Almost 30 years ago, I authored an article on what to call older adults instead of "seniors." My proposal was that the best label for older adults was no label at all. Recently, a think tank group I am involved with carried on a virtual debate on this same topic. In other words, after 3 decades the debate continues in spite of all that has changed.
While some companies are shying away from terms that tend to label and put people in boxes, ageism is still alive and well in America. Some believe it is just not a big deal if others want to refer to them as seniors, elderly or even fogies. These people have a very positive aging self image and take their ques internally rather than from media stereotypes. However, a large portion of the population continues to fall victim to the self-fulfilling prophecies of aging, which involve more than just the terms we use to communicate with older consumers.
Studies abound that detail how accepting aging stereotypes without questions could be at the root of memory loss, declining health and resistance to adopting healthy lifestyles...the "why bother" crowd if you will. While people may gain some additional freedom upon retirement, all too many leave "purpose" behind when leaving the workplace. While a new vocabulary has been slow in arriving, there is growing recognition of the importance purpose plays in living life to the fullest. Whether in the public, private, public or nonprofit sectors, creating empowering cultures has much to offer both the organizations and those they serve.
As one of the over 50 crowd reduced to an unemployment statistic due or downsizing, I at first focused a good deal on the "loss" of a dependable paycheck. Howver, with each passing day, my purpose is clear and I will pursue it with a passion for as long possible. Since 1976, I have worked with, learned from and served older adults in a variety of capacities...all enjoyable. My experience is that, whenever groups of older consumers are allowed to become involved in their own destiny, success can be achieved in record time. On the other hand, the more they are catered to and cared for, the more disenchanted they become. With the aging of the population, oure organizations sitting on gold mines of wisdom and experience waiting to be mined. The future offers potential unlike anything we have experienced before as a nation.
We are nearing what Malcolm Gladwell called a tipping point. Organizaitons are beginning to understand that our nation is rapidly becoming more senior than junior for the first time in history. It is time to realize that older people know more about being young than young people know about being old...and they are willing to share that knowledge if given the opportunity.
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