 2016, http://bit.ly/2xR0gX6 http://bit.ly/2zobSGa beauty market”, September 3, 2017, http://bit.ly/2wAShhX 51 The Globe and Mail, “The potential benefits of mental distractions for 82Parkrun UK, official data reported in email received October 24, 2017 23The Telegraph, “Helen Mirren has declared the ‘anti-ageing’ era over, the aging brain”, December 16, 2016, https://tgam.ca/2zzZPCB 83American Journal of Health Promotion, “Rx It’s Good to be Good (G2BG) 2017 so what’s next for skincare?”, August 15, 2017, http://bit.ly/2fJaA05 52Age UK, “Being ‘creative’ and ‘open’ boosts wellbeing in later life,” 24 Commentary: Prescribing Volunteerism for Health, Happiness, Resilience, and W Magazine, “How Lyn Slater Became an “Accidental” Style Icon at February 8, 2017, http://bit.ly/2yyHfMv Longevity”, 2017, Vol. 31(2) 163-172, http://bit.ly/2ufJIHg 53 the Age of 64”, July 6, 2017, http://bit.ly/2sNz9i7 Zenger Folkman, “A Study in Leadership: Women do it Better than Men”, 84 25 Nesta, “Second Half Fund: sharing time and talents for life”, dataIQ, “Millennial obsession testing the loyalty of baby boomers,” http://bit.ly/2z6EbcG http://bit.ly/2AcZ3OF 54 January 25, 2017, http://bit.ly/2z7Ov4c BBC, “The women still working into their 70s”, March 22, 2017, 85 26 Generation to Generation, “About Generation to Generation” ARF Ogilvy Awards, “Garnet Hill: Beautiful, Naturally Mobile Studio”, http://bbc.in/2mPwXi0 http://bit.ly/2xdYRuh (Learn more at www.iamgen2gen.org) 2017, http://bit.ly/2B7lmmM 55 The Financial Times, “Over-50s are the new business start-up generation”, 86J Walter Thompson SONARTM, Brand Motivation Study, 2016 27The British Menopause Society, “More than half of women feel negative about February 16, 2017, http://on.ft.com/2ghNjPz 87Campaign, “The millennial dilemma: generation, mindset or irrelevance?”, their experience of the menopause”, October 18, 2017, http://bit.ly/2mtsvdU 56 “How Hard Can it Be?”, Allison Pearson, published by The Borough Press, February 29, 2016, http://bit.ly/2C1aYgi 28Channel 5 News, “Menopause: Breaking the Taboo”, October 17, 2017, an imprint of HarperCollinsPublishers, 2017 88rhc advantage, “A Review of the 2017 Mature Marketing Summit. Marketing’s http://bit.ly/2znWfdV 57 Workingmums, “O2 launches second returner programme”, inconvenient truth?”, http://bit.ly/2m9suse June 16, 2017, http://bit.ly/2kXFbJe ELASTIC GENERATION THE FEMALE EDIT 80 White Hot Hair
“OUR AGE DOES NOT DEFINE US. AT ANY AGE.” George Lee
ELASTIC GENERATION THE FEMALE EDIT 81 ABOUT US
ABOUT CONTACT THE INNOVATION GROUP Marie Stafford The Innovation Group is J. Walter Thompson’s futurism, research and innovation European Director, The Innovation Group, unit. It charts emerging and future global trends, consumer change, and innovation J. Walter Thompson patterns—translating these into insight for brands. It offers a suite of consultancy [email protected] services, including bespoke research, presentations, co-branded reports and @marie19a workshops. It is also active in innovation, partnering with brands to activate future Author trends within their framework and execute new products and concepts. Marie Stafford
Report Contributors ABOUT Sarah Tilley J. WALTER THOMPSON INTELLIGENCE Jade Perry Ella Britton The Innovation Group is part of J. Walter Thompson Intelligence, a platform for global research, innovation and data analytics at J. Walter Thompson Company, housing three key in-house practices: SONAR™, Analytics and the Innovation Group. SONAR™ is J. Walter Thompson’s research unit that develops and exploits new quantitative and qualitative research techniques to understand cultures, brands and consumer motivation around the world. Analytics focuses on the innovative application of data and technology to inform and inspire new marketing solutions. It offers a suite of bespoke analytics tools.
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