Sunday, June 07, 2009

What’s in a name?

At the recent Older Richer Wiser conference there was a presentation from Warner Leisure Hotels.

One of the slides was about how to refer to the over-50s - answer - don’t use Baby Boomer, Pensioner, Third Ager and Silver Surfer. Dick Stroud


thesavvyboomer said...

Where was this poll taken? Boomer seems to be a very accepted tag for the over 50 crowd in North America.

Dick Stroud said...

To be honest I am not sure when this research was done - I think in the last 6 months.

This is Brit thing about the term Baby Boomer and I would guess in most countries outside the US. Also, the term has little demographic meaning since the UK did not follow the same birth rate increase profile as the US.

Matt Thornhill said...


We've always advised clients to use the much simply "older adults" to describe an older demographic. Certainly not "aging adults" or "aging Boomers."

But "older" as in an older brother or sister. It's a relative term, not a pejorative one.

Using "older" also leaves it up to the individual to decide if you are talking to them.