Latest research from MINTEL introduces generation SYLO, heralding a new way of life for today’s over fifties. Generation SYLO are Staying Younger LOnger by refusing to succumb to the image of the older consumer associated with their parent’s generation. In particular, British men over fifty are refusing to let go of the swinging sixties. These men were the original teenagers and the legacy of the 1960s has remained with them. They have become today’s ageing, denim-wearing rockers, who have a strong sense of duty and ethical awareness. And while the women of their generation take real care of their appearance, SYLO men have a more chilled out attitude to their maturing looks and simply wait for women to fall at their feet.

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