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Both consumers and high profile influencers are challenging ageing in disparate spheres such as wellness, advertising and sports participation as 2016 unfolds. Ageing is central to public debate as the future for many world regions is much greyer, and mature consumers remain a huge market. We can now talk of a mature lifestyle as more people are living a busier, more satisfying and extended ‘third age’ starting from 55-65, with post-middle age consumers being more energetic, more expert, enjoying and maintaining good physical health and paying attention to mental wellbeing.

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