"The growth of the ageing population is one of our greatest achievements. However, it also presents society, business and brands with significant challenges as well.
"Our research shows that, globally, there is a great deal of negativity towards later life, with financial and health concerns prevalent. Feeding into this negativity is a sense that the media does not do enough to portray later life as a time of potential. It is therefore, perhaps, little surprise that when describing those in old age people commonly reach for terms like ‘frail’, ‘lonely’ and ‘unfairly treated’ along with ‘wise’.
"There are reasons for optimism, however. More people globally have faith in the power of technology to improve the lives of the elderly. People also tend to think that there are things that they can do to ensure they are prepared for old age – though there is a gap between what we know we should be doing, and what we are doing in practice. Later life should be our golden years – but there is clearly much work to be done for this time in our life to be seen as such."
