This is your life in data: what to expect at every milestone

I recently turned 30. It was never something I’d been particularly bothered about, and I didn’t expect any huge changes in my life.

But since hitting that milestone, I’ve found myself approaching certain situations and decisions differently. I’ve become a bit more assertive and self-confident, the entry into a fourth decade giving me a constant internal monologue along the lines of “you should probably grow up now”.?

This idea has some merit - in 2014, a study found that people really do self-reflect more and engage in new searches for meaning as they approach a new decade in chronological age. It truly is more than just a number, or at least, some numbers are more important than others.

Off the back of that, I was inspired to dive into GWI data to figure out what kind of changes happen at each decade, and what to expect when you hit those significant milestones in your life.

So, inspired by Talking Heads’ “Once in a Lifetime”, here is your life in data.?

When you turn 10…

You start choosing what clothes you want more often.

You start cycling and swimming more often.

You watch more esports.

You get more into Star Wars.

You talk to your friends online after school more often.

You might start learning to play a musical instrument.

You listen to music more when you’re feeling sad, and watch more sad TV shows.

You probably get your own mobile phone, if you hadn’t before.

You listen to music more often.

You care less about Lego and building sets.

You stop doing gymnastics as much.

You care less about dolls and toys.?

You care less about dancing. Dinosaurs too.

You care less about Frozen.

When you hit your teens…

You get more into audiobooks.

You get more into the news, and true crime.

You start meeting more new people on social media.

You post your own opinions on social media more. You care more about the opinions you have.

You like to be the first to things. You try to find new music more often, and the latest TV shows.?

You start becoming more interested in having the latest phone.

Celebrities and influencers come into your life.

You see yourself as more outgoing.

You play Mario and Pokemon less often.

You don’t watch unboxing videos as much anymore.

You care less about Jojo Siwa and Moana.

You care less about dancing and singing.

You stop playing Roblox as much.

You become less interested in outer space.

You’re less likely to keep a journal or a diary.

When you hit your 20s…

You get a degree. Maybe two.

You get a job. You get your 401k. You join LinkedIn.

You start eating boxes of chocolate more regularly.

You get on dating apps.?

You buy more food for yourself.

You start buying Nivea products (and looking after your skin in general)

You start buying on credit more.

You start trading on the stock market.

You care more about buying low-sugar alternatives.

You start thinking more about what sort of a parent you’ll be. You think more about raising a family.

You get more interested in buying new tech products.

You’re more likely to pay for your own Netflix.

You listen to podcasts more often.

You buy organic produce more often.

You drink coffee more often.?

You get more interested in MMA, but you play sport less often.?

You stop playing Minecraft.

You feel like you’re healthier.

You get more confident, but more modest.

You get more decisive.

You start eating breakfast more often.

You see psychologists and psychiatrists less often.

You stop wearing Old Spice.

You care less about impressing other people with what you wear. You see your fashion choices as less important.

If you’re buying a car, you’re less interested in getting a Tesla or a Lamborghini. Your tastes move on.?

You get less bothered about making a difference in the world.?

You generally get more content with your life.

When you hit your 30s…

You probably move in with your partner.

You think more about home renovations.

You probably get married.

You probably have kids.

You start going to the Cheesecake Factory more often.

You get more into craft beer (and lite beer too).

And you might get more into whiskey.

You might get an American Express card.

You might start flying business class. You might get a work phone.

You’re more likely to play the lottery.

You think more about buying an SUV.

You get more interested in the news.

You start wearing sunscreen outside of summer.

Your skin clears up.

You get less anxious.

You care less about being rich.?

You shop less at Hollister and Urban Outfitters.

You’re less interested in influencers.

When you hit your 40s…

Your health becomes more of a concern.

You wear insoles more often.

You take more medicine for your joints.

You might find your blood pressure increasing.

You might get heartburn more often.

You’re less interested in funny and entertaining content.

You become less ambitious.

You drink liqueur more often.

You start thinking about animal welfare and fair trade when shopping.

You buy clothes less often.

Your weight will probably increase.

You don’t enjoy guests coming to your house as much. You’re less interested in being the center of attention.

You go to the gym and play sport less often.

You’re less interested in nights out.?

You lose the taste for Nutella.

When you hit your 50s…

Your kids leave home and graduate. You get less interested in parenting. Maybe you’ll divorce.

You start seeing your doctor about your high cholesterol.

You find yourself watching more TV, especially QVC, PBS, and Fox News.

You wear glasses more often, but you see yourself as less intellectual.?

You don’t really drink soda or sports drinks any more.

Your political views get more conservative.

You stop giving people advice about new tech products. You get less interested in new tech in general. You get less confident in using it.

You’re more likely to get breakdown cover for your car.

You get more worried about immigration, and you prefer what you buy to be made in your country.

You get more worried about sharing your personal details online.

By your own measure, your tastes get less sophisticated. You’re less influenced by what’s trending.

You start picking your food shopping based on its sodium levels.

You see yourself as less affluent.

You buy new shoes less often.

You see yourself as less adventurous and daring. You get more risk-averse.

Your trust in institutions goes down.?

You spend less time in IKEA.

You buy fewer luxury brands.

You start wearing makeup less.

You get less interested in nights out.?

You care less about impressing others.

When you hit your 60s…

You might retire. With your free time, you get more interested in volunteering.

You take more cruises.

You start seeing a cardiologist more often.

You care less about making money.

You’re more likely to own your own home.

If you’re buying soft drinks, you’re more likely to buy caffeine-free alternatives.

Your blood pressure probably gets worse, as does your cholesterol.

Incontinence might start becoming an issue.

You read Good Housekeeping more often.

You get more interested in politics and the news, and you watch more political shows.?

You want to know more about what’s going on in the world, but think it’s less important to explore it.

You feel more confident about managing your money.

You feel less connected to brands.

You start getting into more classical, jazz and easy-listening music.?You listen to music in the charts less.

You worry more about tensions with other countries, terrorism, and data security.

You also start worrying more about infectious diseases and gun violence. But you do get less stressed.?

You care more about being a good spouse.

You feel less rebellious.

You get more interested in climate change, but also more worried about it.

You get more decisive.

You get more interested in gardening.

You feel less represented in advertising.?

You buy fewer clothes, but if you do buy them, you stick to brands you know.

You get more interested in period dramas.

You cope better with pain, which is helpful because your joints give you more trouble.

You get more thrifty. You spend more time in Aldi.

You feel less outgoing and outspoken. But reputation is more important to you.

You think more about your future financial security.

You care more about traditions.

You wish news outlets were less biased.

You feel more organized.

You stop wearing eye liner. You shop at beauty stores far less.

You wish brands were more honest.

You stop shopping at H&M, American Eagle and Aeropostale.

You drink less flavored soda. You’re less interested in cocktails.

You watch fewer horror shows and movies.

You care less about theme parks.

You think making money is less important.

You think less about being a good parent.

When you hit your 70s…

You visit a range of medical professionals more often.

You care less about learning new skills.

You might stop using shampoo.

You donate to charity more often.

You take fewer risks.

You wear lipstick more often.

You’re less likely to see yourself as talented.

You’re less likely to have pets.

When shopping, you want to buy more traditional styles.

You lose the taste for Starburst and Skittles.?

You drink less Dr. Pepper and Sprite.

You get less interested in outdoor activities.

You ride a bike less often.

You’re less bothered by toothache.

You play tennis less.

Maintaining your fitness is less important in your diet.

You eat dinner at fast food restaurants less often.

You become less interested in barbequing.

When you hit your 80s…

You may become widowed.

You see a podiatrist more often. You see the cardiologist more often.

Your hearing gets worse.

You start picking up Reader's Digest.

Other people may start buying food for you.

You wear deodorant less.

You drive less.

Incontinence may become more of an issue. But so too might constipation.

You stay in hotels less often. And exploring the world becomes even less important.

You’re less likely to see yourself as funny.

You may move back in with your children.

You start becoming more interested in feeling accepted by others.

You watch more game shows.

You drink more fruit juice.

You go to the cinema less.

You eat jelly more often.

You’re less likely to use CBD.

You’re less likely to wear mascara.

You become more interested in being a good parent.

Your eyes get drier.

***

All of the above data is taken from GWI Kids and GWI USA. Insights are produced by taking consumers in one age bracket, comparing them to their neighbors, and seeing where the biggest differences are (eg how twentysomethings are most different from thirtysomethings).

Some manual analysis has been done to account for age differences (things that happen to people as they age) vs. cohort differences (things that happen to a group of people born at the same time).