Chief Strategy Officer of Y&R Health, Belle Frank, provides useful insights into the ageing population.

1. Belle Frank
Chief Strategy Officer, Y&R Health
March 2017
WELCOME TO THE AGE OF AGE
Y&R
BETTER INSIGHTS,
BETTER BRANDS

2. 2 Billion
IN 30 YEARS,
1 IN 5 OF US WILL BE
60 YEARS OR OLDER
2017 2050
Global Population 60+
900MM
S O U R C E : W O R L D H E A L T H O R G A N I Z A T I O N ( 2 0 1 6 )

3. BY 2050, ADULTS 60+
WILL OUTNUMBER ALL
OTHER GENERATIONS
BY ALMOST 3X
S O U R C E : U N I T E D N A T I O N S ( 2 0 1 5 )
LIFE EXPECTANCY IS HITTING
RECORD HIGHS WORLDWIDE

4. S O U R C E : W O R L D H E A L T H O R G A N I Z A T I O N ( 2 0 1 6 ) * H A L E : H E A L T H - A D J U S T E D L I F E E X P E C T A N C Y
TOP 10 PLACES TO LIVE A LONG TIME: US #31
JAPAN
83.7 YRS
SWITZERLAND
83.4 YRS
AUSTRALIA
82.8 YRS
SINGAPORE
83.1 YRS
SPAIN
82.8 YRS
ICELAND
82.7 YRS
ITALY
82.7 YRS
ISRAEL
82.5 YRS
SWEDEN
82.4 YRS
FRANCE
82.4 YRS

5. S O U R C E : U N I T E D N A T I O N S ( 2 0 1 5 )
EUROPE RULES!
BY 2050, THE GREATEST % OF OLDER ADULTS WILL BE IN EUROPE
PERCENTAGEAGED60+
5
10
15
20
25
30
35
1980 1990 2000 2010 2020 2030 2040 2050
NORTH AMERICA
EUROPE

6. PEOPLE ARE WORKING
LONGER THAN EVER BEFORE
S O U R C E : U . S . B U R E A U O F L A B O R S T A T I S T I C S
62%
64%
20%
28%
Working at age 55-64 Working at age 65-74
2002
2012
69%2022
2002
2012
32%2022

7. IT’S AN INTERGENERATIONAL WORKPLACE
S O U R C E : P E W R E S E A R C H C E N T E R ( 2 0 1 5 )
29% 34% 34% 2015
SILENTS 2%
BOOMERS
GEN XERS
MILLENNIALS
POST-MILLENNIALS 1%

8. AGEISM IS
IMPRACTICAL.
BRANDS MUST THINK
ABOUT HOW PEOPLE
REALLY ARE AND
REALLY AGE

9. AGING
IS FUN
“I’m excited about all the
senior discounts I will get
when I turn 50! I think
I might have more fun
than I’ve had so far. Don’t
tell anyone!”
- Monica, 45

10. AGING IS
PERMISSIVE
“Aging gives you the right
to be yourself. It gives you
acceptance of your flaws,
so you can finally stop
pretending to be
someone better.”
- Sharon, 63

11. AGING IS
LIBERATING
“Your kids are off to college, your disposable
income is all yours, you get your life back!
Aging sets you free to do whatever you want.”
- Kim, 49

12. A SINGLE NUMBER
AGING IS NOT
“In my head, I feel like a 39-year-old, but the
way others see me, I can tell, is a 59-year-old.”
- Kathy, 59
“When I was 5, I thought 7th grade was old, until I went to 7th
grade. When I turned 20, I thought 60 was old. Now I think
age is a mindset, a lifestyle, and not just physical.”
- Elisabeth, 22

13. LIVING IN
THE PAST
AGING IS NOT
“Nostalgia doesn’t do anyone
any good – you should always
live in the moment. The best
house we’ve had is this house
we’re in today, and the best
time we’ve had is this time
we’re having now.”
- Sheldon, 91

14. A CURSE
AGING IS NOT
“Growing old is a blessing –
not everyone gets to do it.
When you think about it, it’s
better than the alternative.”
- Jean, 94

15. AGING IS SELECTIVE
“Aging is not kind to everyone. As you
grow older, some of your friends will look
fabulous and happy. Others will be sick.”
- Sue, 62

16. AGING IS SCARY
“I am afraid I will outlive my savings.”
- Bonnie, 63

17. FEAR CAN BE ENABLING
“My family comes from a long line of disease. That
fear has driven me to take up a healthy lifestyle, and
actively monitor my food and nutrition intake.”
- Mike, 43

18. “My grandma knows
what Trump tweets
before I do. She’s 85.
She’s also a karaoke
queen and never lets
go of the mic. She
makes being old
seem not too bad.”
- Lauren, 16
OUR AGING
HEROS
INSPIRE US

19. AGING IS AN
EXPERIENCE
BETTER SHARED
“My girlfriend and
I grew up together.
We went through
puberty, graduated
and had children at
the same time. She
is my aging buddy.”
- Nicole, 42

20. YOUNG =OLD =

21. TODAY’S YOUTH FIND
OLD PEOPLE COOL
THE AGE OF AGE IS CHANGING HOW
PEOPLE THINK ABOUT AGING

22. BRANDS ARE RESPONDING
TO THE AGE OF AGE

23. Base: BAV 2016FY; Millennials (18 – 34) and Baby Boomers (55+)
GREAT BRANDS ACROSS
AGE GROUPS

24. PFIZER INSPIRES YOUNG AND OLD
at GetOld.com

25. YOUR PHARMACY CAN
WIN IN THE AGE OF AGE
YOUR CUSTOMERS WANT TO BE TREATED LIKE PEOPLE
FIRST AND THEN PATIENTS
DON’T REDUCE PEOPLE TO STEREOTYPES, GET TO KNOW
THEM AS INDIVIDUALS
YOU CAN MEET THE EMOTIONAL AND PRACTICAL NEEDS
OF CURRENT AND FUTURE CUSTOMERS, YOUNG AND OLD,
WITH EXPANDED SERVICES AND PRACTICES
HELP YOUNG PHARMACISTS CONNECT TO NOT-SO-YOUNG
CUSTOMERS

26. FOR MORE INFORMATION, CONTACT:
Belle.Frank@yr.com
Twitter: @BelleResearch Y&R
THE AGE OF AGE