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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Four Seasons Resort The Nam Hai in Hoi An, Vietnam, has put together a Global Wellness Day
(GWD) agenda with activations rooted in nature and shaped by four pillars of Joy – in
alignment with the day’s theme #JoyMagenta.
The Global Wellness Summit (GWS) will celebrate its 20th anniversary at the 2026 event in
Phuket, Thailand, later this year with the theme: The Science, Art and Soul of Wellness.
Auko, an all-inclusive development, is opening in Phong Nha in Vietnam in Q3 2026, with a
series of 30 tented eco-lodges and wellness hospitality operations by Lumina Wellbeing.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Naples Beach Club, a Four Seasons Resort, has opened a 2,800sq m spa called The Sanctuary,
with the design and concept inspired by the Native American people that populated Florida’s
Southwest coast – the Calusa.
Swire Hotels’ luxury hospitality brand Upper House has revealed it will roll out its two-day
House of Healing retreats at its three hotels in Hong Kong, Chengdu and Shanghai.
LVMH-owned beauty house Guerlain will launch up to five spas with partners a year as part of
its plan to expand globally, according to the brand’s international spa and wellness director,
Diane Davody.
A new global study by Kevin Kelly and Peter Yesawich, called WELLSurvey 2.0, has revealed
more than half of consumers in the UK, US and Germany would not choose numerous high-
profile wellness resort brands for a future trip.
Luxury hospitality and wellness pioneer Jeremy McCarthy has launched Leisure Alchemy, a
digital platform that will provide professionals with strategic guidance on how to build
transformational leisure experiences that drive profit.
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customised approach to designing massage beds and loungers in high-end wellness
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