Best Agers and the Pandemic - A Senior Study

In view of the dynamic developments, the rheingold institute is making a current senior study 'New Start 2021? The study focuses on the short- and long-term effects of the pandemic on best agers: in their everyday and consumer behavior, but also with regard to their attitudes and expectations concerning media, product areas, brands and communication.

'New Start 2021?' is already rheingold's fifth best-ager study; we last examined the 55-75 age group in 2018. We decided to update the study because Corona has a drastic impact on this target group in particular, and there are great opportunities for brands to set the course for change at an early stage.

Our 2018 senior citizens study has already highlighted the particular importance of best agers as a target group for brands and marketing: this generation is predominantly healthy, fit, has sufficient financial resources, and would like to spend their (pre-)final stage of life as actively and fulfillingly as possible. They are open to consumption and advertising and would like to be addressed - with the right content and the right tone of voice.

This study clarifies the impact of Corona and how you should manage your brand management and communication accordingly.

We offer this study as a participation study, which means that every customer can participate in the study at low cost and benefit from the overall result, which is based on a comparatively high number of cases. Rheingold reserves the exploitation rights (in the form of presentations or articles) of the general part of the study, but will not make use of this until 6 months after presentation of the results at the earliest. Specific, customer-related results are of course only accessible to the commissioning customer.