AGING - PROSUMER REPORT GROWING OLD IN A YOUTH OBSESSED SOCIETY : FUTURE OF AGING 56% of prosumers blame our society for having grown too youth obsessed. Millennials have become the magic incantation for most brands. But the population of industrial countries is getting older and aging has become a recurring topic and will be a crucial challenge in the coming years. It has taken on greater urgency and caused more debate during the COVID-19 era which has contributed to a generational fracture between the old and the young. Through the Future of Aging study which questioned 14,000 people in 28 countries we aim to expand our understanding of the challenges facing older people around the world. Here are the key findings. RETIREMENT IS THE NEW YOUTH: THEN COMES THE REALITY CHECK: Youth is a symbol boomers are hanging on to Getting old is when we slow down. and it’s an attitude more than a number. 72% of 60 year old prosumers feel 61% younger than most people their of prosumers feel the world is age moving too fast 71% consider they look younger 51% fear a loss of independence 68% of them intend to age gracefully 60% fear being a burden to others CLIMATE CHANGE HAS INITIATED INTERGENERATIONAL TRUST IS A GENERATIONAL FRACTURE: THE CORNERSTONE OF SOCIETY: Everyone is aware of climate change, but of prosumers believe society benefits generations are divided on the radicality we when intergenerational bonds are should leverage. Shame on you! shouted GretaThunberg to a whole generation, accused of 91%strong. People admire boomers forspeeding up the path of progress in having destroyed the environment. fighting for civil rights, equality between men and women, equal opportunity 63% of prosumers admit the Covid crisis has widened the gapbetween the old and the young 88%of prosumers think elderly people stillcontribute a good deal to society of prosumers over 50 years old 55% think that rather than going on strike for the environment, children and teens would be better off staying in school of prosumers blame baby 42% boomers for being responsible foroverconsumption unconsciously depleting our resources 20