A new word needs to be adopted to cover those who are in the 50 to 70 age group, in order to clearly differentiate them from the ‘old’ and ‘elderly’. This is the belief of in my prime, an organisation which champions the cause of those in this age range, who would now like to see widespread input into creating an acceptable term.

Richard Ciechan, Director and co-founder of in my prime, explains:

“Mature people as well as society as a whole are struggling because of the lack of an appropriate term to cover those people who are now between middle age and true old age. Today, the 50 to 70 age group represents a huge, increasing, and increasingly vociferous generation - a group of some 13 million people in the UK alone that is growing significantly year on year. However, little distinction is currently made between those who are in maturity (50 to 70 years) and the elderly (over seventies) even though research shows that people don’t see themselves as old until then.”

“This age group represents a parallel ‘teenage’ generation, a generation comprising those people who were – and remain – the source of many of today’s most iconic socio-cultural developments in areas such as rock music, fashion, entrepreneurial business. These are people who consider themselves in their prime and are far from happy at the thought of now being considered elderly by society at large simply because they are over 50.”

“Research and empirical evidence show that the majority of people in this age group still see themselves as youthful, want to keep developing and contributing and want, increasingly, to be fulfilled and have fun. Increasingly, government initiatives, academic research and the media draw attention to the need for development and change in light of demographic and social changes which see us all living longer, with less money and fewer young people to support us. However the mistake is then made of lumping everyone over 50 together as though they were a single group with common needs, even though these days,  ‘over 50’ may be a period that lasts for up to 50 years.”

In the United States, ‘baby boomer’ is a popular phrase, but this lacks the same general acknowledgement and acceptance in the UK. Terms such as ‘pensioner’, ‘retired’ or ‘OAP’ are generally incorrect or inadequate descriptors.  Other words such as ‘grey’, ‘silver’, ‘senior’ or ‘oldie’ have mildly negative connotations whereas other more informal terms such as ‘old git’, ‘wrinkly’ or ‘coffin dodgers’, are completely derogatory – especially in the light of the new age discrimination legislation.

Dianne Bown-Wilson who co-founded in my prime, continues:

“Advertisements targeted at this group portray ‘over 50s’ as either suave, silver-haired models whose trim figures and 'ageless' leisure attire are neatly complemented by their bulging purses and wallets; or pitifully cheerful -but potentially confused - people who need comfy slippers and incontinence pants and wear swimming costumes in their walk-in showers and baths.

Neither image bears much relation to reality for the majority who face dealing with pensions provision, continuing employment, health and fitness issues, breakdown of family life, and caring for the truly elderly (parents or other family members). These and many other factors are driving them to want to - and have to - change at a time when they are also recognising the magnificent opportunity for renewed growth and ongoing self-fulfilment that this age represents.

What we need now is a new phrase to represent this specific stage of life and the particular issues and needs associated with it. Just as the word ‘teenager’ emerged in the middle of last century in response to the evolution of that particular age, so we now need a new, easily recognisable term for the appearance of this new generation.

We like the term ‘primers’ as a fairly neutral, yet positive term for those who are in their prime. However, we would welcome national debate and input into possible alternatives.  Anyone visiting our website www.inmyprime.co.uk can register their views and suggest alternatives.”

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For further information please contact

Dianne Bown-Wilson or Richard Ciechan

email  enquiries@inmyprime.co.uk