“The better
informed we are about aging and what to expect, the better we are able to
evaluate and resist many of the inaccurate and negative stereotypes of aging.”
A New View of Old Age
Older persons, such as
myself, are often simplified in our “individual” and “social” aging. But research shows that we can live
rich and complex lives. With a
growing proportion of seniors in Canadian society marketing organizations are
rapidly creating
opportunities. “For example most people aged 50 to 70 have good incomes, little
or no mortgage, and no children to support.” And, they are seen as good markets
for goods and services.
The majority of older
persons are women. “One company,
Unilever, the maker of Dove beauty products, has taken the bold step to attract
older consumers. It created a new
line of products called ‘Pro Age’ that help people look good without denying
their age (rather than deny it). … “Nancy Ectoff, a psychologist at the Harvard
Medical School says “…We’re seeing a real shift in how people are approaching
beauty. Up to now, it’s been about fighting aging with everything you have. Now
you have a chance not to..’
In summary: “Canada’s
government and people have dedicated themselves to the elimination of
ageism. However this goal can’t be
achieved through a policy statement, the stroke of a pen, or a speech.
Canadians need to understand that people of all ages make up the fabric of a
good and just society. And high
quality of life at all ages benefits everyone. The more Canadians understand about aging, through research
and public discussion, the more Canada can realize the vision of a society for
all ages.’
[i] The additional material for this post
was gathered from a textbook Aging and Society: A Canadian Perspective by Mark
Novak and Lori Campbell
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