A study “The Truth about Aging” carried out by McCann Truth Central, a center of expertise of McCann Belgrade, tried answering these and many other questions. The study was carried out in more than 30 countries including Serbia, and it gave an insight into global trends and comparison between local and global results.
The aim of the study was twofold – to look at attitudes towards aging of different generations and to offer a better understanding of those who society ha tagged as senior.
The representative sample of those polled in Serbia had 1000 participants over the age of 18, and part of the study focused on over 55s had 500 participants.
“Aging is not something only older people think about. Aging is an inevitable process facing all generations and people, wherever they live and however they live. The pressures of feeling and looking youthful were never greater than now. This study shows us the way people see old age and aging, how their attitudes change as they grow older, what we do to slow down the process, what we will maybe regret in the future, how we in Serbia differ from the rest of the world and many other things. This topic has never been studied in this manner before and the results give us a new perspective of aging and our attitude towards it,” said Zeljka Micic, research and development manager of McCann Belgrade.
McCann discovered several facts about aging :
1. We are not looking forward to old age
In Serbia those between 20 and 30 years of age are least worried about aging process and think the least about old age as they view it is too far in the future. However as we grow older we are less indifferent towards aging, we are more worried and fearful.
2. Finances are the greatest worry of the older generation in Serbia, and family bring the greatest joy.
For 72% of people over 55 the greatest source of happiness is their children and grandchildren and most of them would like to spend time with their families.
90% claimed they have good relationship with their offspring and would like to be remembered as caring towards family and friends.
Financial worries is the No1 problem of older people in Serbia, followed by problems related to their children and grandchildren.
3. When do we actually become old?
The largest proportion of participants think that we are old when we reach our sixties, for younger generations it’s fifties and older participants think it’s our seventies.
58% of participants think that it is never too late for love
McCann Truth Central of agency McCann Beograd up have so far presented : „The truth about mothers” (2013.), „The truth about wellness” (2014.), „The truth about youngsters” (2015/2016.)and it is a part of McCann global expertise centres present in 168 location world wide.
McCann Truth Central was established to find out relevant facts that would lead to a better understanding of the consumer world as well as seeing the results in a regional and global context. Their mission is to discover as yet undiscovered truths about the world around us, truths that could instigate change, alter the entrenched views and inspire increased business activities.
