How old are you? How old do you feel? Sometimes the two don't add up. We discover why our society is maturing, and how negative attitudes to ageing are old hat. People want to be defined by their interests and aspirations not their date of birth. The implications of this are both disruptive and exciting, which is why we’ve decided to explore the phenomenon further in this 30-page report.

Based on a qualitative and quantitative study, and supported by case studies, profiles and expert analysis, we find out why everything, from how we treat our elders to who adolescents aspire to be, is changing.

In this 30 page report you will find:

  • Beyond Age | Why 'age-appropriate' is no longer appropriate
  • Screen-Age Kicks | How kids are taking control of their online profile
  • Teen Spirit | Why the stereotypical view of teenagers is out of date
  • Emerging Adulthood | What's stopping young people from growing up?
  • Silver Linings | Baby boomers are redefining retirement
  • Coming of Age | Designing for a new, active generation of elderly