Grey Power March 2017

NZ GREYPOWER MAGAZINE » MARCH 2017 13
‘A tsunami of baby boomers’
Okay, so what’s in a name?
When Juliet reflects: “That which we call a rose, by any
other name would smell as sweet.“Shakespeare clearly
implies that reality can transcend the labels we place
on things. This may be true of objects, but the power of
words to define and shape our perceptions is also clear.
PETE MATCHAM
Chair, Communications and
Technology Committee
Of most concern to us in Grey Power
is the unrelenting imagery of disaster
used in any media discussion
regarding older people.
For example, ‘demographic time bomb’
and ‘a tsunami of baby boomers’ , The
New Zealand media is especially guilty of
this, preferring a sensationalist approach
to in depth journalism, but it is by no
means alone, nor is it new. As long ago
as 2009, articles published in the Economist,
a politically influential weekly UK
newspaper, were analysed to see whether
ageing was described in a balanced manner.
Given our experience in New Zealand,
it is no surprise to find that nearly two
thirds of the articles portrayed an ageing
population as a burden. The articles regularly
indulged in apocalyptic terminology—and
portrayed population ageing as
a financial and social burden rather than
a scientific advance. As the authors note,
the Economist appears to have a “predominantly
simplistic and negative view
of older people, mirroring that found in
the popular media and advertisements.”
Of the subject headings the paper used
in its analysis, the areas of health (76%),
pensions (71%) and ageing demographics
(76%) contained the most negative portrayals.
Not only were the usual disaster
related terms – tsunami, earthquake,
time-bomb, rolled out but also the insulting
epithets we see in local media, such
as wrinklies, crumblies, and the all-time
favourite, ‘greedy oldies’,
The problem is of course much wider.
‘The Elderly’, itself conjuring mental pictures
of a faceless monolithic mass, meet
active discrimination at every turn. In entertainment,
older people, when they appear
at all, are characterised as slow and
dim-witted, or where they are allowed to
star, as bizarre and / or comical (think
‘Last of the Summer Wine’ and RED). It
has long been established that the 60 plus
age group has the highest level of disposable
income, but advertisers still ignore
them as a target group, except to reinforce
their role as helpless problems – the St
John advert for their personal alarm system
a case in point.
In everyday life it is just as bad. Old-
er drivers, taking care at junctions and
keeping to speed limits are vilified, and
frequently castigated by the police for
‘causing accidents’ rather than correctly
targeting the impatience of those unwilling
to wait behind. It’s the same with road
signs: The ‘Elderly’ road sign near crossings
is no doubt well intentioned, but reinforces
both visually and conceptually,
the image of older people as slow and
inconvenient, and an obstacle to ‘normal’
people.
The villainy of the old
We are living through times of potentially
great political, social and economic
change, and it is only human nature for
people to cling to the old ‘certainties’, and
to cast blame for their fears onto an easily
defined group of ‘others’. The media in all
its forms knows that sensationalism sells,
and that disasters, real or implied get attention.
However, it’s not enough to have
a disaster; that implies it’s noone’s fault.
To really sell, stories need to have
a victim and a villain. In this simplistic
world view, those cast as victims are
children and young adults, the losers in
the scramble for scarce resources, while
those over 65, portrayed as a ‘tsunami’ of
‘Greedy Oldies’ are clearly the villains.
Of immediate concern to us is the use
of this black and white portrayal to underpin
the ongoing assault on New Zealand
superannuation which is widely regarded
by other countries as a model system,
both for its economic efficiency, its effectiveness
in preventing poverty, and its
universality. At home, all these virtues
are turned on their head and increasingly
portrayed as problems. The effectiveness
and efficiency of this system is used to
frame older people as a financial burden
imposed on unwilling younger folk.
In this portrayal, older people, especially
‘manipulative Baby Boomers’ are
described as destroying the financial security
of all younger people and caring
only for themselves. From this view point
it is a small step to consider that, as an aspirant
politician has already put it, ‘NZS
diverts money from truly needy citizens.’
This view is eagerly accepted and promoted
by the financial services industry
who rightly see a market opportunity for
their products if people are to be thrown
back onto their own resources rather than
state support in old age.
In the wider context, this view also reduces
any argument around inequality to
a simple intergenerational competition
with a single group ‘winning’ and another
‘losing’. Thus avoiding any need to face
the fundamental social change that would
be required if the generality of the problem
was accepted.
The good news is that this onslaught
has not yet totally affected everyone’s
viewpoint. A recent survey by the Office
for Seniors found that more than 80 percent
of those interviewed had a high level
of respect for older people. While just
over half saw older people as an asset to
society, very few, less than eight percent,
saw them as a burden.
Most heartening is that the ‘Millenials’,
the group supposedly being sold out
by greedy oldies grabbing all the resources,
were the group least likely to see old
people as a burden.
As a society we have come a long way
in the last 50 years in our tolerance and
understanding of the importance of diversity.
Newspapers, radio and TV would
not now think of describing people of different
race, colour or sexuality in terms of
the pejorative epithets common 50 years
ago. Those doing so would face swift condemnation.
So why are older people not
accorded the same consideration, courtesy
and critical thought?
Combating ageism and derogatory attitudes
to older people does not have the
same headline catching appeal as some of
the policy areas Grey Power Federation
is involved in, but the mindset it generates
and supports underlies most of the
problems we deal with. If we are to fulfil
our mandate to improve the situation for
all older New Zealanders, it is a cause we
must take on and pursue with vigour.
Winners Drawn
Reader’s response to our promotion
of Weekday Meals in minutes by
Simon and Alison Holst was overwhelming.
Entries arrived by email and snail
mail. All were gathered and saved for the
big lucky draw moment.
THE LUCKY WINNERS OF A COPY OF THE
BOOK, WHICH HAS A RECOMMENDED
RETAIL PRICE OF $34.99, WERE:
Audrey Henderson, Rotorua; Elaine
O'Donnell, Foxton Beach 4815, Horowhenua;
M Reynolds, Richmond, Nelson
7020; Alison Simonsen, Whitianga 3510;
L Chamberlain, Invercargill 9810
CONGRATULATIONS TO THE WINNERS
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
RETURN ADDRESS
LABELS
FOR ENVELOPES • PARCELS • BACK OF CHEQUES
Self-adhesive. Will also make a very useful gift.
Processing takes 7 days. Prices incl. gst & postage.
Include a delivery address if different from label.
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
ACTUAL SIZE (Other samples are reduced to fit advert)
ORDER FORM
LABEL TEXT Up to 30 letters or spaces per line
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
LABELS WITH AN IMAGE - Circle image required.
100-$30 250-$35 500-$45 1000-$55 2000-$75
50226
• Diabetic foot care
• Relieving arthritic pain
CIRCULATION BOOSTER
Helpful for:
• Strengthening muscles
• Cramps & restless legs
• Painful fingers & wrists
• Aching legs/sore feet
• Reducing swollen ankles
• Improving joint flexibility
• Stroke rehabilitation
• Parkinson’s & MS
• Cold hands and feet
• Travelling (DVT)
Always read the instructions and use as directed.
Post $44.90 (incl p&p) to: Aircycle, PO Box 313, Waikanae. 5036
Available in pharmacies, at www.aircycle.co.nz or Ph. 0800 14 14 15
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
Denis & Ruth Ryan
86b Ngataringa Road
Devonport Auckland 0624
New Zealand
LABELS WITH BLACK TEXT ONLY - No image.
100-$28 250-$30 500-$35 1000-$40 2000-$52
PAYMENT Cheque Visa Mastercard Amex
Card No. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Expiry . . . . . . . .
Cardholder . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Ph . . . . . . . . . . . . . . . . . .
Send this order form including payment to:
LITTLE LABELS
PO Box 32407 Devonport Auckland 0744 (86b Ngataringa Rd)
Telephone: 09 445 9003 • Email: office@littlelabels.co.nz
or order online at: www.littlelabels.co.nz
GP