X-Message-Number: 24881
Date: Wed, 20 Oct 2004 23:06:12 +0200
Subject: Eternal Youths
From: David Stodolsky <>


Eternal Youths

The post-war generation is using wealth and leisure time to  have their  
time again  and to postpone ageing, according to new report
Last year Demos identified  the new old  as a generation determined to  
avoid aging in conventional ways. This new research shows in much  
greater detail attitudes to issues ranging from consumer advertising  
through to death. 

Key findings from the research include:

The baby boom generation hates to be patronised and may even resent  
being identified as  baby boomers . They like practical information and  
humour in marketing communications;

Baby boomers tend to distrust authority and public institutions, but  
also seem to have higher expectations of public services;

Many respondents said they feared loss of independence in old age, and  
some said they would like to control their own death.


David S. Stodolsky    SpamTo: 

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