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

“Grunge + Mix tape = Gen X” is an over-simplified formula for a generation whose cultural landscape is vastly more complex and - more specifically - European than a Seattle record label.