REPORT
Insight
Survey of Attitudes Toward the 100-Year Life Era＜ampule magazine Vol.10＞
This survey was excerpted from the June 2024 issue of ampule magazine Vol. 10.
To read the corresponding article and the full magazine, please visit the back issues of the electronic version of ampule magazine.
▼ampule magazine
https://ampule.jp/magazine/
ampule magazine Vol.10「Beauty and Wellness in the Age of 100 Years」
The theme of “ampule magazine Vol. 10” is “Beauty and Wellness in the Age of 100 Years. By covering topics such as femcare, supplements, beauty for seniors, and appearance care after illness, we will consider beauty in the age of 100 years of life from many perspectives.
<Survey Summary>
Survey by Trenders
Survey period: January 22-23, 2024
Subjects: 849 men and women aged 15-69 (evenly distributed by age and gender)
Method: Internet survey
Overall, younger generations are more likely to feel that they want to live to be 100 years old, with more than half (54.9%) of those in their teens answering “agree” or “somewhat agree. On the other hand, more than 60% (63.7%) of all respondents answered “somewhat disagree” or “disagree,” indicating that many people have some concerns about “living to be 100 years old.
Respondents aged 60 and over topped the list with 40.1% of those who answered that they “want to maintain beauty appropriate to their age without forcibly resisting aging,” followed by those in their 40s (31.4%) and 50s (31.2%), indicating a trend toward “not resisting aging” as one gets older. On the other hand, however, those in their 50s have the highest response rate for “wanting to maintain a younger appearance than their actual age,” suggesting that those in their 50s are caught between “seeking an ideal” and “accepting reality.
More than 60% (63.7%) of all respondents answered that they “have some degree of fear. By age group, those in their 40s were the most fearful (72.9%), and those in their 40s also had the lowest percentage of all generations who answered “want to live to be 100 years old” in Q.1.
While those in their 40s (33.3%) and 50s (27.6%) have a strong fear of “being lonely,” the percentage of those in their 60s and older dropped dramatically to 14.3% (the lowest among all generations). The independence of children and retirement may be an opportunity to “face and accept loneliness. The top concern is “caring for one’s own family,” in descending order of age, suggesting that as people age and become more anxious about their health, their concerns about caregiving become more concrete.
Younger generations are more engaged in skin care, and it can be said that early aging care is progressing as they become more conscious of skin health from an early age, with a long-term perspective that includes their old age. Working-age respondents in their 30s and 40s are more motivated to save money and increase their income, while those in their 60s and above (50.6%) are more motivated to take moderate exercise. The majority of respondents in their 60s and older (50.0%) are engaged in “moderate exercise,” suggesting that they are using the time freed up by quitting their jobs to improve their health.
Each age group has a very different view of the “100-year life period. However, all age groups share a common desire to “be oneself. The “I don’t want to live to be 100 years old if I can’t be myself” and “I’m afraid I won’t be myself anymore” are examples of this awareness that were evident in both surveys. The essence of the “100-year life age” is “I don’t want to live to be 100. Perhaps the essence of the “100-year life age” is not “an average life expectancy of 100 years,” but “being able to live a life that is true to oneself.
Trenders Inc.
Saint Iwata
Joined Trenders as a new graduate in 2018. As a strategic planner, he was mainly involved in planning and proposing promotions using research PR. He was later transferred to the company’s Public Relations Department. Utilizing the knowledge he gained in research PR, he is in charge of the company’s PR activities and research advisor for each business unit. Currently, he is a member of the ampule branding team.
