Attitudes to growing old have changed over recent years, with people feeling younger for longer and being more inclined to consider measures such as cosmetic surgery to keep them looking as young as they feel.
Research by ACNielsen suggests that 60 per cent of people believe that 'your 40s are the new 30s' and 56 per cent now consider people in their 60s to be middle-aged, MrWeb reports.
According to the findings, people around the world feel that modern lifestyles are now enabling older people to effectively turn back the clock and rediscover their youth, with women being particularly likely to share this sentiment.
David McCallum, managing director of ACNielsen Customised Research Global, said that the goalposts had moved during the first decade of the 21st century.
"Our perspective on what constitutes a 'young adult', 'old' or 'middle-aged' and the lifestyle and behaviour appropriate to each of these phases in our lives has changed accordingly," he revealed.
In addition, cosmetic surgery is rapidly becoming the norm in many countries, with one in five respondents claiming to be open to the idea.
Just under half of surveyed Russians said that they would consider going under the knife to protect their youthful appearance, closely followed by Greeks and those living in the Baltics.