Sustainable is desirable

Not a
monolithic
group

Ageism and intergenerationality

Ageism, like racism and sexism, stems from the idea that all members of a group are identical. When we mention the term “seniors,” it’s easy to picture a homogeneous population of elderly people with similar characteristics and needs. But since when is that acceptable? Seniors do not form a uniform group; when we talk about them, we are actually referring to three distinct generations: those aged 50-64, “young” seniors; those aged 65-75, active retirees; and those over 75, the oldest old.

Considering each individual with their unique traits is a first step towards inclusivity.

Firstly, chronological age is not a sufficient indicator to define the reality of seniors. A 65-year-old, recently retired, healthy, and active person will have little in common with an octogenarian experiencing loss of autonomy. The 60-75 age group, often still socially and professionally engaged, differs greatly from those over 80, where concerns shift more towards health and quality of life.

Secondly, seniors differ not only by age but also by their health status, economic situation, and social environment. While some enjoy a comfortable retirement, others must manage with modest pensions and tight financial constraints. In 2021, 1 in 6 seniors was reported to be in a precarious situation, without employment or pension, and this rate has only evolved since. Economic inequalities that exist throughout life extend into old age, exacerbating disparities in quality of life within the senior population itself.

Intersectionality is a concept recognizing that individuals are affected by a variety of factors such as gender, ethnic origin, and social class, which influence their experience of aging. The SAGE association in the United States fights against the invisibility of LGBTQ+ seniors, who face discrimination beyond ageism. A life lived under homophobic violence, ending with ageist violence, deserves careful consideration. The importance of visibility for better treatment, the association advocates for a population more isolated, more discriminated against, and more neglected than the majority of seniors.

Image generated by AI and our designers

Share

NEWSLETTER

Keep in touch and stay Roseponsable

Explore

Bulk buying unpacked

Laziness, hygiene, price… bulk isn’t thriving. While major retailers (GMS) will soon have to dedicate 20% of their surfaces to it, it’s losing its appeal.

Time is a force a good

For agencies, a new era is rising, where eco-design, low-carbon production, slow contents, caring purposes, accessible digital cannot just be empty promises.

The end of Mad Men

For the sake of living beings, the planet, and society as a whole, it is urgent to incorporate a holistic vision of branding into our professions.

Roseponsable

By Shortlinks

We support companies and brands through a roseponsable and holistic experience, starting from purpose, to narratives, design, communication and activation. 

Forget about anxiety – the future is coming in a blink, lead the change, and THINK PINK.

Audit

Strategy

Narration

Identity

Brand content

CONTACT

131 bd. Sébastopol Paris 2ème

contact@roseponsable.fr

Follow us