The 100-Year Lifestyle: How Superaging is Rewriting Consumer Culture

The report from Havas Health Network, titled Superaging, suggests that longevity has transcended the clinical environment to become a primary economic and cultural force. This new paradigm prioritizes vitality, resilience, and quality of life over chronological age. Eric Weisberg, Global Chief Creative Officer at Havas, compares the magnitude of this transition to the rise of artificial intelligence, noting that industries from travel and housing to finance must now pivot to serve an aging population that refuses to slow down.

Data from the study highlights a striking generational reversal. Interestingly, 53% of Gen Z now rank illness or pain as a top concern, placing them ahead of Boomers at 45%. Meanwhile, the pursuit of longevity has become a standard practice, with 83% of the general population actively planning for a longer life. Among "Prosumers"—the influential early adopters identified by Havas—that figure climbs to 95%. As this demographic takes more control over their aging journeys, the traditional marketing playbook centered on youth is increasingly viewed as obsolete by both Gen X and younger cohorts.