‘The Perennials’, a study carried out in partnership between IPSOS MORI and the Centre for Ageing Better, reveals that just three in ten (30%) of UK adults say they are looking forward to later life. Half (50%) say they worry about getting old.
The Report called “The Perennials: The Future of Ageing” looks our ageing societies and the challenges and opportunities this presents. The Ipsos Mori study was global in that it was conducted and illustrates attitudes to ageing across 30 different countries.
Their research shows that, globally, there is a great deal of negativity towards later life, with financial and health concerns prevalent. However, much of this negativity is propagated by a media that does not do enough to portray later life as a time of potential. It is, therefore, perhaps, little surprise that when describing those in old age, people commonly reach for terms like ‘frail’, ‘lonely’.
However, as Ben Page, the Chief Executive of Ipsos MORI states this fails to do justice to the full diversity of experiences in later life.
The over-50s now command nearly half of all spending power in many countries.
People in their later years are increasingly packing their life to the full. For many, their reality doesn’t necessarily align with the labels the media are giving them. They are not slowing down but taking on new challenges, roles and responsibilities. Those with money to spend are smart about spending it.
They’re not digital natives but they are more connected than we give them credit for. They’re not withdrawing from life, but demanding more from it and from their societies.
Yes, old age is a time of great hardship and there are very real issues such as poverty,
isolation and ill-health that needs urgent attention. However, there is also another side of later life – one that we don’t hear about often enough because it doesn’t fit with ageist and lazy media stereotypes.
For a breath of fresh air visit the Report website at https://thinks.ipsos-mori.com/the-perennials-the-future-of-ageing/
To download and read the full report CLICK HERE