Introduction
Fear of aging examines how significant life stages affect consumers, covering worries over finances, health, loss of attractiveness, the inability to cope with new challenges and consumer responses to new lifestyle needs. By knowing what events cause consumers to change habits, manufacturers and retailers can target consumers who are developing new and long-lasting purchasing patterns.
Scope
* Key data and detailed analysis of age-driven spending for the U.S. and 7 European markets: France, Germany, Italy, Netherlands, Spain, Sweden, U.K.
* Detailed analysis of the life events that affect consumers and their implications for consumer behavior and purchasing habits
* Findings from U.S. & European surveys regarding consumer attitudes to aging
* Actionable recommendations for attracting key consumer groups just as they are looking for new lifestyle solutions
Report Highlights
Fear of aging is most common among twenty-somethings (18-29 year olds) and mid-lifers (35-49 year olds)
Fear of aging encompasses fears regarding financial insecurity, mental and physical deterioration, loss of attractiveness and the inability to cope with new challenges. Financial insecurity is the largest age-related fear, followed by physical and mental deterioration.
Younger consumers are much more anxious about future milestones than older consumers. Fifty two percent are worried about being older, while only 31% of older consumers are worried about being older.
Reasons to Purchase
* Understand consumer attitudes to aging and target consumers based on significant life-events, not generic assumptions about age
* Build market share and brand loyalty by targeting consumers ready for change
* Improve the relevance of marketing through appreciation of consumer needs
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