Age & Opportunity is the
national organisation that
inspires everyone to reach
their full potential as they
age.
Our goal is to turn the
period from age 50
onwards into one of the
most satisfying times in
people’s lives.
We do this by facilitating
- opportunities to engage in arts
and cultural activities;
- opportunities for sport and
physical activity;
- opportunities to learn and be
involved as active citizens
What is an older person ?
What is the age at which
people consider
themselves happiest?
What is the age at which
people consider
themselves happiest?
70
What percentage of Irish
people over 65 live in long
term residential care?
What percentage of Irish
people over 65 live in long
term residential care?
5% approx
Source: Dept. of Health and Children, 2009
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Older people in Ireland
reported the highest level
of life satisfaction at 87%
compared with an OECD
average of 69%.
Source: NESC/NESDO 2009 Well-being Matters: A Social Report
for Ireland Vol. II (119)
Demographics (UN)
60+
World
Currently (2012)
One out of every nine people is
60+ (810 million people)
By 2050
One out of every five will be 60+
(over 2 billion)
By 2050
People over 60 will outnumber
the population of children (under
14s) for the first time in human
history
Source: UN, 2012, Population Ageing & Development, 2012
Ireland’s Current Demographics
Over half-a-million people (535,393
people) are over 65 (nearly 12% of
the population)
1.2million are over 50
Those over 65 increased by
14.4% between 2006 and
2011
Increase greatest amongst
the ‘oldest old’
Those aged 85+ increased
by 22% between 2006 and
2011
Each year the total number of
people over the age of 65
grows by around 20,000.
By 2025, the number of over-65s will
have increased by about 54%, and
the number of over-85s will have
doubled.
Source: Department of Health, 2012, Future Health, p 2
Ireland:
Expectancy
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at birth (2009) is similar
to the European Average
Women: 82.5
Men: 77.4
Social class affects life
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slideprofessional
expectancy.
Male
workers have a life expectancy
at birth of 81.4 years which is
6.1 years higher than
unskilled counterparts.
CSO, 2012, p 1
By comparison with other
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European countries, the Irish
older population (over 65s) is
still the smallest in terms of
proportion of total population.
Source: Eurostat and WHO European Health for
All Database, quoted in Dept of Health, 2012
Ireland 2010 Disposable Income Annual
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Average for people of all ages
(equivalised)
€22,168
Average for people aged 65+
(equivalised)
€19,723
Average annual disposable
income for 75+ (equivalised)
€18,613
Source: CSO, 2012a, Survey on Income and Living
Conditions (SILC) 2010
The
gross
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income, people 65+
(equivalised)
€403.23
(it has decreased by 6% since 2009)
The
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this income
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attributable to social transfers
for people 65+
(i.e. state pension)
63.4%
Older people are more
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dependent
social
transfers– that is, pensions
and the household
benefits package - than
any other age group to
keep them out of poverty
91.3%
- the
riskslide
of poverty rate
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for people 65+ if social
transfers were excluded
(CSO, 2012a, p35)
94.1% - the risk of poverty rate
for people 75+ if social
transfers are excluded
(CSO, 2012a, p35)
1994
1998
2001
2003
5.9%
32.9%
44.1% 29.8%
2008 2009 2010
11.1% 9.6%
9.6%
What makes an
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older consumer?
Physical changes
•Eyesight
•Hearing
•Dexterity
What makes an
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older consumer?
•Changes to appetite
•Changes in living
conditions
Basic conditions for a
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product or service to
be age friendly
Assembly
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Design
User Interface
Packaging
Pricing
Warranty
Research Methodology
Change in Spending Behaviour
Attitude towards Healthy Eating
Brands and Switching Behaviours
Likelihood to Switch Brands
Spending more or less than 12
months ago
Brand / Switching Summary
When marketing to
mature customers, it's
important to create
strong age-specific
features.
Fact: Older people do
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not respond well to
offerings that are
strongly identified with
age
Older people are slow
to make buying
decisions because
they are not open to
change or new ideas.
Fact: Older people have a
tendency toward quick
decision-making and are
not afraid to change what
they buy if the change is
in their best interest.