Who is Old? Seminar Presentations
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Who is Old? Seminar Presentations

on

  • 796 views

 

Statistics

Views

Total Views
796
Views on SlideShare
774
Embed Views
22

Actions

Likes
0
Downloads
6
Comments
0

1 Embed 22

http://www.linkedin.com 22

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Who is Old? Seminar Presentations Presentation Transcript

  • 1. Who Is OldThursday 24th May 2012Tavis House1-6 Tavistock SquareLondonWC1H 9NA
  • 2. Agenda13:30 Registration14:00 Chair’s Welcome – Ian Rutter – Senior Manager, Engage Business NetworkSpeakers14:10 Professor Dominic Abrams, Professor of Social Psychology, University of Kent14:35 Dr Rob Hicks, General Practitioner and Media Doctor15:00 Break and refreshments15:15 Julika Erfurt, Manager Strategy Practice, Accenture15:40 Richard Watson, Futurologist, Now and Next16:05 Tom Wright CBE, Group CEO, Age UK16:15 Drinks and networking17:00 Close
  • 3. WelcomeIan Rutter – Senior Manager, Engage Business Network
  • 4. How the Engage Business Network can help you• The over 50’s account for 80% of the UK’s wealth: £300 billion• Total annual spending by households including someone aged 65+: £109 billion• Percentage of people aged 65+ who think businesses have littleinterest in the consumer needs of older people: 39%
  • 5. How the Engage Business Network can help you• Understand the complexities of older generations and their consumerbehaviour;• Gain insights into core consumer markets through our unique channels: • Conferences and seminars; • Social Networking; • Business Matters on The Wireless: www.ageuk.org.uk/the-wireless • Press and PR activities• Increase knowledge from our emerging research into: • Market Segmentation; • Inclusive Product Design; • Communication Channels
  • 6. How the Engage Business Network can help you
  • 7. Who Is Old?(and what are the consequences?)Dominic AbramsHannah SwiftCentre for the Study of GroupProcesses, University of KentAge UK Business SeminarTavis HouseMay 24th 2012
  • 8. Acknowledgements Age UK EURAGE Sujata Ray Dr Melanie Vauclair European Social Survey Dr Sophieke Russell Prof. Roger Jowell Dr Christopher Brat Dr. Rory Fitgerald Prof Kevin McKee Dr. Sally Widdop Prof Louisa Lima Dr Sibila Marques Department for Work and Pensions Maxine Willetts Claire FrewDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 9. Overview Perception and Categorisation Feelings and Images Expectations and Decisions Effects ImplicationsDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 10. Maximise your profits: Who would you hire? Person A relatively Person B relatively more adept at more adept at Settling arguments Learning new skills Understanding others’ Being a creative views problem solver Dealing with people politely Using internet resources Solving crosswords Driving and and Has a healthy diet Takes exerciseDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 11. At what age do you think “old age” begins? A: 20-29 B: 30-39 C: 40-49 D: 50-59 E: 60-69 F: 70-79 G: 80+Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 12. At what age do you think “youth” ends? A: 20-29 B: 30-39 C: 40-49 D: 50-59 E: 60-69 F: 70-79 G: 80+Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 13. Age Categorisation Perceived Start of Old Age and End of Youth Among People of Different Ages At what age do 80.00 Perceived Age at Which Youth you think Stops Perceived Age at old age Which Old Age Starts 70.00 starts? Average Estimated Age 60.00 At what age do you think 50.00 people stop 40.00 being young? 30.00 16-24 25-34 35-44 45-54 55-64 65-74 75+ Age in 10 year blocksDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 14. Perceived Start of Old Age Greece 68 Cyprus 67 Portugal 66 Israel 66 Switzerland 65 Denmark 64 Belgium 64 Poland 64 Slovenia 64 Russian Federation 64 Ukraine 63 France 63 Bulgaria 63 Netherlands 63 Latvia 63 Norway 63 Sweden 62 Spain 62 Romania 62 Germany 62 Hungary 61 Estonia 61 Finland 61 Slovakia 61 Czech Republic 60 Croatia 60 United Kingdom 59 Turkey 55 All ESS 62 50 55 60 65 70 75 80Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 15. Perceived End of Youth Greece 52 Cyprus 52 Romania 47 Slovenia 44 Belgium 44 Ukraine 44 Latvia 44 Slovakia 44 Germany 44 Bulgaria 43 Israel 43 Spain 42 Poland 42 Switzerland 41 Netherlands 40 Czech Republic 40 Estonia 40 France 39 Hungary 39 Croatia 39 Denmark 39 Russian Federation 38 United Kingdom 35 Portugal 35 Finland 35 Turkey 34 Sweden 34 Norway 34 All ESS 40 30 35 40 45 50 55 60Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 16. Perceived Duration of Middle Age Portugal 30 Norw ay 29 Sw eden 28 Finland 26 Denmark 26 Russian Federation 26 Sw itzerland 24 United Kingdom 24 France 24 Netherlands 23 Israel 22 Poland 22 Hungary 22 Estonia 22 Croatia 21 Turkey 21 Belgium 21 Czech Republic 20 Spain 20 Bulgaria 20 Slovenia 20 Ukraine 19 Latvia 19 Germany 18 Slovakia 17 Greece 16 Cyprus 15 Romania 15 All ESS 22 0 5 10 15 20 25 30 35Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 17. Age categorisation is flexibleDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 18. FEELINGS Prejudice - devaluing people because of their perceived membership of a social group (Abrams, 2010)Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 19. PREJUDICE Categorisation Prejudice Stereotypes and EmotionsDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 20. Expression of Ageism Only 4.8% of people across Europe expressed negative feelings towards people aged 70 and overDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 21. Experience of Prejudice % in the last year 40 34.5 30 24.9 20 17.3 10 0 y e er Ag it nd nic Ge EthDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 22. Perceived Seriousness of Age Prejudice (ESS 2008-9) 70 60 Per cent serious 50 40 30 20 10 0 Denmark Cyprus Belgium Sweden UKDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 23. IMAGES of AGEDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 24. Societal Status Mean Perceived Status of Age Categories (0-10) 8 6.7 6 5.2 Status 4.4 4 2 20s 40s Over 70Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 25. Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 26. ImageryDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 27. Competence and PityDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 28. Money vs RespectDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 29. Pity Donation Incompetence £££££Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 30. Age and Work?Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 31. Worry that Employers Prefer Those in 20s Finland 67.7 Netherlands 60.7 Greece Israel Portugal Poland Germany Russian Ukraine Spain Belgium Slovenia France Romania 52.1 United Kingdom Sw itzerland Hungary Croatia Slovakia Estonia Bulgaria 41.6 Czech Sw eden Turkey Denmark Cyprus 30.5 Norw ay 0 10 20 30 40 50 60 70 80Dominic Abrams and Hannah Swift Who is Old? Percentage Age UK Business Seminar
  • 32. Acceptability as a Boss 8 Acceptability (0-10) 6 4 2 30 year old 70 year oldDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 33. Maximise your profits: Who would you hire? Person A relatively Person B relatively more adept at more adept at Settling arguments Learning new skills Understanding others’ Being a creative views problem solver Dealing with people politely Using internet resources Solving crosswords Driving and and Has a healthy diet Takes exerciseDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 34. Skills-Age StereotypesDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 35. Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 36. Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 37. Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 38. Harmless?Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 39. Stereotype Threat Stereotypes create disadvantage the ‘burden of suspicion’ that a negative stereotype about one’s group’s abilities may be confirmed E.g. maths stereotypes: women worse than menDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 40. Test of Cognitive Ability (Abrams, Eller, Bryant, 2006) 97 participants over the age of 59 “see whether old people do perform more poorly on intellectual tasks than young people” (high threat). Vs “see how people differ in their responses on different tasks” (low threat).Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 41. 5 4.5 4 Anxiety Level 3.5 3 2.5 2 1.5 1 Low Threat High ThreatDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 42. 1 Performance index 0.5 0 -0.5 -1 Low Threat High ThreatDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 43. Test of Physical Ability (Swift, Lamont & Abrams, BMJ Open in press) 56 participants, average age of 82 “see whether old people perform differently in comparison with younger people” (high threat). vs “see how people perform on various tasks” (low threat).Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 44. Strength 14 14 12 12 10 10 8 8 kg secs. 6 6 4 4 2 2 0 0 Low Threat High Threat Low Threat High ThreatDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 45. Not all is lost… Test of Crossword Ability (Swift, Abrams & Marques, J. Geronotology, in press) 125 participants, average age of 76 “see whether old people perform more poorly on intellectual tasks than younger people” (high threat). vs No information (control) vs “see whether older people do solve problems more effectively than younger people” (boost).Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 46. Is there a positive? Crossword Performance index 1 0.5 0 -0.5 -1 Threat No Threat BoostDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 47. Dominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 48. Conclusions • Age is both a physical and a subjective reality •Age-based expectations create traps and limit horizons •Imagery plays an important role in framing age expectations •Ethical dilemmas face marketing strategies related to age •Also huge opportunities to move beyond traditional age-based expectationsDominic Abrams and Hannah Swift Who is Old? Age UK Business Seminar
  • 49. “Must be my age” Dr Rob Hicks
  • 50. What they say ………It’s my age I’ll just have to put up with itNothing can be done These are out-dated
  • 51. Heart - CirculationBlood vessels hardened and narrowedHeart less efficientHigh blood pressureHeart attackHeart failure
  • 52. Bones and jointsWeak and less dense FracturesWear and tear Stiffness and painMuscles weaker Poor balance
  • 53. Bladder and bowelsProstate enlargement FrequencyMuscle weakness IncontinenceGut muscle tone less Constipation
  • 54. MindFewer brain cells Memory lossReduced blood flow DepressionIsolation Loss of independenceLoss of role/purpose Relationship breakdown
  • 55. And the rest …….Kidneys Decrease size, less efficientLungs Less efficient, less oxygenHearing Reduced high frequencyVision Less flexible – close up
  • 56. No guaranteesDisease and illnessesLoss of independence Poor quality of life
  • 57. Lifestyle Top 10 Don’t Get Smoke Healthy Checked DietEnjoy KeepStuff Active Top 10 Sun LimitAware Alcohol Safer Rest Take Sex 5
  • 58. A New Beginning Dr Rob Hicks
  • 59. Who is Old? The Seven Myths of Population Aging Julika Erfurt (Accenture, Strategy Practice)The research presented in this presentation is based on an article by Julika Erfurt,Athena Peppes and Mark Purdy, “Seven Myths of Population Aging: HowCompanies and Governments Can Turn the “Silver Economy” into an Advantage”;European Business Review (Forthcoming)
  • 60. Myth #1 Reality“Emerging economies will balance Population aging is a globalout the “silver tsunami” of trend that affects many emergingdeveloped economies” economiesCopyright © 2012 Accenture All Rights Reserved. 62
  • 61. Emerging economies: getting Myth #1 Reality older, tooThe proportion of older age groups in China, Brazil and Mexico will rise substantiallyin coming decades 2010 2010 -35%Copyright © 2012 Accenture All Rights Reserved. 63
  • 62. Myth #2 Reality“Countries with aging By taking steps to increase thepopulations face decades of low employment of older workers,growth” countries can avert economic stagnation Copyright © 2012 Accenture All Rights Reserved. 64
  • 63. Enhanced participation of older Myth #2 Reality workers means higher GDPIncreasing the number of older workers and making productivity-enhancing investmentsin human capital, governments and businesses could boost growth and job creation Estimated US GDP growth as a result of increased number of workers (US$ Trillions) Copyright © 2012 Accenture All Rights Reserved. 65
  • 64. Myth #3 Reality“Employment is a zero-sum Retaining older workers is likelygame, so retaining older workers to increase overall employmentwill only worsen the crisis of growthyouth unemployment” Copyright © 2012 Accenture All Rights Reserved. 66
  • 65. Greater workforce participation Myth #3 increases the overall economic Reality pie thus fuelling job creationParticipation among elderly workers is associated with greater participation amongyounger workersLabor participation trends in Canada (1976 – 2006)Copyright © 2012 Accenture All Rights Reserved. 67
  • 66. Myth #4 Reality “Older workers tend to be less Organisations can sustain older productive” workers’ productivity by adapting the workplace to their needsProductivity Copyright © 2012 Accenture All Rights Reserved. 68
  • 67. Adapting the workplace to older Myth #4 Reality workers boosts productivityBMW’ s production line composed of a majority of elderly workers increased itsproductivityAgeSource: Harvard Business Review, 2010. Copyright © 2012 Accenture All Rights Reserved. 69
  • 68. Myth #5 Reality“The entrepreneurial spirit Older people are more likely todeclines with age” set up a new business, and they’re less likely to fail Copyright © 2012 Accenture All Rights Reserved. 70
  • 69. Older people are more likely to Myth #5 Reality set up a business and less likely to failEntrepreneurship among older people could potentially be even higher if age-relatedbarriers were removed, such as limits for financial products, higher interest rates forloans, or exclusion from insurance productsAge-groups for successful start-up companies Key facts about old age entrepreneurshipin the UK (2001 – 2005)Source: National Endowment for Science, Technology and the Arts, 2009. Copyright © 2012 Accenture All Rights Reserved. 71
  • 70. Myth #6 Reality“Old consumers are an Old consumers have vastunattractive demographic for purchasing power, making themmarketers” an untapped opportunity for marketers Copyright © 2012 Accenture All Rights Reserved. 72
  • 71. Older consumers are an Myth #6 untapped opportunity for Reality marketers Baby boomers have vast purchasing US consumers over 50 outspent younger power adults by $1 trillion in 2010 Yet, only 30% of TV advertisement includes someone over 50Source: Willetts D., 2010. Copyright © 2012 Accenture All Rights Reserved. 73
  • 72. Myth #7 Reality“Older consumers are less likely to The digital divide isn’t inherentlyadopt new technology” age based and it will close over time • Copyright © 2012 Accenture All Rights Reserved. 74
  • 73. Myth #7 The digital divide isn’t inherently age Reality based and it will close over timeMany of the younger baby boomers were in the workforce during the evolution ofcomputers and the Internet, and were the first to understand the value of technology Change in internet use by age in the United States, 2000 – 2010 Internet use Source: Pewinternet, 2012 Copyright © 2012 Accenture All Rights Reserved. 75
  • 74. CEO Checklist* for excelling in the silver economy • Attracting/retaining talent: Does the business have an age-proof human capital strategy? • Talent supply/demand: Has the business • Size of the prize: Has the business forecasted changes in its workforce, future skill run a diagnostic to quantify silver profile requirements and availability of talent? opportunities? • Work models: in order to increase employer War for • Innovation: Does the business have Silver attractiveness, are flexible, tailored work models talent offered? a silver economy innovation strategy? economy • Is the company prepared for potential strategy regulatory/legal changes? • Tailored Investment: How much funding Lifelong goes towards learning per employee age- learning group and are they fit for purpose? • X-Gen Learning: Does the business use Intergene- intergenerational knowledge management • Commitment/Awareness: Has rational approaches? the organisation articulated equity • Productivity: is brain fitness offered and intergenerational justice as part of work place age-proofed? its sustainability commitment? New Brand, products & marketing & services CRM • Routes to Market: What is the most powerful channel to engage with silver consumers (channel audit)? • Investment: How much R&D does the business Corporate strategy • Branding: Is the business’ brand positioned spent on new product/service development? to attract silver consumers? • Portfolio: What e-services and technology Workplace strategy • Insight: Does the business have good solutions are available/cater to the needs of the market intelligence on perceptions and trends? silver consumer? Marketplace strategy • Sales tactics: Does the business have customer profiles for those beyond 55?Copyright © 2012 Accenture All Rights Reserved. * Not exhaustive
  • 75. No Country for Old Men (or Women)How demographics, especially ageing, will radicallyreshape business in the UK and elsewhere.
  • 76. Thank you.Websites: www.nowandnext.com www.futuretrendsbook.comEmail: richard@nowandnext.com
  • 77. Tom Wright – CBE, Group CEO, Age UK