TREND 12
Silver renaissance
Ageing once implied slowing down, yet there’s now a growing trend of embracing it as a time for reinvention. From picking up surfing to bonding with grandchildren over video games or even launching a social media career in their 80s, older adults are pushing boundaries and exploring new passions. Clearly age is just a number. It’s a celebration of vitality, with 71% of people worldwide embracing this stage as an opportunity to reinvent themselves.
This new outlook stems from a renewed desire for meaning and personal fulfilment. People are taking control rather than being defined by their age.
Longer life expectancies, advances in healthcare and greater awareness of physical and mental wellness are reshaping how people perceive later life. With many individuals now staying active well into their senior years, there’s a desire not just to live longer but to live better. Older adults are embracing their age with an optimistic mindset, seeing it as a new phase full of possibilities rather than limitations.
“People are now often so fit when they retire, and there are so many opportunities for them to travel, go on holiday, take boat trips, or travel by bus. When I'm older, I want to do a lot of things I haven't had time for in my professional life; time for hobbies and travelling. Just to spend more time with other older people and have fun.”
Male, Gen X, DE
Older generations, particularly Baby Boomers, are leading a reinvention movement - 74% view ageing as an invitation to explore new paths and embrace fresh experiences. Younger generations, like Gen Z, however, are still navigating the concept of ageing’s potential, with 66% viewing it through a similarly positive lens. For Gen Z, the potential of later life remains largely abstract, and without firsthand experience, the notion of ageing as a vibrant, growth-oriented phase can feel distant.
This divergence highlights a crucial dialogue about how we view life's later chapters. As older generations forge ahead, Gen Z's hesitance reflects their need for examples and narratives that showcase ageing as a dynamic, fulfilling journey. Bridging this gap can inspire a richer understanding of life’s continuum and what it means to thrive at any age.
“I think it boils down to what we call YOLO – you only live once – because people don't want to grow old regretting not taking risks. So, it's better to explore and learn new things. You're never too old to try new things. I would like to explore more places and probably learn to swim, as I'm not very good at it."
Male, Gen Z, PH
CASE
Humana & Growing Bolder - The New 65+
US - Media & Entertainment
The New 65+ initiative shares stories of older adults who defy stereotypes by embracing joy, passion and purpose – regardless of age, ability or challenge. It champions the possibilities of ageing, not the limits.
CASE
Shanghai Fashion Week - Wang Deshun
China - Fashion
At 88, Wang Deshun defies age stereotypes, modeling for Hu Sheguang at Shanghai Fashion Week. With a commitment to fitness and health, he embodies the silver renaissance, proving that dreams and aspirations can flourish at any stage of life.
CASE
AgeUK - Why do we value old objects over people?
UK - Non profit
This campaign calls for a society that values and includes older individuals. With the UK population ageing, the charity highlights the pressing challenges many face, urging a reflection on how we support later life.
Brand takeaway
What does this mean for brands?
Brands have a chance to embrace this shift by offering tools and experiences that empower older adults. By spotlighting diverse stories of vibrant, active lifestyles, brands can challenge outdated stereotypes and create meaningful connections with this audience.
Supporting health, creativity and personal growth allows brands to resonate with individuals eager to embrace this exciting new chapter of life.