Just a sidebar here and not a criticism: calling later-60's "into retirement" is no longer totally valid. I worked until I was almost 80 and still take side gigs. I have many friends in their 70's who work full-time jobs, and at the entry level I see plenty of McDonald's and Walmarts with a broad assortment of "seniors" at work. In fact, at my local Lowes and Home Depot, the staffers that work the departments that require advice giving and knowledge, nearly everyone is over 60.
I mention this because I think that we may find that marketers respond to this by making 25-64 (at least) as their ad target soon. Heck, those above 65 can collect Social Security while still doing gig work.
Totally agree. Unlike the lettered generations,, they are much more likely to engage in social activities than watching items on Tiktok.
Interestingly, my spell checker her seems to be a senior... it wanted to replace TikTok with "ticktock".