The New Age of Ageing
New research is challenging brands to creatively reconsider how consumers approach ageing.
- The Age of Wonder: According to research released in October 2016 by global communications firm Ketchum, American consumers aged 50+ are feeling “an awakened sense of possibility, fuelled by curiosity and optimism, making 50+ the age of wonder”. The report finds that even well into their 80s, older American consumers are seeking opportunities to continue learning, give back and deepen relationships.
- New Horizons: According to Ketchum’s study, after the age of 50, most US boomers (73%) learn about things because they’re personally interested, not out of obligation or duty. The majority of those aged 50+ (60%) also want to travel to places they’ve never visited, either to learn about new cultures (61%) or try things they have never done before (59%).
- Challenging Ageing: In October 2016, global market research consultancy Euromonitor International released Challenging Ageing, a podcast featuring consumer trends consultant Daphne Kasriel-Alexander. She found ageing is becoming central to public debate as the number of people in the world aged 60 or over is projected to grow steadily over the next decade (United Nations, 2015).
- “We can now talk of a mature lifestyle as more people are living a busier, more satisfying and extended ‘third age’ starting from age 55 to 65, with post-middle-age consumers being more energetic, more expert, enjoying and maintaining good physical health, and paying attention to mental wellbeing,” she said.
For more on this evolving demographic, look out for our upcoming boomers reports, publishing in Beauty and Consumer Lifestyle next month.