Brits who once fumed at being ID’d are ‘delighted’ to show proof of age once they turn 29, research shows
BRITS go from being annoyed at being ID’d to ‘delighted’ once they turn 29 years old, according to research.
A poll of 2,000 adults revealed 43 per cent found it annoying to be asked for proof of age as a young adult.
Yet 45 per cent of all adults – rising to 56 per cent of Millennials – would be delighted if they were to get ID’ed at their current age.
But the average age the ID proof requests stop was around 27 years old – two years before the average age they’d like to still be asked.
More than half (59 per cent) would be delighted if a shop assistant checked their age as it’d make them feel young, while 39 per cent admitted it boosts their confidence – and 30 per cent think it makes for a great story.
While 12 per cent secretly love the drama of pulling out their formal identification.
With Millennials, those aged 28 to 44, the most likely to immediately start bragging to friends and family if it happened to them now (56 per cent compared to 36 per cent of Boomers).
The research was commissioned by PopWorks, which in collaboration with Malibu, has created Pina Colada flavoured popped corn snacks – which the brand is cheekily asking customers to provide ID for before purchase.
The snack brand took over the All Good Convenience Store in London’s Victoria and asked customers of different ages to show ID for various items to see which age groups were disappointed – or delighted – to be asked.
Maggie Saint John, from PopWorks, said: “It’s funny how things change.
“You hit a certain age – 29 to be exact – and suddenly being ID’d feels like a compliment, when many of us spent years before dreading it.
“But no matter your age, whether you love or hate flashing your ID, it’s not an issue with our new popped corn snack, they’re totally alcohol free.”
The new flavour comes after research revealed a Pina Colada is one of the top three go-to summer cocktails.
With 54 per cent claiming the cocktail flavour reminds them of being on holiday.
Gui Pascuilli, head of culture & partnership at Malibu, added: “With summer arriving, people crave that first sip of a Piña Colada to kick off the season. But why limit that feeling to the beach?
“We love inspiring people to enjoy their time off in unexpected ways.”