by DR KAREN BROOKS
We’re a society that loves to call people names. From the acronyms DINKS (Double Income No Kids), and SLOBBS (Sad Lonely Old Baby Boomer), to the descriptors sea-changers, tree-changers and grey nomads, we’re quick to employ a range of labels to define and accordingly judge others.
Catchy names and silly acronyms make the process quicker, fun and more convenient – especially for marketers and corporations – even though, as academic Kate Crawford notes, they’re often imbued with “considerable prejudice”.
This is particularly true when it comes to women. After all, why is it women who seem to earn the sexualised, less flattering and even insulting labels?
The latest to be deployed is the SWOFTY – that is, “Single Women Over Fifty” who, according to a clothing company that specialises in older women, are defying stereotyped notions of ageing and singledom.
Forget grey-haired grannies swathed in beige woolly cardigans minding the grandkids. The SWOFTY (not to be confused with the SPOSTY – or Sexy Pensioner Over Sixty) is dressing provocatively and spending her hard-earned cash on clubbing, travel, concerts and theatre, and then tweeting or going on Facebook about it.
Today’s singleton over 50 looks to people such as Christie Brinkley and Susan Sarandon for inspiration.
In his book The Big Picture, demographer Bernard Salt explains many such trademarks currently in use, such as Baby Boomers (born 1946-1961), whose slogan, he argues, could be: “I’ve talked about me long enough, now it’s time for you to talk about me.”
Then there’s the “Frugals” or “Silent Generation” (born 1931-1946), who lived through the Depression and World War II.
Douglas Coupland coined the term for my age group, Generation X, with a novel, while Generations Y and Z have been agonised over for decades now.