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Being 65 in 2000, 2020 and 2040

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The Damartex Group and Seniosphère Conseil have published a new study for the Senior Observatory: Being 65 in 2000, 2020 and 2040. Quantitative and qualitative data to better know these three generations.

Published in: Data & Analytics
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Being 65 in 2000, 2020 and 2040

  1. 1. Avoir 65 ans En 2000, 2020, 2040 Being 65 in 2000, 2020 and 2040
  2. 2. 2 Born in 1935 She turned 65 in 2000 Born in 1955 She will be 65 in 2020 Born in 1975 She will be 65 in 2040 Understanding the past, the present and the future of SENIORS 553000 773000 770000 Gé 1935 Gé 1955 Gé 1975 Number of people aged 65
  3. 3. 3 At 65, life expectancy + 16.7 years for men +21.2 for women. At 65, life expectancy + 19.4 years for men + 23.2 for women. At 65, life expectancy + 21 years for men + 25 for women.
  4. 4. 4 Afibel when Jeanine was 65 - in 2000
  5. 5. 5 Damart when Jeanine was 65 - in 2000
  6. 6. 6 Damart and Afibel when Martine was 62 - in 2017
  7. 7. 7 Damart when Stéphanie is 65 - in 2040
  8. 8. 8 Flash Back: Let us start by looking back at what has built 3 generations of women.
  9. 9. 9 THE WAR Childhood THE BOOM YEARS THE SIXTIES CHILD KING 10% 20% 40% Gé 1935 Gé 1955 Gé 1975 Percentage of French nationals who have obtained a 2-year or higher university degree3.2 3.3 2.2 Gé 1935 Gé 1955 Gé 1975 Number of brothers and sisters 50% 70% 90% Gé 1935 Gé 1955 Gé 1975 Percentage of women at school at 17
  10. 10. 10 HOME MAKER Adulthood FEMINIST WORKING MUM 50% 80% 85% Gé 1935 Gé 1955 Gé 1975 Percentage of women working at 40 11% 30% 39% 1962 1990 2009 Percentage of women among Managers (around 30) 4% 10% 10% Gé 1935 Gé 1955 Gé 1975 Rate of unemployment (at 40) 49% 66% 70% Gé 1935 Gé 1955 Gé 1975 Percentage of families going on holiday (around 30)
  11. 11. 11 At 65: impact of childhood and adult life Silent generation. Return of the husband in her universe. Eager to learn Enjoys life. Invents a new marital life. Eager to discover what she likes. Full of energy, finally with time to spare. Still working to maintain her income. 2000 2020 2040
  12. 12. 12 THE MOVIE GENERATION Culture: movies THE MUSIC OF THE SIXTIES FAST 9 films at a theatre per year. No TV. Data at around 20 years old 3.5 films at a theatre per year. 79% have a TV. 2.3 films at a theatre per year. 94% have a TV. At 65, Jeanine is a bit of a TV addict. The cinema industry adapts to seniors TV and set broadcasting times no longer exist, people watch what they like, when they like with goggles.
  13. 13. 13 CINEMAS' ATTENDANCE RATE Culture: movies
  14. 14. 14 THE MOVIE GENERATION Culture: music THE MUSIC OF THE SIXTIES FAST At 65, music is not part of Jeanine's daily life. Martine goes out a lot, she loves revival concerts. Stéphanie likes the music of her youth and also that of 2040, from all origins.
  15. 15. 15 THE MOVIE GENERATION Culture: cooking THE MUSIC OF THE SIXTIES FAST Jeanine seldom eats out, only for special occasions in good, traditional cuisine restaurants. Martine often go to restaurants that offer world cuisine, she has lunch in self-service cafés to save time. Stéphanie likes world cuisine but nowadays she avoids fast food, except healthy fast food.
  16. 16. 16 The Senior Age Who are they at 65? At 65, another 21.2 years of life expectancy! Jeanine was surprised to reach 85. At 65, another 23.2 years of life expectancy! 17% of women may live over the age of 90. 47% will. At 65, another 25 years of life expectancy! Women are aware of their longevity.
  17. 17. 17Personality A new phase in life Young woman ↓ Mother ↓ Grandmother First a woman (in a formal couple) Even more a woman. A new adventure. GRANDMOTHER FIRST WOMAN ADVENTURER 2000 2020 2040
  18. 18. 18 50 52 56 minimum Gé 1935 Gé 1955 Gé 1975 Average age to become grandmother 80% 70% Approx. 70% Gé 1935 Gé 1955 Gé 1975 Percentage of women with grand children 5.2 4.2 3 or 4 Gé 1935 Gé 1955 Gé 1975 Average number of grandchildren 33% 44% Gé 1935 Gé 1955 Gé 1975 Percentage of seniors with at least one living parent Family Will lose their parents at a younger age due to the postponement of motherhood. FAMILY MY DUTY INDIVIDUALISM FAMILY SPIRIT
  19. 19. 19 65% 60% 50% Gé 1935 Gé 1955 Gé 1975 Percentage of married women around 65 Family FAMILY MY DUTY INDIVIDUALISM FAMILY SPIRIT 12% 9% 14% Gé 1935 Gé 1955 Gé 1975 Percentage of women with no children 24.2 26.4 27.3 Gé 1935 Gé 1955 Gé 1975 Average age of birth of the first child 2.6 2.1 2.0 Gé 1935 Gé 1955 Gé 1975 Average number of children 8% 14% 37% Gé 1935 Gé 1955 Gé 1975 Percentage of singles at 40 2000 2020 2040
  20. 20. 20Health "I am getting old, I can feel it, it's only normal." RESIGNATION AGEING WELL WILL I LIVE TO 100? 14% 19% 25% Gé 1935 Gé 1955 Gé 1975 Obesity rate 41% 20% 35% Gé 1935 Gé 1955 Gé 1975 Percentage of people having hearing problems 94 65 50,0 Gé 1935 Gé 1955 Gé 1975 Number of broken femurs per 10,000 women Despite the awareness raising, at 35-44 years old, the 1975 generation is more obese. They have listened to a lot of loud music... They practise more sports. 2000 2020 2040
  21. 21. 21Work and retirement Work = TOIL Work = EMPOWERMENT Work = NORMAL 61 62 64* Gé 1935 Gé 1955 Gé 1975 Average age that women retire *DRES projection, CALIPER model 2000 2020 2040
  22. 22. 22Lifestyle and activities GRANNY AT HOME LITTLE MISS BUSY ACTIVE WOMAN 70% 40% 60% Gé 1935 Gé 1955 Gé 1975 Seniors who are members of associations 24 19 0 Gé 1935 Gé 1955 Gé 1975 Number of hours in front of the TV every week 50% 80% 80% Gé 1935 Gé 1955 Gé 1975 Percentage going on holidays Involvement, not necessarily in an official charity. 2000 2020 2040
  23. 23. 23Technologies 8 out of 10 are connected to the Internet at home. 95% own a mobile phone and 50% a smartphone. RELUCTANT KEEN TECH EVERYWHERE 10% 80% 100% Gé 1935 Gé 1955 Gé 1975 Percentage equipped with computers All 65-year- olds will be connected, maybe not through a classic computer. 2000 2020 2040
  24. 24. 24Wealth & revenue Jeanine's level of income is 20% below that of Martine. When they were 30, housing cost 35% more compared with Jeanine's time. When they were 30, housing cost 175% more compared with Jeanine's time. Stéphanie's level of income is 20% above that of Martine. LITTLEWEALTH TO PASS DOWN WEALTH TO SPEND VERY LITTLE WEALTH 70% 70% 50% Gé 1935 Gé 1955 Gé 1975 Percentage of seniors owning their home in 2015 280 000 340 000 230 000 Gé 1935 Gé 1955 Gé 1975 Average wealth in euros in 2015 2000 2020 2040
  25. 25. 25 Consumption & distribution Her level of consumption is 20% below that of Martine. Her level of consumption is 20% above that of Martine. HYPERMARKET EVERYWHERE ONLINE AND ATTHE FARM2000 2020 2040
  26. 26. 26Typical day IN THE MORNING Reads the paper while having breakfast with her husband. Monday, cleans the ground floor Tuesday, cleans the first floor Wednesday, takes care of grandchildren Thursday, goes shopping Friday, gym class... AT LUNCH TIME Prepares lunch and eats at table with her husband and one of the children or grandchildren IN THE AFTERNOON Watches TV in the early afternoon, while her husband does his crossword puzzles. Monday, often goes to visit a friend Tuesday, always goes to visit someone at the hospital Wednesday, grandchildren… IN THE EVENING Soup and cheese then an evening in front of the telly. GRANNY AT HOME 2000
  27. 27. 27Typical day LITTLE MISS BUSY IN THE MORNING A bit of exercise as recommended by her doctor Quick breakfast with or without husband Often an hour or so online Monday and Tuesday, history class Wednesday sometimes helps her daughter out with the children... AT LUNCH TIME Often eats out with a girlfriend Otherwise, a quick lunch at home while playing Candy Crush IN THE AFTERNOON Visits her mother and often takes her to the doctor A walk in nature with friends The latest exhibitions… IN THE EVENING TV dinner with her husband or an informal restaurant Goes out to the cinema or the theatre Sometimes spend the evening online planning the next trip. 2020
  28. 28. 28Typical day ACTIVE WOMAN IN THE MORNING Some gym and a healthy breakfast Working morning: from home through video conferencing or goes to appointments using an electric, driverless taxi. This gives her time to shop online. AT LUNCH TIME Goes to the farm for fresh produce Comes home to cook a delicious dish for her grandchildren Or goes for a stroll with friends. IN THE AFTERNOON A 20-minute nap, it is supposed to be essential for energy. Some time on the living room screen to check her mum's health data. Works on her charity project, visits an exhibition. IN THE EVENING Discussion through a screen with children at the opposite side of the world. 2040
  29. 29. 29Garments Comfort as a purpose Despises comfort as a purpose. "You buy better when you are not searching." Comfort is a minimum, garments have other features. COMFORT AND DISCRETION MY OWN PERSONALITY WELL-BEING AND EASE OF USE 11,9% 10,1% 7,7% 6,8% 5,5% 4,4% 3,8% 1960 1970 1980 1990 2000 2010 2016 Share of shoeware in the households' budgets (INSEE) 2000 2020 2040
  30. 30. 30Garments % OF MARKET SHARE IN VALUE - Women over 50 (end January 2001 - end June 2018) Source: KANTAR 0 2 4 6 8 10 12 14 Jeans Pantalon et caleçon Jupe et jupe culotte Veste Manteau/duffle coats Anorak, parka, blouson Imperméable Tailleur - ensemble Robe Chemisier Tee shirt, polo, body Sweat shirt Pull, sous pull Gilet, cardigan, cache cœur Martine Jeanine → FEWER SKIRTS MORE DENIM AND TROUSERS → MORE BLOUSES AND DRESSES → MUCH FEWER SUITS pullover, jacket, wrap-over shirt cardigan sweatshirt T-shirt, polo shirt, body blouse dress suit raincoat Anorak, parka, coat coat, dufflecoat jacket Skirt, panties Trousers, capri pants
  31. 31. 31 % OF MARKET SHARE IN VALUE - Women over 50 (end January 2001 - end June 2018) Source: KANTAR → FEWER NIGHTDRESSES MORE PYJAMAS → MUCH LESS UNDERSHIRTS → NO SLIPS AND PETTICOATS 0 2 4 6 8 Bain Soutien gorge et Maitien Slip et culotte Combinaison et jupon Body, Caraco, teddy T-shirt de dessous Chemise de nuit Pyjama Martine Jeanine Stéphanie's clothes will be less formal, she overconsumes denim and leggings. Garments Nightdress Undershirt Camisole, body, teddy Slip, petticoat Briefs and panties Bras and bearing Swimsuit
  32. 32. 32 Stéphanie will be even more comfortable with the web and hunt more for good deals. 23.89105748 21.96035697 19.90075467 11.68769288 6.433128903 1.535296433 1.475548505 1.263123042 0.499300178 0 11.8407 43.5763 2.7524 10.8432 5.1905 3.905 2.7097 1.9491 1.1481 10.5396 Indépendants Chaînes VPC GSA Grands magasins Magasins de sports Magasins de soldes Magasins populaires Hard discount Internet Jeanine Martine % OF MARKET SHARE IN VALUE - Women over 50 (end January 2001 - end June 2018) Source: KANTAR Garments Independant Chain Mail Order Hypermarket Department store Sport store Discount store Popular store
  33. 33. 33Garments MARKET SHARE IN VALUE - Women over 50 (end January 2001 - end June 2018) Source: Kantar ? ? She will buy from the same shops as younger women. 2000 2020 2040
  34. 34. 34Conclusion In 2000, women aged 65 were attached to tradition, they were loyal to people, brands, their habits and their values. Altruistic, thrifty, very family-oriented, they wanted to pass down their wealth. The women of 65 in 2020 are very different: hedonistic, individualist, feminist, free, etc. They are not afraid of disruption and change. They express their emotions, have a sense of humour, want to enjoy life and escape. Those of 2040 will probably be calmer. Albeit cynical, they are self-confident and trust the future. They are rational, organized, eco-activists, materialistic. Progress has never been so fast. Brands must adapt:  Search for purpose and CSR policy  New technology, new modes of consumption, purchase, delivery, etc.

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