The Unstoppables - Older people are younger than ever

26 July, 2013


Iris Apfel

As Mick Jagger celebrates his 70th birthday today a new poll has found that older people feel younger than ever and that being ‘old’ now happens much later than it used to.

The research by Kantar company, Added Value, shows older people are a multi-faceted audience with many different needs, motivations and desires. What is consistent though, is that almost no-one feels their true age and this is especially true of over 65s, with 41% saying they don’t feel their age. The notion of being ‘old’ happens much later than it used to, only 11% of people consider 60 to be old. Although Mick Jagger, who recently rocked Glastonbury with the Rolling Stones, might be disappointed to hear that two thirds think that someone 70+ is old.

When asked to name an older celebrity they admire, Helen Mirren topped the list, followed by Bruce Forsyth.

Top 5 older celebrities admired by the British public:

1. Helen Mirren
2. Bruce Forsyth
3. Judi Dench
4. The Queen
5. Sean Connery

When asked what types of older people they admire, people who are embracing getting older naturally (35%); who ignore their age and focus on their skills (32%) and who make older age look fun and stimulating (27%), were considered much more admirable than those who’ve used a variety of ways to hold the years back and don’t look their age (4%).

‘Baby Boomers’, ‘Greys’, ‘Silver Surfers’… Whatever their label, the over fifty audience will soon reach a staggering 2 billion people globally. For the first time it’s the fastest growing demographic, and not one to be ignored. In the UK adults born between 1946 and 1964 make up 35% of the population and have the highest disposable income of any age group. However, our poll has found just 4% of people over 65 think that technology brands address the needs of older people very well. When asked to name technology brands that do address the needs of older people, Amazon was number 1 amongst the over 65s, followed by Skype and Dyson.

Lee Manning-Craik, director at Kantar’s Added Value says: Many in this older cohort are liberated from their family and social obligations for the first time, and have both the economic freedom and time to explore new hobbies and interests. It’s why we refer to them as ‘The Unstoppables’ and it’s why companies should sit up and take notice of their needs.”

Lee Manning-Craik is available for interview. Lee is a leading insight and brand expert with over 14 years helping clients such as SAB Miller, GSK, Forevermark to better understand peoples’ wants and needs.

MAC make-up teamed up with 91 year old fashion icon Iris Apfel. Picture source: The Guardian


For an interview or for more information please contact:
Claire Martin, Editor and Head of Content
0207 6565313 or 07827 984271 claire.martin@kantar.com 
 
About Kantar.com
Kantar.com is a free online portal that showcases all the best data on Britain held by the research firm Kantar and its subsidiary companies. It is the first to offer journalists an instantly accessible database of deep statistics on public opinion, business, media and consumer issues. Journalists can sign up for email updates to keep abreast of the latest research and news from Kantar: www.kantar.com/get-updates/  

About Kantar
Kantar is the world’s best-connected insights and information consultancy. By uniting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 28,500 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies.

About Added Value
Added Value provides consultancy on brand development and marketing insight for iconic brands, both big and small, around the world. They help solve clients' central marketing questions about market, equity, positioning, innovation and communications. Many clients are Fortune 500 companies, such as AT&T, Microsoft, Ford, HSBC, Allianz, and P&G, but the company works with start-ups and challenger brands too via its network of 22 offices in 14 countries.

Methodology
Kantar company, TNS Omnibus, interviewed 1187 GB adults between 27/06/2013 - 01/07/2013. All interviews were conducted as online self-completion. The data is weighted to match population totals for age, sex, social grade, working status, presence of children, 2010 voting patterns and region.

Acrobat Document kantar_pressrelease_age_jul13.pdf


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