Embracing Change, Realizing Dreams - WPP.com

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As these pictures show, theirs is not a gray world. It is a world that is filled with color andlife.Some of this color also comes from the fact that it is they who look after China’s littleemperors and empresses. With the parents off to work, the responsibility of minding thetoddler falls on the grandparents. While many societies may complain of a generationgap, there’s a bridge being built between generations in China. But this change is asconfusing for the elder as it is for the child. The transition from being a dotinggrandparent to becoming the disciplinarians and main caregivers is challenging. Sincethe child’s parents are still in the picture, chaos can sometimes ensue in therelationship – it’s difficult when the parents come in on occasion and try to disciplinethe kids on a part-time basis.The overall associations with old age and retirement are positive. Although the legalretirement age in China is 60 for men and 55 for most women, many employees ofstate-owned enterprises have been allowed to retire in their late 40s or early 50s tomake openings for new graduates and others. That leaves a lot of active years left inthese people: life expectancy currently runs at 71.8 years. In a study by the insurancecompany AXA 3 , 66% of retired people surveyed had positive associations, such as afeeling of having more time to devote to oneself, freedom, being able to enjoy life, beingable to do things they liked, traveling, indulging in sports and leisure activity and havingtime for others – including taking care of their grandchildren. Those who were workinghad an even more positive outlook; with 76% believing that life after retirement wouldbe good.Half that number of retired people was pessimistic, citing poor health, financialdifficulties and loneliness as associations with life as a senior citizen. If significantmajority of a demographic segment are feeling good about themselves, why should wefeel sorry for them?This is the unlabelled generation that shaped contemporary China, and we have aresponsibility to give them the opportunity and the means to make the most of theirremaining lives.
Senior citizens have as much time on their hands, as arethey eager to give their opinion about every subjectunder the sun.
Page 4 and 5: WHY SENIORS MATTER IN CHINAPre-mode
Page 8 and 9: STUDYING SENIORS - WHAT A PLEASURE
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Page 18 and 19: estaurant or the management of an a
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Embracing Change, Realizing Dreams - WPP.com

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