French businesses are increasingly asking themselves how the over-50s should be referred to, in light of the fact that the population is becoming more heterogenous as the population gets older and lives longer.
A survey asked this semantic question to a group of 50-plus in an attempt to find out how they think of themselves: 50somethings want to be called “seniors,” 60somethings see themselves as “seniors” or “retraités” (retired), 70somethings like “retraités” or “personnes âgées” (old people), and 80somethings prefer “personnes âgées” (TNS-Sofres.com 9.21.09).
Interestingly, the population as a whole has a different take on what to call this group. The French feel that:
- “Un baby-boomer” is a person aged about 56.
- “Un ainée” (elder) is about 58.
- “Un senior” is about 61.
- “Un vétéran” (someone who has experience) is about 68.
- “Un ancien” (old person) is about 72.
- “Une personne âgée” (old person) is about 74 ;
- “Un vieux” (elder) is about 76.
However, these designations are relative depending on the age of the speaker: For a 20something, a person is old at age 69, while a 50something believe you’re not old until age 80.
WHAT THIS MEANS TO BUSINESS
- As seniors live longer, and differences in age become more noticeable, it’s increasingly important to them to be described “fairly” and in a way that is in keeping with their view of themselves — however difficult and varying that may be.
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