Aging America: 60+year-olds Aren’t Considered Old by 70% of Americans

BY Rachel Cagle
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For the second year in a row, Parker conducted a national survey to gauge changing perceptions around aging in America. The results reveal that Americans have an overall positive outlook on aging.

Seven in ten Americans do not consider people in their 50s and 60s to be "old," while 73% of those surveyed do not fear or worry about aging very much or at all.

"The tide is shifting and more Americans of all ages are starting to realize that older people can do great things," says Parker President and CEO Roberto Muñiz. "At Parker, we celebrate aging as the time to continue to learn and explore. A vast majority of those we surveyed believe that 80 is not too old to run a marathon, run for government or even practice yoga."

In fact, according to AudienceSCAN, in the past year, baby boomers were involved in a variety of fitness/​sporting activities that they plan to continue this year. About 21.1% went hiking/​long distance walking, 12.1% participated in bicycling/​spinning and 11.2% swam laps or did water aerobics.

56% of those surveyed used positive words like "hopeful," "relevant and "vibrant to describe the aging experience.

The goal of the Aging in America Survey is to track opinions over time, helping to inform the conversation around aging in America and how we can move from society telling us what we can't do as we grow older to focusing on what we want to do.

A personal goal of 53.3% of baby boomers this year is to exercise more, according to AudienceSCAN. Another way 25.8% of this age group is planning on staying active this year is by taking a trip to a state or national park.

Additional results from the survey include:

  • Four in five Baby Boomers (50s/​60s) don't consider themselves to be old and seven in ten Americans do not consider people in their 50s and 60s to be "old."
  • Two in five Americans used negative words like "scary," "depressing," and "lonely," representing a notable decrease from 2017.
  • Americans still feel that Silicon Valley needs to pay more attention to its elders. Three in five Americans feel that not enough technology innovation focuses on the lifestyle needs of older people.

Print advertisements are a great way to reach baby boomers, according to AudienceSCAN. Last year, 55.7% took action after receiving ads or coupons in their mailboxes and another 42.4% were driven to action by an ad in the newspaper. TV is also an effective medium, as its commercials drove 55.1% to action last year.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.