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I’m going to put my neck on the block here.  Yes, I’m a Baby Boomer.  No, I don’t want to be corralled into ‘activities’ just because the big 5-0 has been and gone. 

It seems that there are a number of initiatives to round up those aged 50 and over, offering activities, advice and information.   While my brain refuses to compute that chronologically at least I belong to this age group, I’m not short-sighted enough to realise that I may - one day - be grateful that such a wealth of information is available on so many topics.  It’s just that I take exception to 50 as a start point on the downward drift.  Good grief, we’re mere striplings – and here’s why.

My generation the Baby Boomers, defined as those born between 1946 and 1964, is without precedent.  In general we are healthier, wealthier, more vocal, confident, self-reliant and independent.  We have higher expectations for ourselves at this stage in our lives than our parents could have dreamed of, after their hardships endured and sacrifices made.

We grew up questioning established authority and weren’t frightened to challenge the status quo in an era of unprecedented social and cultural change. Civil rights, feminism, the moon landings, political unrest, anti-war protests, music as an expression of identity or rebellion – the list is a long one.

The world shifted on its axis and the early boomers were part of it, while those at the younger end of the spectrum witnessed the unfolding of events that defined the age and the seemingly endless possibilities that opened up in front of us. 

Anyone who has - willingly or otherwise - passed that birthday milestone beloved of card manufacturers, creators of cushions with ‘Nifty at Fifty’ emblazoned across them and other such fripperies reluctantly recognises that the move into this particular decade signals, from certain quarters, a shift into another dimension altogether. 

The realisation dawns that an invisible threshold has been crossed: the postman staggers under the weight of communications from Saga and others with products to offer those ‘of a certain age’.  Solicitous telephone calls enquire if I’ve thought about writing my will, or considered how my loved ones will pay for my (reasonably) imminent funeral.  (Those who know me best will be unsurprised to learn that this was all wrapped up years ago with the details neatly filed away for retrieval once I’ve croaked).

Flippancy aside, what’s really significant is that the demographics show that within five years more than half of the electorate will be over 50 and this politicised generation has a voice that intends to be heard.   Many do not want, or cannot afford to retire and the power of the ‘grey pound’ is seen by commentators as an important shift in consumer culture.

A brief trawl through last Sunday’s newspaper quickly revealed some statistics which make thought-provoking reading.  Apparently the over-55s in this country control more than 80 per cent of the nation’s wealth, while the retail researcher Mintel reports that women between 50 and 69 are buying more designer fashion and luxury goods than any other age group. 

On the other hand, branding expert Mark Ritson writing in a July issue of Marketing Week opines that Marks and Spencer ‘is right to put the over 60s out to grass’.   His reasons for this statement are cogently argued (he is an associate professor of marketing after all) and in his view it’s neither ageism nor disrespect: it’s business.  

Studies show that our Baby Boom ‘age bulge’ will only last for 30 years, when the demographics will correct themselves and my generation will shuffle off this mortal coil to that big retirement home in the sky.

In the meantime, I, along with my like-minded peers, will strenuously resist all attempts to frog march us into old age.  (We have yet to concede to middle age).  We’ll carry on going to stadium rock concerts and staying out really, really late.  We’ll find new adventures and new interests for ourselves and - if finances permit - broaden our fund of experience still further by travelling this great world of ours.

Yes, put information into the public domain about options and initiatives for a healthy, rounded life, as well as information to deal with the situations relevant to particular age groups in the population.  But please don’t assume that at the age of 50 or even 60 this generation that has enjoyed unprecedented freedom and is set to re-write the rule book on the later stages of life is ready to be categorised as ‘older people’.  It’s not.  

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