Our 2025 What Matters report showed how 71% of people globally see ageing as a chance to reinvent themselves. It’s seen as an opportunity to do the things they haven’t had the chance because of personal and professional demands. One interviewee from our study shared: “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.”

Silvers aren’t just getting older, they’re ageing better

A joint study by Yale University and the University of California explored a compelling question: “Is 60 the new 50?” Rather than focusing on age in years, researchers looked at biological age, how old your body actually is based on health and fitness markers, not just the number of candles you’ve blown out. If you’ve ever worn a smartwatch to track your activities, take for example Garmin, you’ve probably seen this idea in action. Comparing your ‘fitness age’ to your real age via the app (and, if you haven’t already done this, I can guarantee that’s what you’re about to do right now!).

This study compared people from the late 80s to those two decades later and found: the newer group was biologically younger, especially people in their 60s and 70s, who were up to 4 years younger on the inside!

But the question is why? Well, several factors:

• Less smoking (goodbye “cigarette skin”)
• Better health and dental care
• Increased awareness around the importance of sunscreen, resulting in less sun damage
• Fewer physically demanding jobs
• Improved diets and nutrition

Silvers aren’t only ageing better, they’re feeling younger too. We interviewed a total of 900 Silvers aged 50 to 94 in the UK, US and China and we uncovered a clear shift in how we perceive ageing. Among people aged 50 and over, 79% say they feel younger than their actual age. Chances are, you can relate. We often joke about hiding our age when birthdays roll around or shaving off a decade when a ‘big one’ approaches, even banning cards with our age on the front. But there’s more to it than a humorous throw away joke. This research tells us that there is a gap between actual age and perceived age – and on average people feel a full 12.5 years younger!

This isn’t just about physical health it also reflects a profound mindset shift. 91% agree that ‘age is just a number’, emphasising it’s their attitude, outlook and lifestyle that truly shapes how they feel, live and see themselves. The significance? A cultural shift in how ageing is viewed, the notion of mindset over milestones:

• People are outwardly rejecting outdated stereotypes of ageing as decline and instead embracing vitality and reinvention later in life.
• It’s not the number of candles on a cake that defines someone’s life stage, it’s their attitude, goals and how they view and engage with the world.
• Older adults are increasingly empowered to shape their own narrative of ageing, choosing what’s possible over what’s appropriate.

The power of staying active

Being older doesn’t mean we are or must be less active. The opposite is often true.

We’ve probably all thought at some stage “I have to do this now, because one day I won’t be able to”, whether it’s hitting our daily steps, lifting weights or entering a marathon. This belief is ingrained: ageing means slowing down so we should seize the day while we’re still young and able. This mindset can feel limiting, even claustrophobic. Adding unnecessary pressure and insinuating that staying active is reserved for the young.

We love this example. A British Sikh marathon runner of Indian origin Fauja Singh is believed to have run a full marathon at the age of 100 in Toronto, having only taken up running at the age of 89 to overcome grief. Over his running career, Fauja has also run (and set records!) in the London, New York and Mumbai marathons. Fauja embodies the important sentiment older doesn’t mean less active.

We learned through the ABC Fitness Wellness Watch Fall 2024 Report that 80% of Boomers consider themselves physically active, compared to 73% of Gen X, 76% of Millennials and 66% of Gen Z. This shift highlights a fundamental definition of ageing, one that prioritises vitality, movement and longevity over traditional notions of retirement and decline.

This is also what we found in our own study:

• 72% state they are physically active and enjoy moving their body regularly
• 69% have many goals and ambitions they still want to pursue
• 67% lead an active and engaged lifestyle
• 60% say that learning completely new skills at their stage of life excites them

Ageing isn’t about slowing down, standing still or being written off. It’s about a second spring, a new phase full of purpose, passion and possibility.

From limitations to aspirations: breaking out the mould

We’re seeing older adults start social media careers, dive into new adventures, cross marathon finish lines and embrace life with renewed passion and purpose.

We now see ‘seniorpreneurs’ leveraging their experiences and challenging stereotypes of retirement by starting their own businesses later in life. A great example is 1degreeC, a cold brew coffee business in Singapore started by Richard Koh. In 2016, at the age of 54 and along with his wife Ong Bee Yan they built their Singaporean based coffee brand, something which had been a life-long dream.

As well as ‘seniorpreneurs’, we have ‘granfluencers’ – those challenging conventional norms and stereotypes through social media. Meet Joan MacDonald (79), inspiring others to prioritise health no matter what age through the power of social media.

“Dancing. Laughing. Ziplining through the trees. At 79 years old, I’m not slowing down – I’m just getting better at having fun.”

Joan transformed her life through fitness, becoming a beacon of health and motivation for people across the globe. Joan shares everything from workout routines to nutrition tips. Her journey from being medicated for various health issues to being in the best shape of her life has not only earned her a massive following, but also media attention, making her a powerful voice in the fitness community and inspiration to others.

Then we have the so-called ‘ageventurers’ who see later life as a frontier to discover new passions and hobbies. An example is 88-year-old Juanjo, living in Bilbao Spain who took up skateboarding at the age of 70 to stay fit and escape everyday monotony. Juanjo is a powerful reminder that it’s never too late to try something new, showcasing ageing as being a launchpad not a limitation.

Letting go of stereotypes

70% of the Silver generation are more likely to support brands that make them feel seen and understood and some brands are already tapping into this.

A great example is Dove’s recent ‘Beauty never gets old’ campaign, Dove aims to redefine ageing as aspirational. Featuring real women over 60, it challenges unrealistic beauty standards, highlighting strength and glamour in ageing.

Fashion and lifestyle brand JD Williams also launched an empowering, age-inclusive campaign ‘Admit it, this age thing suits you’, encouraging women to dress for joy and attitude, not age. The campaign featured diverse models of different ages, races and body types to celebrate the beauty of ageing.

Another example is from L’Oréal. Research shows that for many women, some compliments can sting. “You look great…for your age.” L’Oréal decided it was time to flip the script and took it one step further by doing this in a powerful but overlooked medium, print. They collaborated with the Mail on Sunday and its weekly ‘You’ supplement for a special issue ‘You look great’ – no caveats, no qualifiers. This resulted in brand recommendations from older women quadrupling, Age Perfect creams saw the best sales since 2019 and it became L’Oréal’s biggest-ever week in sales at Boots.

Scroll through these campaigns below:

These campaigns serve as a powerful reminder that when you speak with respect and rethink how and where you show up, people respond. Ageing has become a powerful opportunity for the Silver generation to reinvent, rediscover and thrive. It’s time for brands to catch up, tap into this momentum and connect authentically with this important audience.

*The numbers in this article are taken from our global research with 900 people aged 50+ across three markets: US, UK, CN.