Professor Sarah Harper' - s presentation on population ageing at the iMedia Agency Summit

1. Oxford Institute of Ageing
Population Ageing: Decline of Youth
Professor Sarah Harper
Oxford Institute of Ageing
University Of Oxford
OXFORD INSTITUTE Copyright: Wisconsin Department of Children and Families
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2. Oxford Institute of Ageing
Percentage of total population aged 60+, 2050
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•Source: UN Population Projections 2008

3. Oxford Institute of Ageing
•Percentage of total population aged >60 2050
Percentage of total population aged <15 2050
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•Source: UN Population Projections 2008

4. Oxford Institute of Ageing
700 Asia has the largest, fastest growing
older population
600
500
1950
1990
400 2025
300
200
100
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0
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Oceania Nth Sth Africa Europe Asia
america america
Source: World Population Prospects UN

5. Oxford Institute of Ageing
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6. Oxford Institute of Ageing
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•Distribution of sperm counts in relation to
the subfertile range

7. Oxford Institute of Ageing
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8. Oxford Institute of Ageing
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9. Oxford Institute of Ageing
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10. Oxford Institute of Ageing
Sperm concentration, young Danish men
12
10
No. of men (%)
8
6
4
2
0
10 10
20 20
30 30
40 40
50 50
60 0
80 80
90 <90
70 70
0- 0
0- 0
0- 0
0- 0
0- 0
50
0
6
11 < 11
12 < 12
13 < 13
14 < 14
10 <10
-<
-<
-<
-<
-<
-<
-<
-<
<1
-
>0
-
Categories of sperm concentration (mio/ml)
OXFORD INSTITUTE •Adjusted for duration of ejaculation
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abstinence
•Source: Edinburgh, Hamburg and Leipzig

11. Oxford Institute of Ageing
DK 1996-2005
Sperm Concentration (mio/ml)
US 1945
70
60
No. of men (%)
50
40
30
20
10
0
0 20 40 60 80 00 0+
0-
< -< -< -< <1 10
> 20 40 60 80
-
Categories of sperm concentration (mio/ml)
•Sperm concentration of young men - US 1945 vs.
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Denmark 1996-2005
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• Source: US: Adapted from J. MacLeod, The Semen Specimen. In Diagnosis of
• Sterility 1946. Ed. Earl T. Engle. DK: Jørgensen et al: In manuscript 2007.

12. Oxford Institute of Ageing
Maturing Societies
40
35
30
25
Europe 0-14
20
Europe 60+
15
10
5
0
1950 1980 2000 2025 2050
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13. Oxford Institute of Ageing
Maturing Societies
40
35
30
25
Asia 0-14
20
Asia 60+
15
10
5
0
1950 1980 2000 2025 2050
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14. Oxford Institute of Ageing
University of Oxford
Schematic Age Profiles in Japan
1960 2020
85 plus
Age
0 to 4
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Percentage of population

15. Oxford Institute of Ageing
The Future UK Retail market ?
The over 50’s
• hold 60% of the UK’s savings
• represent 80% of the UK’s disposable wealth
• responsible for 40% of the UK consumer
demand
• spend some £200 billion per year
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16. Oxford Institute of Ageing
The Future
The increasing dominance of the UK High
Street by retailers targeting the young, will be
replaced by more age-segregated shopping
areas ?
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17. Oxford Institute of Ageing
Sugamo in Tokyo
The district of Sugamo in Tokyo is now a vibrant area for
fashion and entertainment for the over-60’s which mirrors
the city’s Harajuku District, aimed at Tokyo’s teenagers.
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18. Oxford Institute of Ageing
Grey: The new black?
Is the “grey market” is set to become the new
“black”.?
• around half the 50’s regularly shop on e-bay and
more shop on line than the under 30’s.
Are advertisers are beginning to recognise the over
50s as creative consumers, who respond as well to
attractive relevant marketing propositions as their
children do ?
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19. Oxford Institute of Ageing
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