The Age of Compassion

Written by on January 30th, 2018


We hear a lot about the Over 50s… the most disposable income of any other generation, the freedom to do the things they want, when they want. Feeling comfortable in their own skin; so that looking the ‘right’ way or saying the ‘right’ thing is no longer such an agonising concern. Do they really have it this easy?

The above may ring true, but that is not to say the over 50s are just choosing to sit back and enjoy their lot – in fact, during our four weeks of speaking to these individuals, we witnessed the age of compassion. From looking after grandkids and elderly parents as much as 5 days a week, to volunteering (well into their 70s!) AND buying into brands that have a transparent philosophy on giving back to society, we have seen this audience giving back on a personal level and with a social/environmental agenda in mind.

Building on our community findings, research published by the Royal Voluntary Service finds that 30% of 50-65 year olds currently volunteer in some capacity, so although we know the importance of family remains at the core, the compassion of this audience spans further afield.

47% claim that giving back to their local community is a key motive behind volunteering, and with a rising concern around the support in place for older people, it seems this is one area the over 50s are keen to take responsibility for, stepping in to help those more vulnerable people within their own communities (in some hope this good will continues through younger generations I imagine!)

So, whether the over 50s are in a position to see out their days in a comfortable bubble or not, the fact remains that many are choosing to get out there and help others as long as they can.

(Source: statistics from Royal Voluntary Service, Prudential)