The Damartex Group and Seniosphère Conseil have published a new study for the Senior Observatory: Being 65 in 2000, 2020 and 2040. Quantitative and qualitative data to better know these three generations.

1. Avoir 65 ans
En 2000, 2020, 2040
Being 65
in 2000, 2020 and 2040

2. 2
Born in 1935
She turned 65
in 2000
Born in 1955
She will be 65
in 2020
Born in 1975
She will be 65
in 2040
Understanding the past, the present and the future of SENIORS
553000
773000
770000
Gé 1935 Gé 1955 Gé 1975
Number of people aged 65

3. 3
At 65, life expectancy
+ 16.7 years for men
+21.2 for women.
At 65, life expectancy
+ 19.4 years for men
+ 23.2 for women.
At 65, life expectancy
+ 21 years for men
+ 25 for women.

4. 4
Afibel when Jeanine was 65 - in 2000

5. 5
Damart when Jeanine was 65 - in 2000

6. 6
Damart and Afibel when Martine was 62 - in 2017

7. 7
Damart when Stéphanie is 65 - in 2040

8. 8
Flash Back:
Let us start by looking back at
what has built 3 generations of women.

9. 9
THE WAR
Childhood
THE BOOM YEARS
THE SIXTIES
CHILD
KING
10%
20%
40%
Gé 1935 Gé 1955 Gé 1975
Percentage of French nationals
who have
obtained a 2-year or higher
university degree3.2 3.3
2.2
Gé 1935 Gé 1955 Gé 1975
Number of brothers and sisters
50%
70%
90%
Gé 1935 Gé 1955 Gé 1975
Percentage of women
at school at 17

10. 10
HOME
MAKER
Adulthood
FEMINIST
WORKING
MUM
50%
80% 85%
Gé 1935 Gé 1955 Gé 1975
Percentage of women
working at 40
11%
30%
39%
1962 1990 2009
Percentage of women
among Managers
(around 30)
4%
10% 10%
Gé 1935 Gé 1955 Gé 1975
Rate of unemployment
(at 40)
49%
66% 70%
Gé 1935 Gé 1955 Gé 1975
Percentage of families
going on holiday
(around 30)

11. 11
At 65: impact of childhood and adult life
Silent generation.
Return of the husband in her
universe.
Eager to learn
Enjoys life.
Invents a new marital life.
Eager to discover what she likes.
Full of energy, finally with time to
spare.
Still working to maintain her income.
2000 2020 2040

12. 12
THE MOVIE
GENERATION
Culture: movies
THE MUSIC
OF THE SIXTIES
FAST
9 films at a theatre per year.
No TV.
Data at around 20 years old
3.5 films at a theatre per
year.
79% have a TV.
2.3 films at a theatre per
year.
94% have a TV.
At 65, Jeanine is a bit of a TV
addict.
The cinema industry adapts to
seniors
TV and set broadcasting
times no longer exist, people
watch what they like, when
they like with goggles.

13. 13
CINEMAS' ATTENDANCE RATE
Culture: movies

14. 14
THE MOVIE
GENERATION
Culture: music
THE MUSIC
OF THE SIXTIES
FAST
At 65, music is not part of
Jeanine's daily life.
Martine goes out a lot, she loves
revival concerts.
Stéphanie likes the music of her
youth and also that of 2040, from
all origins.

15. 15
THE MOVIE
GENERATION
Culture: cooking
THE MUSIC
OF THE SIXTIES
FAST
Jeanine seldom eats out, only for
special occasions in good, traditional
cuisine restaurants.
Martine often go to restaurants that offer
world cuisine, she has lunch in self-service
cafés to save time.
Stéphanie likes world cuisine
but nowadays she avoids fast
food, except healthy fast food.

16. 16
The Senior Age
Who are they at 65?
At 65, another 21.2 years of
life expectancy!
Jeanine was surprised to
reach 85.
At 65, another 23.2 years of life
expectancy!
17% of women may live over
the age of 90.
47% will.
At 65, another 25 years of
life expectancy!
Women are aware of their
longevity.

17. 17Personality
A new phase in life
Young woman
↓
Mother
↓
Grandmother
First a woman
(in a formal couple)
Even more a woman.
A new adventure.
GRANDMOTHER
FIRST
WOMAN
ADVENTURER
2000 2020 2040

18. 18
50
52 56
minimum
Gé 1935 Gé 1955 Gé 1975
Average age to become
grandmother 80%
70%
Approx.
70%
Gé 1935 Gé 1955 Gé 1975
Percentage of women
with grand children
5.2
4.2
3 or 4
Gé 1935 Gé 1955 Gé 1975
Average number of grandchildren
33%
44%
Gé 1935 Gé 1955 Gé 1975
Percentage of seniors with
at least one living parent
Family
Will lose their
parents at a younger
age due to the
postponement
of motherhood.
FAMILY
MY DUTY
INDIVIDUALISM FAMILY
SPIRIT

19. 19
65% 60%
50%
Gé 1935 Gé 1955 Gé 1975
Percentage of married women
around 65
Family
FAMILY
MY DUTY
INDIVIDUALISM FAMILY
SPIRIT
12%
9%
14%
Gé 1935 Gé 1955 Gé 1975
Percentage of women
with no children
24.2
26.4
27.3
Gé 1935 Gé 1955 Gé 1975
Average age of birth
of the first child
2.6
2.1 2.0
Gé 1935 Gé 1955 Gé 1975
Average number of
children
8%
14%
37%
Gé 1935 Gé 1955 Gé 1975
Percentage of singles
at 40
2000 2020 2040

20. 20Health
"I am getting old, I can feel it, it's only
normal."
RESIGNATION AGEING WELL
WILL I LIVE
TO 100?
14%
19%
25%
Gé 1935 Gé 1955 Gé 1975
Obesity rate
41%
20%
35%
Gé 1935 Gé 1955 Gé 1975
Percentage of people
having
hearing problems 94
65
50,0
Gé 1935 Gé 1955 Gé 1975
Number of broken femurs
per 10,000 women
Despite the awareness raising, at 35-44
years old, the 1975 generation is more
obese.
They have listened to a lot of loud music... They practise more sports.
2000 2020 2040

21. 21Work and retirement
Work =
TOIL
Work =
EMPOWERMENT
Work =
NORMAL
61
62
64*
Gé 1935 Gé 1955 Gé 1975
Average age that women retire
*DRES projection, CALIPER model
2000 2020 2040

22. 22Lifestyle and activities
GRANNY
AT HOME
LITTLE
MISS BUSY
ACTIVE
WOMAN
70%
40%
60%
Gé 1935 Gé 1955 Gé 1975
Seniors who are members
of associations
24
19
0
Gé 1935 Gé 1955 Gé 1975
Number of hours
in front of the TV every
week
50%
80% 80%
Gé 1935 Gé 1955 Gé 1975
Percentage going on holidays
Involvement, not necessarily in an
official charity.
2000 2020 2040

23. 23Technologies
8 out of 10 are connected to the Internet
at home.
95% own a mobile phone and 50% a
smartphone.
RELUCTANT KEEN
TECH
EVERYWHERE
10%
80%
100%
Gé 1935 Gé 1955 Gé 1975
Percentage equipped with computers All 65-year-
olds will be
connected,
maybe not
through a
classic
computer.
2000 2020 2040

24. 24Wealth & revenue
Jeanine's level of income is 20% below that
of Martine.
When they were 30, housing cost 35%
more compared with Jeanine's time.
When they were 30, housing cost 175%
more compared with Jeanine's time.
Stéphanie's level of income is 20% above
that of Martine.
LITTLEWEALTH
TO PASS DOWN
WEALTH
TO SPEND
VERY LITTLE
WEALTH
70% 70%
50%
Gé 1935 Gé 1955 Gé 1975
Percentage of seniors owning
their home in 2015
280 000
340 000
230 000
Gé 1935 Gé 1955 Gé 1975
Average wealth in euros
in 2015
2000 2020 2040

25. 25
Consumption & distribution
Her level of consumption is 20% below that
of Martine.
Her level of consumption is 20% above
that of Martine.
HYPERMARKET EVERYWHERE
ONLINE
AND ATTHE
FARM2000 2020 2040

26. 26Typical day
IN THE MORNING
Reads the paper while having breakfast with her husband.
Monday, cleans the ground floor
Tuesday, cleans the first floor
Wednesday, takes care of grandchildren
Thursday, goes shopping
Friday, gym class...
AT LUNCH TIME
Prepares lunch and eats at table with her husband
and one of the children or grandchildren
IN THE AFTERNOON
Watches TV in the early afternoon, while her husband does his crossword
puzzles.
Monday, often goes to visit a friend
Tuesday, always goes to visit someone at the hospital
Wednesday, grandchildren…
IN THE EVENING
Soup and cheese then an evening in front of the telly.
GRANNY
AT HOME
2000

27. 27Typical day
LITTLE
MISS BUSY
IN THE MORNING
A bit of exercise as recommended by her doctor
Quick breakfast with or without husband
Often an hour or so online
Monday and Tuesday, history class
Wednesday sometimes helps her daughter out with the children...
AT LUNCH TIME
Often eats out with a girlfriend
Otherwise, a quick lunch at home while playing Candy Crush
IN THE AFTERNOON
Visits her mother and often takes her to the doctor
A walk in nature with friends
The latest exhibitions…
IN THE EVENING
TV dinner with her husband or an informal restaurant
Goes out to the cinema or the theatre
Sometimes spend the evening online planning the next trip.
2020

28. 28Typical day
ACTIVE
WOMAN
IN THE MORNING
Some gym and a healthy breakfast
Working morning: from home through video conferencing
or goes to appointments using an electric, driverless taxi.
This gives her time to shop online.
AT LUNCH TIME
Goes to the farm for fresh produce
Comes home to cook a delicious dish for her grandchildren
Or goes for a stroll with friends.
IN THE AFTERNOON
A 20-minute nap, it is supposed to be essential for energy.
Some time on the living room screen to check her mum's health data.
Works on her charity project, visits an exhibition.
IN THE EVENING
Discussion through a screen with children at the opposite side of the world.
2040

29. 29Garments
Comfort as a purpose Despises comfort as a purpose.
"You buy better when you are not
searching."
Comfort is a minimum, garments have
other features.
COMFORT
AND DISCRETION
MY OWN
PERSONALITY
WELL-BEING
AND EASE OF
USE
11,9%
10,1%
7,7% 6,8%
5,5%
4,4% 3,8%
1960 1970 1980 1990 2000 2010 2016
Share of shoeware
in the households' budgets (INSEE)
2000 2020 2040

30. 30Garments
% OF MARKET SHARE IN VALUE - Women over 50 (end January 2001 - end June 2018)
Source: KANTAR
0 2 4 6 8 10 12 14
Jeans
Pantalon et caleçon
Jupe et jupe culotte
Veste
Manteau/duffle coats
Anorak, parka, blouson
Imperméable
Tailleur - ensemble
Robe
Chemisier
Tee shirt, polo, body
Sweat shirt
Pull, sous pull
Gilet, cardigan, cache cœur
Martine
Jeanine
→ FEWER SKIRTS
MORE DENIM AND TROUSERS
→ MORE BLOUSES
AND DRESSES
→ MUCH FEWER
SUITS
pullover, jacket, wrap-over shirt
cardigan
sweatshirt
T-shirt, polo shirt, body
blouse
dress
suit
raincoat
Anorak, parka, coat
coat, dufflecoat
jacket
Skirt, panties
Trousers, capri pants

31. 31
% OF MARKET SHARE IN VALUE - Women over 50 (end January 2001 - end June 2018)
Source: KANTAR
→ FEWER NIGHTDRESSES
MORE PYJAMAS
→ MUCH LESS
UNDERSHIRTS
→ NO
SLIPS AND PETTICOATS
0 2 4 6 8
Bain
Soutien gorge et Maitien
Slip et culotte
Combinaison et jupon
Body, Caraco, teddy
T-shirt de dessous
Chemise de nuit
Pyjama
Martine
Jeanine
Stéphanie's clothes will be less
formal, she overconsumes
denim and leggings.
Garments
Nightdress
Undershirt
Camisole, body, teddy
Slip, petticoat
Briefs and panties
Bras and bearing
Swimsuit

32. 32
Stéphanie will be even
more comfortable with the
web and hunt more for
good deals.
23.89105748
21.96035697
19.90075467
11.68769288
6.433128903
1.535296433
1.475548505
1.263123042
0.499300178
0
11.8407
43.5763
2.7524
10.8432
5.1905
3.905
2.7097
1.9491
1.1481
10.5396
Indépendants Chaînes VPC GSA Grands
magasins
Magasins de
sports
Magasins de
soldes
Magasins
populaires
Hard discount Internet
Jeanine Martine
% OF MARKET SHARE IN VALUE - Women over 50 (end January 2001 - end June 2018)
Source: KANTAR
Garments
Independant Chain Mail Order Hypermarket Department
store
Sport
store
Discount
store
Popular
store

33. 33Garments MARKET SHARE IN VALUE - Women over 50 (end January 2001 - end June 2018)
Source: Kantar
?
?
She will buy
from the same shops
as younger women.
2000 2020 2040

34. 34Conclusion
In 2000, women aged 65 were attached to tradition, they were loyal to people, brands, their habits and
their values. Altruistic, thrifty, very family-oriented, they wanted to pass down their wealth.
The women of 65 in 2020 are very different: hedonistic, individualist, feminist, free, etc. They are not
afraid of disruption and change. They express their emotions, have a sense of humour, want to enjoy life
and escape.
Those of 2040 will probably be calmer. Albeit cynical, they are self-confident and trust the future. They
are rational, organized, eco-activists, materialistic.
Progress has never been so fast.
Brands must adapt:
 Search for purpose and CSR policy
 New technology, new modes of consumption, purchase, delivery, etc.