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
- 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
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'
Reasons to Purchase
- 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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