It's no secret that most
Baby Boomers possess a desire to lead long, healthy and vital lives. In fact,
they are often described as a group that "never grows old." However,
a new survey reveals that while a desire to maintain vitality is an attribute
applied to Boomers as a whole, it's a significant sub-set of Boomers who are
taking action to ensure their health for the long term. Based on the survey
findings, four out of 10 (38 percent) are, in fact, making their overall wellness
a priority by taking proactive measures to sustain their health and vitality
throughout their lives.
Dr. Hal E. Quinley, noted
author and researcher from The Segmentation Company, a division of Yankelovich
Inc, whose founder is credited with coining the term "baby boomers"
says, "There is a distinct segment of the Boomer population that I would
classify as 'Generation V' because they not only rank physical and mental vitality
above wealth, professional achievement and social status -- values generally
associated with Boomers -- they also take active measures to ensure their vitality
for years to come. Generation V is a significant and meaningful component of
a very influential demographic that's at the vanguard of a new approach to personal
health."
Survey participants included
1,001 Americans between the ages of 42 and 60, and showed that of those who
fit the "Generation V" mold, 96 percent say they like to stay active
and vital and 89 percent say that having good health and personal vitality is
most important to them. Ninety-five percent of those who classify themselves
as Generation V also say they will spend whatever amount of time they think
is necessary to maintain good health, and 86 percent will spend whatever money
is necessary.
"Gen V'ers" also
regularly engage in proactive behaviors such as staying current on the latest
health information (81 percent) and making nutritional supplements a part of
their wellness regimen (55 percent). Ninety-seven percent also take pride in
what they do to maintain their health and vitality and 95 percent define themselves
by their ability to remain active and do the things they enjoy.
"Generation V have
reclassified what it means to be healthy. They recognize the value of vitality
and as a result, are making enjoyable physical activity and mental agility a
priority," said Dr. Quinley.
According to the survey,
additional key attributes of Generation V include: feeling 12 years younger
than their chronological age; having more energy and vitality than most other
people their age (88 percent); and believing that they are more healthy and
full of vitality than their parents were at their age (78 percent).
When asked which additional
phrases best describe them, the majority of Gen V'ers selected, "I am optimistic
about life" (93 percent); "I like to try new activities" (84
percent); and "I go out of my way to enjoy life" (84 percent).
The survey was conducted
among Baby Boomers (those 42-60 years old) to gauge significant findings related
to their health and lifestyle attitudes and behaviors. What emerged was Generation
V, who based on the results, are at the leading edge of proactive personal health.
Below are key comparisons between Boomer respondents and those identified as
Generation V.
Significant Comparisons
-- 84 percent of Generation
V say they feel very healthy and full of vitality all or most of the time vs.
only 69 percent of total
respondents.
-- 70 percent of Gen V'ers take vitamins or minerals to be healthy and full
of vitality compared to 62 percent of all those surveyed.
-- Of those classified as Generation V, 84 percent describe themselves as physically
fit vs. 61 percent of all Boomer respondents.
-- 81 percent of Generation V engages in regular exercise to help maintain health
and vitality, while 60 percent of total respondents reported doing the same.
-- Nearly 80 percent of Gen V'ers exercise at least three times a week for at
least 30 minutes each time compared to just over half (56 percent) of all those
surveyed.
About the Survey
This survey was conducted
by The Segmentation Company, a division of Yankelovich. Since 1958, Yankelovich,
Inc. has been the preeminent authority on consumer attitudes and marketing futures.
The survey was commissioned by the Consumer Care Division of Bayer HealthCare.
The survey results are based
on a telephone survey conducted between November 2 and November 12, 2006, among
a sample of 1,001 Americans age 42-60. For results based on the total sample
the margin of error is plus or minus 3 percentage points. For results based
on smaller sub samples, the margin of error is larger.
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