Positive Aging and Brain Fitness

Signs of the Times

While growing numbers of us are advocating for successful aging and battling aging stereotypes, there are new frustrations regularly that set back the movement. The latest entries are “Senior Crossing” signs. That’s correct…like children playing, pedestrians (seniors evidently don’t qualify), and deer crossing, motorist evidently need to be warned that there may be slow moving creatures in the area. This raises both stupidity and insensitivity to a new level.

During an online dialogue on LinkedIn, a member of the ICAA group commented that in Toronto workers are busy installing yellow caution road signs that read "Seniors" outside shopping malls, medical facilities, restaurants (especially McDonald's) and on the streets near retirement homes, aand the trend seems to be international. "Elderly Crossing" signs appear in the U.K., complete with a picture of two bent-over figures, one with a cane; http://www.dailymail.co.uk/news/article-1046975/Beware-elderly-people-getting-crosser-OAPs-demand-revamp-insulting-crossing-sign.html. California uses a single bent-over figure with a cane; http://claycord.blogspot.com/2010/01/senior-crossing-in-concord-funny-sign.html.

Rather than wasting the taxpayer’s money on signage that is both offensive and unnecessary, why not spend some of that money on aging awareness training.

GM Is Without a Clue

“Misunderstanding” was the perfect designation for the tasteless, ageist, stereotype riddled Super Bowl ad for the Chevy Cruze Eco (http://www.youtube.com/watch?v=iWsWIbnPIeA&NR=1). In 30 seconds, the company clearly communicated that it neither understood the older consumer or the demographic realities of the market place. If the ad had used racial/ethnic, gay or sexist stereotypes, the media would have gone ballistic.

By 2020, 1 in every 5 adult consumers will be over age 60. Since the baby boom has been moving steadily toward the magic age for over six decades, this should come as no surprise to either major corporations or the advertising agencies that do their bidding. Still, someone at General Motors approved a campaign that older adults (20% of the market) and anyone working in the senior living industry would find offensive. This fact was validated by a Datamonitor report, which documented that 71% of adults over age 55 felt that advertising did not reflect their current lifestyle and were turned off by the marketing messages that targeted them.

As the Boomers start turning 65 this year, conventional ideas of what it means to be 65 are increasingly untrue worldwide. What we generally hear from the media and politicians is that 65-year-olds will become a burden on the healthcare system and society. However, many 65-year-olds are contributing to the success of society and enjoying good health. Furthermore, American Boomers and their parents have $2.1 trillion in their pockets, according to the Met Life Mature Market Institute. If there is any justice, not one nickel of it should go to General Motors until they issue an apology to mature consumers.