Elastic Generation: The Female Edit
Report exploring the lifestyles and attitudes of British women aged between 53 and 72.
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Elastic Generation: The Female Edit is a follow-up to a 2015 report, which turned the spotlight on a much misunderstood group of people in their 50s and 60s (otherwise known as baby boomers). Focused on women, 'The Female Edit' report covers 14 trends. Highlights include:
Booming Tech: JWT research finds that Elastic women are sick of negative stereotypes about them when it comes to technology: 73% say they hate the way their generation is patronised when it comes to tech while 78% express no desire to buy technology that is especially designed for older people. It’s time for brands to forget the digital native myth – these women were there in tech’s infancy.
Audacious Style: Over two thirds (69%) of Elastic women think the fashion industry ignores people their age while a massive 82% think that the clothes that are aimed at them are “way too old-fashioned.” Style is ageless so we must shift the narrative that focuses on youth and celebrate the self-knowledge that comes with age.
Ageless Retail: Ageless experiential retail can deliver a winning shopping experience for all. We found that 54% of Elastic women say their favourite shop is good because it welcomes people of all ages and sizes while 50% like it because it’s pleasant to wander around. It’s important for brands to take an age-agnostic approach and consider adding experiential elements to their stores, creating a ‘third space’ that appeals to women of all ages.
About the research
This macro trend report covered the period May 2017 to December 2017 and comprised several methodologies including:
- A survey of 248 UK women aged 53-72 conducted using SONAR™, J. Walter Thompson’s proprietary online tool. We also surveyed 276 UK men for comparison.
- UK data from the JWT Women’s Index Study, a global quantitative survey speaking to a nationally representative sample of women aged 17-70 years.
- A week-long online community of 24 UK-based respondents that answered questions about their own behaviors, attitudes, and lifestyles.
- In-depth interviews with experts and influencers across sectors including beauty, fashion, wellness, and art.
The report is available for download here.