Understanding Portugal’s 60+ Population: perspectives on Retirement, Aging, and Life Priorities

The present thesis analyzes the original dataset coming from the questionnaire carried out by Idade Maior, a Lisbon based hub consulting for the +60 generation, to understand how different generations in Portugal perceive retirement and aging. The goal is to go beyond age as a sole indicator and to segment individuals according to their perceptions and orientations toward aging and retirement. The study shows that 60+ population is not a homogeneous group, instead distinct groups of people emerged characterized by common orientations. This approach allows to suggest inclusive, age-friendly communication strategies tailored to each group, supporting institutions, brands and communities in refining their marketing and communication efforts. In doing so, the thesis seeks not only to enrich academic knowledge but also to provide practical insights that support active aging and foster real interaction between society and the growing 60+ generation.