Old is the new young: How global consumers are challenging ageing

This paper explores how the ageing population around the world is challenging prior notions of what it means to be old - this survey finds an age group motivated by health and wellbeing both physically and emotionally.
  • The number of over 60s has risen by a third over the last decade, making this the fastest growing consumer segment.
  • Baby boomers are less conservative than their predecessors and are influenced by media images of active and wrinkle-free models and celebrities.
  • More consumers are taking a holistic approach to ageing, paying attention to good nutrition and recognising the need to balance their emotional wellbeing with keeping their body active and mind sharp.
  • With Alzheimer's disease and dementia being big concerns for ageing consumers, they are choosing to remain socially and intellectually active by staying in work...

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