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  • 1. Summer 20121
  • 2. Aging 2012Extensive online survey created by Euro RSCG and fielded by Market Probe International 2
  • 3. The global obsession with youth is Concerns related to aging center less on undergoing a transformation, as youth and physical beauty these days than on loss of youthfulness become increasingly less tied autonomy. The potential for physical andto chronological age. Rather than shy away cognitive decline is of widespread concern, from growing old, more people are as are worries over long-term financial embracing their later years and the unique security. For these reasons, people are now satisfactions they’ll bring. wary of pushing the limits of longevity.Consumption gaps are shrinking as people How one ages—and even the manner in in older age segments continue to enjoy which one dies—is increasingly perceived asand employ new technologies, products, controllable rather than predetermined. Thisand entertainment options. The traditional means people are feeling more pressure and notion of older people withdrawing from responsibility for a satisfactory outcome. consumer markets no longer applies. 3
  • 4. “There have been threegreat ages of death: theage of disaster, the age ofdisease, and the age ofdecay.”—Steve Jones, Professor of Genetics, University College London 4
  • 5. What we’ll cover: A Tempering of Our Youth Obsession No Shame in Growing Old Staying Youthful Longer Have You Hit Your Peak? What Worries Us About Aging Rejecting a Century at Any Price Heading Toward a New World Order? Things to Think About 5
  • 6. “Why is the society obsessed withyouth? Is it a media-created thing? Mygrandma says in her times only olderpeople were taken seriously and highlyrespected. So what happened? Why iseveryone so ageist nowadays? I find itstupid big time.” —Giselle, posting on Yahoo! IndiaA Tempering of Our Youth Obsession 6
  • 7. “Society has grown much too youth obsessed”Showing % agreeing strongly/somewhat 7
  • 8. Nicole Victoria Jennifer Jennifer Lopez, 42 Halle Berry, 45Oprah, 58 Connelly, 41 Kidman, 45 Beckham, 38Eva Jessica Michelle Pfeiffer, 54 Sarah Jessica Julia Roberts, 44Longoria, 37 Alba, 31 Parker, 47 8
  • 9. “I have had or would consider having cosmetic surgery to look younger”Showing % agreeing strongly/somewhat 9
  • 10. 10
  • 11. Attitudes toward cosmetic surgery now more agenerational than a gender divide “I have had or would “Cosmetic surgery has gotten out of consider having hand; people should be more accepting cosmetic surgery to look of how they look at every age” younger” 26 18 10 63 68 76 1834 3554 55+ 1834 3554 55+ 22 19 66 68 Female Male Male FemaleShowing % agreeingstrongly/somewhat 11
  • 12. No Shame in Growing Old“The big ideal is no longer aggressive anti-aging but smart aging based onthe intention to embrace aging and all that comes with it. People want totune their bodies with sports, fitness, and food and their minds with sleep,love, books, socializing, etc. in order to age well.” —Euro RSCG Germany 12
  • 13. I intend to fight aging every step of the way; I’ll doWhich comes anything and everything Icloser to your can to stay youthful longerpoint of view? I intend to age gracefully: there is no shame inShowing % 13 growing old
  • 14. “I intend to embrace aging and all that comes with it”Showing % agreeing strongly/somewhat 14
  • 15. Staying Youthful Longer 15
  • 16. “I look younger than most people my age”Showing % agreeing strongly/somewhat 16
  • 17. “I feel younger than most people my age”Showing % agreeing strongly/somewhat 17
  • 18. Will shared technologies and digital entertainment options further diminish the cultural gap between young and old? 18
  • 19. Have You Hit Your Peak? 19
  • 20. Average global life expectancy is now 67 ,ranging from a low of just more than 39 years inMozambique to nearly 83 years in Japan That’s up from just 40 years in 1800 As the lifetime scale has been elongated, virtually everything about how we perceive youth and aging has shifted dramatically 20
  • 21. Start of old age: 71 Start of middle age: 48Showing global survey averages 21
  • 22. At what age do men/women hit their _______ peak?Showing global survey averages 22
  • 23. What Worries Us About Aging 23
  • 24. Which aspects of aging worry you?Most worried about loss ofautonomy and functionShowing % that aremoderately/very/extremelyworried 24
  • 25. More than 6 in 10 worry they’ll run out of money before they die 59% fear they won’t be able to afford adequate medical care as they grow olderShowing % that aremoderately/very/extremelyworried 25
  • 26. “Government needs to do more to protect and provide for the elderly” 64 75 84 1834 3554 55+Showing % agreeing strongly/somewhat 26
  • 27. “In our new world, people are obsessed with the idea of lifelongautonomy and mobility—and it is changing their relationshipwith aging. It’s no longer enough to age beautifully andgracefully; now we must age in such a way that we retain ourability to do things, to contribute and be productive, and toremain a vital part of what’s happening around us.” —Marianne Hurstel, Vice President, Euro RSCG’s BETC and Global Chief Strategy Officer, Euro RSCG Worldwide 27
  • 28. Rejecting a Century at any Price 28
  • 29. Dying scares us less than living too long— and it’s a fear that ebbs with age “I worry about death and dying” 1834 3554 55+Showing % agreeingstrongly/somewhat 29
  • 30. Would you take a pillthat would guarantee you’d live to 100? 30
  • 31. “I don’t want to live into my late 90s or early 100s; I’d rather die younger, when I’m less frail and have more independence”Showing % agreeing strongly/somewhat 31
  • 32. “I worry that new technologies and medical advances will extend people’s lives to the detriment of society and the planet” 47 42 37 1834 3554 55+ Image credit: mom-and-dad-care.comShowing % agreeing strongly/somewhat 32
  • 33. 49% believe physician-assisted suicide should be legal4 in 10 would considerphysician-assisted suicide if theirhealth deteriorated sufficiently 33
  • 34. “I believe there is a life after death”Showing % agreeing strongly/somewhat 34
  • 35. Are We Heading Toward a New World Order? 35
  • 36. As populations in much of the developed world continue to grow older, what will be the consequences?Showing % agreeing strongly/somewhat 36
  • 37. Things to Think About 37
  • 38. # of men and womenaged 60+ hasdoubled since 1980—forecast to reach 2BNby 2050Nearly 400MM will beaged 80+ by thatyear 38
  • 39. “ For marketers, aging consumer populations will provide plenty of opportunities for products and services intended to slow the aging process, minimize physical and cognitive declines, maximize self-sufficiency and mobility, and make the retirement years safer and more satisfying. What matters to people today as they grow older is retaining capabilities…People want to be able to think, to work, to move, to travel, to stay connected, to keep learning and discovering for the entirety of their lifetimes—and they will welcome assistance from all quarters. 39 ”
  • 40. GET NEW WORDINGFROM PDF What newly invented product and service categories will be required to meet the needs of the aged? 40
  • 41. With governmentsperceived asfalling short interms ofprotecting andproviding for theelderly, what isthe optimal rolefor corporationsand brands?Is there anobligation to helppeople preparefor their lateryears? 41
  • 42. GET NEW WORDINGFROM PDF What role can and should brands play in promoting the care, life satisfaction, and dignity of the aged and infirm? 42
  • 43. What are theimplications ofaging populationsoncommunications?To what extent willdigitaltechnologiesprovide a pathwayto the oldestconsumer cohorts? 43
  • 44. Where will the greatest cultural influences come from in future decades? Where will we find new epicenters of innovation?44
  • 45. How will attitudes toward agingevolve as people in their 80s, 90s,and beyond become a largerpresence? 45
  • 46. How can financialservices companies do abetter job of persuadingconsumers about theneed to save more—andfrom an earlier age? 46
  • 47. How must workplaces evolve toaccommodate the growing number ofpeople who must earn money pasttraditional retirement age? 47
  • 48. What needsto be doneto makephysicalspaces—fromhomes andstores topublic parksandmuseums—more age-friendly? 48
  • 49. For more insights from Euro RSCG research—and to download the“Aging: Beyond Youth Culture” white paper—visit www.prosumer-report.comAnd follow us on Twitter (@prosumer_report) 49
  • 50. Select images courtesy of Creative Commons @flickr.com _ 5: Roberto_Ventre _ 28: empty007 _ 6: dirkmvp41 _ 29: bengrey _ 7: Stilettobootlover_83 _ 31: Dylan Parker _ 8: Gary Hayes _ 34: irunandshoot _ 9: eschipul _ 35: Alex Schwab _ 10: Britta Bohlinger _ 37: MamaT _ 11: hitthatswitch _ 40: m’sieur rico _ 12: vitavida _ 41: Howard Lake _ 15: istolethetv _ 42: Wanderlinse _ 18: sean dreilinger; cdharrison; maximalideal _ 44: urban don _ 19: garryknight _ 45: The Bode _ 20: Violentz (age 48); The Suss-Man (Mike) (age 71) _ 46: Heart Industry _ 25: Erik Starck _ 47: kirinqueen _ 26: McBeth _ 27: woodleywonderworks 50