They strive for significance
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They strive for significance -
LEARNING 3
Western culture famously has less respect for “elders” than other cultures. And in today’s landscape of an ageing population and a social care crisis, older people are increasingly painted by the media as a problem to be solved.
This age group are defending their societal significance by being the backbone of their communities. Perhaps we could win their favour by reflecting their role in society in a way that feels empowering rather than patronising.
In some cultures “elders” have unmatched status. In many Asian countries the loss of an old person is more tragic than the loss of a young person, because of all the wisdom they’ve accumulated.
But in Western culture, as people get older their significance is erased.
So this generation is not waiting for permission - they’re actively finding ways to enrich the communities around them. It’s a form of legacy that simply needs to be felt; keeping alive knowledge, skills and behaviour.
Their communities are their legacy
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Their communities are their legacy -
“Teaching younger generations is extremely rewarding… passing on what has been passed on to you, seeing their success”
‘We’re proud of what we’ve passed down to the children... not assets, but values. Their appreciation of nature, their love of academia, their work ethic”
I would like to pass advice on the the younger generation… to appear confident event if you don’t feel like it, to never undersell yourself"
They are local’s lifeline
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They are local’s lifeline –
Local is having a moment, culturally and commercially. But this age group understood the power of local before everyone else did.
They find joy in relationships on their doorsteps. More than merely as participants, they are often the glue holding local communities together.
Our interviews heard an abundance of examples of reading, skipping, drawing, walking, reverse mentoring groups and more.
“I choose to walk over taking the bus or the car so I can stop and speak to people"
‘My allotment shop is a regular part of many locals’ shopping routines, popping there before heading to the supermarket"
“I talk to her over the garden fence, sort her internet out when her son’s not around, take her cupcakes when I bake for my Instagram”
They have a lot to teach us about tech
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They have a lot to teach us about tech –
Gen Z may be deemed the social media generation for all their bleak hours spent doom scrolling, but maybe it’s this age group that are actually socially savvy.
Their relationship with tech is healthy, and they knew when to put it down. For them social media is brilliant, not damaging. It’s a productive tool with a specific purpose - connection.