In a country where we strive to be politically correct, we are now searching for an appropriate and respectful word to describe wannabe seniors.
It has come to our attention that there is a lot of resistance amongst ageing boomers about how best to describe ourselves – we do not like to be called seniors, golden oldies, pensioners, and for that matter – baby boomers. We have been advised by a recently retired Marketing Manager that research shows that this market are offended by the term “Golden Oldies” – a very old-fashioned term that is not relevant in the current seniors segment who are far more active, both professionally, financially and mentally than the previous generation.
We have also been told by another Marketing expert that she was not happy to be called “an oldie” and found the term offensive.
And so we have a problem here. Marketers are alarmed. If they can’t call these new seniors “Seniors” – where to from here? We need to search for a new euphemism to please ripening Boomers (please forgive the terminology!).
Maybe we should take our cue from our esteemed local politicians who in 2010 introduced the “Older Persons Act”. Better than Washington politicians who introduced a bill that cut funds for the aged and titled it “Mature Enrichment Program”!
We live in a world where to be bald is to be folically-challenged, to limp is to be differently-abled, to be overweight is to be either weight-challenged or a gothopotamus. Wrinkles are seen as character. Old means experienced. Surely Marketers can come up with a good rubric for us over-the-hill, ageing Boomers that we can accept with good grace and aplomb.
We could become “Sages” – now there’s a strong word depicting wisdom and determination.
Come on – we need help here – what are the names that you find the least and the most appealing? Things that go with discounts, benefits, free stuff….
If all else fails, I will have to go on hand and knee and ask the advice of an esteemed Linguist, but let’s see if we can sort this one out ourselves!
So to kick-start the conversation – what do you think about these (tongue-in-cheek) suggestions:
Eclectic Elders, Funky Spunsters, Justin Timers, Youngsters of Yore, elders, oldsters, geezers, Golden Agers, Third Agers, Silver Streaks, Mature Miracles, Nip and Tuckers, Merryatrics, Veterans, Wise Ones, Seasoned Citizens, JALO’s (Just a Little Older), NQYs (Not Quite Young) or BYs (Be Wise, Beyond Youth, Born Yesterday).
Now, what was that question again?!