A not quite so perfect approach

Must be time to stop banging on about this topic but, every time you think you’ve seen the worst, someone else pops up with an even more irritating idea. This time the red rag is being waved by The Future Perfect Company which creates products for the over-50s market. Apparently they’ve decided to run a design competition with the University of Brighton that it hopes will throw up ideas that appeal to the baby-boom generation.

Staff and students at the university’s Faculty of Arts and Architecture and School of Environment and Technology are being invited to submit attractive designs that address one or more challenges associated with ageing such as short-term memory loss, failing eyesight and hearing, and problems with manual dexterity.

Future Perfect’s owner criticises the ‘uninspiring’ retail design of mobility shops, and observes that products for older people are ‘usually dull and clinical with very little emphasis on attractive design, making them “necessary evils” that highlight disability rather than aid and promote ability’.

Once again this raises the question “which older people is she referring to?” Very few of the baby-boom generation (around 50 to 70) visit mobility shops (unless on behalf of ageing parents) or suffer from the ailments described.  Had this been a competition for products for the elderly, all well and good. As it is, this shows a remarkable lack of insight into the market.

And another voice of Much Older People

Age Concern England and Help the Aged (now a single charity to be known as Age UK from Spring 2010) has just announced a list of celebrities who will be contributing to their forthcoming Christmas fund-raising event at St Paul’s Church in Knightsbridge. Amongst them are Sir Roger Moore, Lionel Blair, June Whitfield and Sylvia Syms.

Well that’s good then. There has been some confusion resulting from noises emanating from Age UK (to be) that as part of their remit “to support older people” the new organisation is intending to concern itself with everyone aged 50 and over. But from this line up of the great and the good (who genuinely are to be commended for their efforts) it is clear that they must still intend to align their brand with the elderly.

Confirmation, if any was needed, comes from Sir Roger, who said, commenting on the event: “Far too often older people are forgotten about in our society, especially over the festive season. It is vital that we remember those older people who are suffering from isolation and loneliness at this time of year.”

Far from being lonely, the majority of the young old are far more likely to be over-stressed and over socialised from the usual round of festive work and family commitments. Rather than feeling isolated we’re more likely to be wishing for half an hour’s peace and quiet (in amongst all the good bits, of course).

Click here for more details of the event.

The Voice of Much Older People

I’ve just caught up with reading Dame Joan Bakewell’s first Annual Report as the Voice of Older People. I like Joan and from what I read in the report it’s clear she’s putting a lot of effort into doing the best she can on a range of issues flagged up to her by, and relating to, “older people”.

However, as I initially suspected, these involve in the main, the concerns of the elderly – caring provision, health standards, sheltered housing, public loos. There is little in there representing the concerns of today’s average 50 to 70 year olds (apart from a section on retirement age). Yes, younger “older” people may have raised some of these issues but in relation to their parents or other “old” people, not themselves.

Dame Joan herself is aware of this anomaly and deals with it in the introduction to her report by stating “The term ‘older people’ is self defining. I believe that if you consider yourself to be ‘older’ then you are. It might be in your early fifties, it certainly applies to the over eighties.”  That’s a bit of an unhelpful explanation really. Of course if you’re in your early fifties you will see yourself as “older” than someone in their thirties or forties even though you may have similar interests and attitudes and not really look that much different. But do you consider yourself “older” in the same way as an eighty plus year old? I doubt it.

I have no issue with the good work that Joan is doing. I just wish she would adopt a more accurate title.

http://www.equalities.gov.uk/news/voice_of_older_people-_annual.aspx

Motivating those who wish they could be elsewhere

There’s good news and bad news associated with yesterday’s announcement by the CIPD of a huge increase in the number of older workers planning to work beyond state pension age. According to their survey of 2,000 working people, 71% of those aged 55 and over are now planning on staying longer compared to 40% two years ago – with the main driver being “financial factors”.

The good news is that this implies that older people are taking a realistic view of their financial prospects for the future and are taking appropriate steps to deal with impact of the recession and demographic changes. The slightly less clear implication of this is whether or not they will actually be able to realise their plans as, at present, the majority of employers still retain a default retirement age and a right of veto in respect of requests to work beyond this (with no need to justify a refusal).

The bad news – for both employers and older employees – is that needing to work longer by no means equates to wanting to work longer. As CIPD spokesman Charles Cotton said, “Employers will have to motivate those who wish they could be elsewhere”.  They will indeed – and it will not be an easy task. Those who have to work longer for financial reasons are not necessarily going to be doing so gladly, so the issue of resentment and disengagement may have to be added to the already heady mix of challenges surrounding later life working. 

Employers wanting to avoid a range of attitudinal and behavioural problems should start investigating imaginative solutions to making later life working desirable, aspirational and motivating – without further delay. They need to work with their older employees to find ways to redesign the later years of working life in a way that is meaningful and appropriate for older people, provides good business outcomes, and doesn’t alienate younger generations.  A big ask? Maybe, but not impossible.

A glance at the demographics shows that the scale of the problem is going to be immense and is unlikely to recede greatly once the recession is over. A head in the sand approach will not be the best way forward.

What you can’t see won’t hurt you

Apparently BBC Radio 4 has boosted its audience by more than three quarters of a million in the past year and now has well over 10 million listeners each week. The Today programme, Woman’s Hour and You and Yours are especially popular choices. The average audience age is around 55, and, unlike on TV, one would assume that the average age of Radio 4 presenters must be somewhere around there too. As it likewise is on Radio 2, which also continues to attract significant numbers of new listeners (or perhaps returners?)

Strange isn’t it that BBC bosses can’t make the connection between people being turned off by ‘yoof’ TV and turning to the stimulus of sensible, interesting, grown-up radio programmes and the need to ensure that those who deliver services generally should mirror the age range of their customers (as many other service providers are discovering). Odd too that it’s alright for presenters to be old and even sound old on Radio – but God forbid that we turn on the TV and see them looking old.

Prejudice and discrimination

An interesting programme on Channel 4 just recently examined the issue of racism in the UK today, using as a framework an experiment which has been conducted in the USA for some decades. The experiment divides individuals into brown-eyed and blue-eyed groups with those with blue eyes being subject to discriminatory and generally abusive behaviour from those with brown-eyes – the object being to demonstrate how easy it is for people to discriminate against others on the basis of arbitrary and unchangeable features. The programme and its subject matter were interesting and thought-provoking in themselves, but even more so because of the underlying tenet that it’s easy to deny the existence of discrimination, stereotypes and prejudice if you’re not on the receiving end of them. The programme seemed to suggest that in the UK today, racial prejudice is subtle but still generally prevalent, albeit largely unrecognised by those who aren’t on the receiving end. Certainly it caused me to think about how this applies in relation to age. In the workplace there are numerous examples of situations where, although employers and younger workers abide by the rules in terms of age discrimination legislation, older workers (and certainly older job applicants) know that they are at a disadvantage because of their age. And we are all familiar with the ‘light-hearted’ joking and banter in the workplace associated with ageing and older people.

One of the messages of the Channel 4 programme seemed to be that discrimination happens to a degree because those who are subject to it allow it to take place. Whilst not wanting to get into the deep and thorny issues surrounding this view, it does seem to add weight to the argument that, as we have always maintained, if you act old, talk old, and let other people treat you as old then you will be more subject to ageism than those who refuse to collude with ageist attitudes.

“Building a society for all ages”

The deadline has now passed, at least for the moment, to make your voice heard to the government over their proposals outlined in “Building a society for all ages” a document which focuses predominantly on the issues surrounding our ageing population. The issues are very wide-ranging and extremely important.

We here, at in my prime, made our own representations in the fields in which we operate and if you are interested in seeing what we had to say please click here 

To read the original government document click here

What’s so special about 50+?

Oscar, the concessions site for the over 50s has launched a new award to coincide with UK Older Person’s Day and Grandparents’ Day which both take place this month. They’ve called them the Golden Owls and their purpose is to “find the cream of the over-50s”.  All well and good -  we strongly support the idea of promoting the position of older people and would always encourage the recognition of much needed role models for what being “over 50” is like these days.

But sadly, a closer look at the categories reveals that this is hardly likely to be the outcome. If you want to vote you can choose from:
•  THE EUREKA – most inspirational person of our time
•  THE ENDURANCE – longest-lasting celebrity
•  THE GIVER – Most worthy charity
•  THE INNOVATOR – Most recognised achievement in industry
•  THE OLYMPIAN – Outstanding contribution to sport
•  THE OWL – Lifetime Achievement Award

All of these are likely to produce the same old names representing the same old activities. What’s happened to the really meaningful stuff like:

The Feminist – the woman who has overcome ageist stereotypes

The Supporter – the individual from whatever sphere who has most helped the cause of older people

The Communicator – the writer, artist or commentator who has most clearly contributed to greater understanding about ageing in the twenty-first century

The Worker – the employee who sets the best example of what later life working can be

We’re sure there are plenty more categories that would be really worthwhile including those in areas such as caring, wisdom, and original thought. Why not let us know what you’d like to see?

In the meantime, as nominations close on October 15^th, you ‘ll have to be quick with the Golden Owls if you want to cast your vote.

Click here  to see more