Ageing Well
Observatory
Observatory
Why take an interest in ageing well and longevity?The first Baby Boomers, the generation born after the Second World War (1945-1964), will reach the age of 78 in 2023. They are numerous (over 16 million in France), have high purchasing power, are the children of the consumer society and, as such, are increasingly the focus of attention of professionals in all business sectors.
Attentive to the specific characteristics of Baby Boomers and aware that this generation would not be confronted with ageing in the same way as previous generations, Seniosphère Conseil drew up a study dedicated to them in 2008. This study on ageing well, longevity and the Baby Boomers addresses recurring themes, but also incorporates new aspects with each new wave. Since 2013, Seniosphère Conseil has also set up an Observatory on Baby Boomers and Innovation, which complements the Aging Well Observatory on the more specific theme of Baby Boomers' relationship with novelty and their expectations in terms of innovation.
With over fifteen years' experience of exploring the Baby Boom generation, Seniosphère Conseil has in some years extended the scope of the study to its European neighbours, Germany, the United Kingdom and, depending on the wave, Spain, Ireland or the Netherlands from 2013 onwards.
Why set up an Observatory on Ageing Well?
Ageing well is a theme that first emerged in France in 2007 as the result of a French government campaign aimed at people aged 65 and over. It has since been extended to younger audiences and has been taken up by many media.
Detecting new trends, Seniosphère Conseil incorporated this theme into the Observatory in 2008, at a time when the term 'Ageing Well' was not yet part of the vocabulary commonly associated with senior citizens. Successive waves of the study have allowed us to analyse changes in the way Baby Boomers perceive their own ageing and to identify their needs, both in France and internationally:
Seniosphère Conseil decided to set up an Observatory on Baby-Boomers and Innovation in France and Europe in 2013, with the aim of gaining a better understanding of the expectations of this target group regarding innovation.
The various waves of the study track changes in Baby Boomers' relationship with innovation:
- 2008: France. A quantitative phase to explore the territories of ageing well and a quantitative phase with 465 telephone interviews of people aged 50-90.
- 2012: France. 453 Telephone interviews with people aged 50 to 90: an interesting comparison showing how the subject has evolved since 2008.
- 2013: France & UK. Focus on Baby Boomers (aged 50-70) with an international comparison: quantitative online survey of 800 people, 400 in France and 400 in the UK.
- 2014: France & UK. Perception of ageing well, comparison between 18-49 year olds and 50-70 year olds (1600 people)
- 2015: France, UK, Germany and Spain in the 50-70 age group (1,600 people)
- 2016: France, UK, Germany, Spain and Ireland in the 50-70 age group (2,000 people)
- 2017 in France, the UK and Germany, with an extension to age 75. Baby Boomers were also asked about their perception of their longevity.
- 2018-2019 in France, the UK and Germany, focusing on Baby Boomers aged 55 to 75, with further exploration of expectations and attitudes to longevity.
- 2022 in France, the UK and Germany has enabled us to assess the impact of Covid on the importance of ageing well and on spending priorities in this area.
- 2023 exploration in France on Ageing Well for Baby Boomers, extended to Generation X, the first of whom are well over 50 and 3-4 years from retiring.
What are the objectives of the Observatory on Ageing Well and Longevity?
- Exploring the meaning, territory, actions and sources of information around the theme of ageing well.
- To measure and understand its evolution over time and in different European countries, so as to be able to translate this growing expectation into relevant product or service innovations.
- Provide insights into the target group of Baby-Boomers (aged 57-78), who currently represent 25% of the French population with the highest standard of living.
- Deepen the knowledge of a need that influences a growing proportion of their consumption in many sectors (food, leisure, sport, beauty, clothing, health, housing, services, etc.).
To know more about the Ageing Well Observatory