Age UK - Later Life 2012

1.Later Life 2012

National and International Trends:

Later Life in 100 slides

Prepared by Age UK Research Department

For source information, see the Later Life factsheets in the Age UK Knowledge Hubhttp://www.ageuk.org.uk/professional-resources-home/knowledge-hub-evidence-statistics/

Demographics and population trends

Health and wellbeing

Money matters

Home and care

Social Inclusion

Public policy challenges

The older consumer

Attitudes and discrimination

Opportunities

10.3 million aged over 65

1.4 million aged over 85

12,500 aged over 100

THE FUTURE

12.5 million over-65s by 2020, 16 million by 2030

Fastest growth post-85

250,000 aged over 100 by 2050

At current rates, life expectancy in the UK is increasing at the rate of about two years for each decade that passes

Source: House of Lords Science and Technology Committee 2005

Ageing: Scientific Aspects

1980 2000 2011

Males70.8 75.3 78.2

Females76.9 80.1 82.3

Across EU population growth over next 25 years:

81% over-60s

7% 18-59 year olds

Across the world, by 2050 people over 60 will make up

1/3 of rich world

1/5 of developing world

Global Population Aged 80+ years

1950 14 million

Today 300 million

The number of centenarians in Japan increased almost one-hundredfold from 154 in 1963 to more than 13,000 at the beginning of this century and is projected to increase to almost 1,000,000 by 2050

Source: Ageing Horizons, 3,1 (2005)

N.B. This is assuming that records are accurate and there has not been any large scale fraudulent reporting (some uncovered in Japan, August 2010)

Over 1.3 million people are aged 85 or over. One in four children born today

will live to 100

People aged 65 now have an average life expectancy of 82-85 years, the

last 7-9 years with a disability

Nearly 2.5 million people aged 65+ in England have care needs

3.7 million people aged 65+ currently live alone

821,000 people aged 65+ currently have dementia. is This is projected to

double in less than 40 years

Of the current total world population of over 6.8 billion, there are over 790 million people aged 60 and over

Life expectancy at birth ranges from 82.6 years in Japan to 39.6 years in Swaziland

70% of the worlds older people (60+) live in less developed countries

60% of people with dementia live in developing countries, and this is expected to rise to 71% by 2040

70% of mortality in low income countries is due to communicable disease and 30% to chronic long term illness; this will be reversed by 2030

Nearly 2.7 million people aged 75+ with at least one limiting long term illness and over 4.3 million people aged 65+ with LLTI

People living an average of 7-9 years at the end of their lives with a disability

Nearly seven million older people who cannot walk up one flight of stairs without resting

One-and-a-half million older people who cannot see well enough to recognise a friend across a road

Over 4 million with major hearing problems

Up to a third of a million people aged 75+ with dual sensory loss

A third of a million who have difficulty bathing

Nearly a million with dementia

Between 4-7 million with urinary incontinence

One-and-a-half million suffering from depression

While health is clearly an outcome in itself, it is also a key driver of outcomes in other domains, including employment and ability to contribute.

ELSA (Wave 2, 2006) indicates the two-way relationship between health and wealth: greater financial resources reduce the chances of poor health, and good health has a positive relationship to financial wellbeing

Services are hospital focused, prioritising cure rather than prevention or complex case management, commissioning is in early stages of development, question marks over value for money, realisation that some target-driven achievements occurred at the expense of quality.

National priorities remain but emphasis on local decision making

Choice as a patient right and a tool to drive up quality along with contestability between providers for contracts framed by ambition to provide care closer to home

Mental health older peoples preference for services include peer support; a range of activities and opportunities of things to do; 24-hour help in a crisis that helps you maintain everyday life; supported housing options, technologies and skills and learning opportunities that enable independent living. More broadly older people suggest the following to improve mental health and wellbeing: improve public attitudes; provision of activities for older people; befriending schemes (esp. those aged 90+); improved access to quality public services, and improving standard of living (mostly younger respondents).

Community Servicespriority areas for action include:improving the range of support for carers; making services personalised and holistic; joining up health and social care so there is one point of call; considering the transport implications of any changes to services

Intermediate care help with keeping out of long term care is important e.g. mentoring and advocacy to help them through the health and social care system; more time from care assistants; more availability and affordability of high quality home and telecare; help with practical matters such as laundry, adequate refreshments and warmth.

There are over 15 million people in England with long-term health needs.

Long term conditions are those that cannot, at present, be cured, but can be controlled by medication and other therapies.

The impact on the NHS and social care for supporting people with long term conditions is significant.

Currently 69% of the total health and social care spend in England is spent on the treatment and care of people with long term conditions (DH Annual Report 2008).

By 2025 the number of people will at least one long term condition will rise by 3 million to 18 million(DoH 2008).

This will be due to a rise in the ageing population and the increased survival of pre-term babies.

Coronary Heart Disease 2.6 million people are living with CHD in the UK (89% of 190,000 deaths per year were in people 65 years or older)

Stroke 80% of 150,000 cases per year are over 65.Stroke is the leading cause of severe adult disability

Diabetes 2 million people in the UK are diagnosed.Prevalence rises with age from one in 20 people over age of 65 to one in five in people over 85 years

Chronic Obstructive Pulmonary (Lung) Disease 3 million people in the UK diagnosed.There are approximately 25,000 deaths from this every year, with over 90% occurring in people 65years and older

Cancer incidence increases with age of the 155,000 deaths each year, three quarters occurred in people aged 65 and over.

Arthritis Osteoarthritis affects over half the population by age 65, and 10% of people aged 65+ have a major disability due to OA.

Osteoporosis Up to 21,000 people die following osteoporotic hip fractures each year in the UK.

Parkinsons Disease The second most common neuro-degenerative disorder (120,000 have clinical diagnosis in the UK).The incidence increases with age.

Sensory impairments -1 in 5 people over 75 years old has a significant visual impairment. Over 7 million people over 60 years are deaf or hard of hearing.

Depression The commonest mental health condition in the older population.A quarter of older people living in the community have symptoms which warrant intervention, but it is estimated that 85% of people over 65 do not receive any help from the NHS.

Dementia Over 820,000 people are estimated to be suffering from late onset dementia in the UK. This overall figure is forecast to increase to 1,735,087 by 2051. Dementia affects 1 person in 6 over 80 and 1 in 3 over 95.

37% of men and 40% of women aged 65 and over have at least one functional limitation(seeing, hearing, communication, walking, or using stairs) .

This increases to 57% and 65% respectively in those aged 85 and over.

More than half of men and women reporting any functional disability were unable to walk 200 yards or more unaided without stopping or discomfort.Both prevalence and severity increased with age.

The number of functional limitations also increased with age with 17% of men and 19% of women aged 85 and over with three or more functional limitations.

Functional limitations can result in depression and social isolation.

Life expectancy is increasing and until recently, healthy life expectancy has been increasing at a slower rate

This has meant that many older people are living longer in poor health

There is little evidence ofconsistent success in compressing morbidity and some evidence that disability rates are declining, but an average 65-year-old can expect to live 7- 9 years with a disability

Older workers are particularly disadvantaged by lack of educational qualifications - employment rates are significantly lower for those with no qualifications whatsoever.

Access to learning centres becomes more difficult with age, with FE colleges, adult education centres and the home being main locations of learning

The number of people undertaking learning decreases significantly with age

But mental activity like learning can slow cognitive decline, reduce morbidity, and facilitate healthier lives.

The Benefits of lifelong learning for adults over 50 have been categorized under the following headings:

FINANCIAL

Helps to reduce poverty through various mechanisms, including new employment and improved knowledge (NIACE IFLL Thematic Paper 6 2010)

Money saving (DIY savings on contractors labour)

SOCIAL

Helps to reduce isolation through improved social contacts

Offers an inexpensive way to try new activities

Improved self esteem (achievement of set goal)

New topic of conversation with family and friends (anecdotal evidence only)

MEDICAL AND PSYCHOLOGICAL

May help to slow cognitive decline. So far, limited evidence, much of it anecdotal, about keeping your mind sharp, improving some aspects of memory (recall)

Self-reported reduction in symptoms of depression

There is no authenticated proof yet of physical benefits related directly to learning activities except where they involve extra exercise or sport

In care settings, learning opportunities for older people can:

reduce isolation;

improve both physical and mental health;

reduce dependence on medication;

improve recovery rates; reduce dependency on others and

lead to a greater enjoyment of life which gives residents something to look forward to.

Lack of interest and feeling too old are the main barriers to learning as people get older.

Poor information about availability of learning opportunities and inappropriate courses may explain lack of interest.

One survey found 43% of older people agree that there is not enough information on what education courses are available and 30% believe courses on offer are not appropriate for older learners.

7,368,000 people aged from 50 to State Pension Age (SPA, currently 60 for women and 65 for men) are in employment

849,000 people aged 65 or over were employed in July September 2011, a rise of 0.1 per cent over the last year; this is about 3% of the UK labour force

The employment rate for 50 to SPA is 65% and for SPA+ it is 8.4%

The latest figures (Jul-Sep 2011) show the unemployment rate for people aged 50+ in the UK is 4.7%

In October 2011, 241,100 people aged 50 or over claimed Jobseekers Allowance.

Median hourly pay for workers in their 50s is 12.00 and 10.00 for workers aged 60+, as opposed to 13.03 for workers in their 30s

There has been a trend of people leaving the workforce (presumably for retirement) later. For men, the estimate of average age of withdrawal increased from 63.8 years in 2004 to 64.5 in 2009. For women, it increased from 61.2 years in 2004 to 62.0 years in 2009

More people enjoy work:

The majority of those aged 55 and over would prefer to be working full time than not working at all, and it is common for older people to view working as the ideal situation for them

and want to keep working:

A 2003 survey found over two-thirds of respondents aged between 50-70 who were in, or looking for, a job planned to work in some capacity during retirement or never retire

The average age at which workers over 50 retired reached its highest level for men (64.6 years) since 1984. For women comparable figures showed an increase from 60.7 in 1984 to 61.9 in 2008.

Employment supports an individuals ability to contribute in addition to their material wellbeing (ELSA Wave 3 presentation, Banks and Tetlow 2008).

All those who want to work need to be in work and work needs to be promoted as a mechanism for achieving wellbeing and independence in later life

The impact of projected pension shortfalls on the timing of retirement is not yet clear, but concern about financial security is likely to bring about a further rise in working past SPA.

Increasing reliance on private sector, complexity in productson offer

More individuals are directly exposed to risk: a significant percentage of 50-65 year olds are in danger of having replacement rates below benchmarks of adequacy

Increase in need for info and advice to access entitlements and make appropriate decisions about finances

Increasing use by organisations of websites as the main channel rather than (more expensive) face to face (although Pension Service home visits)

Digital exclusion now leading to increase in financial exclusion, not just in banking, but increasingly public services and private care funding (poor risks?)

Greater exposure to financial abuse

Gaps in support for frail vulnerable older people, especially around money management.

Confusion regarding choices of pensions, savings and care

Lack of interest in accessing products online

Concern about pensions (55-65 year-olds currently finding out that their pensions will not be adequate):

An individuals income clearly supports their material wellbeing. It also enables independent living and appropriate housing

ELSA (2006 and 2008) provides strong evidence of a positive correlation between higher income/ wealth and reduced risk of developing most of the age-related chronic conditions, including type 2 diabetes, high blood pressure, raised cholesterol, disability (reduced strength and mobility)

1.8 million pensioners live in poverty.Nearly two-thirds of these are women.

Older people on higher incomes are more likely to report their health as good or very good.

People on lower incomes are more likely to report asthma, chronic lung disease and diabetes.High blood pressure is more common among poorer older people.

Decent and appropriate housing is a key element in quality of life and good health in older age

Demographic changes, combined with changes in policy on care provision and home ownership have meant - and will continue to mean - an increasing number of the oldest old living longer, and often alone, in their own homes

Older people (especially single people aged 75+) are more likely than younger people to live in older, non-decent homes)

Government encouraging institutional investment more in private rented sector to make up the shortfall in social housing.

Growing debate around reconciling housing related support, social care and health services to deliver independence at home(role of common assessment framework)

Cuts in preventative services - housing related support - more funding diverted to social care Further decline in retirement housing in the social sector - increased focus on the most vulnerable

Reforms to security of tenure (see Hills report) possibly less security for both private and social residents issue around offering settled accommodation to older people

Calls for improved coordination - partnership with LAs and PCTs increasing focus on the role of retirement communities - some growth

Increasing push towards assistive technology to replace or reduce

housing support workers - increased pressure to cut labour costs through assistive technology but likely to remain marginal for next 5-10 years (except top end of market)

92% of adults say they envisage living in a home they have for life, but 23% said their current home was unsuitable to live in in old age (B&Q survey, 2008)

More older people refusing to purchase preventative services to save money as the result of increased 'choice' and rising charges

Opinions sharply divided between those who benefit from Assistive Technology and those who see reduced contact with 'human' support

Concern about inheritance tax is not necessarily exclusive to the very rich. ELSA (Wave 3, Emmerson Muriel 2008) found that 1 in 8 of their representative 50+ sample have assets above the IHT threshold

Whatever the merits of residential in comparison with living in the community, over 70% of adults surveyed view it negatively: 48% of homeowners 18+ say they cant think of anything worse than moving into a care home.

A further 14% say they would be nervous and 9% frightened (B&Q survey 2008)

5% of people aged 65+ in the UK need but do not receive help with everyday jobs such as hoovering or changing a light bulb

Continued push on homeownership - experience of Right to Buy generation unable to maintain housing should provide lessons

Growth in need for local housing advice and advocacy opportunities for one-stop shop services

Growing inequality of retirement provision between private and public sectors

Growing regional and local inequality in regard to poor housing Expansion in private rented sector - more older people living in insecure tenancies

Increasingly difficult to obtain additional resources from PCTs

Housing support and service charges - growing divide between those receiving benefits and those paying for themselves - likely to increase friction within retirement housing

Likely increase in numbers of older homeless people resettled in poor temporary accommodation

Public sector will focus on the most vulnerable

Possible further decline in specialist housing. Growing debate around mobility (moving to be nearer friends and relatives offering support) and flexibility within social rented sector

The majority of older people live within the community.

26% of households with someone aged over 75 live in social housing and 68% are home owners.

6% of older households live in sheltered housing

4% of older people live in a care home.

Poor housing has a detrimental impact on both physical and mental health.

2.7 million households with at least one person aged over 60 are living in a non-decent home.

Older people are more likely to be living in non-decent homes in the private sector if they are over 75, or aged 60 or more and living alone.

1.5 million women aged 75 and over live alone compared to 0.5 million men of the same age .

There are 6 million carers in the UK.

2.8 million people aged 50 and over provide unpaid care; nearly 1 million of these are aged 65+ and nearly 50,000 are aged 85+.

There are 8,000 carers aged 90+ (4000 providing 50+ hours of care per week.

Unpaid carers currently provide 65% of care compared to 25% paid for by the state (10% is privately purchased).

73% of English local authorities have plans to limit care to people with substantial and critical needs only.

The growing number of older people means that the need for support from unpaid carers could rise by 30% over the next 35 years (9.1 million).

Older people and their carers want services that will:

improve their quality of life, health and well-being and enable them to be more independent.

Be supported and enable them to self care and have active involvement in decisions about their care and support.

To have choice and control services built around the needs of individuals and carers.

The 2006 White PaperOur health, our care, our say , promoted telecare and assistive technology in helping people retain their independence and improve their quality of life.

The use of the internet by older people, particularly over 75s is increasing steadily but over half of all older people continue to be excluded from the benefits of new technologies.

3.7 million people aged 65+ live alone and 600,000 older people leave their homes once a week or less and 17% of have less than weekly contact with family, friends and neighbours

Over one million older people experience (poor social relations and) social exclusion.

Older people who live alone spend a lot of time with friends and acquaintances, but on average, they can also spend eleven hours alone on a week day and ten and a half hours alone at weekends (excluding sleep).

Social isolation prevents ability to contribute.It also is a risk factor for health.

Inactivity and isolation accelerate physical and psychological declines, creating a negative spiral towards premature, preventable ill health and dependency.A recent ELSA study revealed that social detachment reduces quality of life.

Depression is associated with lack of social support (36% of men and 54% of women with severe lack of social support have high depressive symptoms)

Social isolation is a cross-cutting issue and the responsibility for alleviating it lies with several Government departments.

Policies which may directly impact on social isolation are fragmented but include:

Linkage Plus aimed to improve outcomes for older people through better joining-up between services and linking older people to services.

Developments in transport policy including making the freedom pass available, amending community transport regulations and

Investment of 5.5 million into intergenerational volunteering

Individual budgets for those that access social care

Positive duty as applied to culture and leisure opportunities

Lifetime neighbourhoods

Neighbourhood warden schemes

Informal learning white paper

29% of respondents to an Age Concern survey saw friends and 36% saw family a few times and month or less

However many people at mid- to later life may not consider they need to expand their social networks

44% state they do not need lots of friends

45% disagreed that they feel lonely from time to time

Analysis of ELSA wave 3 has found that life satisfaction significantly decreases after certain life events, with many underlying factors clustering around themes of social isolation and lack of support.

Satisfaction with current levels of social interaction could be a barrier to individuals building up social networks

A decade of spending cuts doing more with less?

Demographic change a manageable transition (working longer; pensions reform) but we must now prepare our public services

Income pensioner poverty stuck around 20% for the next decade despite pension reform

Healthy life expectancy - remains an elusive goal, avoid longer periods of disability

Social and technological change changes in family life, communities and the digital divide what next?

UNCERTAINTY

Older people not immune from the recession

Job losses hitting older workers

Rising costs of living

Impact on savings and annuities

Now - a focus on employment and skills; an end to forced retirement

The aftermath public service cuts must not disproportionately harm older people

OPPORTUNITY

A new ageing strategy

Social care reform - 2011 is make or break for the long term

The Equality Bill new rights outside work; end forced retirement?

Pensioner poverty Child poverty Bill focuses minds on ending pensioner poverty

Coalition pressing older peoples priorities

PROPOSALS

Use Equality Bill to outlaw age discrimination in goods and services, rapidly and with minimal exemptions

Support EU directive on discrimination beyond the workplace

Robust enforcement and promotion of existing age discrimination law

Extend Human Rights Act to private providers of public services

INDICATORS

68%say politicians see older people as a low priority

60%say age discrimination exists in older peoples lives

60%say age discrimination exists in the workplace

53%say people in very old age are treated like children

52%say those planning services dont pay enough attention to older people

PROPOSALS

Government commitment to end pensioner poverty

Public services work together to push take-up of benefits

Index State Pension to earnings now and improve pensions for women who retired before 2010

Urgent review of Fuel Poverty Strategy

INDICATORS

16% (AHC)of pensioners in poverty

59-67%of those eligible receive Pension Credit

56%of employees covered by a non-state pension

36%of over-60s avoid heating rooms to save money

7%of 85+ households dont have a bank account

PROPOSALS

Increase investment in preventative support and information, advice and advocacy

A fair national system for assessing need and allocating resources

A radical new long-term settlement for care and support, which increases access and quality, and is fair and affordable for all

INDICATORS

410,000people over 65 with unmet need for help around the home

67,000households receiving low-level home care

347,000people receiving home care

60gap between average weekly fees for a care home and the standard council payment

27,000people over 65 receiving Direct Payments

PROPOSALS

All public services to work to promote lifetime good health

NHS reform to reflect older peoples needs and preferences

Improve access to primary care for carers and care home residents

All health providers to adopt person-centred measures of dignity

Age-aware workforce development strategies

INDICATORS

24%of over-65s say quality of life has worsened in the last year

7.3 yearsfor men and9.4 yearsfor women of future disability at age of 65

19%of 65-74s and7%of over-75s do recommended levels of exercise

149,00075+ emergency readmissions within 1 month of discharge

64%say health and care staff dont always treat older people with dignity

PROPOSALS

Local public agencies to commit to lifetime neighbourhoods principles

Rapid adoption of Lifetime Homes planning standard

Review policy and funding for supported housing

During recession, anti-crime initiatives for and with older people

INDICATORS

11%of over -65s say they are lonely

35%of 60+ households live in poor housing conditions

26,00065+ excess winter deaths

9-10%of over 75s find it very difficult to access doctor, post office, supermarket

6%of over-65s leave home once a week or less

PROPOSALS

Employers to adopt flexible working and age management policies, with a right to request flexible work.

All local public services to facilitate lifelong learning

IT industry to embrace accessibility and inclusive design

Public bodies to involve diverse groups of older people in decisions affecting them

INDICATORS

76%say the country fails to make good use of older peoples skills and talents

312,000over-50s unemployed

168,000over-60s participating in state-funded learning

60%of over-65s have never used the internet

39%of 65-74s and24%of over 75s participate in formal volunteering at least once a month

NATIONAL

COMMUNITY AND SOCIETY

Income and inequality

Housing

Communities and transport

PUBLIC SERVICES

Health and healthcare

Independence and support

Equality and human rights

PRIVATE SECTOR

Employment and opportunities

Consumer markets

Financial services

Supporting Age Concerns and other partners influence effectively

National programmes where the key decisions are local

REGIONAL

Regional teams working with partners

INTERNATIONAL

EU and international institutions

Partnership with HelpAge International

SPENDING

Over 100 billion spent by 65+ households every year

Rich people spend same amount, whatever their age. Poor people in later life spend less than younger groups with the same income

INCOME

Lower incomes on average, but similar poverty rate

WEALTH

2.2 million with no savings; 3 million with over 20,000

Huge inequalities in wealth, but richer than younger age groups on average (housing)

Over 50s account for 80% of UK financial wealth

On average, higher disposable income than under 50s

But huge variation in terms of who accounts for it..

Wealth concentrated among current 50 - 64s:

80% home ownership

spend more per week than any other age group

65 75s already have similar spending power to under 50s versus

40% of retired who rely on state pension: 60% home ownership over 75s

Often misrepresented, neglected, ignored

55% of over 55s agree business and retailers have little interest in the consumer needs of older consumers

Ageism stereotyping of a whole age group as

Homogenous others

Warm, friendly

Incompetent and incapable

Neglected even for products mainly for older age groups reinforcing and responding to internalised ageism

People getmore diverseas they get older

Full-time, part-time, retired, caring, grand-parenting, volunteering etc

8% of people over 65 are from BME backgrounds

5-7% over over-60s are LGB

A third of over-65s are disabled, rising to 2/3 of over-85s

A quarter have symptoms of depression

Driving half of over-70s dont have a driving licence

Valuing home over-65s spend more time at home (80% of the week) and like them more. But some feel trapped at home.

Living alone half of 75+ households live alone. 7-9% over over-65s are often or always lonely

Not exercising enough 17% of women aged 65-74 and 20% of men meet recommended guidelines

Having cognitive difficulties especially over 80s

Late adopters, but get there

77% of 65-74 year olds use a mobile

40% aged over 65 have used the internet, including a million almost every day

1 in 10 60-69 year olds own an MP3 player

Spend higher share on essentials (food, energy, housing etc)

A little less susceptible to switching products, advertising etc

Hate stigmatising products eg ugly adaptations

But mainstream products dont always serve their needs

Impacts on hearing, sight, touch, dexterity, muscular strength, mobility etc

28% of over-65s have significant sight loss

55% of over 60s have hearing problems

One third of over-65s have a fall each year

9 million people have arthritis

Small print harder to read

Call centres more difficult to navigate

Bending and stretching to reach shelves

Fiddly buttons on clothes

Sending text messages on mobile phones

Shopping harder to carry

Packaging harder to open

As a society, we have failed to come to terms with the dramatic increase in the number of older people, both in absolute terms and proportionate to the population

Denial; the difficulty we all have in coming to terms with getting older, our own ageing process

Older people feel they are marginalised, ignored, stereotyped

Products, marketing and communications still addressed to the younger generation

60% of older people in the UK agree that age discrimination exists in the daily lives of older people

53% of adults agree that once you reach very old age, people tend to treat you as a child

52 per cent of older people agree that those who plan services do not pay enough attention to the needs of older people

68% of older people agree that politicians see older people as a low priority

76% of older people believe the country fails to make good use of the skills and talents of older people

97% of annual travel insurance policies impose an upper age limit for new customers

In a study of patients at a stroke unit (2004-06), 4 per cent of patients age 75 and above were given an MRI scan, compared to 26 per cent of those under 75

Sheer numbers mean there is no status or achievement in having defied the odds

As a revered minority, older people used to carry the wisdom of their tribe and family.But now:

no longer natural leaders

diminishing role in extended family

In a secular / Western society, there is no sense of the development of spiritual wisdom that comes with age

Experience used to be a basis for respect.But with the impact of technological change the experience of age is increasingly replaced by the expertise of youth

Longer life seen as a burden, not a benefit

Huge pressure to remain looking and feeling young:

role models are young and beautiful

men worry about loss of potency, power and success

women about a decline in their attractiveness

Business still tends to innovate and grow by focusing on the young

The majority of people working in marketing, communication and design are under 40 (including Age UK)

Deterioration and decay, no sex, no fun

Traditional and conservative, not innovative, lacking in discernment, not interested in style, fashion, technology

Stereotyped prejudice written into the language: grumpy old, silly old, boring old, dirty old man

Indeed, society tends to shut old age away, rather than living with it

Coping with retirement

Coming to terms with loss of youth

Fear of physical and mental decay

Fear of being alone, isolated, abandoned, helpless

Of being poor

Many live in denial: suppressing and denying our own fears we do not put ourselves into the shoes of being an older person.

Design inclusively and older consumers will buy

Recognise that business opportunities come with change

Recognise the complexity of the market

Think beyond age

The changing lifestyle of retirement

Different priorities and needs

More time, and different uses

New interests and opportunities

More disposable income

Family woman

Focus on the family

Spending on them

Family food and toiletry products:

value packs to suit all

chips and pizza

No time for me

Family holiday

Swim with the kids

DIY face pack

Family wagon

Take away

Old TV and video

Empty Nester

Focus on me (us)

Spending on me

My food and beauty preferences;

premium toiletry products

salad bags and fish

More time for me

Tour of China, cruise

Swim and Yoga

Weekly professional manicure

Sporty car

Meals at nice restaurants

New DVD system

Not helpful to think of age per se.

Ageing is an individual experience; people age in different ways

The accumulation of damage is dramatically different from one person to another

Peoples response to and ability to cope with the ageing process, differs dramatically

Basic differences in attitudes towards life become magnified

Potentially a more complex segmentation than for younger markets:

less vulnerable to peer group pressure

less need to conform, more individualistic

Most helpful segmentation based on understanding a range of feelings about ageing

Overlaid by attitude towards life per se

Whilst spending power is clearly a critical marketing variable

Question the notion of ageing; in society, in ourselves

Ignore the calendar; chronological age is progressively less relevant

Develop services and products which are appropriate to the third and fourth ages

Think about how we can

enablelife and living

enhancethe quality of life

simplifylife

Health & Medicine

Age UK - Later Life 2012