Firms realize the value of the over 65s as a market. This is the only age group that is growing in numbers in many parts of the world. In Europe the youth market has been declining in number of consumers for over 30 years. Recently even the number of people of working age started to decline. Only the over 65s are still growing in numbers. They are living healthy for longer so can stay consumers for longer. They have money and are prepared to spend it.

The “Old Age” Label

Firms have a real problem. They can be very sensitive to their older customers. They can refine their offer and customize it for their needs. They can create special pricing. But how can they tell their consumers all the good things that they have done? A restaurant might create a quieter zone. It could have larger typefaces on their menus and tables spaced further apart. If they label it “For Old People” how many will go and sit there? How can the firm get a return on their investment and attract more consumers?

To take a seat is to accept that one is old. Most people want to remain “middle aged”. They don’t mind ageing, but they do not want to become “old”. To accept self-labelling is to accept the stereotype. Trigger the “enemy within”, that self-stereotype that is often out of date. The stereotype that tells us how we should behave as an “old person”. To accept “Self-Devaluation”?

To take a seat when the restaurant is full is much more difficult. Now we will be “socially labeled” as well. We are visibly signaling that we accept a label of being old. Everyone else in the restaurant will know. We run the risk of being stigmatized. To be labelled as “doddery but dear”. It is far worse than self-labelling.

Some people have accepted their age. They take holidays with SAGA. This UK company specializes in holidays and cruises for older people. Others seem to push back. They ignore “Senior citizen offers” preferring to preserve their self- perceived age.

The Senior Citizen Discount

One marketing ploy used to attract the over 65’s has been to offer them a discount. It seems like a powerful way of getting those important customers. Restaurants have been offering pensioners lunches for many years. Other service firms and retailers instead offer a discount at purchase.

Researchers wondered what this would do to “self labelling” and “social labelling”. A discount after all can be seen as a direct response to part of the “old person” stereotype. This suggests that old age brings with it poverty. Pensioners are deemed to have less money and are therefore “needy and greedy”.

Would accepting and using a “discount for older people” trigger self labelling and self-devaluation? Would people think worse of themselves for doing it? Would they, therefore, not take up the discount offer?

Would there be a difference if that acceptance was secret or visible. If no one knows then we can avoid “social labelling”. If the discount comes automatically and invisibly does that make a difference? If using the discount is as visible as sitting in that “old persons area” would that stop people from using it. Are we afraid of being labelled as “poor” and in need of the discount?

An elegant simulation experiment used a discount available at a department store. A 10% discount was offered. It could be claimed by presenting a card at the cashiers desk. The card was always labelled with the store’s name.

There were two main variables manipulated. The first was the description of the discount. One variant called it a “senior citizen discount” offered to people above a “certain age”. The second variant referred to the discount as a “privileged discount card” with no mention of age.

Visibility was manipulated in the way the card could be used. In the “low visibility” scenario the card was sent by mail and could be used at any cashier. Shoppers were told that the cashiers would be aware that a discount should be given but not why. In the more visible scenario, the card had to be presented at a special discount counter. It was labelled as “Senior Citizen Discount Card” Or “Discount Card”. Each scenario was described and appeared in a cartoon to reinforce the manipulation.

Following presentation of the stimulus material, subjects completed a questionnaire. Items measuring perceived stigma, self-devaluation and discount usage intention.

Accepting Your Age

The results of the study were surprising. The respondents ranged in age from 50 to their eighties. (The AARP in the USA defines old as 50 and has a discount card). Using all the sample the study failed. There was no relationship between the manipulations, feelings of self- devaluation or stigmatization. There was no impact on the inclination to use the discount card.

There turned out to be a large age effect. All of the relationships existed for the youngest age group of 50 to 54. They existed to a lesser extent for the next youngest group (55-60). They did not seem to be present at older ages. The results are not necessarily surprising. Becoming “old” is a gradual process. We know that attitude to ageing varies. Those that accept the ageing process tend to live longer and stay healthier for longer.

For a 55-year-old to be asked whether they have a senior discount card can be a shock. It might have been intended as a helpful suggestion. Instead, it could be viewed as an ageist comment. Communicating services and offers for an ageing population is going to be a balancing act for marketing departments.