The over 50s are often portrayed in the media as old has-beens that simply love nothing more than gardening, watching daytime TV and eating Werther’s Originals! The truth is the over 50s are far from ready to kick the bucket just yet.
Rebels & Innovators: Johnny Rotten, Mick Jagger, Keith Richards, Madonna – all of these celebrities are over 50 and continue to innovate and cause a stir. This group is hardly the conventional stereotype of the older generation often depicted in the press. When it comes to innovation the over-50s are in a league of their own: Bill Gates is in his 50s, as was the late Steve Jobs when he died last October at just 56. In the years shortly before his death Steve Jobs launched a range of innovative products – the iPod, iPad and the iPhone.
Carers: While the over 50s are older, they are not too old to not find themselves caring for older relatives. Most over 50s offer in some shape or form provide support to their parents. This can include anything from stairlift solutions to helping out with bills and shopping. They look after people; they are not looked after. This is something that is often forgotten about by younger people – and advertisers!
Entrepreneurs: Most entrepreneurs are over 55. Research by Nominet Trust found that, contrary to popular belief and the best efforts of TV shows like The Apprentice, in London, the largest number of British entrepreneurs are 55 years and over, rather than 20-somethings like Facebook's Mark Zuckerberg and Twitter's Jack Dorsey.