Heads up, we have a new name. We are the Elastic Generation. Well, it’s those aged 50-69, but who remembers my age anyway? I try to forget it myself. I certainly don’t feel it. Do you? In almost everything, we are still the trailblazers. Mature dating, travelling, entrepreneurship. You name it, we’ve got one foot in it. The other foot is in firm ground for balance. We’re wise like that.
According to a research and survey done by advertising agency JWT and High50, more than any other generation of mid-lifers, we’ve gone through and continue to go through rigorous stretching. Many of our contemporaries are pulled and pushed by the duties of being a child and being a parent: taking care of ageing mothers and fathers, and taking back our struggling children into our nests, if they even left it in the first place.
This all comes at a cost, literally and figuratively. Care homes are expensive, and tuition fees are the new skyscrapers. We delay our retirement, or we work during our retirement instead to keep and grow the cash flow.
Resilient and Strong
Entrepreneurship is not just enterprise and adventure but a necessity for many of us. That we tackle this is another proof of how resilient we are. It’s nothing to sneeze at, starting a business. And it’s nothing to scoff at, when said business takes off and makes returns, because when it does, it means sweat and blood has been shed. Well, a drop or two, at least, since this age of modernity has made some things easy. Some. Not enough to make our accomplishments small.
Yes, we are the elastic generation, ignored and neglected, but we bounce back. We’re here and we’re canny. Jan’s site, Seniors Discounts, does well because many of us have a threshold of savviness that requires us to compare first before buying! The job market is closed to us, so instead of becoming employees, we dip our toes into startups and do the employing.
The Millennials and the Gen X-ers have the technological innovation and the current workforce, and we the Elastics hold the cards. Never mind that we are misrepresented in the media as grumpy and clueless or both. We are neither. They’ll soon wise up to the fact. We control nearly 80% of the country’s wealth, and yet 80% of advertisements target Millennials.
That’s something to think about in your moments of discouragement. It’s so easy to be discouraged when the media is saturated with younger people, even from the 5% of ads supposedly targeted at us. Find a community of Elastics, and bounce back.
Like many people around my age we are redefining what retirement is all about. Our generation is not satisfied with just sitting around waiting for time to pass. We’re breaking the rules and making our latter years mean something.
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