“Best agers” white paper: a new perspective on the needs of an ageing and ageless society
Best agers are those aged around 55 and above who are full of life and enjoy being active. Their idea of an ideal living situation is not determined by their age but by their lifestyle. Best agers do, however, all have one thing in common: health and well-being are of the utmost importance. This means that quality of life is at the top of their wish lists. Even when it comes to housing.
As part of its efforts to develop future-proof solutions, Implenia Real Estate Products has examined the housing needs of best agers and presented the most important findings in a white paper.
Based on attitudes, values, behaviours and needs, six different segments within this growing population can be identified:
Fit, health-conscious people are always on the move and seek out practical solutions in a place where their guests also feel comfortable. Private outdoor space is important to them.
Enterprising, sociable people want to feel as though they are part of the community and like having spaces in which they can meet others. Their willingness to move home is the highest of all segments.
Urban individualists attach more importance to enjoyment, fun, hobbies and travel, as well as self-sufficiency and independence, than the other groups. They want to design their home according to their own unique vision.
Successful, established individualists pick up on new trends and the spirit of the age sooner than others. They possess a certain level of style and prestige and require more space.
Deeplyrooted traditionalists are predominantly female and for the most part do not work. For them, family is the most important thing. They prefer to be close to nature.
Cautious recluses make up the smallest segment and give a lot of thought to age-appropriate housing. Privacy is particularly important to them.
Across all segments, there is a clear picture of what best agers understand by a fulfilled life:
You can find out what other topics are of concern to best agers besides health, well-being and a generally leading a fulfilled life in our white paper. Contact us via our website for a copy of the full paper, which includes a host of insights into the topic of the best agers.
Who are best agers?
Generally speaking, the term “best agers” refers to a target group that is in the second half of their lives. There is no clearly defined age range, though the term usually means people from around 55 years of age and over. The majority of best agers remain very active into later life and attach great importance to independence. Best agers are no longer the “seniors” as is the firm belief amongst much of society. They are digitally savvy, for example, and feel much younger than their actual age.
Background and primary data source for the study
Implenia is developing an innovative, scalable real estate product that focuses on the needs of an ageing society and, in particular, of best ager households in which people aged 55 and over live. The range of services offered by the real estate product should be able to adapt to the changes that occur during the course of a best ager's life. To this end, in 2022 Implenia Real Estate Products carried out a comprehensive study on the best ager target group together with its partners Milani Design & Consulting and marketmind . The survey was based on a representative sample from Germany and Switzerland.