Aging: Moving beyond youth culture
Euro RSCG Worldwide surveyed 7,213 adults in 19 countries: Argentina, Australia, Belgium, Brazil, Canada, China, Colombia, the Czech Republic, France, Germany, Hungary, India, Ireland, Mexico, the Netherlands, Poland, South Africa, the United Kingdom, and the United States. Our objective was to better understand changing values related to aging, identify unmet consumer needs, and uncover areas of opportunity.
The median age in the markets surveyed ranged from just below 25 years in South Africa to a high of 44 years in Germany. The respondent base is made up of 84 percent mainstream and 16 percent leading-edge...