The Body Shop

THE BODY SHOP - A SNAPSHOT OF SOCIAL RESEARCH

Some Points of Interest

89% of participants were female, 10% were male and 1% did not disclose their sex.

Results represent a predominately urban view as outlets of The Body Shop are located in urban settings across Australia.

Five percent of participants didnšt state their age. What this means is unclear, although it is consistent with a tendency of some people to admitting their age. This group shared the same top three themes of wisdom, self acceptance, and physical changes as the 21-30 age group. Could people łsecretive˛ about their age actually be aged somewhere between 21 and 30?

Participants under 20 were more concerned about the physical changes of ageing particularly in relation to wrinkles.

Comments referring to family and friends were more frequently stated in the 51-60 (11%) and 61-70 age groups (10%). These comments were usually stated with more affection and a desire to spend more time with friends and family. Correspondingly, the 61-70 age group made the highest number of comments about ageing and time (5%). This can be contrasted with participants under 20 years whose overall comments about family were generally regarding gaining independence from their families.

Ageing was mostly referred to as a social rather than a physical condition. Varying degrees of negativity about physical change were expressed across all age groups, although it was more of an issue for those under 20. A trend also showed up within the under 16 group who valued the ageing process for the positive physical changes it would bring, such as height, curves, and physical maturity - growing up.

Wisdom rated in the top five themes of every age group with the exception of the 81 to 90 group.

Self-acceptance rated in the top five themes of every age group with the exception of the under 16 group.

Health only rated in the top five themes of the 81-90 age group, otherwise health was not a key theme to emerge from the comments.

Wrinkles were identified with ageing by 22% of participants under 16, 16% of those 16 to 20, 10% of 21 to 30 years of age.

Overall (80%) the comments reflected positive experiences, attitudes and expectations of ageing. It would seem the experience of ageing greatly affects experiences, attitudes and expectations about ageing.

It is possible The Body Shop retail environment influenced participants' comments and placed greater emphasis on appearance than may have otherwise been the case.

It was surprising to see little reference to health, retirement, and money especially given the thriving industries dedicated to the provision of services in these areas for older people. What mattered more to participants was the 'socialš and 'visualš effects of ageing.

A further interpretation of the comments found a sense of mastery related to ageing. Up until the mid age groups, there is a sense of gaining skills and competencies followed by a more procedural use of skills. This mastery can be represented in the development of wisdom. Even younger participants could see this as an outcome of the living of life. With age this was recognised as something that is acquired along the way, representing the overall achievements and mastery in living.

We are interested to receive comments and feedback about this research, write to Kim Forté at The Body Shop.
Corner Wellington and Jackson Roads
MULGRAVE, VIC 3170
AUSTRALIA
Email: feedback.aust@thebodyshop.com.au

Key words frequently expressed in the comments & number of times they were used

Journey (37)	Experience (520)	Love (402)	Old (1118)
Wisdom (460)	Saggy (62)	Grace (129)	Ugly (88)
Respect (66)	Fat (173)	Freedom	Wrinkles

Themes of the Research
Experience Shows....
Quotes

Research Results by Age

0 - 16
Sixteen to Twenty
Twenty-one to Thirty
Thirty-one to Forty
Forty-one to Fifty
Fifty-one to Sixty
Sixty-one to Seventy
Seventy-one to Eighty
Eighty-one to Ninety
Ninety Plus
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