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'Superboomers' set to reshape 21st century Britain
by Susie Hughes at 11:18 06/08/14 (News on Business)
Once upon a time they were dubbed the 'baby boomers', now, over half a century later they have been retitled the 'Superboomers' as the older generation leads the way in a lifestyle shift, including opening their own businesses - and succeeding where their younger counter-parts fail.
The lifestyle revolution among over-50s shows a profound shift in attitudes, experiences and expectations that’s given birth to an entirely new demographic phenomenon.

Liberated by wealth, health, and technology, Superboomers are reshaping our culture, challenging our aspirations, and re-engineering our society.

The Superboomer generation is identified for the first time in a major new report from The Future Laboratory, a trend research and consumer insight consultancies for a study commissioned by technology and mobile solutions provider, Huawei.

The marketing world has already recognised the 'silver=pound' and specifically targets this age group on campaigns for holidays, fashion, and to gain a slice of their disposable income.

Over and above their consumer influence, the 50+ generation are set to influence the UK economy in many other ways, particularly in business.

As comfortable with digital commerce as their grandchildren, there are more than 1.7m entrepreneurs over the age of 50 in the UK, and one in five over-50s is self employed. In addition, Superboomer-run start-ups are two-and-a-half times likelier to last the course for five years or more than those run by younger businesspeople.

The influence of Superboomers is leading to the emergence of a Boundaryless Britain, in which, empowered by mobile and digital technology, their passions become professions, and cities evolve to accommodate over-50s’ interests, lifestyles, and communities.

Tom Savigar, Chief Strategy Officer of The Future Laboratory, said: “The Superboomer is redefining what it means to be 'older' in British society and culture. This generation of over-achievers climbed the career ladder when the economy was booming, house prices were soaring and opportunity was everywhere.

"Retirement offers them the chance to rev up rather than slow down, to start a new business or career, to invest and seek adventure – all with confidence, experience and attitude.”

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Susie Hughes © Shout99 2014

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