As the global population gets older, people’s views of aging are changing, according to Euro RSCG Worldwide. Nearly two thirds of adults worldwide (65%) intend to embrace aging and everything that goes with it. As people get older, they’re increasingly likely to accept the effects of the aging process rather than resisting it.
Only two in 10 adults worldwide (21%) have had or would consider having cosmetic surgery in order to look younger. There are no significant differences between men’s and women’s attitudes about cosmetic surgery. Adults worldwide believe middle age doesn’t begin until 48, and they say old age begins at 71.
More than half of adults worldwide (55%) and 51% of U.S. adults believe they look younger than most other people their age. Nearly six in 10 adults worldwide (59%) feel younger than their physical age, but only 47% of U.S. adults feel this way.
More than six in 10 adults worldwide (63%) believe that society has become too obsessed with youth; women (66%) are more likely than men (59%) to think so.
Accepting that aging is a natural part of life doesn’t necessarily mean that it doesn’t carry some frightening implications. Women are more likely than men to express concern about most aspects of growing older, including loss of physical and mental capacities, running out of money, and loss of independence.
Fears about death tend to diminish with age: 42% of 18-34-year-olds and 38% of 35-54-year-olds worry about dying, compared to 30% of those 55 and older. Although people say they’re comfortable getting older, they don’t like the idea of living to an age where they can’t take care of themselves.
Four in 10 adults worldwide (42%) and 34% of Americans say they wouldn’t want to live into their 90s or 100s, because they’d rather die before they become frail and less independent. Half of adults worldwide believe physician-assisted suicide should be legal.
Source: “Aging: Moving Beyond Youth Culture,” Prosumer Report, Vol. 14, 2012, Euro RSCG Worldwide, Naomi Troni, Global CMO, 350 Hudson St., New York, NY 10014; 212-886-2000; naomi.troni@eurorscg.com; www.eurorscg.com. Price: Available online at no charge.
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