The British population is ageing. By 2070 there will be more people aged over 60 in the population, than aged under 30. That has never been the case before.
A recent poll by YouGov focused in on attitudes to ageing and anti-ageing. They found:
- British adults can be segmented into three relatively equal groups:
- Preventers – avoiding the signs of ageing matters to them
- Maintainers – are moderately engaged
- Indifferent – preventing visible ageing is low priority (male skew)
- Regular exercise or physical activity is accepted by the majority of the public as impacting ageing and longevity, second only to a healthy diet.
Messaging that speaks to the anti-ageing benefits of sport and physical activity would be motivational to many adults across our society.