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Study -

In 2017, the Innovation Group published a report about the behaviors, attitudes, and lifestyles of women aged between 53 and 72.

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Study -

Several methodologies were used, including an online survey, data from the JWT Women’s Index Study, and interviews with experts and influencers across numerous sectors.

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Generation -

Most of us are familiar with generations defined by when we were born and our youth years. E.g. baby boomers, generation X, millennials, and Gen Z (aka zoomers).

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Generation -

But a generation can also be defined by age group at a particular time. According to the Innovation Group, those in their fifties, sixties, and early seventies are labeled the Elastic Generation.

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Female edition -

The report focuses particularly on women of the Elastic Generation. Who are they, what do they do, and how do they live?

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The new power customer -

Elastic Generation women are often overlooked by brands, but according to the study they have the cash, and are willing to spend it.

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The new power customer -

Women’s Index study suggests that these women control most of the purchase decisions in their households.

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But they love a bargain -

They are willing to do their research before buying a product. Some 72% compare prices and look for deals online, with the vast majority not buying a product without checking Amazon first!

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Many are single -

There’s a rise in single and divorced women in this age group. Many have embraced singledom and enjoy the perks of being free and independent.

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They feel ignored by the fashion industry -

The Elastic Generation feel invisible to the fashion industry, and 82% think the clothes aimed at their generation are “too old-fashioned.”

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They feel ignored by the fashion industry -

In fact, 86% of Elastic Generation women believe that style shouldn’t be defined by age.

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Retail -

A study from marketing agency ICLP found that over 80% of respondents aged over 55 believed their favorite shop no longer understands them and what they need.

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Finding the right fit can be a problem -

Women’s bodies change with age, especially after menopause. “I really struggled to adapt my sense of style with this changing body shape I was going through and I just found it harder to put things together and style outfits,” said Nayna McIntosh, founder of Hope Fashion, which caters to the Elastic Generation.

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What they look for in a retailer -

Elastic Generation women look for a pleasant shopping experience where there is no pressure to buy, where people of all ages and sizes are welcomed.

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Anti-ageing -

For years, women have been told to fight against all signs of ageing, and the cosmetic industry focuses almost solely on selling Elastic Generation women those products.

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Anti-ageing -

Though nearly 70% of women actually use beauty products to feel their best, not necessarily younger.

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Anti-ageing -

“This word antiageing, we know we’re getting older. You just want to look and feel as great as you can,” said L’Oréal ambassador Helen Mirren.

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Intimate life -

Over 80% of these women desire to have active sexual lives, and believe sexual fulfillment is not just for the younger.

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Motherhood -

Many women become moms later in life, a tendency that has been growing over the past few years. Some Elastic Generation women are still raising their young kids.

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Health and fitness -

Elastic Generation women are healthier than ever. The report found that 48% of women see regular exercise as “one of the most important things for good health and wellbeing.”

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Sports -

Women are participating in sports and are doing extraordinary things. “I’m always encouraging people to think big and do. It can be very ordinary–my running is very ordinary–but you can do something really extraordinary if you put your mind to it,” said Nikki Love, 51, who ran 63 marathons in 63 days.

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They are not slowing down -

These women travel a lot and seek adventure. They are attending more music festivals and picking up new hobbies, such as riding motorcycles.

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Creativity -

Elastic Generation women are embracing their creativity. Some are going back to study arts and others are becoming artists. “We are told as we age to let go, relax, take it easy and yet I feel more creative, more drive, more focused than ever before,” says fine artist Sand Laurenson.

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Entrepreneurship -

Retirement is not an option for many of these women. Elastic Generation women are going back to work, many of them as entrepreneurs.

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Cosmopolitan -

Many of these women prefer the city buzz to quiet suburbia. They want to do things and enjoy city life to its fullest, eating out, going to the theater, and generally having access to culture and entertainment.

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They are tech savvy -

Over 70% feel patronized when it comes to tech use and refuse to buy technology that is especially designed for older people.

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Sense of purpose and empowerment -

Elastic Generation women are giving back. Many are making the most of their retirement by volunteering.

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Age is really just a number -

Age is not an indicator of how Elastic Generation women are living. Many brands are now identifying that these women are not about slowing down, but about living a life according to their values, passions, ambitions, and goals.

Sources: (Wunderman Thompson)

See also: Stereotype vs reality: How millennials actually spend their money

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