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The Perennials: The Future of Ageing

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A Presentation from our #IpsosMORILive event on 13 February 2019 on the Future of Ageing with Suzanne Hall; Dr. Anna Dixon of Ageing Better; Tanya Joseph of the Nationwide Building Society; and Matt Hancock MP, Secretary of State for Health & Social Care. Best tweets are here: https://twitter.com/i/moments/1095990344582344704 and read the full report at https://thinks.ipsos-mori.com/the-perennials-the-future-of-ageing/

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The Perennials: The Future of Ageing

  1. 1. © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. 1 THE PERENNIALS THE FUTURE OF AGEING
  2. 2. 2 The Perennials
  3. 3. 3 Source: UN World Population ageing report, 2017. http://www.un.org/en/development/desa/population/publications/pdf/ageing/WPA2017_Report.pdf Japan Spain South Korea Italy Poland Germany Czech Republic Romania China Hungary Belgium France Serbia Canada United Kingdom Chile Sweden Russia Brazil Australia United States Colombia Turkey México Argentina Malaysia Saudi Arabia Perú World India South Africa KEY: 2017 2050 GLOBALLY, WE ARE LIVING FOR LONGER 42% 40% 38% 35% 32% 37% 30% 42% 35% 32% 32% 40% 32% 32% 28% 30% 28% 42% 35% 31% 24% 21% 30% 27% 28% 23% 25% 23% 19% 16% 23% 33% 29% 28% 26% 26% 26% 26% 25% 25% 25% 25% 24% 24% 24% 22% 21% 21% 20% 16% 16% 15% 13% 13% 12% 12% 10% 10% 10% 9% 8% 6%
  4. 4. 4 BY OLD AGE AND… BUT WHAT DO WE MEAN WHAT DOES OLD AGE MEAN?
  5. 5. 5 Aged 72 Aged 61 WHEN DOES OLD 16-24 years 55-64 years AGE BEGIN?
  6. 6. 6 PEOPLE IN OLD AGE SEEN AS WISE BUT Source: Ipsos Global Advisor Base: 20,788 adults aged 16-64 across 30 countries, online, 24th August – 7th September 2018 FRAIL, LONELY Which of these words would you use to best describe people in old age? BUT RESPECTED 35% 32% 30% 25% 23% 23% 21% Wise Frail Lonely Respected Unfairly treated Respectful Kind
  7. 7. 7 PEOPLE IN OLD AGE SEEN AS WISE BUT Source: Ipsos Global Advisor Base: 20,788 adults aged 16-64 across 30 countries, online, 24th August – 7th September 2018 FRAIL, LONELY Which of these words would you use to best describe people in old age? BUT RESPECTED 35% 32% 30% 25% 23% 23% 21% Wise Frail Lonely Respected Unfairly treated Respectful Kind
  8. 8. 8 “DODDERING BUT DEAR” ARCHETYPE WHICH IS THIS CREATES A DIFFICULT TO DISPEL
  9. 9. 9 33% 73% 67% 62% 58% 56% 51% 47% 41% 41% 40% 37% 37% 34% 31% 30% 29% 27% 26% 24% 24% 20% 19% 19% 17% 17% 16% 15% 15% 10% 7% IT MAKES US Base: 20,788 adults aged 16-64 in 30 countries, online, 24th August – 7th September 2018 NEGATIVE ABOUT OUR LATER LIFE Total India Turkey Poland Saudi Arabia South Africa China Malaysia Mexico South Korea US Brazil Czech Republic Colombia Germany Great Britain Australia Canada Peru Argentina Sweden Russia Belgium France Romania Serbia Italy Chile Spain Japan Hungary % who are looking forward to old age
  10. 10. 10 33% 73% 67% 62% 58% 56% 51% 47% 41% 41% 40% 37% 37% 34% 31% 30% 29% 27% 26% 24% 24% 20% 19% 19% 17% 17% 16% 15% 15% 10% 7% IT MAKES US Base: 20,788 adults aged 16-64 in 30 countries, online, 24th August – 7th September 2018 NEGATIVE ABOUT OUR LATER LIFE Total India Turkey Poland Saudi Arabia South Africa China Malaysia Mexico South Korea US Brazil Czech Republic Colombia Germany Great Britain Australia Canada Peru Argentina Sweden Russia Belgium France Romania Serbia Italy Chile Spain Japan Hungary % who are looking forward to old age
  11. 11. 11 AND WORRIED % Two or three things which personally worry you about getting old Source: Ipsos Global Advisor Base: 20,788 adults aged 16-64 across 30 countries, online, 24th August – 7th September 2018 ABOUT WHAT IT 30% 26% 24% 22% 20% Not having enough money to live on Losing mobility Losing memory Being unable to do things I once could Losing family or friends through death WILL BE LIKE
  12. 12. 12 LIFE, ON AVERAGE, DIE 7.5 YEARS BEFORE THOSE WHO ARE THOSE WHO ARE NEGATIVE ABOUT LATER POSITIVE
  13. 13. 13 BUT THE REALITY CAN BE QUITE DIFFERENT! Happiness Connectedness Relationships
  14. 14. 14 RELATIONSHIPS IN LATER LIFE In the UK a third are happy to put out on a first date In the US, two in five of those aged between 65-80 are sexually active STI diagnoses have risen by more than a third over the last decade among those aged between 50-70
  15. 15. 15 YOU CANNOT BE WHAT REPRESENTATION MATTERS! YOU CANNOT SEE…
  16. 16. 16 XXXXX “As you go through life it gets more interesting and complicated, but the parts offered get more and more simple and less complicated….” (Juliet Stevenson) 1.5% of characters on TV are elderly 3% of lines in film are for women aged 65+ 5% of lines in film are for men aged 65+ The Golden Girls – American sitcom
  17. 17. 17 THERE ARE NOTABLE EXCEPTIONS IN ADVERTISING…
  18. 18. 18 MEDIA MAKES OLD AGE ONLY THREE IN TEN THINK THE SEEM EXCITING
  19. 19. 19 POLITICS, MONEY GREY POWER! AND INFLUENCE
  20. 20. 20 50% 69% 69% 66% 64% 62% 59% 58% 58% 57% 51% 49% 48% 48% 46% 46% 44% 43% 43% 41% 38% 37% 32% 30% 41% 28% 23% 24% 27% 33% 32% 29% 35% 38% 36% 39% 42% 41% 45% 49% 54% 41% 51% 48% 49% 54% 64% 60% KEY: Agree 2016 Disagree 2016 Agree 2014 Disagree 2014 Base: 18,180 adults across 23 countries, online, 12th Sep – 11th Oct 2016 THE POWER OF NOSTALGIA I would like my country to be the way it used to be Total India U.S. France Belgium Mexico Italy Australia Turkey Brazil Canada GB Argentina Russia Germany S Africa Indonesia Japan Sweden Spain Poland S Korea Peru China
  21. 21. 21 ONLY THREE IN TEN GLOBALLY AGREE THAT PEOPLE IN LATER LIFE HAVE TOO MUCH INFLUENCE POLITICALLY
  22. 22. 22 THE GREY POUND More than one in ten pensioners have total wealth of £1m+ Between 2008-18 median disposable income increased by £3200 £320bn a year – or 47% of all UK consumer spending
  23. 23. 23 HOW TO SPEND IT…? 82% of those aged 55+ say their favourite retail brand no longer understands them 54% want somewhere age agnostic, which welcomes everyone 88% agree that brands should focus on needs and interests not age
  24. 24. 24 1. Address stereotypes 2. Better design 3. Prepare earlier FINAL THOUGHTS
  25. 25. 25 MUCH MORE IN THE REPORT AND ON MICROSITE: THINKS.IPSOS-MORI.COM

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