(Images: BackyardBill & Henry Nicholls)
Vintage is cool! That is, as long as you talk about furniture, a good wine or that cute Chanel jacket of your mother.
The moment you mean vintage of age, alarm bells start ringing!
Especially for women, the "increasing years" will come with disadvantages. Until the age of approximately forty-five, things are okay, given the fact that one is still successful and good looking. Men on the other hand have a lot more privileges in their golden years; in many cases the older they get, the more attractive they become.
In the coming decades it will become progressively common that people will reach the age of eighty or even ninety without too many severe problems. A healthier lifestyle with better food and more exercise increasingly allows us to age gracefully and not in the last place to be productive longer than we used to be.
This makes it all the more remarkable that society sets asides people of a "certain age". Nowadays a large group of over forty-five that looses their job will be difficult to employ or can't be employed at all for let's say the coming twenty-five years.
- Hence, in the current economical landscape, employers tend to cut on expenses, experience and quality ... thus "working capital" is being waisted! -
Not only do people become older, the Western world is also confronted with a declining birth rate. In other words the population will age even faster.
Knowing this, it is incomprehensible that the "market" and its numerous marketers continue to focus on targets that don't exceed the age of thirty-five.
There is a huge potential being ignored!
Let us begin to stop talking about seniors, because the connotation with walkers or adult diapers is too present. In the same way we like vintage furniture and clothes we should cherish wisdom and experience.
Trendsetting hipsters throughout the world are introducing a "fashion landscape" where heritage, quality and lasting beauty are keywords, opting for a lifestyle focused on sharing and cooperating.
Early adapters are starting to realize there is an end to fast food, fast fashion and over-consumption. The market of the Western world has reached a saturation point, or shall I say it has matured? So why not appreciate people more, who have reached a stage in their lives where they can bring value and stability to society?
In the coming years reinventing the "senior" market can be one of the most promising incentives for economical recovery. Let's at least give it a try!