Always look on the bright side of life

Archetypal Coastal Grandmother

Older women are having a moment

Older women are having a moment, or at least those that fall into one very specific archetype: the coastal grandmother. The coastal grandmother has inspired numerous TikToks, Spotify playlists, and articles in revered publications, like The Atlantic and spots on the TODAY Show. She looks a lot like the woman above.

It’s no surprise that people are attracted to the coastal grandmother, since their lives appear to be halcyon. Days are punctuated by trips to an idyllic garden to gather fresh flowers for the table or herbs for the next meal, and soft music always wafts through their comfortable, yet generously appointed homes. A cocktail is never out of arms reach, and the the coastal grandmother is always relaxed in her finely pressed, yet flowy clothes and floppy hats.

Purposeful and engaged

But, there’s a lot more to the coastal grandmother than meets the eye. She’s aspirational for leagues of younger people because she embodies a purposeful and engaged life, as well as some degree of financial success. She’s curious and an expert in what she does. She’s also willing to share her expertise with others. The OG coastal grandmothers, entrepreneurs Martha Stewart (80) and Ina Garten (74), have even shown that a lifetime of experience can be parlayed into successful and growing businesses.

Imagine if organizations retained and recruited older workers with the same zeal and vigor that we idolize coastal grandmothers today. They would be a lot stronger, for one, since older workers tend to be resilient than their younger peers. They would also be a lot more responsive to demographic change, which is happening at an astonishing pace.

The realities of demographic change

At The Super Age, we know that demographic change is challenging business as usual and that age-diverse teams are a key ingredient for success in this new age. That’s why we’ve expanded our offerings to include workplace demographic assessments, as well as age-diversity (DEI) strategies that include novel approaches to recruitment and retention, compensation and benefits, and workplace design.

Reach out today if you’d like to learn more about how we can help your organization get ahead of this new era and profit from demographic change.