Everyone’s suddenly very excited about the over-50s. Somebody should tell them there are four generations in there. Somewhere right now there's a strategy deck that puts a 52-year-old who still goes clubbing and a 92-year-old in sheltered housing in the same segment, slaps on a stock photo of a woman laughing at a cup of tea, and calls it silver. "Old as opportunity" is having quite the moment, popping up in everything from agency decks to industry reports, and almost none of

There's an industrial complex built around explaining Gen Z. Nobody's doing it for Gen X. FITH Futures is here to help unlock the gateway to the future of ageing