Despite a rapidly aging global population, consumers' perceptions of when “old age” begins have barely budged in nearly a decade, posing both a challenge and opportunity for marketers, media strategists and brand builders.
A new Ipsos survey across 32 countries finds that people still believe “old age” begins at 66, which is virtually unchanged from 2018. The perception lingers even as global life expectancy and aging populations continue to rise. This disconnect has broad implications for how marketers target and represent older demographics in advertising, politics and product development.