For 10 years, Seniosphère Conseil has been interested in Baby Boomers, this generation born between 1945 and 1964. This is the generation of the post-war period and the consumer society, whose buying power is nowadays higher than that of previous generations. They are between 55 and 75 and have witnessed the birth of the term « ageing well ». These two words, considered as antagonistic 10 years ago, have become the expression of a lifestyle which new seniors, and young ones alike, aspire to.
Ageing well is considered as important for the vast majority of Baby Boomers in Europe. But Baby Boomers in the three countries do not agree on the age from which one should start thinking about it: in the United Kingdom, 65% consider that you should be concerned about ageing well before the age of 40; in France, 68% answer before 50; while in Germany, 63% think that you should act after 50.
When asked about their priorities to age well, all Baby Boomers agree to put socialization at the top of their lists. This includes contacts with their families and, to a lesser extent, friends; then, a balanced diet and cultural or artistic activities.
For over 90% of the respondents in all three countries, ageing well means first « being healthy ». The other dimensions of ageing well vary according to nationality. For example, medical practices (Taking medicine, having regular checkups) have a significantly higher score in the United Kingdom and Germany, while in France, sports ranks higher.
What Would You Do With an Extra €300 in Your Budget?
To the question: “If you had €300 to spend to help you age well, what would you spend them in? » most Baby Boomers answered they would spend them in a more balanced diet.
The Germans and the French show more interest for well-being and self-care than the British: 51% and 41% would choose to spend this money in spa centres, hydrotherapy or a thermal cure, against 11% in the United Kingdom. This difference can be explained by the way the national health system works. Fewer French people would choose to spend the €300 in glasses or dental care as they are better covered than their European neighbours.
Other dimensions are not at all considered as a priority consistently across all three countries. This includes anything to do with the physical appearance, even for women: plastic surgery, tanning, beauty care products, etc.
What Would You Do With 5 Extra Years in Good Health?
To the question « What would you do with 5 extra years in good health? » a majority of Baby Boomers answer « I would travel ». They have a marked desire for escape and exotic destinations compared with previous generations. Then they answered that they would like to see their relatives more, a sign of the importance of friends and relatives for this generation.
Many also answered that they would not change their habits if they had these extra years. The score is lower in the United Kingdom (21%) than in France (32%) or in Germany (33%).
The perspective of a longer life and the impact on the daily lives are perceived differently in the three countries. In France, the whole lifestyle is impacted: whether it’s the diet, the physical activity, the equipment of the house, the type of housing, or the leisure habits, etc. In the United Kingdom, Baby Boomers do not consider that the housing dimension plays an important role in the perspective of a longer life. On the other hand, they think more of their finances than the French and declare that their physical activity and diet are influenced by the perspective of living longer. In Germany, relationships with relatives are particularly important, more than physical activity and housing.
Methodology: the study was conducted online in France, in Germany and the United Kingdom, in April 2018 with individuals aged 55 to 75 representing the population of their countries.
The study (French language) : 2008-2018: Baby Boomers and Ageing Well in Europe (25/06/2018)