Older people can also contribute significantly in post-aids period
“South Africa loses millions of rands directly and indirectly as a result of human knowledge and expertise going unused,” says the Managing Director of IntegriSure, Arnold van der Linde.
According to statistics, the age group over 50 is now the fastest growing in South Africa. It is an unused wealth of knowledge, experience and business opportunities that could have had a significant impact on the total economy. In South Africa, people over 50 are neither rated in their proper value, nor are they explored or utilized.
Elderly people worldwide play major roles in positions of authority – for example the new Pope, former president Nelson Mandela, Dr Anton Rupert, many actors etc. Their influence and knowledge are recognized and utilized at the highest levels. However, for some unknown reason the same criteria do not apply to the labour field.
There are examples of retired persons being appointed as consultants because of their knowledge and experience, but they are few and far between. Van der Linde says by employing older people sensibly, the country can take a giant leap in rectifying the inequalities of the past. “Who could be better trainers than people with 30 or 40 years of experience?” Van der Linde asks.
Van der Linde also refers specifically to the black labour force and its expertise. For many years black people in this age group had a rough time and don’t deserve to go on pension “prematurely” while they are still able to make a significant contribution. For reasons of history, many of them need to carry on working in order to accumulate sufficient pension money.
“An enormous wealth is contained in the age group over 50 – a wealth that is utilized elsewhere in the world, but completely neglected in South Africa,” Van der Linde says. He says older people have the ability to help prevent South Africa from going to rack and ruin in a post-aids period.
People over 50 are also sick and tired of poor organization and unprofessional service. All over the world, communities tend to grow older. In some countries older people are rated in their true value and utilized. In the United States, for instance, legislation was changed to the effect that no longer can anyone be forced to retire on account of age. In the United Kingdom the retirement age was raised from 60 to 70 years.
Van der Linde says it is expected that in the foreseeable future in certain countries people may reach the age of 125 years, thanks to proper preventive and other medical care. That in itself is more than enough reason to keep older people economically active and motivated for as long as possible.
Marketers will need to focus anew on largest growth group in SA
There are many reasons for the growth in the 50-plus market. It has obvious economic and social implications. The state will have to consider once again its responsibilities, and organized business will need to sharpen its marketing approach to include this group.
Van der Linde says people in the age group over 50 can make a more meaningful and enduring contribution to the wealth of the country.
According to Van der Linde, short-term insurers, e.g., have much respect for the older market. Because of their wisdom, older people are less inclined to file false claims or inflate real claims. They are old and wise enough to realize what could happen if they are caught out. In general, older people are simply more responsible.
Van der Linde says older people owe it to themselves, too, to act youthfully and dynamically so that they will be noticed and able to make a difference with their wisdom.