In with the “Old”

“A rose is a rose is a rose,” wrote author Gertrude Stein in her 1913 poem, “Sacred Emily.” Her point: It is as it appears. Any word can be substituted for “rose” and the construct will hold true. Just as, old is old is old. It is what it is. Period. Yet, our ageist society has essentially banished the word from common parlance.

Trying to replace the word with something the public considers more acceptable does a disservice to all of us who are old. Rather than relying on euphemisms (experienced, time-tested, senior, anyone?), let’s reclaim the word, destigmatize it, and brandish it like a badge of honor.  

In today’s reality, we exist in a world that values—or rather—worships youth. A mere 4% of individuals featured in ads are 60 years of age or older, with nearly two-thirds of that percentage shown in domestic settings and less than 1% featured in professional situations, according to research cited by The Drum, a global publisher for marketing and media industries.  

Advertising and pop culture channels across all communication sectors broadcast anti-aging propaganda, whether promoting products that promise younger-looking skin, or reinforcing the frail and forgetful elder tropes. Look no further than how the press covered Joe Biden’s recent debate performance. While his presentation was surely concerning, concluding that he was simply “too old” to run for president is simply ageist. And, he never recovered from that appearance as detractors began to question his ability to effectively campaign and lead, pressuring him to bow out of the presidential race. 

Given the ubiquitous presence of ageism, an “ism” often considered more acceptable by society than racism and sexism, advocating on behalf of the word “old” will most certainly require some creativity. 

One great example can be found in the New York Times article, “These Skiers Are Still Chasing Powder in Their 80s and 90s.” The group in question is known as The Wild old Bunch (yes, old is spelled with a lowercase “o”), founded in Alta, Utah in 1973, and now comprises roughly 115 members. By including the word old in the club’s title—but also choosing not to capitalize it—the founders pay homage to the age of the group’s members while de-emphasizing it, too. This sends a clear message that we are more than our age and that we can have adventure and camaraderie at any point in our lives.   

Of course one way to modernize society’s views of age could be through a rebranding effort. Many successful tech and lifestyle brands have a double “O” in their names. Think Zoom, Google, and Goop. In fact, Gwyneth Paltrow was inspired to name her company Goop after a branding consultant suggested double-Os between the initials of her first and last names, to follow the trend of thriving internet brands. Maybe we should apply the same thinking to the spelling of old, a la oold, or maybe o̅old. It has a certain élan, don’t you think? 

In all seriousness, it’s time to stop marginalizing the o-word and in turn, the way aging populations are relegated.  Mark Shields, the political analyst and commentator, said, “There is always strength in numbers. The more individuals or organizations that you can rally to your cause, the better.”   

Given there are more people over the age of 65 than ever before, with the greatest percentage of consumer expenditures since data tracking began, as the WSJ noted in its article, “The U.S. Economy’s Secret Weapon: Seniors With Money to Spend,” it’s time to wield that clout.

Let’s use our collective power and influence to not only reclaim the word old, but to rally against ageism and advocate for o̅older people everywhere.