Can we take back “senior” and return it to its pedestal?
Marketing can reinforce ageist stereotypes. [Email me if you’d like me to present to your group about this.] I think we marketers have added tarnish to the word senior.
Senior used to mean esteemed, older, above others.
However, as the last generation of 65+ passed the gauntlet to the next, Boomers are rejecting the label. Because senior implies old and old is bad. And now, to millennials under 35, Boomer means senior.
But senior has taken on a new, far more pernicious meaning.
Senior has become synonymous with requiring care, frailty and dementia.
Senior Care is a term we bandy about as an alternative to in-home care. Not every senior needs paid care. Yet by marrying senior + care, we are further stigmatizing the word by connecting it with the idea of needing help.
Set aside the SEO issue [of what works on Google]. Could we bring senior back to its previous, elevated level? Or should we retire it completely? What do you think? Hit reply!
Have a great week, Lisa