Aging: Moving Beyond Youth Culture

Havas Worldwide’s newest study uncovers a pushback against society’s youth obsession and a fear of living “too long.”

Over the last year, the world’s population has bounded past 7 billion. And it’s not just because more babies are being born; people are also sticking around longer. In fact, an estimated 6.9 percent of the world’s population is age 65 or older. That’s around 483 million people—or more than the populations of the United States, Mexico, and Canada combined. This rapidly growing population of elders will have important implications for marketers in industries as diverse as finance, healthcare, food and beverage, automotive, and home furnishings.

To better understand this demographic shift, we fielded an online survey of 7,213 adults in 19 countries: Argentina, Australia, Belgium, Brazil, Canada, China, Colombia, Czech Republic, France, Germany, Hungary, India, Ireland, Mexico, the Netherlands, Poland, South Africa, the United Kingdom, and the United States.

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Study Highlights