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

Your social life is remodelling your brain. The research is in, it's peer-reviewed and frankly it's more interesting than anything your therapist has said recently.

One of our taglines at FITH is "the assumptions are wrong." Nowhere is that more literal, or more damaging, than in how Gen X has understood neurodiversity. I'm the partner of someone diagnosed with autism and ADHD: AuDHD, at 59. He's ten years older than me. I'm not telling you that as an age thing, I'm telling you because it's the assumption I made. For years, the ten-year gap was where I put any challenges between us: this is just what happens when two people are a decade

From the dancefloor to the prescription pad, what does Gen X’s open attitude to altered states and synthetically enhanced wellness reveal about the hormonal health opportunity?

There's a cohort running FTSE 100 boardrooms, controlling nearly a quarter of global spending, and they’re first in line for the biggest wealth transfer in history. It’s us, Gen X.

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