We all tend to make assumptions about certain activities and the ages at which people do these things. However, with longer lives we are seeing increasing evidence that we need to check those assumptions. Our longevity research shows that age is less connected to life stage than many assume.
‘Age’ has previously been a pretty good proxy for ‘stage’ – with marketers making assumptions about life stages and likely activity. However, as we enter the era of longevity, this is a dangerous pitfall that brands need to work hard to avoid. We are starting to see changes in traditional life paths and so brands need to be more sophisticated in their understanding of longevity. The opportunities for those that can do this successfully are sizeable.
Although we all have a general sense that people are living longer, the actual facts on ageing are powerful and quite surprising. When a child born in the West today has a more than 50% chance of living to be over 105, and two-thirds of the world's older persons currently live in developing countries, what does this all mean for how we approach the idea of older life?