“Aging” is a theme that extends well beyond the older generation. Aging and attitudes toward aging affect people at every life stage and in every country around the world. In some regions, it means a population aging out of the work force, whereas in others, it means a population aging into the work force. In Japan, for example, 40% of the population will be 65+ by 2060, whereas in Bolivia, the average age is 24. Given these global dynamics, we believe it’s time to expand the definition of aging and study the attitudes, beliefs and behaviors towards the concept of “age” more broadly.

As a result, this isn’t a traditional ‘aging’ study that focuses on the 65+ audience. The Truth About Age is a piece of comprehensive global research that explores aging throughout the ages.

This study is one of our largest studies to date: 28 quantitative markets with nearly 24,000 respondents globally and this is your chance to hear a summary of the findings, all whilst enjoying a pleasant breakfast on the river in the heart of Bristol.

8:00 - Arrival
9:00 - Welcome, Andy Reid Managing Director McCann Bristol and IPA Chairman England & Wales
9:10 - Truth about Age presentation, Kathryn Ellis Head of Planning McCann Bristol
9:40 - Truth about Age Q&A
10:00 - Break
10:15 – Mintel presentation by Jack Duckett, Senior Consumer Lifestyles Analyst
10:45 – Mintel Q&A
11:00 – Close