Winter can be a daunting time for elderly people. Over 65s think it’s normal to be weighed down by winter worries, loneliness, security. On the other hand, our research from focus groups highlighted that our audience don’t associate themselves as ‘being old’, or live up to the stereotypes that come with age, but instead see retirement as a new mindset. For too long the marketing industry has caricatured older audiences, creating a totally misguided perception of retirement. When you consider only 5.6% of the ad industry is over 50, it’s hardly surprising. For us, the challenge became getting into this new mindset.