The ‘young-old’: They may be aging, but they’re not classics

There are plenty of ways to describe baby boomers.

Marketing research shows that they are proud of their accomplishments, financially savvy, altruistic, independent, educated and determined. They have lived through trying times, witnessed innovation and have grand hopes for what the future holds. But as the oldest of this demographic begins turning 60 this year, you might want to hold off on describing them as "seniors."

"I just always thought seniors are a lot older than I am," said Gary McClure, 60. "The word 'senior' to me seems to be when you're old and when you portray that stigma — when you're walking with a cane or a walker."

He hadn't even considered using the word on himself — until someone else did. McClure was dining with a younger friend who ordered an identical meal. He noticed that his meal cost less and questioned it when he sat down to eat.

"He said, 'You get a discount here if you're a senior,'" McClure recalled his friend saying. "It was like someone hit me right on the nose."

Boomers will tell you that their parents are seniors. Now that people are living longer, however, perhaps some other word is more appropriate to describe younger seniors.

Parade magazine, carried in newspapers across the country, seems to agree. Parade is summoning readers for words or phrases to describe the stage of life between 60 and 80.

The issue seems to be getting a lot of attention this year, but it's a debate that actually predates boomers. The late Bernice Neugarten wrote in her 1974 book, "Age Groups in American Society and the Rise of the Young Old," that "elderly" was often used to describe all people over 65, as if they were the same.

Neugarten wrote that the rise of the "young-old," ages 55 to 75, was distinguished from middle age by retirement, but also distinguished from the "old-old" by their vigor and active social involvement. "We are doing more than redefining what it means to grow old; we are writing the script on how to get there in style and grace," said Veronica Robison, 55, who doesn't want to be called a senior, or even described as a boomer.

"Enough of the labels — just look at us as those who do, respect, appreciate, encourage, enjoy and laugh out loud," she added. "I do not consider myself a senior. I consider myself as being better, informed, exciting, classy — not a classic — wiser and 'to know better' as in, you should be old enough to know better."

Sure, boomers have done a lot of maturing.

As Robison said, everyone liked JFK as the best president because he was "cute."

"Now most of us belong to political caucuses, work as lobbyists or ourselves have run for office," she said. "We are more politically savvy and aware of the advantages of diversity and economic growth in our communities and businesses. We volunteer with a vengeance, and we give from the heart."

From bell-bottoms to Hula-Hoop contests, music to miniskirts, boomers have distinguished themselves as trailblazers. Why conform to fit into a traditional role now?

Jim Gilmartin warns companies that want to sell to boomers to avoid using the word "senior." Boomers, he said, think 79 is old, and they will avoid products pitched to older consumers.

Gilmartin founded Coming of Age Inc., a Chicago-area marketing firm geared to older customers, after realizing that few existed and that there would be a need. People over 50 comprise one-third of the adult population, he said, and control 41 percent of all discretionary income, more than $169 billion, according to the U.S. Census.

"The numbers are big," he said. "They have all the money."

Boomers are saving and investing, but they're also spending. And they're working longer. People now in their 50s are predicted to work longer than members of prior generations. In 2012, more than 60 percent of men age 60 to 64 are projected to be in the workforce, up from about 54 percent in 1992, according to the Congressional Budget Office.

"Certainly you don't want to be limited in how much money you spend," said Barb Carter, 58, of Athens, Ga. "Most of our parents went through really hard times — that became ingrained in people in our age group."

Another factor affecting boomer's aging is health care — it, too, is older and wiser than generations past. Heart disease can be treated, and other major medical problems such as cancer can be detected early with screenings.

When Lawrence Johnson, 59, had a stroke many years ago, he took note that the future is not promised. He's among those who don't mind being called a senior, though "my self-perception is not of being a senior," he said. Johnson admitted that as a teenager, he didn't want to live beyond 50.

"As I grew up, I realized there was still a lot of life ahead of me," he said. "Now that I'm 59, I feel like I'm just hitting my stride."

Boomers also recognize that being physically and mentally fit is important to aging well.

"The main reason we try to stay in shape is so we feel good and have more energy," Carter said. "We walk a lot, my husband jogs, and I try to work out in a gym on a regular basis."

Their schedules also remain full with grandkids, travel, golf and more.

"Unless you just want to be old, there's no reason to be old," Carter added.

"I consider myself better than a fine wine, which gets better with age — because all my friends my age and older just get better every day — and good, as in we look good," Robinson said. "At 80, you can call me a senior, or maybe not, because at 82 my mom was still a fox."