House-proud Baby Boomers Want Style over Substance

Brands encouraged to do more for active, adventurous older generation

According to research recently released by Mira Showers, over 65s now feel younger than ever. Mentally, 86% feel at least 10 years younger than they actually are and over half (54%) believe that their physical shape is as good as someone 10 years their junior. On average, those that undertook the study claim to feel 16 years younger mentally and nine years younger physically.

MiraConducted by leading brand Mira Showers, the study unveiled that in order to stay physically and mentally active nearly two thirds (62%) of over 65s in the UK take regular exercise, 76% read and 72% do mental puzzles including crosswords and Sudoku. Despite common misconceptions regarding the older generations, half (50%) also consider themselves adventurous and 73% believe they are technologically savvy.

The research of 1,000 UK adults over the age of 65s showed that when it comes to both physical and mental health, the older generations have much more to give than many we might think. Despite their spritely health however, just 16% claimed that they never feel patronised for being over a certain age.

Withthe ONS predicting that the number of over 67-year olds in the UK will grow by over 30% between 2016 and 2041*, Mira is encouraging brands to invest more in catering to the needs of a demographic that is feeling younger than ever before.

Over half (57%) of those polled claimed to be house-proud and three quarters (73%) agreed that brands don’t do enough to offer stylish, functional products for those over 65 years old. However, when asked where in the home assisted-living productswould be most appreciated, 75% said the bathroom. A fifth (20%) also admitted that the thought of age-proofing their home through the use of items including grab rails and mobility aids sent alarm bells ringing regarding costs.

miraLead Industrial Designer at Mira Showers, Roland Boal, said: “Growing older shouldn’t mean that we have to make compromises when it comes to style, especially in the home. Clearly those that took part in our research agree; 70% prioritise style over function and with 87% stating that they would most like to grow old living at home independently, it’s vital that we support them.

“Brands across the globe have spent vast amounts of money on research and development to develop products which improve living for those less-abled which is fantastic, but now that the fundamentals of those designs are in place, it’s time we started putting more care and attention into the style of these products. Our research has clearly shown that the UK’s spritely over 65s still have an eye for design and a real penchant for keeping their home their haven.”


Where in the home assisted-living products would be most appreciated:

  1. Bathroom
  2. Stairwell
  3. Kitchen
  4. Living Room
  5. Bedroom

miraMira tips for those looking to create a stylish, safe bathroom:

  • Get a digital shower– precise temperature control, eco-friendly modes, timers, and personalised bath filling settings can all help to make the bathroom a safer area.
  • Choose a low-profile shower tray with anti-slip coating to reduce the risk of slips and falls without impacting the style of the bathroom.
  • Use bathroom cabinets or shelves to utilise redundant space around the bathroom sink and store toiletries out of sight.
  • Wall-mounting storage is a clever way to maximise floor-space, making the room feel more spacious and tidy.
  • Select a walk-in shower enclosure to create a minimalist, wet room look, whilst offering the benefit of easy access for older generations.
  • Replace glass storage with shatter-proof plastic to minimise dangerous breakages.
  • Add stylish chrome grab rails to your bathroom which double up as a shower riser rail or a towel rail.

For the full report and more hints and tips and to read Mira’s guide to creating multi-generational living spaces, visit