In trying to establish a path forward, there exist opportunities for brands to help reconcile these two generations. Conducted among 12,000+ respondents in 28 markets, \u201cThe Future of Aging\u201d study also sheds light on cultural divides regarding what it means to grow old. It will become an increasingly fraught issue, given that, by 2050, people aged 60+ are expected to make up nearly 22% of humankind. With this study, we investigate the challenges\u2014to both individuals and communities\u2014that come with aging.<\/p>\n
Topline findings include the following:<\/p>\n
Boomers invented youth culture:<\/strong> From youthful rebelliousness to teenage angst, the baby boom generation set new societal norms for what it means to be \u201cyoung.\u201d And they set the standard for youthful protest: Decades later, half of Prosumers admire the boomers for their youthful championing of vital causes, including the fight for women\u2019s equality and civil rights.<\/p>\n Age is (mostly) in our heads: Seven in 10 millennials and boomers agree:<\/strong> \u201cAge is more a matter of mindset than physical abilities.\u201d<\/p>\n Brands addressing the new realities of aging:<\/strong> Brands need to strike the right balance between \u201cuniversal communication\u201d and age-targeted offerings. Two-thirds of boomers surveyed \u201cprefer to buy brands that are not targeted at any one generation,\u201d but 56% agree: \u201cI expect my favourite brands to adapt their products and services to suit me as I get older.\u201d<\/p>\n A tale of two tensions:<\/strong> The boomers continue to hold on to an outsized share of political and economic power\u2014but how long can that continue? Our study reveals signs that the end finally is in sight.<\/p>\n Generational fracture:<\/strong> We witnessed multiple points of conflict in the 1960s and 1970s. In the US, it was the Beat Generation taking issue with conformity. In France, it was a matter of standing up to the patriarchy. And in Japan, student demonstrations centered on academic independence and tuition costs. In the early 2020s, we have new ruptures.<\/p>\n Paths to reconciliation:<\/strong> How should we navigate these intergenerational tensions, according to our respondents?<\/p>\n\n
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