Not a One-Way Street! I'm concerned that Canadians are not receiving a balanced viewpoint regarding seniors as vital contributors to our economy and lifestyle!

Circumstances have changed over the past decade in our country.

A 'new senior' has emerged! Yet, news and everyday conversations still feed what I've come to call 'one-way street assumptions' about seniors, since more often than not, the information slants our perspective in one direction, towards viewing seniors as a drain on the economy.

Take for example a recent article, 'Financial time bomb lurks'.

It discussed our dwindling workforce (five people currently working for each senior citizen, but by 2040, we will have only 2.5 producers per senior) and our massive health-care costs ($2,500 per year for each person up to age 65; $5,000 a year per person age 65 to 74, $11,000 per person 75 to 84 and $23,000 a year per person over 85) mentioning also that 'one-third of health-care spending per capita happens in the last year of life'.

True, no doubt. Interesting, unquestionably.

But one-sided, absolutely!

Every so often I crave a headline that reads something like, "Seniors' buying activities shattering traditional ideas!" I want articles telling us how 65+ers have emerged as a very powerful consumer group.

How as a dynamic population who control billions in disposable income (soon to be 5 million seniors in our country and the first round of our 10 million baby-boomers reach 65 next year), seniors exert considerable influence because of their growing numbers and immense spending power.

There are numerous examples of a positive impact.

For instance, today's seniors are a self-confident bunch, changing past habits for better health, actively dealing with the issue of 'maturing beauty'.

The Canadian cosmetics industry alone is a $3.5-billion operation, with much of its growth, an estimated one-third, fuelled by senior consumers interested in 'anti-aging personal care' (recognized as a very profitable development in the beauty industry).

Senior women and men go to the gym, visit spas, and even undergo plastic surgery, etc. because they know that feeling good and looking good are linked.

They do not see themselves as 'old'! And companies, if they're to benefit from opportunities offered by this influential senior customer group, are being forced to acknowledge these trends.

Since senior consumers also demand novel-products, there's a growing call for everything from specialized mattresses to bonded teeth, and an even greater insistence for eco-friendly and convenience-products (acidophilus yogurts, power bars, packaged salads, cleaning items . . .).

Seniors are influencing our leisure, travel and hospitality industries with cruises, golf packages and educational-adventure, emphasizing quality food, drink and service.

On a much larger scale, retirees are swaying the housing market plus the growth of the likes of casinos and do-it-yourself box stores.

Of course we know that seniors are prime users of 'unavoidable products and services' too.

Sometimes as we reach 'old-old' we become somewhat dependent.

The need to plan for and adapt to these conditions drives a different type of consumerism for retirement planning products, assisted living residences, varied insurance needs, at-home aid-equipment and personal home-care services.

All of which add greatly to our economy!

And seniors enhance the quality of life of their families and communities.

Take 'care' for example.

When we talk of providing assistance within a family, we tend to think of the situation solely as being an upward one, that is, help being given by the adult child up toward the aged parent.

Yet, the Vanier Institute of the Family reports "there is consistent research evidence of the flow of aid quite prevalently 'down' rather than 'up' the generations"!

Perhaps it's our use of blanket terms such as 'eldercare' that portray older citizens mainly as 'receivers-of-care'.

Unfortunately, these loaded terms ignore the give-and-take nature of help within families and present a lop-sided perspective once again.

Seniors assist their adult children financially, lending money.

Some co-sign bank loans, offer personal guarantees, agree to an additional credit or bank-access cards or help with mortgages.

Senior-couples often take care of school-age children, help with university fees, do some major repair work around their children's homes, and are the go-to person if a family member becomes ill.

65+ers also contribute to raising grandchildren in our country.

In 2006, we had an estimated 6.3 million grandparents (2.7 million grandfathers, 3.6 million grandmothers) with about 8 out of every 10 seniors having at least one grandchild.

But over the past 15 years we've seen an increase in the number of children for whom a grandparent is the main provider, where no parent is present in the home (54,865 of these children under 25 in 2006).

Seniors play an extremely productive role within our communities too. Vanier Institute's recent Family Finances Series mentions that there are approximately 160,000 nonprofit and voluntary organizations in Canada, supported by more than 19 million volunteers who donate more than 2 billion hours or the equivalent of more than one million full-time jobs! (Mind-boggling!) 1 in 3 seniors serve as volunteers, even though many seniors, at the same time, remain in the workforce, own businesses and participate in creative work.

Collectively, their activities add to the vibrancy of our communities.

Perhaps it's time to remind ourselves that it's not a one-way street-- seniors contribute to our economy and lifestyle, big-time! At least, that's my opinion.

Warm wishes, Patty

PattyRandall, apr ofessionalspeaker,

media commentator and author, is widely considered a leading authority

inCanadaonallthepr acticalways to plan for your own or a loved one's care-years.