Tag: age

15 or 50 – we’re all in this together

I read The Invisible Woman almost in a single sitting, and enjoyed it a lot.  It’s a cheery addition to the growing list of books attempting to re-define what it means to be middle-aged and it’s full of feelings I recognise and problems I can see looming over my own horizon.   So it seems a bit mean to be writing about it with a criticism, but…

Part of the introduction is a light-hearted list of things which get on the author’s nerves.  Among the mentions for the harsh lighting in department store changing rooms, and adverts for thermal knickers and floral sofa covers, is this:

Young people in groups – because I now find them vaguely threatening and know that while I am still able to run I will not be able to run fast enough.  Groups of young people must be passed silently, avoiding all eye contact.

I know it’s just meant to be a jokey list, but it struck me as an odd addition to a book which is, after all, a heartfelt plea for people to see past the label of “middle age” and recognise us as individuals with a contribution still to make.  It stuck out particularly because the very next item in her list of pet hates is this:

Shop assistants. or anyone else who makes assumptions without enquiry –  just because my face says I’m middle aged doesn’t mean I want you to pigeon-hole my wardrobe/menu choices/show requirements/understanding of modern technology etc etc

I know lots of young people, who’d make a similar comment about the way we over-50s pigeon-hole them. ( I still recommend you read the book, though!)

Because sometimes age beats youth…

There was a flurry of interest earlier this year in the CIPR survey which revealed that although PR is a largely female-dominated industry,  fewer women than men occupy really senior positions.  I’m getting interested in another nugget of information buried in the survey – the age profile of PRs with in-house roles compared to freelancers.

Apparently “by far the greatest percentage (50%) of in-house … members are aged between 25 and 34. Practitioners aged 45-60 significantly dominate the freelance sector, with 51% of freelancers within this age range.” 

That feels perfectly understandable.  PR is a discipline that suits freelancing brilliantly.  Armed with a laptop, a broadband connection and a mobile you can work when and where you want – a  boon for women juggling work and childcare.  I’m starting to think that there may be a more sinister element to this, though I could just be paranoid.

There have always been rumours that recruitment consultancies don’t take candidates in their 40s seriously.  My experience and that of friends and contemporaries certainly seems to  bear that out at the moment.  I apply for the occasional interim job to mix it up with the freelancing.  Rather than being proud of the 20+ years on my CV and the huge range of experience that I can offer an employer, I’m starting to wonder what I can cut so that I don’t end up on the she’s-older-than-God pile before I have  chance to talk to them.  Are there so many freelancers  over 40  because we can’t get anything more permanent?

Ironically, being 40+ should be an advantage these days.  As the population ages communicators need to reach a mature and media-savvy audience which won’t accept being patronised or pigeonholed.  I’m doing some work at the moment for a client who’s putting together a health campaign aimed at people over 55.  They have smart campaigning ideas, a track record in generating fantastic creative work and great technical expertise in delivery, but they’re planning a campaign that risks turning off a sizeable chunk of its target audience because they don’t understand it.

I fondly remember being  27, single and childless.   I had no possible idea what it might be like to be  middle-aged, coping with children, job and mortgage, occasionally waving at my similarly harassed husband as we pass on the stairs, one to make dinner, the other to pick up a child from cubs.   I certainly had no idea  how it might feel to face getting older.     Those are increasingly common experiences.  Understanding them should be a huge advantage.  One of my industry heroines, Jilly Forster , has been stressing this point for years.  I’m watching the progress of Forster’s AGEncy with interest –  and it already seems to be paying dividends for them.  Others please note!