Today, one in three (21 million) Brits are aged over 50 and latest research from MINTEL finds that they are a truly inspirational generation. They not only look after their own kids well into adulthood, they often take care of their young grandchildren, do what they can to stay healthy while leading the way in ethical living. Indeed, no less than 23% regularly give financial help to their grown-up children, while almost one in ten (7%) have grown-up kids living with them who do not contribute financially to the household.

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