Retirees of today are more active than ever / photo: www.shutterstock.com/Ground Picture
Retirees of today are living more active, healthy and dynamic lifestyles than ever before and are switched on culturally and technologically, yet many feel excluded.
The New Ageing Index 2024 – a survey of 1,000 people of all ages and classes by UK care company Home Instead – found that 35 per cent of respondents believe that being old is like being cancelled. This rises to 43 per cent of women over 75 and frequently leads to a sense of isolation and loneliness.
Despite being the fastest-growing cohort in society, 60 per cent of older people feel ignored by fashion brands, while 44 per cent said they’d love to wear more stylish clothes if they were marketed to them. They also feel culturally excluded, with more than half feeling that TV, cinema and music are rarely, if ever, aimed at them.
Lust for life The report showed that many older people are less anxious about ageing and open-minded about how to remain youthful. Eighty-nine per cent of those over 75 believe staying active is important, but 58 per cent feel they’re not encouraged to play sport. Sixty-six per cent believe diet and exercise will slow ageing, while 47 per cent are open to taking medication.
The lust for life continues as 42 per cent of the over-75s said they’d be happy to start dating if they found themselves alone and 61 per cent said they want to stay sexually active.
Wake-up call Martin Jones, Home Instead CEO, says: “The image we may have of retirees whose horizons have shrunk to just a bit of daytime TV and a cup of tea simply doesn’t stand up to scrutiny. We urgently need to challenge how older people are both perceived and treated.
“It should be a wake-up call for businesses to provide better and more innovative services and opportunities for older consumers and older employees – and those that don’t heed it are missing out on potentially enormous revenue streams.”
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Retirees of today are more active than ever / photo: www.shutterstock.com/Ground Picture
Retirees of today are living more active, healthy and dynamic lifestyles than ever before and are switched on culturally and technologically, yet many feel excluded.
The New Ageing Index 2024 – a survey of 1,000 people of all ages and classes by UK care company Home Instead – found that 35 per cent of respondents believe that being old is like being cancelled. This rises to 43 per cent of women over 75 and frequently leads to a sense of isolation and loneliness.
Despite being the fastest-growing cohort in society, 60 per cent of older people feel ignored by fashion brands, while 44 per cent said they’d love to wear more stylish clothes if they were marketed to them. They also feel culturally excluded, with more than half feeling that TV, cinema and music are rarely, if ever, aimed at them.
Lust for life The report showed that many older people are less anxious about ageing and open-minded about how to remain youthful. Eighty-nine per cent of those over 75 believe staying active is important, but 58 per cent feel they’re not encouraged to play sport. Sixty-six per cent believe diet and exercise will slow ageing, while 47 per cent are open to taking medication.
The lust for life continues as 42 per cent of the over-75s said they’d be happy to start dating if they found themselves alone and 61 per cent said they want to stay sexually active.
Wake-up call Martin Jones, Home Instead CEO, says: “The image we may have of retirees whose horizons have shrunk to just a bit of daytime TV and a cup of tea simply doesn’t stand up to scrutiny. We urgently need to challenge how older people are both perceived and treated.
“It should be a wake-up call for businesses to provide better and more innovative services and opportunities for older consumers and older employees – and those that don’t heed it are missing out on potentially enormous revenue streams.”
Interview: Dean Kowarski
Virgin Active is transforming its gym business with 230 sites and 1.2 million members into a social wellness brand. The CEO reveals more details to Liz Terry
First person: Steamy situation
Cassandra Cavanah is moved to tears (and also a little nervous) as she joins hundreds of near-naked heat enthusiasts at this year's Aufguss World Championships
Promotion: TechnoAlpin: In touch
Sara Brenninger talks
to wellness expert
Alina Hernandez
about the power of
real snow to create
immersive touchless
wellness experiences
Interview: Fabian Dolman
How can operators make a successful business out of aufguss programmes? Thermen Resort's CEO gives some tips
Sponsored: Best of both
Alina Hernandez, Gharieni Group advisory board member, explains how Metawell – its portfolio of tech-forward mind/body technologies – is right on time for the next era of wellness
Sponsored: Elevate your business with EGYM
Transform your business with fully connected, personalised and data-powered solutions that drive results
for members, trainers and businesses
Sponsored: Outstanding in its field
RKF Luxury Linen has had a stellar year in 2024, hitting new standards of excellence with a raft of certifications
Promotion: Rest and repeat
Starpool is drawing on science, innovation and equilibrium to offer the industry’s leading recovery solutions
Sponsored: Iyashi Dôme's Oteire
Modern consumers demand solutions that blend cutting-edge technology with proven results, and Iyashi Dôme is rising to the challenge by redefining industry standards
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Hand and Stone Massage and Facial Spa, the spa business with more than 650 locations across
the US and Canada, has appointed franchise expert Carrie Walsh as CEO as the company plans
to expand.
Synergy – The Retreat Show, the global trade show for retreats, has launched a global research
initiative that will provide insights into the retreat sector from both consumer and industry
perspectives.
The Wellness Tourism Association (WTA) has published a non-regulatory global industry
framework designed to ensure the retreat market offers responsible experiences.
A new survey of UK and international spa practitioners shows that stress, burnout and
wellbeing concerns have caused one in three respondents to consider leaving the industry.
The UK's four Chief Medical Officers have published a refreshed edition of Physical activity
guidelines: UK Chief Medical Officers' report, updating the evidence that underpins the nation's
physical activity recommendations and placing greater emphasis on strength, balance, reducing
sedentary behaviour and, for the first time, supporting people taking weight loss medications.
Anna Bjurstam has left her role as Wellness Pioneer at Six Senses Hotels and Resorts and
launched a new wellness, longevity and “consciousness consultancy” called Wahayla.
Fairmont Cheshire, The Mere, has opened today (10 July) in the Northwest of England
with a
1,715sq m Fairmont Spa that has been designed using a ‘Wellness without Walls’
concept.
Wellness hotels generating less than US$1 million (€932,700, £785,200) – or 10 per cent of
total revenue from wellness and leisure – recorded the strongest RevPAR and TRevPAR growth
in 2025 across categories when compared with 2024, according to the latest Wellness Real
Estate Report by RLA Global, produced in partnership with P and L benchmarking firm HotStats.
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our limits and the sweat pours, the importance of efficient recovery cannot be overstated. [more...]
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