Abstract
Introduction
The Age Complexity mega-trend reflects that traditional age-related
stereotypes are being broken, while at the same time, new ones are being
created. The experiences, attitudes and behaviors of differing age groups are
coalescing, leading to greater common interest and identification. At the same
time, there are tensions between feelings of age pride and the fear of aging
Scope of this research
- Detailed trend analysis outlining what constitutes ' value' for consumers
(trends are, after all, a reflection of what' s important to consumers)
- Global in focus, but also offers country-by-country and sector insights
thereby catering to top-line or more specific information needs
- Covers all major FMCG sectors, but also with applicability to wider
consumer goods audiences
- One of 10 dedicated mega-trend reports outlining the most important issues
shaping global consumers' buying behavior both now and in the future
Research and analysis highlights
Down-aging is an expression of the idea that many consumers feel younger than
their actual ages suggest. Many are maintaining lifestyles, attitudes and
behaviors that have more in common with younger age groups. This is fuelled by
the greater degree of identification between age groups and similarity in
their interests, attitudes, and behaviors
As well as being proud of one' s age, individuals are also showing anxiety
about aging in general and the way it is portrayed in the media. Furthermore,
the anxiousness about aging is setting in earlier in life, inspiring
preemptive, proactive behavior towards limiting the signs of aging
Despite the concept of the blurring of age group boundaries that is at the
core of age complexity, age remains fundamentally important as a means of
self-definition and is not always seen as a negative force that must be
thwarted as the years advance. Indeed, the notion of age as identity' is a
counter-trend to ' down-aging' and ' fear of aging'
Key reasons to purchase this research
- Understand the significance of the different age-aligned trends across
territories and FMCG sectors to help support market diversification plans
- Save time and gain maximal insight by using this ' one-stop-shop' resource
which offers a clear and up-to-date framework for understanding consumers
- Access data from two waves of global primary research to increase the
likelihood of being ' on-trend' with NPD and marketing activities
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