GDI study: «Never Too Old?»


Lisa Stutz



Cover of GDI «Never Too Old?» study

Never too old for new experiences

When are people sexually at their most adventurous? At what age are they especially receptive to other cultures? And are younger or older people more likely to want to relax when on holiday? Those are the sort of questions the Gottlieb Duttweiler Institute (GDI) is interested in. To investigate them, it commissioned surveys by trend researchers among groups of 1,000 people aged between 16 and 75 from Switzerland and Germany. The aim was to investigate if receptiveness to new things changes with age. The GDI drew up a «receptiveness profile» from the findings. It shows when and in what areas of life people are most likely to embrace change. Some of the results are rather surprising!

Illustration, old woman

Illustration: Till Lauer

Wild youth, genteel old age?

  • Most of those aged 16 to 20 have changed their style in the past twelve months and would like to be sexually more adventurous.
  • The age group most likely to get inked with a tattoo in the past twelve months is those aged 26 to 30.
  • The 51 to 60 age group is the most engaged about social issues but wants to relax when on holiday.
Illustration, old man

Illustration: Till Lauer

An age to discover

  • Those aged between 16 and 20 have found a lot of new friends over the past five years and could imagine trying drugs.
  • The 26 to 30 age group is especially fond of using fitness trackers and car sharing. They could well imagine moving abroad.
  • A notable proportion of those aged 71 to 75 are interested in politics and economic affairs. This age group is the most likely to move in with other people.

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