Ian Johnson, Out Now
October 19, 2007
TOPICS: Aging and Gay. Gay seniors marketing issues. New York Times. Aged care. Gay retirement. Gay nursing home care. Lesbian and gay community concerns on aging. Ageing and gay marketing. Gay Market. Gay and lesbian community marketing. Gay seniors.
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Most adults don't like to get older.
That is a fact of life those of us lucky enough to enjoy long lives must confront.
Getting used to bodies that do not work how they once did, seeing an older person's face greet us each morning in the mirror, and facing up to the facts of aging and mortality.
But for lesbians and gay men, getting older comes with a whole set of 'other' issues that need to be faced.
As we age, we increasingly find ourselves in need of the 'system' and all that entails. Needing help from medical insurers, doctors and other health care providers, home carers and even, for some, the need for assisted living centers, and retirement communities.
Gay and lesbian consumers have to also face an added pressure -- do they conceal or reveal their gay identity to those they deal with within the system set up to manage aging in modern societies?
If the aged care provider they choose is not well equipped to deal with gay people, then for many lesbians and gay men, they face an invidious situation.
Many of the lesbian and gay community members now forming the aging gay baby boomer generation of lesbian and gay seniors are finding themselves with little choice but to go back into the closet once again.
Or else risk facing discrimination renewed -- at the hands of potentially homophobic health care providers or fellow aging seniors.
All at a time when one can feel most vulnerable in life.
Gay Market News has written often before about the situation of marketing retirement and aging services to gay seniors.
The situation is one becoming increasingly important to consider. That is one reason why Out Now is currently undertaking gay marketing analysis of lesbian and gay market needs in the area of gay seniors, and their retirement plans in the future.
The New York Times has an interesting aged care article with gay marketing implications discussing this area.
The article tells the powerful story of Gloria Donadello, an 81 year old gay woman who had to leave a retirement care facility due to homophobic treatment. Gloria's story is depressingly familiar.
There is a strong need to reinvent health care provision for the elderly that allows gay and lesbian members of society to live their final years with respect and dignity. To do anything less must become a source of community shame.
We owe respect and dignity, as members of civilized society, to all our elders.
For leading edge gay marketing guidance to better understand your target gay consumer, contact us for gay marketing expert advice from Out Now -- advanced gay consumer marketing insight.
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