Boomer + beyond is a research and branding agency built on one belief: older audiences deserve better.
Too often, the 55+ generation is overlooked or lumped together under outdated assumptions. We’re here to change that. Everything we do—from deep-dive insight work to creative brand strategy—is grounded in real lives, not stereotypes.
In the UK, the over-55s now account for more than 30% of the population and control over 60% of household wealth. Far from being disengaged, they’re active, curious, and tech-savvy—and they expect to be heard. As one of our participants told us, “I want to be aspirational as I move into my later years.” So do we.
With AI-enabled tools and a first-principles approach to every brief, we help clients tap into this dynamic and diverse group with authenticity, relevance, and respect.
Just because people are all the same age doesn't mean that people have the same interests by any means. And I think, that is a mistake that many, many people make about old people.
They put anybody who is grey and in their silver years into the same category. And we certainly have very different life experiences. We have very different aspirations, you know? I wanna be aspirational as I move into my later years.
And remember, we are now the baby boomers, so, you know, our lives have been very, very interesting. People tend to see a seventy five year old now. They don't see the eighteen year old who was breaking the mould.”
Jayne (Interview respondent, 75 - not that it matters!)
(Why we should care…)
The facts
38%
A growing older population:
Almost two in five (38%, 22 million) people in England are aged 50 and over. This is predicted to rise to 46% by 2065.*
3/4
19%
Almost one in five (19%, 11 million) people in England are aged 65 and over. This is predicted to rise to 26% by 2065.*
Wealth:
Individuals aged 50 and above hold over three-quarters of the UK's financial wealth, underscoring their substantial economic influence.**
Economic contribution:
63p
By 2040, it's projected that 63p of every pound spent by UK consumers will be by someone aged 50 or over, highlighting the growing economic influence of this age group.***
£319b
People over 50 contribute significantly to the UK economy, with estimates indicating they spend £319 billion annually (excluding housing costs).***
*Source: The Centre for Ageing Better (Our Ageing Population | The State of Ageing 2025)***Source: The international Longevity centre**Source: ECI PartnersMeet the team
Jonty Roots
Jonty has been a passionate exponent of insights and creativity for over 25 years, working internationally across a broad range of disciplines.
Having led award-winning brand agency Pollitt & Partners for 12 years, Jonty launched Boomer + beyond in 2017 to challenge outdated assumptions about ageing - and ensure older people’s real voices shape the narrative.
He has worked extensively in the later living, charity, healthcare and property sectors, delivering both consumer research and branding services, for clients including; Riverstone, Bluecrest, Auriens, Birchgrove, Retirement Living, Churchill, Opus Villages, WWF and Macmillan Cancer Support.
MANAGING DIRECTOR
David Lewis
David has more than 30 years of experience in providing full-service consumer research. He has been closely involved with the application of online research methodologies, across six continents, since their earliest inception.
His passion for delivering clear and actionable strategic insights has seen Boomer + beyond carve an increasing reputation as experts in bringing clarity to data and maximising its value through visual dissemination.
As a Fellow of the Royal Statistical Society, a Certified Member of the Market Research Society and with a Masters in Psychology, David regularly gives guest lectures on the application of consumer research methodology, and has been published on the subject by the UK Government.
head of research
Mark Pailing
Mark is Creative Director at Boomer + beyond. With 25 years experience in design, working at CGI, Radley Yeldar, Salter Baxter, The Partners and Pollitt & Partners, Mark has made a significant impression on the design world, winning numerous creative awards from D&AD, Design Week and Benchmarks to name but a few. His knowledge extends across branding, identity, advertising, reporting and literature.
Mark has worked with an impressive range of clients across multiple sectors, most recently Opus Villages, Solvita and Bluecrest.
He approaches briefs with a simple, yet indisputable approach: the idea is everything.
creative directorThis was our first time working with Boomer + beyond, and they impressed us at every stage.
Their ability to balance rigorous research with a deep appreciation for the human experience gave us a richer understanding of our residents’ perspectives.
Their work has been invaluable, and I would highly recommend them to any organisation seeking meaningful, actionable insights.
William Harding (General Manager, Auriens Chelsea)