‘How old is old’ – it all depends how old you are.

As marketers it is useful, some might say essential, if the meaning of the words that define our markets are shared by the individuals that constitute these markets.

In a study conducted by Roper Starch and JWT they found how the word ‘old’ changed depending on the age of the person. The average age that adult Americans consider ‘old age’ is 72. But, those under the age of 50 consider old age to be 68 years old. Those over the age 50 consider old age to be a full ten years later. I guess it all depends how old you are or how old your think you are.