18 July 2022

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The different forms of longevity

Author - Luigi Campopiano

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There is no single type of old age, because the period that projects adulthood towards an increase in longevity extends to a broad spectrum of years, between 55 and 85-90, in which there are significant differences in condition and motivation. Three decades that are enough to make this segment of the population (in the Western world it is preponderant: in Italy alone, there are more than 19 million active over 55s), a multifaceted subject with profoundly different needs and attitudes.

Age of Majority (American longevity intelligence platform) tried to profile this part of the population in the USA and 11 profiles emerged, grouped according to motivation, which determines the relationship that each group has with life and what defines the approach to aging (categories that could be used for the Italian public of active seniors, providing those who offer products and services useful information for the business). This profiling highlights the main motivation that drives the journey through aging and which was already a preponderant element of one's approach to life. Two broad categories of attitudes can be classified:

1. Control. The organization and productivity of one's aging journey, almost an entrepreneurial approach, where the body is managed as a means to live well;
2. Experience. Research, experimentation as a primary source of satisfaction.

CONTROL

• Fitness (body training)
• Efficiency (productivity)

EXPERIENCE

• Curiosity (learning)
• Enjoyment (sociality)

Here are the groups identified by Age of Majority in the different vocation areas:

1. In the Control area, we start with the subgroup that sees this desire for control applied to one's body. Fitness focused ("fitness freaks"); Adapter (people divided between the desire to enjoy life today and the awareness of having to put themselves in a position to live better tomorrow); Age challenger (they don't just exercise to feel good, but through daily exercise they show their optimism and their way of dealing with aging); Health battler (they fight with physical problems: control over the body for these people is the possibility of overcoming pain or a chronic disease); Peak performer (perfectionists and competitive, they love to win and show themselves excellent); Producer (the competition here is no longer with others, but with oneself);
2. Moving on to the Experience category, there are the Curiosity and Enjoyment subgroups. The first category includes Life explorers (they are characterized by an ancient passion for discovery that not even aging can affect. Among the first to adopt new products and technologies, but only after having sufficiently informed themselves); Lifelong learner (curious by nature, passion for learning and not necessarily devoted to a specific purpose. Large consumers of books, courses and online subscriptions: they inform themselves before choosing and can be effective influencers in their social and family environment). Moving on to the Enjoyment category, we find those who face aging with still great passion for life and for people. Relationship keepers (warm people, they care about others, are willing to sacrifice themselves for the well-being of their loved ones, through which they recharge. For them, longevity is an opportunity to stay close to the family); Contended coaster (the most important thing for them is to enjoy the present. If they devote attention and energy to their physical form, they do it with a certain measure and more so as not to miss the opportunities to enjoy life today than to safeguard their future. travel, especially in the heat, and good food); Life embracer (they sublimate fulfillment by making it a component of a broader concept of happiness. For them, life is too short not to enjoy every moment. Excellent consumers of restaurants, concerts and shows, products and services to live with their peers ).

Like any categorization, this also represents a theoretical exercise, which can have practical implications: deepen customer knowledge, develop the relationship and offer dedicated financial solutions.