Consumers have stopped buying the lie of eternal youth. “Instead, they’re investing in something far more powerful: eternal vitality.” Words from the forward to a new look at “superaging” from the international advertising giant Havas. “The old playbook is dead, say its authors. “For decades, the industry sold fear — fear of wrinkles, fear of frailty, fear of irrelevance. That era is over.” Informed by science and technology and fuelled by a culture that has obeyed Dylan Thomas’s exhortation to “rage, rage against the dying of the light”, people are rewriting the rules of longevity, partly through “at home diagnostics that once required a hospital”. The company’s research shows 73% of prosumers and 65% of Boomers report feeling younger than they are. Only 7% of the former are content with accepting old age passively. People increasingly see exercise as an investment in their long term health. The repoirt says: “As consumers recalibrate how they define quality of life itself, demand is spreading across fitness, nutrition, beauty, technology, hospitality, financial services, home design, and preventative healthcare. Increasingly, consumers are evaluating
products, services, and experiences through a longevity lens, asking not only “Will this make mylife easier?” but “Will this help me live better, longer?”
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