GDI Study No. 18 / 2005
Generation Gold
Author: Karin Frick
Language
German and English
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How values, wishes and lifestyles change between 50 and 80
- What distinguishes the life of a 50-something from that of a 60, 70 or 80-something?
- Which factors determine our subjective feeling of age?
- What makes “Generation Gold” happy?
- What lifestyles are “cool” in the autumn of our lives?
- What impact do these changes have on the retail trade, the consumer-goods industry and
the service sector?
In distinction to earlier generations, more and more people are taking the time today to rediscover themselves in life several times over and to behave differently to that expected from their age group.
Although we live longer and consume longer, we do not know how. On the basis of a qualitative survey of 40 to 80 year olds, this study investigates how the values, attitudes and consumer behaviour of an aging society change.
Summary of the study (PDF)