Trendspotting: Not the Retiring Kind

By , Wednesday, December 26, 2012, at 10:23 pm.

For many middle-income Americans, the golden years will be less about sitting by the pool in Boca Raton and more about getting progress reports in on time. With upwards of half of Americans saying that they don’t know if they will have enough savings to retire, it’s no surprise that 30 percent of middle-class Americans plan to work into their 80s, up from 25 percent just last year. Postponing retirement is not reserved for the States either; in Japan the average man works till after he’s 69, five years later than the national retirement age of 64. Although for many, hard economic times are the motivation for continued work, others see the later years as an opportunity to keep busy as age expectancy continues to increase. Luckily, the aged are recognized as experienced and creative workers and are being welcomed back to the workforce with open arms; between September 2009 and September 2012 workers above 55 grew by 3.5 million in the U.S. Even those who do retire are doing so differently, forgoing the States for significantly cheaper retirement abroad in countries ranging from Portugal to Malaysia. Marketers take note that aging boomers are not settling down in their retirement.

—Based on the TrendsU* insights of Alexandra Wood, New York

*TrendsU is an initiative by leading integrated marketing communications agency Havas Worldwide to apply its “social at the core” philosophy and to promote collaboration and engagement across its own global network. TrendsU provides an interactive learning experience that is future-forward and is one of the tools that Havas deploys to develop talent.

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