Results Released for the 2008 Young at Heart Survey

August 12, 2008 – The votes are in. Tina Turner, Blythe Danner, Clint Eastwood, Arnold Schwarzenegger, Regis Philbin and John Travolta have topped the list for celebrities most Young at Heart.

According to the 2nd annual Celebrity Young at Heart Survey organized by Clarke / Eric Mower and Associates (Clarke/EMA), a marketing communications agency with offices throughout the eastern U.S., these seven celebrities best exemplify what it means to be “Young at Heart” or YAH.

Clarke/EMA, experts on the psychographics of YAH consumers and the science of marketing to “young people in aging bodies,” once again conducted the survey as part of its ongoing research to better understand how to market to consumers over 50 who refuse to act their age – people who are redefining what age, and aging, is.

“The focus of this survey is people who ‘feel’ like they are younger than their chronological years,” says Patricia Courtois, Partner, Clarke/EMA. “Those who are Young at Heart share several key characteristics. Typically, this group sees themselves as 10 and even 40 years younger than their actual age and enjoys a variety of careers, adventure traveling, extreme sports and lifelong learning.”

More than 150 people were surveyed on which celebrities they felt exemplified several distinctive YAH segments. The survey’s top results are as follows:

Forever Young – acting younger than what is stereotypical:

1. Tina Turner, 68, singer, songwriter and dancer who has sold more concert tickets than any other solo performer

2. Madonna, soon to be 50, best-selling female recording artist, actress and author who was inducted into the Rock and Roll Hall of Fame this year

3. Sting, 56, singer who is best known as the front man of the globally popular band, The Police

Grandparenter – Baby Boomers, or older, who are taking a more significant role in their grandchildren’s lives:

1. Blythe Danner, 65, actress and grandmother to Gwyneth Paltrow’s children Apple and Moses

2. Naomi Judd, 62, country music singer and grandmother of two

3. Priscilla Presley, 63, model, actress and grandmother to Lisa Marie Presley’s children

Adventure Traveler – YAHs who are avid travelers and enjoy adventure sports:

1. Clint Eastwood, 78, actor, director and experienced helicopter pilot

2. Anthony Bourdain, 52, author, chef, TV personality and world traveler

3. Dennis Hopper, 72, actor, painter, modern art collector and globe-trotting photographer

Unretiree – YAHs of or near retirement age who are still working or endeavoring on new careers:

1. Regis Philbin, 76, morning television and game show host that holds the record for time spent in front of a television camera

2. Jimmy Carter, 83, the 39th President who is a recipient of the Nobel Peace Prize and vocal on a number of world issues

3. Barbara Walters, 78, journalist, writer and media personality who was the first female evening news anchor

Reinvented Jock – YAHs keeping active by taking up new sports, staying fit and healthy:

1. Arnold Schwarzenegger, 61, bodybuilder, actor and current governor of California

2. George Foreman, 59, two-time World Heavyweight Champion and successful businessman

3. John Madden, 72, NFL football announcer, former head coach of the Oakland Raiders and football video game magnate

Affloridian – Affluent YAHs in Florida, either full- or part-time residents, who embody the above characteristics:

1. John Travolta, 54, is a Golden Globe Award-winning actor, pilot and part-time Ocala resident

2. Dick Vitale, 69, Lakewood Ranch resident, basketball coach and sports broadcaster

3. Burt Reynolds, 72, actor, former co-owner of the Tampa Bay Bandits, a professional football team in the United States Football League, and resident of Hobe Sound

“Understanding people psychographically is the only way to discover what makes someone Young at Heart and what makes someone ‘old,'” says Bill Pierson, Partner, Clarke/EMA. “Many Boomers display behavior of the Young At Heart because they think, act and feel younger than they really are. It is well studied that Boomers defy the marketing stereotypes that were established under earlier generations when they were their age.”

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