Co-Presenters: Catherine Rickwood
Building on the award winning presentation from 2016 (‘Age Stereotypes and the Grey Tsunami’), this paper shares the findings from a qualitative (completed) and quantitative (yet to be undertaken) study on Baby Boomers. The purpose of the study was to gain an understanding of the lived experience of males and females 50-74 years old (vs the stereotypes attributed to this age-group) and gain insights on their attitudes towards factors such as health and technology. Hypotheses about what would be possible if companies dared to be different and embraced this market segment are outlined.
Daring? Maybe. Dangerous? Possibly. Different? Definitely.