A new poll suggests that old age does not now start until the age of 80.
The research among people over 40 found that the vast majority of them will not consider themselves to be old until they reach the landmark birthday, the Daily Express reported.
In contrast, previous generations thought of themselves as old at least 20 years earlier.
Healthier and more active lifestyles, staying in work longer and seeing more older people in the spotlight are among reasons for the change in attitude.
A spokesman for PayingTooMuch.com, which commissioned the research, said that perceptions of old age have changed a lot over the last few years.
He said that there was a time when you were considered old or past it as soon as you retired, but we are now leading healthier and more active lives well into our 70s.
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In the study of 2,000 Britons, just 17 per cent believed anything younger than 70 counted as old.
More than one in five said people can even stay young until they reach 90.
Most people admitted that 30 years ago they would have considered 63 as over the hill.
Ninety-two per cent insisted old age no longer begins when you start drawing a pension, it is just the start of a whole new life.
Eight in 10 of over-40s claimed they felt younger than their actual age, by an average of 11 years.