ERENN P IA E L H S T The future of ageing IN ITALY, PEOPLE THINK THAT 48% OF THE POPULATION ARE OVER 65, WHEREAS THE ACTUAL FIGURE IS LESS THAN HALF THIS, AT 21%I The Perennials ERENN P IA E L H S T The future of ageing CONTACT IPSOS MORI call: +44 (0)20 3059 5000 email:
[email protected] visit: thinks.ipsos-mori.com AUTHORS Suzanne Hall Research Director Kimberley Rennick Research Manager Rachel Williams Research Director THANKS TO Margaret Blake, Georgiana Brown, Daniel Cameron, David Candy, Hanna Chalmers, Mike Clemence, Nora ElGazzar, Ellie Fleming, Lauren Kenneth, Rebekah Kulidzan, Stephanie McCracken, Laura Mendoza, Leila Morris, Fiona O’Connor, Frances Salt, Hannah Shrimpton, Duncan Struthers. Produced in partnership with the Centre for Ageing Better. 2 The Perennials CONTENTS 06 INTRODUCTION Ben Page Chief Executive, Ipsos MORI 10 FOREWORD Anna Dixon Chief Executive, Centre for Ageing Better 14 PERENNIALS AT A GLANCE 26 LATER LIFE TODAY 26 Later life around the world 33 When is old age anyway? 40 WHAT IS LATER LIFE LIKE? 41 Expectations of later life 44 Older and happier? 44 Alone together? 45 Will you still love me when I’m 64? 46 The rise and rise of the silver surfer? 49 The silver pound, dollar and euro 51 A ripe old age? Health and ageing 57 Are we ready for change? 60 We are wrong 63 REPRESENTING LATER LIFE 64 Ageism 65 Our associations with old age 70 Later life in popular culture 71 Selling later life 74 Intergenerational relationships and friendships may be an answer 79 Looking forward – how our values might change 3 Contents