HomeEquity Bank urges rethink of the word “senior” to describe age group

Move follows a recent survey that the word does not resonate among majority of the group

HomeEquity Bank urges rethink of the word “senior” to describe age group

Reverse mortgage lender HomeEquity Bank has renewed its commitment to refrain from using the word “senior” in its marketing to the 55-plus age group, calling on Canadians to “evolve their thinking” around using the term.

The move follows a recent Ipsos survey commissioned by the lender in time for National Seniors Day that found that the word “senior” doesn’t resonate with many Canadians who fall within the age range it represents.

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According to the survey, only 16% of respondents said they feel that the word “senior” best describes them completely. The study found that the top alternatives to the word focused more on experience, such as “sage,” “skilled,” or “savvy.”

“Wanting to live an exciting, fulfilling life doesn’t stop when you hit a certain age,” said Yvonne Ziomecki, executive vice president at HomeEquity Bank. “Our business is working with Canadians 55-plus who want the freedom to enjoy retirement on their terms, so this survey further reinforces what we have known for a long time. The word ‘senior’ doesn’t resonate with everyone in the age group, and it’s time for individuals and brands to challenge the term that paints this diverse group of Canadians the same. With disruptive, reimagined language around aging we can embrace a more inclusive and effective way of communicating.”