Is the Demographic Dead?  13 Mar 2013  |  Richard Jacobs   If
age has become less relevant in society - with older people
behaving much more like the young - how relevant are traditional
demographics? Richard Jacobs, Head of Commercial Strategy at
Real & Smooth Radio, investigates.  We have all heard the
phrases 'life begins at 40' and, perhaps more recently, '40 is
the new 30'. It is generally accepted that 40 is not considered
old in society today and that many 40 and 50 somethings are
behaving more like 20 year olds by dressing well, going out more
and broadly living a life more traditionally associated with
someone 20-30 years younger.  Many media owners and interested
parties have acknowledged this phenomenon but only a handful
have really tried to understand what lies behind this cultural
and behavioural shift.  Naughty 40s  We conducted some initial
desktop research that showed some simple - but illuminating -
statistics from the ONS which showed how divorce rates among the
over 40s have risen substant