How global consumers are challenging ageing

Average global life expectancy is now 72 years (69 years in 2005). Over the decade, the global percentage of people over 60 grew from 10% to 12%, and by 2020 this figure is expected to rise to 13%. The healthy life expectancy is longer and people are looking and feeling younger than ever before. A new strategy briefing highlights why global populations are ageing and how companies can respond to the needs of this consumer base.
While is it is important to take a maturing population’s needs into account, marketing needs to be subtle. Companies will continue to make life easier for older consumers, for example by increasing font size on packaging (News Item Euromonitor, 4 April 2017).
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