Healthy ageing is about optimizing opportunities for good health, so that older people can take an active part in society and enjoy an independent and high quality of life. In modern society is all about continuing to function emotionally, mentally, socially and physically at any age.
Ageing is not necessarily a burden, and it does not necessarily decrease a person’s ability to contribute to society: older people can make valuable and important contributions to society, and enjoy a high quality of life.
Healthy aging is not just about old age, and for many it begins much earlier; numerous studies have highlighted the benefits of looking after health from as young an age as possible, including eating a balanced diet, exercising, taking supplements for maintaining healthy bones, joints, eyes, etc. For many people, longer lives will mean an extended middle age rather than a descent into frailty, and it is important that marketers wishing to target older consumers do not lose sight of the fact that few people want to be thought of as “old”.