Centre for Policy on Ageing



Eternal youths — how the baby boomers are having their time again
Author(s)	James Harkin, Julia Huber
Corporate Author	Demos
Publisher	Demos, London, 2004
Pages	113 pp
Source	Demos, Magdalen House, 136 Tooley Street, London SE1 2TU. E-mail: hello@demos.co.uk Website: www.demos.co.uk
Keywords	Ageing process ; Attitudes to the old of general public ; Living patterns ; Consumer ; Social surveys.
Annotation	Baby boomers refuse to pass on the baton of youth culture, which they believe is rightfully theirs: it now extends to people in their 40s. This report, produced in partnership with Centrica and the Saga Group, highlights that older consumers will increasingly look to trusted organisations to make their lives easier by acting as "gatekeepers", managing a range of products and services. The report challenges the private, public and charitable sectors to look at new and innovative ways of providing services in a future society in which older people are in the majority. The authors base their research on focus groups representing different age groups, by social class and/or ethnicity, in London, Leeds, Bradford and Dorset. They uncover core themes and issues that demand greater attention from those seeking to provide services: win votes or attract loyalty and commitment from baby boomers in the years ahead. (RH).
Accession Number	CPA-041130002 B
Classmark	BG: TOB: K7: WY: 3F
Data © Centre for Policy on Ageing

...from the Ageinfo database published by Centre for Policy on Ageing.