INVESTIGATION – These 45-65 year olds do not recognize themselves in the generational standards that we submit to them. They no longer hesitate to be coached to improve their sleep, their health and their appearance.
You need “to sleep (vos) ideas on paper. You think it's a pillow mark on your face, but it's still there at the end of the day. You must “ scroller » for 5 minutes on a website to check your date of birth. And what's more, the President of the Republic is younger than you… But there's no question of getting depressed! You're probably nold, and that's nothing serious.
Nold ? Contraction de « never old » (never old), it's this feeling of being between two ages, of not fitting into any box. Marital status doesn’t matter! Stuck between the boomers (born during the baby boom period, between 1946 and 1965) and the flow with energy, humor and lightness. The neologism was created in 2022 by two sparkling Danone executives, Anne Thévenet-Abitbol, director of Prospective and New Concepts, and Charlotte Darsy…
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