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Most UK adults say they've forgotten how to explore and be spontaneous. But could women over 50 teach us a thing or two?
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Monna Patel
03.10.25

What We Can Learn From Women Over 50

Almost two-thirds of UK adults say they've forgotten how to explore and be spontaneous. 1 But could women over 50 teach us a thing or two?

For a long time, the narrative around women in their 50s and 60s has been one of winding down, perhaps focusing on quiet hobbies or perfecting that Victoria sponge. But our poll of 1,500 women over 50, paints an entirely different picture. It reveals a generation not just living life, but redefining it with ambition, adventure, and a clear vision for the future.

These women crave independence and new experiences. Marvelling at the Northern Lights (a dream for 54 per cent of those surveyed), travelling on the Orient Express (48 per cent), learning a new language (30 per cent), seeing the sun rise over the Grand Canyon (27 per cent), driving Route 66 (24 per cent), or walking the Great Wall of China (21 per cent) are all on their "to-do" lists.

What’s truly striking is that traditional pastimes rank much lower, demonstrating a clear focus on personal growth and thrilling new experiences. Who would have thought that attending Glastonbury would rank the same as winning at bingo? (Both at 12 per cent).

Fuelling this incredible desire to live life to the fullest is a powerful new sense of confidence and fresh perspective on life. This shift in attitude is driven by a number of factors: caring less about what others think (56 per cent), realising what matters (54 per cent), and wanting to focus more on themselves (36 per cent).

“Think about what brings you joy in life and review your spending to see if it aligns with these priorities”
Monna Patel, Operations Manager at Ford Money

But here’s the exciting part: these aren't just fleeting wishes or pipe dreams. Nearly half (48 per cent) of the women we surveyed are actively putting money away regularly, saving an average of £788 a month towards their goals. The desire to save is incredibly strong, with two-thirds (65 per cent) wishing they could put more away, and 30 per cent recognising that saving is key to living life to the fullest. That said, a remarkable 64 per cent are so confident in their financial plans that they believe they’ll be able to fund everything they want to do.

As a financial expert, seeing this blend of ambition and practical planning is inspiring. Having money set aside is the key to unlocking these exciting ambitions. It’s not just a safety net; it’s the essential fuel that gives us the freedom to live life exactly how we choose. Actively thinking about those bigger goals and weaving them into our finances each month is how we turn them into a reality.

Here are my top actions for adventurers to take:

  • Cost Up Your Dreams: Get specific about those goals and ambitions. Put a rough number on your top goals. Knowing the cost makes it real and helps you create a realistic budget and savings target.
  • Prioritise Joy: Think about what brings you joy in life and review your spending to see if it aligns with these priorities. Are there expenses that no longer serve you – unused subscriptions, apps you've forgotten about, buying clothes you didn't really need? Identifying and reducing these can free up valuable cash each month, creating more room in your budget for saving towards those exciting goals that do bring you joy.
  • Automate Your Savings: Now that you’re clear on your goals and have freed up some extra cash each month it’s time to make saving non-negotiable. After paying your fixed expenses, treat your savings like a bill you pay yourself each month. Setting up a standing order to automatically move money into a savings account is one of the simplest ways to build consistency and momentum, even with smaller amounts.
  • Match Your Savings to Your Goals and Timelines: Make sure your savings are in the right place for your different goals. Not all savings accounts are the same, so it’s important to consider when or how often you need access your money. For your ‘fun money’ fund (money set aside for spontaneous moments or shorter-term plans) easy access accounts, like the Ford Money Flexible Saver, could be a good option.

So, I urge you all to learn from this incredible generation of women. Recognise what matters, focus more on yourselves, prioritise fun, and set money aside to make your dreams a reality.

Here’s to your most exciting adventures yet.

Monna Patel is Operations Manager at Ford Money

1 Research conducted by Censuswide, among a sample 2000 Nat Rep UK Respondents. The data was collected between 09.07.2025 - 11.07.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.