Kaidu × Fuxi Laboratory released the research on silver-haired people in China.

According to PR Newswire, when the economy is gradually recovering, young people are more inclined to spend rationally; Older consumers have gradually adapted to convenient Internet shopping, paying more attention to healthy living and health care, and showing their market strength as the main consumer.

In 2024, Kaidu and Fuxi Laboratory, a domestic silver-haired health research platform, jointly launched a series of reports on the research of silver-haired people in China to explore the silver-haired market. The first issue of sharing: how do the silver-haired people look at "old" in the era of longevity, and how should brands understand "old" people.

First, the division of silver-haired people in China

In this paper, we will mainly focus on two types of silver-haired people aged 55-64 and 65-74.

Second, understand China’s silver hair from three dimensions

In addition to the objective and universal definition of "age", we should pay more attention to individual differences and gain a multi-dimensional insight into the silver-haired people in the long-lived era from the physiological, psychological and social levels.

1, the physiological level of self-perception-physical health is an important dividing line of aging.

It is an irreversible natural law that physiological function declines with age. However, with the social stability, economic growth and the development of medical science and technology, this process is gradually slowing down-life expectancy is prolonging and the period of health decline is delaying.

Physical function affects the lifestyle of the elderly. Appearance aging is only a superficial criterion for judging old age, while physical health is the essential dividing line of "old age". Behind the sound of "I am old" are various discomforts brought about by the gradual decline of physiological functions.

2. Self-cognition at psychological level-another key factor that determines whether you are aging or not lies in your mentality.

In addition to feeling aging through physical health, we should also examine aging from a psychological perspective. Many elderly people have "procrastination" and are not satisfied with their old age. Due to the change of professional role, the daily interaction between retired old people and colleagues is reduced, and the original pace of life is disrupted.

At the same time, with the evolution of family structure in China, "miniaturization" and "fewer children" lead to the phenomenon of living alone and empty nest. The opportunities for intergenerational communication among the elderly are reduced, the needs are not understood, and the family closeness index is declining, which leads to a series of mental health problems such as loneliness. In order to alleviate this psychological discomfort, the newly retired silver-haired people began to actively shift their life focus to the outside of the family and seek more positive interaction with the outside world. However, for older people with silver hair, limited by income, educational background and physical activity ability, their lives are more focused on the life track around their children.

In terms of values, one of the biggest characteristics of silver-haired people aged 55-64 is their strong sense of autonomy. They tend to consume for themselves and pursue a better quality of life.

Silver-haired people aged 65-74 have strong family dedication, are willing to contribute to their children, and often play the role of caring for the third generation, showing the characteristics of being unwilling to get old.

3. Self-orientation at the social level-the change of roles is inevitable.

From professional role to leisure role, from subject role to dependent role, the change of social role is also an important factor for the elderly to view themselves. Consumers aged 55-64 have just left their jobs, and they have a lot of free time after retirement. Therefore, they have more opportunities to try and realize various possibilities in life: to break away from family bondage, return to self, and actively pursue "relationship health" socially.

The enthusiasm of silver-haired people aged 65-74 in paying attention to social dynamics is often an important aspect for them to define whether they are "old". Their social network radiates outward with the small home where they live as the center, social activities are gradually reduced due to limited activity ability, and the gathering of friends/colleagues is gradually transferred from offline to online.

Third, the four behavioral trends of silver-haired people in China

1. Digitalization behavior has increased, from "Internet blindness" to "Internet busyness"

With the further popularization of the Internet, elderly consumers have gradually learned to enjoy the convenience brought by technology. Online shopping, online registration and other behaviors have become popular among consumers in first-tier cities, and elderly KOL has begun to appear. Like the topics that young people are concerned about, silver-haired people are as happy to share what they see and hear about wearing, eating, drinking and living online.

2. "Old-fashioned" is popular, and dressing up is no longer a patent for young people.

Internet has expanded the socialization of silver-haired people to a wider range of young people, and the elderly want to look younger than their peers. Dressing up is no longer the exclusive right of young people. Silver-haired people pay special attention to the problems of teeth, hair and skin. They actively take measures to make themselves beautiful through daily diet, health care products, cosmetics, exercise and even medical beauty technology.

3. Social attributes are enhanced, and the elderly "social cows" convey happiness.

From "individual health" to "relationship health", silver-haired people not only learned how to browse social media, but also became skilled participants. From hobbies to self-entertainment, to showing talents on social platforms, even starting classes, organizing group friends, and expressing self-style. They travel across a wider geographical space.

4. Enhance health awareness and strive to be a "high-quality" elderly person.

Under the policy propaganda, the concept of health care of silver-haired people has changed, their awareness of health prevention has increased, and their willingness to invest in health has been high. Silver-haired people have changed from pursuing "long life" to pursuing "healthy life", and each person has taken four or five different health measures, mainly including: exercise, paying attention to diet, paying attention to work and rest, and regular physical examination. Research shows that physical health, economic level/income, intergenerational relations, physical condition of relatives and friends, and education level/learning ability are the five major factors that mainly affect the health behavior of the elderly. These five key factors also distinguish the health involvement of individual differences of the elderly.

Original title: "Richer than youth, more leisure than middle age? Four behavioral trends of silver-haired people in China | Industry Report.

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　　On November 28th, the reporter learned from the Ministry of Education that the Ministry of Education and the State Language Committee recently issued "Several Opinions on Strengthening Colleges and Universities to Serve the National Common Language", demanding to improve college students’ language application ability, strengthen the cultivation of students’ oral expression, written writing, Chinese character writing, classical poetry and calligraphy appreciation ability, and promote the standardized use of language and characters.

　　The opinion pointed out that colleges and universities should be supported to offer language and culture-related courses such as college Chinese, practical writing, oral expression and classic reading. Strengthen the education of language civilization, guide students to form good language habits, and consciously resist vulgar and violent language. Increase the intensity of Putonghua training and testing, and provide support for graduates to obtain employment and engage in related occupations to reach the standard of Putonghua stipulated by the state.

　　According to the opinion, it is necessary to increase the social supply of national common language services. Build and strengthen the existing Putonghua proficiency test sites in colleges and universities, build a number of new test sites, and take the initiative to carry out Putonghua proficiency tests for social personnel. Strengthen the publicity and promotion of the national common language, language volunteer service, emergency language service and language service for special people.

　　In addition, the opinion calls for promoting the research of language and literature science to focus on social applications, and guiding universities to conduct research on major issues such as improving the popularization quality of the national common language, the relationship between popularization and building the consciousness of the Chinese nation community, the new phenomenon of cyberspace language, the new demand for social applications, and language services oriented to regional coordinated development.

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