Just read an interesting Associated Press article about how boomers are starting to influence the names of “senior” centers nationwide, and the types of activities offered at them. In this article by Stephanie Reitz, she says,
“It’s a nod to boomers who acknowledge they are aging but bristle at the term “senior” and the stereotypes of fragility or dependency it suggests.”
OK, can you ever see yourself as a senior and feel comfortable being called that? Or has that term gained a pejorative meaning in our culture?
According to the AP article, more than two-thirds of directors of senior centers polled in 2005 thought boomers and those just a few years older could not relate to being called “seniors.”
I am not comfortable with the word senior. I like the term “elder” much better because it suggests an older member of a tribe or community who has gained status and influence because of his or her increased wisdom.
Boomers and seniors have recently gained an amazing amount of buying power as a group, one that marketers seem to be slowly taking note of. Traditionally, anyone over 50+ was seen as “Invisible” because advertisers go for brand loyalty, and they figure anyone over 50 has their mind made up. They’ve tended to be 50+ averse.
However, they are now starting to take note:
Of every three adults over 21 in the U.S. today, one person is a baby boomer.
We can count on one-third of the overall U.S. population being 50+ by 2010. By 2020, one in five Americans will be over 65.
Today, 50+ Americans represent 38% of the total population, and that group will explode to 47% by 2020.
How do you like those numbers business America?
An astute friend of mine recently observed that we “new older people” will not ever allow ourselves to be called “seniors”. We, as a group, understand the power of words. Image is everything in America, and the image of seniors is not empowering to us!
{ 4 comments… read them below or add one }
I am a junior senior.
Finally they are starting to realize that marketing to our age group makes sense.
We are the group with higher disposable income rather than the 18-35 year old group.
It’s about time!
Bear((( )))
Elder has a nice ‘ring’ to it … kind of implies wisdom.
But I don’t like being called either. I don’t feel like I am in my 50’s (except after I work a 12 hour day!), and certainly don’t feel like a senior or an elder. I still get looked at weird when I say ‘yes mam’ to someone obviously younger than me – just the way I was brought up! LOL.
We need to come up with a different word to call ourselves… one that recognizes our value and worth and empowers us to achieve great things!
That’s right Meg! What do you suggest?
I detest the word senior and elder doesn’t strike me as being any better. In my mind, I will always be 37….