Ipsos Thinks

  1. http://www.un.org/en/development/desa/news/population/2015-report.html
  2. https://www.worldatlas.com/articles/countries-with-the-biggest-population-decline.html
  3. The midpoint that separates the younger half of a country’s population from the older half
  4. https://www.ageuk.org.uk/globalassets/age-uk/documents/reports-and-publications/later_life_uk_factsheet.pdf
  5. Tom Payne, “The ancient art of growing old”(2015, Random House)
  6. https://www.imperial.ac.uk/media/imperial-college/medicine/sph/mappingpatient.pdf
  7. Abrams, D., Russell, P.S, Vauclair, M., & Swift, H. (2011a). Ageism in Europe: Findings from the European Social Survey. London: Age UK
  8. https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/214509/rrep735.pdf
  9. English Longitudinal Study of Ageing, Ch 11 Perceptions of Ageing http://www.elsa-project.ac.uk/uploads/elsa/report06/ch11.pdf
  10. Ibid
  11. Anna Kleinspehn-Ammerlahn, Dana Kotter-Grühn, Jacqui Smith; Self-Perceptions of Aging: Do Subjective Age and Satisfaction With Aging Change During Old Age?, The Journals of Gerontology: Series B, Volume 63, Issue 6, 1 November 2008, Pages P377–P385, https://doi.org/10.1093/geronb/63.6.P377
  12. Aislinné Theresa Freeman, Ziggi Ivan Santini, Stefanos Tyrovolas, Christine Rummel-Kluge, Josep Maria Haro, A I Koyanagib ‘Negative perceptions of ageing predict the onset and persistence of depression and anxiety: Findings from a prospective analysis of the Irish Longitudinal Study on Ageing (TILDA)’ Journal of Affective Disorders, Volume 199, 15 July 2016, Pages 132-138
  13. Becca Levy and Lindsey Myers, ‘Preventive health behaviors influenced by self-perceptions of aging’, Preventative Medicine (USA, 2004), pp 625-9
  14. E.A. Leventhal & T. R. Prohaska ‘Age, symptom interpretation, and health behavior’, Journal of the American Geriatrics Society (USA, 1996), pp185-19
  15. Vsevolod A. Rozanov, Vladimir Carli ‘Suicide among war veterans’, International Journal of environmental research (2012).
  16. B.R. Levy, M.D. Slade, S.R. Kunkel & S.V. Kasl ‘Longevity increased by positive self-perceptions of aging’ Journal of Personality and Social Psychology, (USA, 2002) pp 261-270.
  17. https://www.newyorker.com/culture/cultural-comment/what-old-age-is-really-like
  18. https://www.newyorker.com/culture/cultural-comment/what-old-age-is-really-like
  19. English Longitudinal Study of Ageing, Ch 11 Perceptions of Ageing http://www.elsa-project.ac.uk/uploads/elsa/report06/ch11.pdf
  20. https://www.ons.gov.uk/peoplepopulationandcommunity/wellbeing/articles/measuringnationalwellbeing/qualityoflifeintheuk2018#well-being-for-all-ages
  21. https://abcnews.go.com/Technology/story?id=4688191&page=1
  22. http://www.pewsocialtrends.org/2010/12/20/baby-boomers-approach-65-glumly/
  23. Alma Berliner and Aliya Mirza ‘PHE Ageing Well Ethnographic Research’ Public Health England and Ipsos MORI (November 2017)
  24. https://www.japantimes.co.jp/news/2016/07/13/national/social-issues/seniors-living-alone-japan-topped-6-million-first-time-2015/#.W5ZV_s5KjIU
  25. https://ec.europa.eu/eurostat/cache/infographs/elderly/index.html
  26. https://www.prb.org/aging-unitedstates-fact-sheet/
  27. https://www.sciencedaily.com/releases/2018/05/180503085606.htm
  28. https://www.bbc.co.uk/news/health-43044912
  29. TETLEY, J., LEE, D., NAZROO, J., & HINCHLIFF, S. (2018). Let’s talk about sex – what do older men and women say about their sexual relations and sexual activities? A qualitative analysis of ELSA Wave 6 data. Ageing and Society, 38(3), 497-521. doi:10.1017/S0144686X16001203
  30. https://www.ageing.ox.ac.uk/files/Future_of_Ageing_Report.pdf
  31. https://www.ons.gov.uk/businessindustryandtrade/itandinternetindustry/bulletins/internetusers/2018
  32. https://www.ons.gov.uk/businessindustryandtrade/itandinternetindustry/bulletins/internetusers/2018
  33. https://www.ons.gov.uk/businessindustryandtrade/itandinternetindustry/bulletins/internetusers/2018
  34. https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/495105/FullReport-UnderstandingDigitalEngagementinLaterLife.docx.pdf
  35. https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/495105/FullReport-UnderstandingDigitalEngagementinLaterLife.docx.pdf
  36. https://www.jwtintelligence.com/2018/01/new-trend-report-elastic-generation-female-edit/
  37. https://www.ageofnoretirement.org/uploads/1c1588b37c4d55916468495ef1f648d3.pdf https://www.ons.gov.uk/peoplepopulationandcommunity/wellbeing/articles/measuringnationalwellbeing/qualityoflifeintheuk2018
  38. www.ipsosglobaltrends.com
  39. https://www.ageuk.org.uk/globalassets/age-uk/documents/reports-and-publications/later_life_uk_factsheet.pdf?dtrk=true
  40. https://innovateuk.blog.gov.uk/2016/07/19/spending-the-kids-inheritance-what-it-means-for-uk-companies/
  41. https://innovateuk.blog.gov.uk/2016/07/19/spending-the-kids-inheritance-what-it-means-for-uk-companies/
  42. https://www.ageing.ox.ac.uk/files/Future_of_Ageing_Report.pdf
  43. Alma Berliner and Aliya Mirza ‘PHE Ageing Well Ethnographic Research’ Public Health England and Ipsos MORI (November 2017)
  44. https://www.ageuk.org.uk/globalassets/age-uk/documents/reports-and-publications/later_life_uk_factsheet.pdf
  45. https://data.ncvo.org.uk/almanac18/
  46. https://www.nesta.org.uk/project/second-half-fund-sharing-time-and-talents-life/
  47. https://economictimes.indiatimes.com/small-biz/entrepreneurship/starting-up-after-60-gives-entrepreneurs-a-second-life/articleshow/49403871.cms
  48. https://www.ageuk.org.uk/globalassets/age-uk/documents/reports-and-publications/later_life_uk_factsheet.pdf?dtrk=true
  49. https://www.ageofnoretirement.org/uploads/1c1588b37c4d55916468495ef1f648d3.pdf https://www.ons.gov.uk/peoplepopulationandcommunity/wellbeing/articles/measuringnationalwellbeing/qualityoflifeintheuk2018
  50. www.gp-patient.co.uk
  51. https://www.carers.org.uk/key-facts-about-carers-and-people-they-care
  52. Bobby Duffy, ‘The Perils of Perception: Why we’re wrong about nearly everything’ (2018, Atlantic, London) and also https://perils.ipsos.com/
  53. Bobby Duffy, ‘The Perils of Perception: Why we’re wrong about nearly everything’ (2018, Atlantic, London) and also https://perils.ipsos.com/
    Representing later life
  54. Amy J.C. Cuddy, Susan T. Fiske, ‘Doddering but Dear: Process, Content, and Function in Stereotyping of Older Persons’, Ageism: Stereotyping and prejudice against older person, ed. Todd Nelson (2002).
  55. Robert N. Butler, ‘Age-ism: Another form of bigotry’, The Gerontologist, (USA, 1969) pp 243–246,
  56. Shafi Musaddique, ‘Majority of UK works say age discrimination is common at work’, The Independent (2011).
  57. Shafi Musaddique, ‘Over 50s say that employers aren’t doing enough to recruit them, new study shows’, The Independent (2017).
  58. Patricia Reaney, ‘Ageism in US workplace: a persistent problem unlikely to go away’, Reuters (2015).
  59. Kenneth Terrell, ‘Age Discrimination Common in Workplace, Survey Says’, AARP (2018).
  60. ‘Later life in 2015: an analysis of the views and experiences of people aged 50 and over’, Ipsos MORI, Centre for Ageing Better (2015).
  61. Hannah J. Swift, Dominic Abrams, Lisbeth Drury and Ruth A. Lamont, ‘The Perception of Ageing and Age Discrimination’, British Medical Association (Kent, 2016).
  62. Amy J.C. Cuddy, Susan T. Fiske, ‘Doddering but Dear: Process, Content, and Function in Stereotyping of Older Persons’, Ageism: Stereotyping and prejudice against older person, ed. Todd Nelson (2002).
  63. L.A. Zebrowitz & J.M. Montepare (2000). “Too young, too old”: Stigmatizing adolescents and elders. In T. F. Heatherton, R. E. Kleck, M. R. Hebl, & J. G. Hull (Eds.), The social psychology of stigma (pp. 334-373). New York, NY, US: Guilford Press.
  64. G. Gerbner, ‘Casting the American Scene. A look at the characters on prime time and daytime television 1994-7’ (Temple University, Philadelphia), 1998. Available at: http://web.asc.upenn.edu/gerbner/Asset.aspx?assetID=1614
  65. N. Signorelli, Aging on Television: Messages Relating to Gender, Race, and Occupation in Prime Time, Journal of Broadcasting & Electronic Media (USA, 2004), p29-301
  66. Ben Child, ‘Women get less dialogue in Hollywood films the older they get, study finds’, The Guardian (2016).
  67. Ceridwen Dovey, ‘What Old Age is Really Like’, The New Yorker (2015).
  68. Miller, P. N., Miller, D. W., McKibbin, E. M., & Pettys, G. L. (1999). Stereotypes of the elderly in magazine advertisements 1956-1996. International Journal of Aging and Human Development, 49, 319-337.
  69. Sharon Bramlett-Solomon, Ganga Subramanian, Nowhere near picture perfect: Images of the elderly in life and ebony magazine ads, 1990-1997, Journalism and Mass Communication Quaterly (USA, 1999), 565-572
  70. Magoffin, Dawn Leah, “Stereotyped Seniors: The Portrayal of Older Characters in Teen Movies from 1980-2006” (2007). All Theses and Dissertations. 977. https://scholarsarchive.byu.edu/etd/977
  71. Nicola Kemp, ‘Why ageism is adland’s next frontier’, Campaignlive (2016).
  72. ‘Population ages 65 and above’, The World Bank (2017). Available at: https://data.worldbank.org/indicator/SP.POP.65UP.TO.ZS [Accessed 25 September 2018]
  73. Nicola Kemp, ‘Why ageism is adland’s next frontier’, Campaignlive (2016).
  74. J Walter Thompson Intelligence, The Elastic Generation – The Female Edit (2018). Available at: https://www.jwtintelligence.com/2018/01/new-trend-report-elastic-generation-female-edit/
  75. L.A. Zebrowitz & J.M. Montepare (2000). “Too young, too old”: Stigmatizing adolescents and elders. In T. F. Heatherton, R. E. Kleck, M. R. Hebl, & J. G. Hull (Eds.), The social psychology of stigma (pp. 334-373). New York, NY, US: Guilford Press.
  76. Neil Genzlinger, ‘Review: The 100 year old man who climbed out of the window and disappeared’, The New York Times (2015)
  77. Neil Genzlinger, ‘Kids These Days: They’re All Older Than 50’, The New York Times (2013).
  78. Ibid.
  79. G. Gerbner, L. Gross, M. Morgan & N. Signorielli. ‘‘Living with television: The dynamics of the cultivation process”. In J. Bryant & D. Zillman. Perspectives on media effects. (1986, Hilldale, NJ) pp. 17–40
  80. John Bingham, ‘2.5 million men have no close friends’, The Telegraph (2015).
  81. Jeffrey Zaslow, ‘Friendships for Guys (No Tears!)’, The Wall Street Journal (2010).
  82. Billy Baker, ‘The biggest threat facing middle-age men isn’t smoking or obesity. It’s loneliness’, The Boston Globe (2017).
  83. http://laterlife.ageing-better.org.uk/
  84. Verena Von Pfetten, ‘When Your Best Friend Is Younger Than Your Daughter’, The Cut (2017).
  85. Zaslow, ‘Friendships for Guys (No Tears!)’.
  86. Clifton B. Parker, ‘Older people offer resources that children need, Stanford report says’, Stanford News (2016).
  87. ‘Meet the Perennials’, The What (2018). Available at: http://thewhatlist.com/meet-the-perennials/ [Accessed 25 September 2018]
  88. Alex Staff, ‘Power to the Perennials’, Medium (2017).
  89. ‘Meet the Perennials’, The What (2018). Available at: http://thewhatlist.com/meet-the-perennials/ [Accessed 25 September 2018]
  90. Von Pfetten, ‘When Your Best Friend Is Younger Than Your Daughter’.
  91. https://www.ageofnoretirement.org/uploads/1c1588b37c4d55916468495ef1f648d3.pdf
  92. L.L. Pecchioni, J.M. Croghan, Young Adults’ Stereotypes of Older Adults with Their Grandparents as the Targets, Journal of Communication, (USA, 2002) p715-30
  93. Kathleen Hou, ’65-year-old Isabella Rossellini will reappear in Lancôme ads this year’, The Cut (2018).
  94. Von Pfetten, ‘When Your Best Friend Is Younger Than Your Daughter’
  95. https://www.instagram.com/iconaccidental/?hl=en
  96. Ruth la Ferla ‘The Glamorous Grandmas of Instagram’, The New York Times (2018)
  97. Justin McCurry, ‘Meet Bon and Pon: the Japanese retirees making coordinated outfits cool’ The Guardian (2018)
  98. Achim Gorres, ‘Why are older people more likely to vote? The impact of Ageing on Electoral Turnout in Europe’, BJPIR, Vol 9. (2007), pp. 90-121.
  99. See W Miller and J Shanks. The New American Voter (Cambridge, MA/London: Harvard University Press, 1996), A Blais Gidengil, N Nevitte and R Nadeau ‘Where does turnout decline come from?’, European Journal of Political Research (2004), and, H Clarke, D Sanders, M Stewart and P Whiteley Political Choice in Britain (Oxford: Oxford University Press, 2004).
  100. A Blais Gidengil, N Nevitte and R Nadeau ‘Where does turnout decline come from?’, European Journal of Political Research (2004), pp221–236.
  101. “Youthquake”, defined as “a significant cultural, political, or social change arising from the actions or influence of young people”, was selected by Oxford Dictionaries as the 2017 word of the year. The term saw a 401% increase in usage in 2017 from the year before.
  102. ‘The Myth of the 2017 Youthquake Election’, British Election Study (2018).
  103. ‘Generations’, Ipsos MORI. Available at: www.ipsos-mori-generations.com [Accessed 25 September 2018]
  104. ‘How will Britain navigate the global, social, economic and Brexit challengers of the near future?’, British Social Attitudes, Vol 35. (2018).
  105. I Azjen, ‘Residual effects of past on later behavior: Habituation and reasoned action perspectives’, Personality and Social Psychology Review (2002), pp 107–122.
  106. H Aarts, B Verplanken and A Van Knippenberg ‘Predicting behavior from actions in the past: Repeated decision making or a matter of habit?’, Journal of Applied Social Psychology (1998),1355–1374.
  107. A Blais, R Young, M Lapp, ‘The calculus of voting – an empirical test’ European Journal of Political Research (European Consortium for Political Research, 2000), pp.181-201
  108. Gorres, ‘Why are older people more likely to vote? The impact of Ageing on Electoral Turnout in Europe’,
  109. ‘Beyond Red vs. Blue: The Political Typology’, Pew Research Centre (2014).
  110. D Sears and S Levy ‘Childhood and adult political development’, in D. O. Sears, L. Huddy and R. Jervis (eds), Oxford Handbook of Political Psychology (Oxford: Oxford University Press, 2003), 60–109.
  111. H Clarke Sanders, M Stewart and P Whiteley, Political Choice in Britain (Oxford: Oxford University Press, 2004).
  112. M Henn, M Weinstein and D Wring ‘A generation apart? Youth and political participation in Britain’, British Journal of Politics & International Relations, (2002), 167–192.
  113. D. F. Alwin, R. L. Cohen, T. H. Newcomb, Political Attitudes over the life span: the Bennington College Women after fifty years (University of Wisconsin Press, 1991).
  114. Drew Desilver, ‘The Politics of American Generations: How Age Affects Attitudes and Voting Behaviour’, Pew Research Center (2014).
  115. Yair Ghitza, Andrew Gelman, The Great Society, Reagan’s Revolution, and Generations of Presidential Voting (Columbia University, 2014).
  116. For more information about the Pew Research Center’s generational groupings please see: www.pewresearch.org/topics/generations-and-age
  117. Drew Desilver, ‘The Politics of American Generations: How Age Affects Attitudes and Voting Behaviour’, Pew Research Center (2014).
  118. James Tilley, ‘Hard Evidence: Do We Become More Conservative with Age?’, The Conversation (2015).
  119. RE Lucas, MB Donellan, ‘Personality Development Across the Life Span: Longitudinal Analyses with a National Sample from Germany’, Journal of Personality and Social Psychology (Michigan, 2011), pp. 847-61.
  120. Brian Resnick, ‘Do we really become more bigoted with age? Science suggest yes.’, Vox (July 2016).
  121. I Cornelis, A Van Hiel, A Roets, M Kossowska, ‘Age difference in Conservatism: Evidence on Mediating Effects of Personality and Cognitive Style’, Journal of Personality (February 2009).
  122. Resnick, ‘Do we really become more bigoted with age? Science suggest yes.’
  123. Resnick, ‘Do we really become more bigoted with age? Science suggest yes.’
  124. Robert Colvile (@Rcolvile), ‘Tweeted this morning point out (among other things) that the Tories last year got twice as much cash from dead members via legacies as they did from living ones via membership fees: £1.7 to £800k. Labour, meanwhile, raked in £16m from its members.’, 5:08am (GMT), 22nd August 2018. Tweet. https://twitter.com/rcolvile/status/1032237992558190593 [Accessed 25 September 2018]
  125. Andrea Louise Campbell, Julia Lynch, ‘The Two Faces of ‘Gray Power’: Elderly Voters, Elderly Lobbies and the Politics of Welfare Reform’, Harvard Educational Review (July 2002).
  126. Bobby Duffy, Suzanne Hall, Duncan O’Leary, Generation Strains: A Demos and Ipsos MORI Report on Changing Attitudes to Welfare (September 2013).
  127. Duffy, Hall, O’Leary, Generation Strains: A Demos and Ipsos MORI Report on Changing Attitudes to Welfare.
  128. Dena Bunis, ‘The Immense Power of the Older Voter’, AARP (May 2018).
  129. Alexis Petridis, ‘Britpop is back! What’s behind the 90s music revival?’, The Guardian (September 2018).
  130. ‘Reality Check: Who Voted for Donald Trump?’, The British Broadcasting Corporation (November, 2016).
  131. Robert P. Jones, Daniel Cox, E.J. Dionne Jr., William A. Galston, Betsy Cooper, Rachel Lienesch, How Immigration and Concerns About Cultural Changes Are Shaping the 2016 Election: Findings from the 2016 PRRI/Brookings Immigration Survey (Washing D.C., June 2016).
  132. Molly Ball, ‘Trump’s Graying Army’, The Atlantic (October 2016).
  133. Lauren Friedman, ‘Why Nostalgia Marketing Works So Well with Millennials, And How Your Brand Can Benefit’, Forbes (August 2016).
  134. The AdStasher, Leo Burnett London Celebrates 50 Years of the Big Mac in ‘The First Time’ TV Spot [online video]. February 8 2018. Available from: https://www.youtube.com/watch?v=yHK07C3v3yo
  135. https://blog.sprinklr.com/pokemon-go-and-nostalgia-marketing/
  136. Abode Creative Cloud, The Joy of Sketching with Abode Photoshop Sketch: EP 1| Abode Creative Cloud’ [online video]. January 25 2016. Available from: https://www.youtube.com/watch?v=LeCWO2uRnoo [Accessed 25 December 2018]
  137. Rattling Stick, Hovis: Go on Lad [online video]. September 12 2008. Available from: https://www.youtube.com/watch?v=s_suyZb5mDk [Accessed 25 December 2018]
  138. ‘Europe’s Worrying Gerontocracy’, The Economist (April 2010).
  139. ‘A Point of View: Is it Better to Have Leaders Who Are Old or Too Young?’, The British Broadcasting Corporation (May 2015).
  140. Harold Pollack, ‘We Have a Political Problem No-one Wants to Talk About: Very Old Politicians’, Vox (August 2017).
  141. Valentina Romei, ‘Half of the Global CEOs Are in Their 50s’, Financial Times (September 1015).
  142. RC Petersen, RO Roberts, DS Knopman, YE Geda, RH Cha, VS Pankratz, BF Boeve, EG Tangalos, RJ Ivnik, WA Rocca, ‘Prevalence of Mild Cognitive Impairment is Higher in Men: The Mayo Clinic Study of Aging’, Journal of Neurology (Sep 2010), pp. 889-97.
  143. Harvey Jones, ‘The Economics of Retirement: The Power of Pensioner Spending’, The Guardian (June 2015).
  144. ‘Wealth Among the Over 50s’, Centre for Economics and Business Research (January 2015). Available at:
    https://cebr.com/reports/wealth-among-the-over-50s/ [Accessed 25 September 2018]
  145. David Knight, ‘Pensioner Income and Expenditure’, Pension Trends, David Knight ed. (2012).
  146. Phillip Inman, ‘UK pensioners’ income growth outstrips wage rises, figures suggest’, The Guardian (July 2018).
  147. Paul Davidson, ‘The economy is still about – who else? Boomers’, USA Today (July 2017).
  148. Uuriintuya Batsaikhan, ‘Embracing the Silver Economy’, Bruegel (April 2010).
  149. Rowena Crawford, ‘The Use of Wealth in Retirement’, Institute for Fiscal Studies (June 2018).
  150. ‘On the Money: Misperceptions and Personal Finance’, Ipsos MORI (July 2015).
  151. Taken from LinkedIn post – Alistair McQueen, Head of Savings & Retirement at Aviva plc https://www.linkedin.com/feed/update/urn:li:activity:6451400313348853760
  152. https://www.moneymarketing.co.uk/has-the-fca-forgotten-about-the-advice-gap/
  153. https://www.hsbc.com/news-and-insight/2017/the-reality-of-retirement
  154. https://www.professionalpensions.com/professional-pensions/news/3063006/industry-joins-forces-to-discuss-making-pensions-dashboard-a-reality?utm_medium=email&utm_content=&utm_campaign=PP.SP07.Daily_RL.EU.A.U&utm_source=PP.DCM.Editors_Updates&utm_term
  155. Ipsos Tech tracker Q2 2018
  156. https://www.hsbc.com/news-and-insight/2017/the-reality-of-retirement
  157. https://www.ageuk.org.uk/globalassets/age-uk/documents/reports-and-publications/reports-and-briefings/money-matters/age_uk_briefing_bank_branch_closures_aug_2016.pdf
  158. https://www.fca.org.uk/publication/research/financial-lives-survey-2017.pdf#page=22
  159. https://www.fca.org.uk/publication/research/financial-lives-survey-2017.pdf#page=22
  160. https://www.dementiastatistics.org/statistics/prevalence-projections-in-the-uk/
  161. https://www.fca.org.uk/publication/occasional-papers/occasional-paper-31.pdf
  162. Harvey Jones, ‘The Economics of Retirement: The Power of Pensioner Spending’, The Guardian (June 2015).
  163. J Walter Thompson Intelligence, The Elastic Generation – The Female Edit (2018). Available at: https://www.jwtintelligence.com/2018/01/new-trend-report-elastic-generation-female-edit/
  164. https://www.dailytelegraph.com.au/rendezview/kids-your-parents-dont-owe-you-their-money/news-story/d8ce71b1d30a631ff8bea55371ba58e3
  165. J Walter Thompson Intelligence, The Elastic Generation – The Female Edit (2018). Available at: https://www.jwtintelligence.com/2018/01/new-trend-report-elastic-generation-female-edit/
  166. Millennial obsession testing the loyalty of baby boomers, Data IQ (2017). Available here: https://www.dataiq.co.uk/news/millennial-obsession-testing-loyalty-baby-boomers
  167. J Walter Thompson Intelligence, The Elastic Generation – The Female Edit (2018). Available at: https://www.jwtintelligence.com/2018/01/new-trend-report-elastic-generation-female-edit/
  168. Taking home the gold at the 2017 David Oglivy awards, (2017). Available at: http://cerconebrown.com/taking-home-the-gold-at-the-2017-david-ogilvy-awards/
  169. J Walter Thompson Intelligence, The Elastic Generation – The Female Edit (2018). Available at: https://www.jwtintelligence.com/2018/01/new-trend-report-elastic-generation-female-edit/
  170. Age Does Not Define Us’, The Age of No Retirement (2018).
  171. Scheherazade Daneshkhu, ‘The Silver Economy: Baby Boomers Power New Age of Spending’, Financial Times (November 2014).
  172. ‘About us, our vision’, The Age of No Retirement (2018). Available at: https://www.ageofnoretirement.org/about [Accessed 25 September 2018]
  173. ‘Age Does Not Define Us’, The Age of No Retirement (2018).
  174. https://www.marketingweek.com/2016/03/24/appeal-to-consumers-across-generations-by-adopting-an-age-agnostic-approach-to-design/
  175. Abby Hunter, ‘Why do People Fitted with Hearing Aids Not Wear Them?’, International Journal of Audiology (March 2013).
  176. Uuriintuya Batsaikhan, ‘Embracing the Silver Economy’, Bruegel (April 2017).
  177. ‘Retailers target grey spending power’, Financial Times (2018).
  178. James F. Fries, ‘Aging, Natural Death and the Compression of Morbidity’, New England Journal of Medicine (1980), pp. 130-135.
  179. Ezekiel J. Emanuel, ‘Why I Hope to Die at 75’, The Atlantic (October 2014).
  180. Marge Dwyer, ‘Study Finds Years Living with Disease, Injury Increasing Globally’, Harvard School of Public Health (December 2013).
  181. W. Jiang, JRT Davidson, ‘Antidepressant Therapy in Patients with Ischemic Heart Disease’, American Heart Journal (November 2005), pp. 871-881.
  182. Shaun Scholes, Madhavi Bajekal, Hande Love, Nathaniel Hawkins, Rosalind Raine, Martin O’Flaherty and Simon Capewell, ‘Persistent socioeconomic inequalities in cardiovascular risk factors in England over 1994-2008: A time-trend analysis of repeated cross-sectional data,’ BMC Public Health (2012) 12:129
  183. David Fone, Daniel Farewell, James White, Ronan Lyons and Frank Dunstan, ‘Socioeconomic patterning of excess alcohol consumption and binge drinking: a cross-sectional study of multilevel associations with neighbourhood deprivation,’ BMJ Open (2013); Linda Fat Ng, Shaun Scholes and Stephen Jivraj, ‘The relationship between drinking pattern, social capital, and area-deprivation: findings from the Health Survey for England,’ Department of Epidemiology & Public Health, Institute of Epidemiology & Health Care, University College London, London, England (2016)
  184. Shaun Scholes, Madhavi Bajekal, Hande Love, Nathaniel Hawkins, Rosalind Raine, Martin O’Flaherty and Simon Capewell, ‘Persistent socioeconomic inequalities in cardiovascular risk factors in England over 1994-2008: A time-trend analysis of repeated cross-sectional data,’ BMC Public Health (2012) 12:129
  185. Maria Guzman, Sara Ahmadi-Abhari, Piotr Bandosz, Simon Capewell, Andrew Steptoe, Archana Singh-Man, ‘Forecasted Trends in Disability and Life Expectancy in England and Wales up to 2025: A Modelling Study’, The Lancet Public Health (May 2017).
  186. James Hewitt, ‘How to Grow Old Like an Athlete’, World Economic Forum (February 2017).
  187. Dr Claire Preston, Dr Nick Drydakis, Dr Suzanna Forwood, Dr Suzanne Ellen-Hughes and Dr Sarah Burch ‘Planning and preparing for later life,’ The Centre for Ageing Better (September 2018)
  188. Derek Wanless, ‘Securing Good Care for Older People: Taking a Long-Term View’, Wanless Social Care Review (March 2006).
  189. ‘Homes that help: A personal and professional perspective on home adaptations’ Centre for Ageing Better (July 2018) Available at https://www.ageing-better.org.uk/sites/default/files/2018-07/Homes-that-help-research.pdf
  190. Ibid
  191. ‘About Aware Home Research Initiative’, Georgia Tech (2018). Available at: http://www.awarehome.gatech.edu/drupal/?q=content/about-ahri [Accessed 25 September 2018]
  192. Jacqueline Howard, ‘Using Technology to Help Older Adults Keep Their Independence’, CNN (September 2017).
  193. Jacqueline Howard, ‘Using Technology to Help Older Adults Keep Their Independence’, CNN (September 2017).
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The Perennials: The Future of Ageing

This report looks at our ageing societies and their challenges and opportunities. The media have obsessed about ‘Millennials’ as disruptors, but in fact ageing – which will affect every generation – is having even larger effects. Rising life expectancy and falling birth rates mean populations around the world are getting older. It is portrayed as a ’narrative of decline’ – not a time of opportunity and change.