The 2030 Problem
It will be OUR problem
Who Would You Like to
Grow Old With?
Who do you want to grow old with?
"Some one who is just like me... but as you know when God made me, he dropped the mould after."
~ my Auntie Carol (65 yo, divorced)
Shift in Generational Attitudes
PAST:
The Great/Silent Generation
[majority answer: children]
PRESENT:
Baby Boomers
[majority answer: friends]
FUTURE:
GenX/Millennials/GenY
[majority answer: significant other]
Shift in Length of "Ageing"
Independent Living
Assisted Living
Nursing Home
Validation
Out of 9 full interviews, all people travel ~1-3x a year.
Out of 6 Baby Boomers interviewed, 5 are still working full-time, 1 "retired" but looking for next "gig".
WHO DO YOU WANT TO GROW OLD WITH?
Significant other - 9
Friends - 9 (6 of these from Baby Boomers)
Children - 0
Key Assumptions
- The length of time in the "Independent Living" stage will be much longer.
- "Retirees" will continue to want to be an active and productive member of society
- People will continue to travel more than ever as we age
- People will always choose companionship over solitude
Key Observations
- Like-Mindedness
- Current Services/Products for 50+ segment use "old people" images
- Nobody wants to be part of an "old" club
- Baby Boomers' independence and post-retirement lifestyle opens up a huge opportunity that is under"capitalized"
- Behavior/preferences mimic GenX but communication channels are still lagging