Why do so many companies overlook one of the largest and wealthiest consumer groups? Perhaps because the people making the decisions still hold the wrong assumptions. Last Week at Telecom Insights 2026, hosted by Telecompaper, we challenged some of those assumptions and explored the opportunities that emerge when we stop viewing boomers as “old” and start seeing them as people living their ‘Third Age’: a life not defined by decline, but by freedom, reinvention, purpose, and possibility.

Many boomers are healthier, wealthier, and more active than previous generations at the same age. Yet much of the market continues to portray them through an outdated lens of ageing and dependency. This traditional image is not without consequences. In her influential Stereotype Embodiment Theory, American researcher Becca Levy demonstrates that negative stereotypes about ageing can have a real impact on people’s health and well-being. Those who primarily associate old age with decline tend to experience more stress, lower self-confidence, and less motivation. Someone who believes that forgetfulness is simply a natural part of ageing is more likely to attribute memory lapses to age and less likely to continue training their memory. The reverse also appears to be true: positive perceptions of ageing are associated with greater optimism, vitality, perseverance, and even a longer life.

Beyond the fact that the current stigma is harmful, baby boomers often do not recognize themselves in this portrayal. Indeed, 71% of adults aged 50 and over say that growing older is precisely the time when they can rediscover themselves. Baby boomers often lead active lifestyles, have a strong desire for autonomy, and enjoy relatively high levels of vitality. On average, they have the time, resources, and energy to remain independent well into later life.

We talk a great deal about the costs of an ageing population, but far less about the value this generation contributes. Consider the informal care they provide, the childcare support they offer, their inspiring volunteer and paid work they do, their knowledge and experience, and their considerable purchasing power. There’s an opportunity to resonate with this audience by recognizing them as engaged, capable, and influential people. Recent research stresses that attitudes toward ageing differ substantially. Babyboomers in Europe for example, prefer to focus on wellness (instead of anti-ageing), independence, lifelong learning, travel, and personal fulfilment.

As demographics shift, brands that move beyond age-based assumptions and align with changing human needs will be best positioned to create value and unlock new growth opportunities.