Opinion – Maria Inês Dolci: Despite being criticized, the Census exposes the new consumer profile

If confirmed in March, in the presentation of official Census data, the lowest growth in the number of inhabitants in Brazil in history, 0.7% compared to 2010, will have a strong impact on the consumer market. Although these numbers are questioned and criticized and that they may even change, it is clear that the birth rate continues to fall and that the age pyramid will have more and more elderly people.

And, as we know, millions of people aged 60 or over survive in the country with lagged retirements and pensions, in addition to spending a lot on health, for obvious reasons.

The scenario is challenging not only here, but all over the world. In recent days, a general strike called by trade union centrals has stopped France against the pension reform proposal, which provides for an increase in the minimum age for retirement from 62 to 64 years.

Demanding a higher age to qualify for retirement is a worldwide phenomenon. In Germany, for example, the minimum age of retirees increases year by year – it should reach 67 years in 2029. Retirement at an older age is also a reality in Denmark, the United States, South Korea, the United Kingdom, Greece and in the Netherlands, among other countries.

Those responsible for creating the Statute of the Elderly Person, one of the best Brazilian laws, which is completing 20 years, looked ahead and included in the text maximum priority for citizens aged 80 years or more in relation to other elderly people. The benefits start from the age of 60, but there are different needs in the even older age groups.

Industrialists, merchants and other service providers will also have to adapt to all these changes. And that doesn’t just mean manufacturing and selling more products for the so-called seniors. It is necessary to offer affordable prices and make products healthier, safer and more reliable.
It is also necessary to provide stores with more comfort and safety, with non-slip floors, rest areas, medical service on call and salespeople prepared to deal with people who often have reading and hearing restrictions.

Frontline professionals will also have to respect customer behavioral issues. There are many lonely elderly consumers, with few opportunities for social interaction. They like to talk, they ask more, in short, they demand more empathy, attention and affection.

Health plan operators are already facing an immense challenge: investing in preventive care that avoids illness and consequent financial imbalance, as beneficiaries tend to use more medical-hospital care as they age.

While we still haven’t solved elementary problems of the 20th century, such as income concentration, basic sanitation, housing deficiencies, education and health, the world has changed and we are not adequately prepared.

This adaptation is very difficult, expensive and will require unity and creativity from all of us so that living longer is also living better.