The Perennials: the future of ageing

We turn our attention to understanding what it means to be old today, exploring our ageing societies and their challenges and opportunities.

The media have obsessed about ‘Millennials’ as disruptors, but in fact ageing – which will affect every generation – is having even larger effects. Rising life expectancy and falling birth rates mean populations around the world are getting older. It is portrayed as a ’narrative of decline’ – not a time of opportunity and change.

People in their later years are increasingly packing their life to the full. For many, their reality doesn’t necessarily align with the labels they’ve been given. They’re not wilting in the autumnal years of their life. They’re perennials. And, like their namesake in nature, they are hardy, with the ability to withstand changes to their environment; they adapt, evolve, and grow anew.

Visit the Ipsos Thinks: Perennials microsite

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