The older adult category is stuck in time. Our new report shows how to get in step with today’s 50-plus people who are passionately reframing ageing…
Reframing Ageing: APAC download it here.
As people get to their fifties and sixties, they talk about how they experience ageism – at work, on a billboard, in culture. Our report, focussing on the APAC region, uses the Four Is – Irrelevance, Inferiority, Infantilization and Invisibility – to describe what this feels like. But these experiences are now being roundly rejected. We wanted to look at the people who are growing older but arriving at a life stage and feeling like it actually has so much potential in all areas.
Reframing Ageing researches the ‘rejecting, reassessing, reclaiming’ of ageing that’s taking place. We use cultural cues, research and talking to our KIN members across APAC – Crowd DNA’s global network of creators and connectors – to show what we can learn about the needs of the 50-plus person and what they want when ageing is reframed….
The Reframing Ageing report introduces the 50-plus person who is completing extreme marathons, starting new businesses, or enjoying edgy fashion (as well as grey hair and going to the doctor more often). These shifting attitudes to ageing make opportunities for new products, media targeting or user images.
The full 35 page report includes:
_Insight on how it feels to experience ageism and where it can alienate customers
_Three emerging trends in ageing: Rejecting ageing – Reassessing ageing, and Reclaiming ageing
_Interviews with our KIN network about ageing positivity
_Spotlight on what we can learn for products and brands
_Data on how the culture around ageing effects people in work and well-being
Reframing Ageing: APAC download it here.