The power of the new longevity
Always interested in the social and cultural aspects of the world in which we live, we detected changes in how longevity is understood, and that the Baby Boom generation has played an active role in bringing about this transformation. As such, we set out to explore in great depth this generation that is influencing new ideas about “getting old” and how these new concepts will affect subsequent and future generations.
What we did
We put an ambitious project in motion with two other collaborating agencies: El Departamento, a quantitative research company, and Futuros Deseables, a trend analysis firm. Research was conducted during the most constraining months of lockdown, so it wasn’t easy, but it was incredible:
– A 100% online project over four months.
– 5 collaborating firms and 15 professionals from diverse fields involved.
– 3 conversations with experts.
– 32 Boomers with 32 stories.
– 12 interviews with Millennials and Zoomers.
– 1,031 people aged 55 to 75 surveyed.
– 80 signs of change detected globally.
What we obtained
A profound portrait of Baby Boomers: their achievements, interests, expectations and tensions. An in-depth analysis of the ruptures that are taking place in family and social relations, leisure time, health, self-concept, work and relationships with money, and the global changes that are contributing to this transformation.
With all this we proposed five areas of research and innovation with opportunities to shape the new longevity. If you would like to learn more about our findings, you can download a summary here.