Elastic Fantastic

One benefit of the wonderful digital age in which we live is that agencies have become so much more generous with their information and knowledge. You may argue that there's no such thing as a free report, or that if it costs nothing, then it has no value, but I beg to disagree.

JWT Intelligence has recently released a report on the women of what they term 'The Elastic Generation'. It's a UK report, based on research amongst women aged 53 - 72. That age group, born from the late 40s to mid-60s, are more commonly known as Baby Boomers, especially in the US. The re-name has been chosen to reflect this generation's inner resilience, energy, strength and potential - as embodied by, for example, Pauline Black of The Selecter , above.

The report, which you can download here, is pretty comprehensive, substantial, and a million miles from the kind of customer-facing horrors that, for example, P&G put out. There are all manner of interesting links and references, including the fascinating Age of no Retirement

So, many thanks to JWT Intelligence, and I'll finish with two remarks:
It may be my age, but I'm afraid I immediately associated 'elastic' with comfy elastic waistbands, much as I get your reasons for the name.
And - the big question - what happens after 72, or do I have to wait to find out?