NewMR webinar looking at the implications of ageing on the research industry - with contributions from Dave McCaughan, Sue Bell and Akihiko Kubo.

1. Retirement is all different now
Webinar 25 August 2021
The webinar will commence shortly

2. Sponsors
Communication

3. Retirement is all different now
• Welcome: Ray Poynter
• Sponsors
• Presentations
• Panel discussion
• Q&A
• Closing announcements

4. Our Speakers
Dave McCaughan
Biblosexual
Asia
Sue Bell
Susan Bell Research
Australia
Akihiko Kubo
Tag Worldwide
Japan

5. Retirement is all different now
Ageing is going through big changes

6. DJ Sumirock

7. SIMPLE TRUTH : AGEING IS THE BIGGEST GROWTH AREA IN ASIA

8. OVER 65 IS WHERE THE FUTURE IS ( 2021, 20205, 2050 FUTURE )
CHINA
12% 14%
VIETNAM
7.9% 9.8%

9. 9%

10. 76 IS THE NEW 65
https://www.weforum.org/agenda/2019/03/japan-ageing-slower-76-is-biological-65-study
BASED ON 92 DISEASE/HEALTH FACTORS

11. What is a “ripe old age “ ?
We used to think some one in their 70s …
“had had a full life”
Now dying in your 70s …
“ oh I thought he would have been older”
Life expectancy is now expected to be longer,
fuller and healthier

12. • http://info.trendwatching.com/new-opportunities-for-the-older-generation?utm_campaign=Innovation%20of%20the%20Day%20&utm_source=hs_email&utm_medium=email&utm_content=72759659&_hsenc=p2ANqtz--NFhaSWAFtVSF7cRnYYkG0Bghc_LNFWBcOlHjj5TajiW3gz8zc7GA604n6FrrmSFlIlYa2Q6KeKJO9xVzeRCrtubCUvg&_hsmi=72762376
60 is the NEW 60

14. THAI women 2019
GENERATIONS ARE DEFINED BY EXPERIENCES

15. RAISED TO EXPLORE
1.THEY DON’T BUY NEW STUFF
2.THEY DON’T TRY NEW BRANDS/PRODUCTS/SERVICES
3.THEY SWITCH FROM “ GOOD FUN” TO “ SURVIVE”
4.THEY CAN’T USE TECHNOLOGY
Travel, auto, beauty, food marketers “know” they do
Anyone under seventy is a lifelong switcher
Try telling guitar makers that … and the theatre … and education
Really ??
Who were/are the first buyers of so many technologies ?

16. www.carterjmrn.com

17. RETIREMENT = WAITING FOR DEATH
WE ALL HAVE SAD STORIES

18. TRUTH = RETRYERMENT
Trying new jobs
Trying more exercise
Trying to make a difference
Trying to fill their passport
Trying new technology

20. The idea of Ageing Asia has been
around for 2 decades. It is “transient”
because it is just not new.
And while there is a lot of continuous
content that is positive and active it
and it creates an overwhelming
emotional reaction of “expectation” it
rarely takes a new POV.
So this means the subject

21. The narratives around “retirement” in
Australia and Singapore are both positive
( more green than red emotions ) and
timeless ( they are strong ongoing narratives
that will continue to be important )
BUT
Australia displays both stronger positive
emotions ( “joy” at the idea of retirement” )
and negative ( not a much richer vein of
“anxiety” and “fear” ).
That explains too why Singapore displays a
greater degree of “expectation” and
“surprise” …
The sense that the two markets are taking on
a long term consistent narrative but different
due to conditions

22. In Thailand “retiring” is not a very
active narrative …
The affect is not so much negative
and inactive ( especially compared to
more developed markets )
When explored we found that it it is
often generating “embarrassment”
and “shame” because people don’t
feel well enough prepared.
In Japan we looked at how “salary
and retirement” are linked.
The narrative is really one of
weak “gratitude” driven by an
awareness that forced saving
policies mean most are protected
for now
But the overall subject is going
nowhere, not generating enough
new news and vague about where
it is going

23. “ How to earn
money in the era
of 100 years old
life span” (2019)
Co-authored by:
Kazuyo Katsuma
Hiromi Wada
Aki Kubo

26. Staying
financially
healthy
until 100
years old
is a tough
challenge.

27. Japan's population in three demographic categories
(from 1920 to 2010, with projections to 2060)
Good news
is;
Women,
Foreigners,
or
Seniors?

28. #1
Keep up
your
market
value.

29. People still want to be hired forever…

30. #2
Don’t expect
your
employer to
employ you
forever.

31. 元部⻑の名刺
Source: Interbrand

32. #3
Create
your own
brand,
instead.

33. Old retirement
From 100% to 0%
New retirement
From 100% to 25%?
New book by
Ex- Hitachi CEO
1 day work
6 days pleasure

34. #4
Consider
balance
time &
money
“Don’t waste your precious (remaining
time) for Positional goods”.
Robert Frank NYT columnist

35. “ How to earn
money in the era
of 100 years old
life span” (2019)
Co-authored by:
Kazuyo Katsuma
Hiromi Wada
Aki Kubo

36. “Don’t let me be misunderstood”
What Australian 60 somethings think about retirement.

37. © Susan Bell Research 2021
The deficit discourse
37

38. The deficit discourse – excerpts from the media
38
This is a guide for people in NSW who are planning to
retire. It can help you manage your money,
decide where to live and find support services.
You can start planning for retirement at any age. It’s
never too early or too late to think about your
retirement goals.
2. You planned badly
As older Australians live longer, some are
returning to the workforce years after they retired.
It pays to know the financial issues that can result
from this employment backflip.” News.com.au
1. You don’t have enough to retire
on
4. You need help
3. You did it wrong

39. © Susan Bell Research 2021
The deficit
discourse.
The ‘empty nest’
39

40. © Susan Bell Research 2021
The deficit view leads to:
40
2.Making your audience feel
uncertain about retiring
1.Talking down to your audience
They are 65 not 85!

41. © Susan Bell Research 2021
AGED
40-49
46%
AGED
60-69 69%
AGED
20-29
53%
The reality
41
E N J O Y I N G
L I F E N O W
Sample size: N=100 per age group.
Your sixties are a happy time
1

42. The reality
42
So many ways to change how you work in your sixties:
2
Choose to cut
back your hours
Decide to switch
to a new
part time job
Choose to stop
and stay stopped
Choose to stop
work and then
restart
Re-train

43. In your sixties, you can choose
43
“I am 67 now, and I am
making strategic choices
about how I want to work
and who I want to work
with.”
“I am in my late 70s and still
running my business. I
changed direction and
retrained in my
60s so that I can go on
working… I don’t intend to
retire although
I have slowed down.”
“I was a general manager of an
automotive company. I retired
3 years ago took an early
retirement. I did some social
work volunteer work. I got bored
then about 3 years ago I joined
(retail store as floor staff)
Be selective Re train Downsize your job

44. © Susan Bell Research 2021 44

45. © Susan Bell Research 2021
The reality
45
About 20%
of retirees had retired
because they lost their job
and could not get a new
one
About 20%
of retirees had retired because
of their own ill health and 6%
because of their partner’s ill
health
And some leave their
workplace or start to lose
consulting clients (e.g.)
through ageism
Retirement is almost impossible to plan for:
3

46. The reality
46
Your sixties is a transition:
Change where you live
And who you live with
Work full time, then part time, then…
Developing sense of identity
© Susan Bell Research 2021
4

47. © Susan Bell Research 2021
Conclusion:
Don’t let me be
misunderstood
47
• Representation of the ‘60
somethings’ in general and of
‘retirement’ in particular seems out
of step with actual behaviour.
• Your sixties can be a time to be
happy where you are free to make
choices. 60 somethings are
experimenting with different work
and living patterns just as 20
somethings do.
• These are not ‘mistakes’. They are
not wrong. The deficit discourse is
wrong.

48. “Don’t let me be misunderstood”
What Australian 60 somethings think about retirement.

49. suebell@sbresearch.com.au
@SueBellResearch
https://www.linkedin.com/in/suebell/

50. 50
Ageism is bad business
The future is hiring over 55s at
all levels

51. WE THINK THIS WE SHOULD THINK THIS

52. NEW LIFE BUILDERS
THINKING
FORWARD

53. Q & A
Dave McCaughan
Biblosexual
Asia
Akihiko Kubo
Tag Worldwide
Japan
Sue Bell
Susan Bell Research
Australia
Ray Poynter
Potentiate
& NewMR

54. Sponsors
Communication