< Key takeaways >
Don’t call them ‘Boomers’
Older adults represent a diverse group that extends beyond the Baby Boomer label. Avoid simplifying their identities and recognise the wide range of experiences, attitudes, and preferences within this demographic.
Look beyond stereotypes
Contrary to stereotypes, older adults can hold progressive views on social issues, even more so than younger generations. They are open to change and are often at the forefront of advocating for a more equitable society. Brands should consider how their messaging and values align with these attitudes.
Prioritise accessibility - and go beyond
Older adults are increasingly embracing technology. They use it to stay connected, maintain independence, and access information. Digital platforms and services must be accessible and tailored to the needs of all users, regardless of age and ability. Tech that can empower older people, enabling them to experience and enjoy new things, will be the most successful.
Appreciate the importance of lifelong learning
Older adults are highly motivated by personal growth and are actively seeking opportunities for personal and professional development. They are interested in new experiences, hobbies, and expanding their knowledge. Brands should tap into this desire for growth by offering products and services that cater to their evolving interests.
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Title : IPSOS Generations Report 2025
Publication : IPSOS, 2025 (17 pages)