PLATFORM:Western society has hang-ups about ageing, and older people are often invisible or ignored, writes MARGARET WARD

'WOULD YOU find yourself losing energy?" the Morning Irelandreporter asked.

Fianna Fáil TD Mary O’Rourke, one of the more senior members in the Dáil, was being asked for her advice to older people running for politics last Monday.

Thankfully, O’Rourke did not have a “senior moment”, the American expression for forgetfulness or a momentary blanking of the mind, as she replied. The political veteran – whose BER energy rating, if she were a house, would be just fine – replied that her genetic make-up meant she was not a delicate person and had lots of energy.

Obviously, the RTÉ reporter did not ask the question with any malice, but the throwaway comment reflects Irish society’s casually expressed, but deeply ingrained, views of the aged. We assume that anyone over 50 is slowing down, putting on a robe and slippers, obsessing about health problems, the weather, Daniel O’Donnell and preparing to die.

These ideas translate directly into the workplace and society. The third-highest number of complaints to the Equality Tribunal last year – 82, up from 41 in 2007 – involved age discrimination. This bias may range from something as subtle as refusing an employee’s training course request because they might not be around much longer to outright abuse due to the person’s age.

Some of Ireland’s best thinkers – business leaders, entrepreneurs and politicians – are over 55. Can you imagine Dermot Desmond, Martin Naughton, Margaret Heffernan, Feargal Quinn or Jackie Healy-Rae willingly packing it in because they’d reached a certain birthday?

Western society has hang-ups about ageing, and older people are often invisible or ignored. How often do you see the over-55s represented in the media, advertising or entertainment industries?

By contrast, Asian society is renowned for its reverence for older people. RTÉ’s Margaret Ward, who has been stationed in China for a few years, told me older people there are quite visible and active in society, since they retire quite early. “You see them in parks a lot, doing tai chi, playing cards and mahjong, doing ballroom dancing, group sing-songs and using public gym equipment.”

So, where do our beliefs come from? We’ve probably been overly influenced by advertising research. Marketing executives believe older people are more set in their ways so they are less likely to spend money, change brands or try something new. The golden demographic – 18- to 34-year-olds – are lusted after for their spendthrift ways.

As the recession deepens, however, marketers are changing their views. The New York Times reported last month that there is an increasing interest in marketing goods and services to consumers aged 50 and older. “Among those aiming more at the older demographic are giants like Chrysler, Kraft Foods, L’Oréal, Procter Gamble and [retailer] Target,” the paper said.

It’s not altruistic; they’re just following the money. Baby boomers have entered their later years and they’re not dropping like flies. Life expectancy in Ireland is increasing. According to the Central Statistics Office, men’s life expectancy is 76.8 years (up 1.7 years) and women’s life expectancy is 81.6 years (up 1.3 years) in the most recent data.

There are probably more “active retired” individuals than the widely characterised sick, doddery pensioners waiting for the Grim Reaper. Although Ireland has one of the EU’s younger populations, with just 11.5 per cent of us over 65, this is set to rise to 26 per cent by 2011.

Seniors are having their moment. During the medical card protests last autumn, one campaigner said: “They underestimated the generation that marched for civil rights in the 1960s, marched for tax reform in the 1980s and march in the noughties for the right to a decent health service.”

Eighty per cent of all older people voted in the last election, and a new political party has been formed. John Wolfe (71) launched the Seniors’ Solidarity Party this week to lobby on issues of concern for the over-50s and their families.

We’re all 21 in our heads, and most people over 55 do not feel old. New website EveryMonday.ie, which I edit, found that 80 per cent of 500 people over the age of 55 who were surveyed believed 80 years of age, not 65, was old. So, 80 is the new old and there’s a lot of living to be done in our last 30 years.

It’s time we all question our attitudes and ask: what role do older people play in our society, in our businesses and in our personal lives?

Margaret E Ward is a journalist, blogger and managing director of Clear Ink;

www.margaretward.ie