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The Age of Age

Chief Strategy Officer of Y&R Health, Belle Frank, provides useful insights into the ageing population.

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The Age of Age

  1. 1. Belle Frank Chief Strategy Officer, Y&R Health March 2017 WELCOME TO THE AGE OF AGE Y&R BETTER INSIGHTS, BETTER BRANDS
  2. 2. 2 Billion IN 30 YEARS, 1 IN 5 OF US WILL BE 60 YEARS OR OLDER 2017 2050 Global Population 60+ 900MM S O U R C E : W O R L D H E A L T H O R G A N I Z A T I O N ( 2 0 1 6 )
  3. 3. BY 2050, ADULTS 60+ WILL OUTNUMBER ALL OTHER GENERATIONS BY ALMOST 3X S O U R C E : U N I T E D N A T I O N S ( 2 0 1 5 ) LIFE EXPECTANCY IS HITTING RECORD HIGHS WORLDWIDE
  4. 4. S O U R C E : W O R L D H E A L T H O R G A N I Z A T I O N ( 2 0 1 6 ) * H A L E : H E A L T H - A D J U S T E D L I F E E X P E C T A N C Y TOP 10 PLACES TO LIVE A LONG TIME: US #31 JAPAN 83.7 YRS SWITZERLAND 83.4 YRS AUSTRALIA 82.8 YRS SINGAPORE 83.1 YRS SPAIN 82.8 YRS ICELAND 82.7 YRS ITALY 82.7 YRS ISRAEL 82.5 YRS SWEDEN 82.4 YRS FRANCE 82.4 YRS
  5. 5. S O U R C E : U N I T E D N A T I O N S ( 2 0 1 5 ) EUROPE RULES! BY 2050, THE GREATEST % OF OLDER ADULTS WILL BE IN EUROPE PERCENTAGEAGED60+ 5 10 15 20 25 30 35 1980 1990 2000 2010 2020 2030 2040 2050 NORTH AMERICA EUROPE
  6. 6. PEOPLE ARE WORKING LONGER THAN EVER BEFORE S O U R C E : U . S . B U R E A U O F L A B O R S T A T I S T I C S 62% 64% 20% 28% Working at age 55-64 Working at age 65-74 2002 2012 69%2022 2002 2012 32%2022
  7. 7. IT’S AN INTERGENERATIONAL WORKPLACE S O U R C E : P E W R E S E A R C H C E N T E R ( 2 0 1 5 ) 29% 34% 34% 2015 SILENTS 2% BOOMERS GEN XERS MILLENNIALS POST-MILLENNIALS 1%
  8. 8. AGEISM IS IMPRACTICAL. BRANDS MUST THINK ABOUT HOW PEOPLE REALLY ARE AND REALLY AGE
  9. 9. AGING IS FUN “I’m excited about all the senior discounts I will get when I turn 50! I think I might have more fun than I’ve had so far. Don’t tell anyone!” - Monica, 45
  10. 10. AGING IS PERMISSIVE “Aging gives you the right to be yourself. It gives you acceptance of your flaws, so you can finally stop pretending to be someone better.” - Sharon, 63
  11. 11. AGING IS LIBERATING “Your kids are off to college, your disposable income is all yours, you get your life back! Aging sets you free to do whatever you want.” - Kim, 49
  12. 12. A SINGLE NUMBER AGING IS NOT “In my head, I feel like a 39-year-old, but the way others see me, I can tell, is a 59-year-old.” - Kathy, 59 “When I was 5, I thought 7th grade was old, until I went to 7th grade. When I turned 20, I thought 60 was old. Now I think age is a mindset, a lifestyle, and not just physical.” - Elisabeth, 22
  13. 13. LIVING IN THE PAST AGING IS NOT “Nostalgia doesn’t do anyone any good – you should always live in the moment. The best house we’ve had is this house we’re in today, and the best time we’ve had is this time we’re having now.” - Sheldon, 91
  14. 14. A CURSE AGING IS NOT “Growing old is a blessing – not everyone gets to do it. When you think about it, it’s better than the alternative.” - Jean, 94
  15. 15. AGING IS SELECTIVE “Aging is not kind to everyone. As you grow older, some of your friends will look fabulous and happy. Others will be sick.” - Sue, 62
  16. 16. AGING IS SCARY “I am afraid I will outlive my savings.” - Bonnie, 63
  17. 17. FEAR CAN BE ENABLING “My family comes from a long line of disease. That fear has driven me to take up a healthy lifestyle, and actively monitor my food and nutrition intake.” - Mike, 43
  18. 18. “My grandma knows what Trump tweets before I do. She’s 85. She’s also a karaoke queen and never lets go of the mic. She makes being old seem not too bad.” - Lauren, 16 OUR AGING HEROS INSPIRE US
  19. 19. AGING IS AN EXPERIENCE BETTER SHARED “My girlfriend and I grew up together. We went through puberty, graduated and had children at the same time. She is my aging buddy.” - Nicole, 42
  20. 20. YOUNG =OLD =
  21. 21. TODAY’S YOUTH FIND OLD PEOPLE COOL THE AGE OF AGE IS CHANGING HOW PEOPLE THINK ABOUT AGING
  22. 22. BRANDS ARE RESPONDING TO THE AGE OF AGE
  23. 23. Base: BAV 2016FY; Millennials (18 – 34) and Baby Boomers (55+) GREAT BRANDS ACROSS AGE GROUPS
  24. 24. PFIZER INSPIRES YOUNG AND OLD at GetOld.com
  25. 25. YOUR PHARMACY CAN WIN IN THE AGE OF AGE YOUR CUSTOMERS WANT TO BE TREATED LIKE PEOPLE FIRST AND THEN PATIENTS DON’T REDUCE PEOPLE TO STEREOTYPES, GET TO KNOW THEM AS INDIVIDUALS YOU CAN MEET THE EMOTIONAL AND PRACTICAL NEEDS OF CURRENT AND FUTURE CUSTOMERS, YOUNG AND OLD, WITH EXPANDED SERVICES AND PRACTICES HELP YOUNG PHARMACISTS CONNECT TO NOT-SO-YOUNG CUSTOMERS
  26. 26. FOR MORE INFORMATION, CONTACT: Belle.Frank@yr.com Twitter: @BelleResearch Y&R THE AGE OF AGE

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