Magazine article ADWEEK

What Qualifies as Old, Gimme More Beef, Etc

Magazine article ADWEEK

What Qualifies as Old, Gimme More Beef, Etc

Article excerpt

AS BABY BOOMERS MOVE EN MASSE into their declining years, need we be surprised that the threshold for being considered old keeps getting higher? In a MetLife Mature Market Institute poll fielded by Zogby International, 60 percent of adults said "old" begins at age 71. Predictably, young respondents had stricter ideas: 59 percent of the 18-24-year-oldsjudged that oldness kicks in when a person turns 60. Twenty-two percent of men, vs. just 8 percent of women, said old begins before 60. Since men have a shorter average life expectancy than women, perhaps they feel the need to get a head start on being old.

This may come as a surprise to NASA, but 55 percent of Americans believe a human will walk on Mars within the next 25 years. The same Rasmussen Reports poll that made this discovery also found 71 percent of Americans think humans will return to the moon within 25 years. They aren't quite ready to buy real estate in space, though. Asked whether they think human colonies will be established on other planets within the next 100 years, a majority said it's either "not very likely" (32 percent) or "not at all likely" (24 percent).

So much for the herd mentality. The confirmation earlier this summer of a second mad-cow case in the U.S. hasn't stampeded Americans into worrying about the disease. In polling by The NPD Group following the government's mad-cow announcement, 22 percent of respondents said they're very worried about it, up just a bit from the 19 percent saying so in a poll conducted in the spring. …

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