We get older. It is an indisputable fact. In reality, it is the entire world population that is gradually aging. 2020 is expected to be the first year in the history of mankind in which people over 65 outnumber those under 5 on the planet. And Spain, with one of the lowest fertility rates and one of the longest life expectancies in the world, is no stranger to this trend but rather leads it. According to data from the Continuous Register (INE) as of January 1, 2015, there were exactly 8,573,985 people over 65 in Spain, 18.4% of the total population (46,624,382).

The most widespread image of an elderly person is that of someone in poor health, with very little money, who barely leaves home, fearful of any change or novelty? in a word, boring. But not all older people are like that, far from it. There are those who still work or who have a fairly high income from their life savings or good pensions, there are those  Kazakhstan Phone Number List who are in full physical and mental faculties, there are completely urbanites and there are, and many, wanting to travel and doing new things they couldn’t afford while having to work and take care of their children. In fact, the majority of retirees are in good health, have sufficient financial resources to live comfortably and live completely independently.

The difference between the image that people have of the elderly and the one they have of themselves is increasing.

Because the reality is that nobody wants to be old, not even the old. There are studies that corroborate that people identify ourselves with a profile ten years younger than our real age, as if it took us 10 years to realize that we are getting older. As Antonio Abellán, a researcher at the Population Department of the CSIC, an expert on aging, says, “people have an image of old age and old people have another of themselves, because the great achievement of our times is that we have managed to separate old age and decrepitude, and the old people know it … ”

Therefore, the elderly constitute a large market segment, undoubtedly growing, since in the year 2050 it is estimated that in the European Union 48.8% of the population will be over 50 years of age, with purchasing power and generally more faithful to brands than other population segments. Therefore, it is a segment as interesting … as forgotten. The elderly seem invisible to many companies that repeatedly leave them out of most marketing campaigns when in reality people over 50 years of age already generate more than 50% of world consumption today. It seems as if marketing departments are full of millennials under 35, with a multitude of the most innovative ideas, but who live far from the reality of people over 65. Companies frequently forget that maxim that says that a product designed for young people excludes the elderly, while a product designed for the elderly applies to everyone.

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