New research shows "Luminaries" taking over from "Juggling Generation"

Research from Bauer Media has suggested a change in how those previously categorised as "middle-aged", with the new group being referred to as "The Luminaries".

There are just under 10 million people falling into the 35-54 age category, and the new research has revealed a variety of interesting trends which have adapted to the latest generation.

The survey results found the Luminaries to be an "entrepreneurial, confident and aspirational group with behaviour vastly different from those generations before them."

Among the findings, technology was revealed to have had one of the biggest effects on changing behaviours among the group previously referred to as "The Juggling Generation".

Smartphones and other advances in tech devices have allowed the generation to become more entrepreneurial, moving away from the typical career path to strike a better balance between work and life.

With regards to brand relationships, the Luminaries' attitudes have also changed from their predecessors. The information shows that the age bracket has more disposable income and are much more comfortable spending it, making them a valuable target audience for companies.

Bauer also found that they want to be judged on their attitudes rather than their age, with one person surveyed saying that "they should ban the words 'middle-aged'".

Managing director of Bauer Advertising Abby Carvosso said that the research carried out by the firm would allow advertisers to concentrate their efforts more in appropriate areas.

"The learnings from this study will ensure that we develop deeply engaging and impactful advertising messages and partnerships that will connect with this often misunderstood audience who don't want to be put in a box," Carvosso said.