Witt study: "How the 50+ generation loves and lives in the Netherlands"

Last year, the Witt Group and the rheingold Institute provided in-depth insights into the reality of life for 50 to 70-year-olds in Germany with the major Witt study "This is how the 50+ generation lives and loves in Germany". The new Witt study "How the 50+ generation lives and loves in the Netherlands" shows clear parallels between 50- to 70-year-olds in Germany and the Netherlands.

In the Netherlands, the 50+ generation also feels younger than their actual age on average and can be described as the "now me" generation. They are more self-confident, place less value on the opinions of others and are freer to make their own decisions.

Relationships and independence? No contradiction for the 50+ generation!
The "now me" attitude is also noticeable when looking at relationships. Three quarters of this age group are in partnerships, but many single women are not looking for a new relationship. One participant summarizes her current relationship as "living apart together" - a lifestyle that emphasizes independence and freedom while maintaining emotional closeness. This statement is representative of the trend that many people over 50 are redefining their relationship models. Sexuality remains an important aspect of life for many, with over a quarter of respondents getting intimate several times a month.

Love and sex in the Netherlands: Differences to Germany
However, there are also differences between Germany and the Netherlands when it comes to relationships and sexuality. In the Netherlands, 73% of respondents describe their relationship as a love relationship, compared to 63% in Germany. In addition, more people (38%) are extremely satisfied with their relationship than in Germany (26%). Sex is more important in the Netherlands inside and outside the relationship than in Germany: 37% of Dutch people have sex several times a month or even several times a week, compared to only 30% in Germany. 63% of Dutch people look for good sex in a new relationship, while in Germany only 53% prioritize this aspect. 21%
of Dutch people would be satisfied with a purely sexual relationship, compared to 13% in Germany.

More sociable and more active online than in Germany
People in the Netherlands are also more sociable than in Germany: 46% of Dutch people in the 50+ generation meet up with family and children at least once a week, compared to only 36% in Germany. The use of messengers such as WhatsApp and Facebook is very high in the Netherlands, which indicates a greater affinity for online activities. Respondents in the Netherlands seem to prefer face-to-face encounters to online dating - only 6% use online dating portals compared to 10% in Germany. The greater online affinity is also evident in online shopping: the online share among the Witt group in the Netherlands is 51%,
while in Germany it is only 38%.

Quantification of relationship types
A central component of the study was also the quantification of the six relationship types that emerged in the qualitative survey in Germany. As already assumed, the majority of the 50+ generation belong to the "preservers" (25%) or "minimizers" (33%). 16% are considered "the non-committals", 11% "the hold-seekers", 9% "the forever young" and 6% "the new starters". Around two thirds of those surveyed can therefore be assigned to more traditional forms of relationship. In contrast, around a third represent the changing 50+ generation, which is increasingly freeing itself from old patterns and models.

How does the 50+ generation think, love and live?
Marloes Van Kooten, Managing Director Purchasing at the Witt Group, comments: "Demographic changes are increasingly bringing older population groups into focus. While the focus is often on Generation Z, we are focusing on the 50+ generation. By expanding our study to the Netherlands, we want to gain a deeper understanding of how this generation thinks, loves and lives. The Witt Group's purpose is to enable all customers to have the best time of their lives."

More about the study