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 Prosumers; we pay particular attention to the latter group because what they are thinking and doing today is a good indication of what the mainstream will be thinking and doing in the near future.


Table of Contents

  1. Introduction: From disaster and disease to decay
  2. A tempering of our youth obsession
  3. No shame in growing old
  4. Keeping old age at bay
  5. What worries us about aging
  6. Have you hit your peak?
  7. Rejecting a century at any price
  8. Are we heading toward a new world order?
  9. Conclusion

Key Insights