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“Ageing” is a theme that extends well beyond the older generation. Ageing and attitudes towards ageing affect people at every life stage and in every country around the world. In some regions, it means a population ageing out of the workforce, whereas in others, it means a population ageing into the workforce. In Japan, for example, 40% of the population will be 65+ by 2060, whereas in Bolivia, the average age is 24. Given these global dynamics, we believe it’s time to expand the definition of ageing and study the attitudes, beliefs and behaviours towards the concept of “age” more broadly. As a result, this isn’t a traditional “ageing” study that focuses on the 65+ audience. The Truth About Age is a piece of comprehensive global research that explores ageing throughout the ages.