Meet the Mappies*
* That's Mature, Affluent, Pioneering People -- a generation who are ensuring their Golden Years are just that, writes Chrissie Russell
Virgin founder Richard Branson (60) sails on the boat 'Virgin Money' in New York harbour REUTERS/CHIP EAST
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Wednesday January 12 2011
There was a time when turning 50 meant you were officially old. Birthday cards celebrating the milestone birthday would abound with messages urging the ancient recipient to put their feet up, get used to short-sightedness, forgetfulness and, in short, embrace the fact that they now could consider themselves over the hill.
How times have changed. A mere generation later and today's 50-somethings are more likely to have hiked to the top of the hill while the 60-somethings are gearing up to hang glide off it.
Welcome to the age of the Mappies. The phrase (Mature, Affluent, Pioneering People) was coined to label the growing group of 50- and 60-plusses who have raised their children, reached a stage of reasonable financial stability and are determined to make sure their Golden Years live up to their name.
Having been Yuppies (Young upwardly mobile professionals) then Dinkies (Double income no kids), the Mappies are the babyboomers who have grown up -- but, like their celebrity peers Oprah, Helen Mirren or Jack Nicholson, they refuse to let age slow them down.
"Attitudes to getting older are changing," says Sue Russell from Age and Opportunity, a national organisation promoting positive attitudes to ageing. "People are living longer, healthier lives than ever before and so are able to participate more fully in all aspects of life. Many of us now in our 50s and 60s look forward to 20-plus years of 'active retirement'."
Active retirement can mean still working, joining community groups, taking on new projects or just having a great time. Forget grumpy old men and women, says Anne O'Reilly from Age NI.
"Research tells us that levels of happiness are higher among older people than younger generations. Later life is a time to look forward to; it offers a diverse range of life opportunities and can be a time of confidence and reflection."
Part of this contentment is down to the relative financial security many Mappies find themselves in compared to their children or parents before them. In countries like Britain and the States, the over-50s account for 80% of the national wealth, while in Ireland €6.6bn of income belongs to the over 65s.
And they're not afraid to spend it. Mairead Robinson a writer for Senior Times, Ireland's leading online publication for over-50s, says it's an age group that knows what it wants and isn't afraid to go after it.
"People in the 50-plus bracket, are those who have time and money to eat out and know what they enjoy. With the changes in Ireland's economy, those in their 30s, who were the big spenders in the Celtic Tiger years, are generally troubled by negative equity, dropping salaries and increased expenses.
"This does not apply to the over 50s who have generally no dependent children or parents and often have savings to supplement their pensions or incomes."
Mairead has seen massive interest from Mappies in food, drink and beauty markets but one of the biggest areas of growth is in travel. She says: "Generally this is the demographic that has the time, money and interest in travel. They're available to take up mid-week offers and travel in off-peak times abroad."
She adds: "This is now recognised by the Spanish government, who are sponsoring long stays for the 50-plus group and many people will leave the miserable weather of January behind them and spend the month in the south of Spain for less than their heating costs would be at home!"
But not just any holiday will suffice for thrill-seeking over-50s. Adventure holiday company Zara's Planet (zarasplanet.ie) has seen the older market boom, with 67% of clients last year in the over-50 bracket.
MD Zara Stassin says: "We've noticed a sharp increase in over-50s travellers in the past couple of years. We put this down to being the market that used to see cruising and bus tours as the only option for travelling but now are becoming more adventurous."
Of course, from a generation that brought us feminism, punk rock and the mini-skirt, is it really any surprise that conforming to the stereotype of old age is suddenly off the cards?
- Chrissie Russell
Irish Independent
