Swells (Sixty, Well off and Enjoying Later Life) are said to be the most optimistic, most active and highest spending age group.
Age Concern has recently launched a new research programme that covers the 45+ and this was taken from the reporting that made it into the national press (Daily Telegraph).
I think the survey could give a good insight into the behaviour of the older age group but I don’t think the stuff that made it into the national press does it justice. Usual sorts of comments like:
“Of those questioned, 80 per cent said they enjoyed life, 70 per cent said they felt in control and more than half claimed that their 60s had been the happiest time of their lives.”
"On the whole, the majority of Swells are comfortable, well off and enjoying their lives. They are not a generation looking back at a life gone by, they are looking forward to the future and grabbing opportunities firmly with both hands."
“Swells are keen to live near family and friends but are also the country's most frequent travellers. They tend to avoid package holidays, preferring to make their
own travel arrangements in countries like Peru and India.”
“Their only real worry is their health, the survey found, with 75 per cent expressing concern. The result is that they adopt healthy lifestyles, with 44 per cent going for a daily walk and 85 per cent taking part in other physical activity.”
The research programme is called Lifeforce 2004. I hope the next bought of press coverage gives us something a bit more interesting. Dick Stroud www.20plus30.com
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