After the baby boomers, the X, the millennials and the genZ, a completely different generation is the subject of a new name. An age group that we talk about too little and yet which concerns 17.3 million French people. Do you recognize yourself among the Nolds?
For each age, its generation! If many French people define themselves as belonging to a specific family, like baby boomers or millennials, an age group is still looking for where to position itself. A community created by two professionals which continues to grow. Zoom in on this new movement of which you may be part.
Who is this forgotten generation?
“I feel too old to be young and too young to be old”, this is the feeling shared by 80% of this hitherto unknown generation. This is a group of people between two ages: 45-65 years old. As with their intergenerational cousins, they call themselves by a common-sense expression: the “Nold”. A contraction of “Never Old,” the Nold consider themselves too young to be seniors and too old to identify with Gen Z trends.
This generation began to emerge in 2022 when Anne Thevenet-Abitbol, Foresight and New Concepts director at Danone and Charlotte Darsy, Healthy Aging director, created the “Nodletter”. A newsletter aimed at bringing together this age group that is very little represented in the media. More than 80,000 people have also joined the community through social networks, on Instagram and Facebook.
But who are the Nolds exactly? They define themselves as accepting the passage of time with philosophy and humor. They find themselves around a common culture preceding the advent of the Internet. Too often labeled as “senior”, they feel a real feeling of invisibility in the representation of society. But that was before becoming Nold!
Are you Nold? Take the test!
In addition to belonging to the 45-65 age group, certain meaningful criteria allow you to know if you are part of the Nold generation. As the founders of the concept indicate, you are Nold if:
- You invite people to dinner at 7:30 p.m.
- The president of France is younger than you.
- You sometimes use outdated expressions like “that doesn’t break three legs of a duck” or “minute butterfly!”.
- You prefer to go to bed early when you have a big meeting the next day.
- You may not have known about prehistory, but you have known about Mammoth.
- You have experienced the smoking wagons
- You’re over 40 when you know what a handout is
- You’re nold if you danced to “Love stories usually end badly” by Rita Mitsouko
- You’re nold when you get up early on the weekend, to “enjoy it”
Some anecdotes that should alert you!