Brits are reportedly “delighted” to be asked for identification once they reach the age of 29, a recent study has found. A survey of 2,000 adults revealed that 43% were irritated by requests for proof of age in their younger years.
The research indicated that the average age at which ID checks cease is around 27 years old. However, 45% of all adults – and an impressive 56% of Millennials – would be thrilled to be asked for ID at their current age.
A significant 59% of participants would be overjoyed if a shop assistant checked their age, as it makes them feel youthful. Meanwhile, 39% confessed that it boosts their self-esteem, and 30% believe it provides excellent anecdotal material.
A cheeky 12% even admitted to relishing in the drama of presenting their formal identification.
Those who fall into the Millennial category, aged between 28 and 44, are most likely to boast about the experience to their friends and family.
The study was commissioned by snack brand PopWorks, creators of Pina Colada flavoured popcorn snacks, in partnership with Malibu.
As part of the research, the snack company took over the All Good Convenience Store in London’s Victoria. They asked customers of varying ages to present ID for different items to gauge which age groups were either disappointed or delighted to be asked.
Maggie Saint John, from PopWorks, remarked: “It’s funny how things change. You hit a certain age 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 introduction of the new flavour follows research indicating that Pina Colada is among the top three preferred summer cocktails, with 54% asserting that the cocktail flavour evokes holiday memories.
Gui Pascuilli, head of culture & partnership at Malibu, chimed in: “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.”
