Unearthing Ideas | Workshop Project One; Defining Age Personalities

Our project is to define a personality type for each age bracket in the Over 50+ category.

The language we use, the style in which we portray our elders, and the way we market to this group of people as customers and consumers is changing – evolving. No longer the “silent generation” (whatever that was), these people have views, opinions, desires, and interests, surprisingly just like every other generation after them. However, what we have found is a general indifference in the broader community around how we address this group of people.

For example, in a market survey analysis conducted by demographic, we noted people were lumped into an “Over 50+” bracket. We mused how they could garner the interests and opinions within that age bracket – which would include up to three generations of mothers, daughters, grandmothers as well as the male equivalents and everything in between. 

We researched standards to help guide our thoughts… and came up with the Australian Bureau of Statistics, who use the Age Standard 1200.0.55.006, 2014, Version 1.7


It states, the standard output categories are aggregations of the input categories (the level at which age data are collected and stored) and they recommend five or ten-year age groups for most applications with cut off years varying according to the type of survey, or user requirements. The only limitation presented for the collection of data within the standard, is, “use of an open-ended age group at the top of the age range is acceptable when presenting ‘Age’ output (e.g. ’75 and over’, ’85 and over’, etc.) provided there is an adequate sample size to support the group.” In fact, for General surveys, their recommended standard output categories (excluding Labour Force Surveys) for five-year groupings are from 0–4 through tho, 105 and over. Currently, the ABS Census uses the above standards as appropriate with the highest age for Census output for single years currently being 115 years.

Our project is to define a personality type for each age bracket in the Over 50+ category.

We know about “Boomers” as there has been much conversation and debate about this group. However, what about the rest? People who are between 70 and 79 years old for example and known as septuagenarians. What are they like? What era did they grow up in? Or a person who is between 80 and 89 years old and is an octogenarian, or someone between 90 and 99 years old who is a nonagenarian.

Let’s have a go.