Now and Later: The ROAR Report and What it Tells Us About the Future

A new survey reveals much about modern American middle-class concerns.

Longevity expert Michael Clinton commissioned new research on an emerging market segment he calls “Reimagineers.” The findings reveal attitudes and opinions on longevity, health, retirement/financial outlook, education, brands and more among Americans ages 45–65, a group that represents a majority of Generation X as well as a significant portion of Baby Boomers.

The first in a series of surveys (‘The ROAR Report’) explores the current mindset among this demographic, and focuses on uncovering insights around confidence in finances and health, work and retirement, and plans for post-retirement and beyond.

“Facing the future with exceptional optimism, more than 1 in 5 are planning to go back to school for continuing education or lifelong learning; more than a third aim to start a new career — and don’t plan to retire at 65.”

— Michael Clinton

Based on a national online survey of 1,000 college-educated respondents with household incomes of $100,000 or more, the survey was conducted by Decode_M, a “momentum strategy firm” founded by CEO Mike Berland that analyzes and synthesizes data to provide important insights to help meet clients’ needs.

Michael Clinton is a new longevity expert, bestselling author of ROAR into the Second Half of Your Life (Simon & Schuster, 2021) and founder of The Roar Report, a new research initiative exploring emerging trends and attitudes on aging. Former president and publishing director of Hearst Magazines, Clinton is a regular columnist for Men’s Health, writer-at-large for Esquire, and special media advisor to Hearst Corporation’s CEO. Michael is based in New York and Santa Fe, New Mexico.

The results point to an overarching feeling of optimism among the Reimagineers, tinged with a dose of realism borne by the shadows of Vietnam, Middle Eastern wars, terror attacks, and numerous recessions.

The research was conducted by Decode_M, which surveyed 1000 consumers ages 45–65 via online questionnaire, the new research explores the attitudes and behaviors of a demographic segment identified as Reimagineers. Some of the quantitative insights are surprising:

· 94% of ‘Reimagineers’ describe themselves as open to new possibilities, opportunities · 79% feel confident about their financial future · 75% believe their best days are ahead · 60% want to live to be 100+ · 53% are financially prepared to live to 100 · 37% don’t expect to retire at 65 (many aim to keep working — or at least not simply relax) · 37% would like to start a new career · 30% plan to work past 70 · 22% consider going back to school (more than 1 in 5)

From a qualitative perspective, the survey affirms the Reimagineer profile demographic as: health-conscious lifelong learners who are willing to try new activities, and believe their best days are ahead. They enjoy travel, restaurant dining, reading, cooking, outdoor activities, and engage freely with both traditional and new media. Some of the primary attitudes of Reimagineers show that they are:

· Confident in their financial future · Life-long learners · Traveling Nomads · Pursuing second careers and starting businesses · Shaping new lifestyles · Embracing new experiences · Open to trying new brands · Health conscious · Against traditional ideas of retirement · Tech savvy

The brands and marketers which the Reimagineers’ survey answers noted as “very effective” in understanding the lifestyle, perspectives, and particular needs of 45–65-year-olds:

1. Tesla (59%)
2. Apple (49%)
3. American Express (45%)
4. Netflix (44%)
5. Nike (44% — tied)

Additionally, the survey shows that the following brands use the right images and words to communicate to those 45–65:

1. Apple (35%)
2. Target (34%)
3. Netflix (33%)
4. Dove (28%)
5. Nike (24%)

While the survey exists primarily to help brands and marketers further their understanding of the Reimagineers, it ultimately holds a mirror up to its subjects that shows us — myself included — that we are also a product of the world we created over the past half-century as Baby Boomers and Generation X. Perhaps by understanding ourselves better we will be able to help our succeeding generations in some way as well.

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