If we and others linguistically put us in the "old" box, eventually that's who we will be: Old.
Identify one human being who wants to be classified as "old." Or actually be old.
Yet, there are no alternatives which aren't loaded down with rhetorical problems.
For example, "mature" has the connotation of, well, set in our ways and boring.
"Senior citizen" is horrific.
And "retired" is inappropriate in most situations because more and more of us won't retire, at least not if our health holds up.
In The Washington Post, Laura Carstensen looks at this challenge.
Companies who sell products and services for our demographic should join together and sponsor a contest. The winners will be the ones who develop linguistic options for referring to those who are aging.
Get a second opinion about your marketing and advocacy communications. No pressure. No charge. Please contact Jane Genova, firstname.lastname@example.org or @genova_jane.