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megram - 55JunOttawa - Index

Editor’s Letter- Patricia den Boer
PHOTO: LORRAINE BRAND
MAKE-UP: CHERYL A. CROSS
Grey Power
Seniors are the fastest growing segment of the population.Seven years ago,one
in eight Canadians was over 65.Today,with fewer younger people choosing to
have families, the ratio is closer to one in seven. By 2026, the ratio will be one
in five. By 2041, it will be one in four. You get the picture.
This segment of the population is growing with every baby boomer — anyone
born between 1946 and 1965 — who turns 55. And that is happening somewhere
in the world every 10 seconds or so.
Businesses everywhere are well aware of the statistics. Little wonder that they
show so much interest in the needs and desires of mature consumers, especially
those with a hefty amount of disposable income.
They are right to pay a great deal of attention to older consumers. Sadly, some
of the marketing messages treat seniors as a homogenous group, focusing on age
rather than individuality. But age alone tells the bare minimum about any demographic.
Seniors have in common their age range, some of the physical realities that
come with having lived more years, and the probability that a good number of
them are grandparents. Beyond that and the likelihood that many of them are
young at heart and think of “old age” as being a decade or two further down the
road, seniors are as diverse as any other age group.
They deserve the courtesy of being treated as individuals,living their lives with
specific lifestyle priorities (ranging from health, family, physical and mental activity
and the wish to remain in their own homes) to cultural interests, travel, giving
back, animal welfare, politics and the world situation.
As the numbers grow, so will the interests and the diversity of the enlarged
group. So, too, will senior power.There is considerable clout in numbers. If one in
four Canadians is a senior, more than 25 per cent of the control can surely rest in
their hands.
June is seniors’ month — a good time for younger folk to honour the experience
and wisdom gained over the years. It is an even better time for older individuals
to let the world know what is important to them.
What you care about today can become what others care about tomorrow.
June 2008 • 6 • Fifty-Five Plus Magazine
editor@coylepublishing.com