THE RISE OF THE NEW 'OLD'

We are familiar with the 'New Normal' and have adjusted to it quite well. There is also another New Normal going around. This is the rise of a new generation of older people - the baby boomers, born between 1946 to 1964, the post-WW2 boom years. They are now aged 56 to 74. They have had the benefit of education, a good career and are now reaping the rewards of years of hard work. 

These septuagenarians and octogenarians are giving 'old age' a brand new meaning and image. Thanks to advances in medicine, science and technology, the New 'Old' are fitter, healthier and looking much younger than their counterparts from their parents' generation. And their numbers are growing, worldwide. 

Remember Ali MacGraw and Ryan O'Neal in the 1970 movie 'Love Story'? She was so pretty and he was so handsome, and both were so young then. She was 30, and Ryan 28. Half a century has passed. They are now 80 and 78. From their pictures above, both have aged remarkably well. 

Which begs the question - why do some people age better than others? What do they do that is different? Is it the genes they have inherited? 

Let us look at more examples of the New 'Old' to get some answers.

These grandmas (see below), all in their 60s, caused a sensation when videos of them sashaying along the city streets in Beijing began circulating on the internet. Grandmas are not supposed to look this glamorous. They are breaking all the rules in the Handbook on Ageing. As one of them says, "If you are always afraid of death and ageing, your life is grey. So you need to face it (ageing) with positivity." Well said indeed.

 

Here's another Beijing sensation - Wang Deshun. Hard to believe he is 84 this year. A bare-chest picture of him strutting down the catwalk turned him into an overnight household name in China, and thanks to social media, his fame has spread worldwide. Passion plays a huge role in Deshun's journey to being fit and in top physical form. When we have a burning passion, a goal in our lives, it becomes the driving force for us to want to age well so that we can achieve our goal. 

 

It's not just about looking fabulous. It's also about having the stamina and energy to run a marathon, to cycle cross-country, to climb mountains. Or just boogie-woogie! Meet German couple Dietmar, 73, and Nellia, 67. They can outlast and outclass younger couples on the dance floor. Their dance videos are trending on YouTube. Watching them doing all those age-defying twists and turns leaves us breathless and wondering how they can be so flexible and energetic. Most people their age would be feeling aches and pain in their joints. Their secret? They have been dancing since they were teenagers. It's all about getting an early start to being active, and maintaining it through the years. A daily regime of exercise strengthens our immune system and protects our body against frailty. Dancing is definitely a very enjoyable form of exercise. 

 

We have our own crop of New Age grandmas and grandpas too. Here are some of them. Don't they look fabulous! 

First up is this youthful couple, Mr and Mrs Jagjeet Singh. He is 87 and she is 80. Such a picture of glowing health and marital harmony. Mrs J, as she is fondly referred to, recently wrote her first book. She did it in just two months during the Covid-19 pandemic. Now isn't that excellent use of extended stay-home time? I am eagerly waiting to read about her seven secrets to staying young. She does Nordic walking daily to keep fit, and watches what she eats.

 

And there is Judy Chong-Lee. Would you believe she is a 67-year old grandma? She could easily pass for a university student. For married couples, Judy has this to say, "If there's a formula for looking and feeling good in addition to a healthy diet, exercise and sleep, it is also doing our best to look good for our spouse and give each other TLC in words, thoughts and deeds. And if there is any argument or quarrel, the remedy is instant forgiveness and reconciliation." Excellent advice.

Another awe-inspiring New 'Old' is Yusuf Hashim, 75. He retired at 53 and has been living life to the hilt since. When you listen to how he has been spending his retirement years (see video below), you can't help but feel a tad envious. A gypsetter (his own word for who he is), his love of adventure has taken him to all corners of the world. He has visited remote and exotic places that we can only dream about or appreciate vicariously through the beautiful photos he has taken of his travels. (I just listened to an interview where he shares his views on a wide range of topics. He makes a lot of sense, at least to me.)

In 2017, I had the opportunity to interview Team Strong Silver (TSS) in Singapore. Formed in 2013, TSS comprises core members Ng Bee Kia, 71, Ngai Hin Kwok, 68 and Ng Siu Chi, 58, who was away at the time of the interview. Now three years on, they are still working their muscles and doing daily calisthenics – gymnastic exercises that use one’s own body strength. If there was a Seniors edition of Men's Health magazine, TSS would be a shoo-in for the cover. Their well-toned sculpted bodies are the envy of men decades younger than them, and I bet also secretly admired by the ladies. Check out the interview and photos here.

Think only young people dance to Jerusalema? Think again. Here are my senior lady friends and I doing the latest dance craze last month (Sept). Four minutes of sweaty fun repeated several times makes for an enjoyable workout, not to mention the social connection that comes with each session - chats over coffee or tea and a piece of cake or two. Our seniors know the importance of having friends to hang out with or just to share stories. This helps to keep our spirit up and drives away any hint of depression.

So where is that elusive fountain of youth that we can take a sip or two from? Guess what? It's right here, within ourselves and in the great outdoors. 

When not taking our health seriously means suffering comorbidities and high medical expenses in old age, we don't have much of a choice. It's never too late or too early to start. We can't avoid ageing and slowing down. It is part and parcel of the life-death journey. But we can do something about preventing disease and infirmity. So watch what we eat. Eat less, and eat smart. Exercise more, and regularly. And pay heed to our mental health. Know how to de-stress.

The mantra for the 'New Old' is to aim for longer health span as opposed to longer life span. We want to enjoy more healthy years and fewer years of frailty. Just remember the trinity of successful ageing and take care of each one of them: physical health, mental health and psychological health. That is the recipe for ageing well and looking great. With self-determination and support from family and friends, this goal is certainly achievable. So let's get started.

Related article: TIME FOR NEW LABELS FOR THE NEW 'OLD' (I wrote this in 2013)

(Postscript: Frankly, I have always hated the word 'old'. I prefer 'older' as in 'older people', a term I use often in my writings. It has a gentler feel about it. Besides, the definition of old age is relative to whom you ask. To children, anyone above 25 is old. But to the seniors themselves, 65 is still young enough to enjoy the best time of their lives.)

A BLESSING TO BE A GRANDPARENT

Where the extended family used to live under one roof, today's nuclear family structure means there is no one to care for the children when both parents are out at work. So who do young married couples turn to to look after their little ones? Their parents, of course, especially if they are still active, in good health and, most important, retired.

To a couple with young children, nothing is more helpful than having supportive grandparents who are there to help as babysitters. Young mothers, in particular, can return to work after their maternity leave knowing that their little ones are in safe hands. To them, it is a far better option than leaving their children with a domestic helper or at a day-care centre.

From a young mother of two in 1973 to a grandmother of five in 2014. (Tap on pic to enlarge)

While most grandparents are ready to help out if they are able, there are some who feel they have paid their dues and done their duty as parents. It’s time their children did theirs.

Says one grandmother, 67, “No more changing diapers and dealing with toddler tantrums for me. At my age, it’s too stressful. Sure, if there’s an emergency, I’ll be there. I don’t mind playing with my grandchildren or visiting them, but hands-on babysitting? No thank you."

There are many who share the same sentiments.

On a family vacation in Phuket with Max, 6, and Reiya, 6 months. 

Photo taken in 2006.

On the other hand, there are doting grandparents who love nothing better than to help out with their grandchildren. They are also fortunate to have children who are very appreciative of their help, who do not take for granted their parents' help. When there is understanding on  both sides, grandparenting becomes a pleasure, not pressure. As grandparents, we should know when to offer our advice, and when to stay on the sidelines. Through trial and error, young parents will learn, just like we did when we were young parents ourselves, the best ways to bring up the children.

Max, 2, with my sister. Me and Max in 2018. He towers over everyone in the family.

I recall when my first grandchild was born on 28 August 2000, my younger daughter Belle was at the time helping her husband build his company. After three months maternity leave, she had to return to work. She had little choice but to approach me for help with the baby. Fortunately for her, it was the start of the year-end school holidays. I had two months to enjoy re-living my parenting days, this time as a brand new grandma.

I spent a lot of time (and patience) helping Reiya with her Kumon homework.

But it was a different story when the new school term began in January 2001. I had to start teaching again. My daughter and I didn't trust a maid or anyone else to look after four-month old Max. In the end, to my daughter's relief, I decided to take care of Max full time. The school principal was understanding enough when I requested to teach part-time. I asked for three hours of classes from 7.30am to 10.30am, Mondays to Fridays. My request was approved, and thus began my first year of grandparenting which would continue till today, albeit in a different capacity.

Allie, Max, Hana and baby Reiya. Photo taken in 2006.

My weekday routine for that whole year began with the alarm clock going off at 6.20am. I had to be in school by 7.25am in time for the first class. As soon as the bell rang for the first recess, I would rush over to my daughter's place so she could leave for work. On most days she would return home after 8pm. There were times when there was so much work in the office she would be back well after 10pm. By the time I was back in my own home and in my own bed, it would be close to midnight.

With Ryder in 2014 and in 2020. With him around, there is never a dull moment. 

I was often tired and stressed out from teaching in the morning and looking after Max the rest of the day. Changing Max's diapers, feeding him, bathing him and taking him out for walks in the stroller became the order of the day. In between I had to find time to mark assignments and prepare lesson plans. Whenever she could, my younger sister would drop by in the afternoon to help out. I remember looking forward to her visits. 

From little girls to big girls but always grandma's girls

In 2003 and 2004 my elder daughter Moon gave me two grand-daughters, Allie and Hana. As they were both born outside Malaysia, Allie in Canada and Hana in Singapore, I wasn't able to help take care of them. Moon had to quit her job to be a stay-at-home mom for Allie's first few years. When she had her second child, the family had settled in Singapore. She was fortunate to hire a very capable helper who doubled up as a nanny for both the girls. In 2006, my family welcomed baby Reiya, sister to Max. Reiya made me a happy grandma for the fourth time. In January 2014, Ryder joined the family as my youngest grandchild.

All the children are into sports. Max was a champion triathlete but has switched to muscle building. The girls are into running with Reiya into swimming as well. As for Ryder, he swims, cycles and does jiu jitsu. He excels in all three and more. 

Children grow up so fast. Max celebrated his 20th birthday on 28 August 2020. At 6 feet plus, he towers over everyone in the family. Allie is 17, Hana 16 and Reiya 14, all pretty teenagers. Then there is Ryder, 6, the little rascal and the livewire of the family. He still has a long way to go to catch up with his older siblings. But he is a sprinter as far as IQ goes. Very smart for his age.

The cousins - all share a love of art.

Looking back on those years of babysitting, I can honestly say I wouldn't trade a single day of it for anything. Of course, now that all my grandchildren are grown, I care for them in a different way. Max has just completed his first year in a university in Cologne, studying for a degree in International Business majoring in Digital Management. Allie is doing her A-levels at a boarding school in the UK. Now it's a different kind of bonding altogether. I make it a point to attend their school functions whenever I can, support them in whatever they do, and offer advice if needed. I have to remember not to compare my era of growing up with theirs. Times have changed.

Max looking after his two younger siblings. Ryder adores his big bro and looks up to him. 

There will come a time when all my grandchildren will prefer to hang out with their friends than with their grandma. Indeed, it is already the case now. l miss hearing the pitter-patter of little feet, of hearing my grandchildren squeal with delight and run to hug me when they see me at the front door. I miss their excited cries of "Grandma is here!" That's the sweetest music to my ears. My grandchildren are truly my joy and my blessings.

As for the question - "Are grandparents being taken for granted as child-minders?" Put another way, are grandparents being taken advantage of to care for the grandchildren? I can't answer for other grandparents. For me, my answer is obvious. It makes me feel good to know I played an important part in my grandchildren's growing up years. My two daughters have shown their appreciation many times over, in a thousand and one ways.

I am now in my 70s. God willing, I will see all my grandchildren graduate, and be around still to see them start their own family. With long life and good health, I will be around to play with my great grandchildren. 

PS: I love all my grandchildren dearly and equally. But each one wants to think he/she is my favourite. 😀 

A DAILY STRUGGLE FOR THE CITY'S DESTITUTE ELDERLY

Hard times are here, and they get harder by the day. Jobs are scarce and money is even scarcer. For the elderly with no family and no financial support, it is a daily struggle to stay alive. Some have lost their contract jobs due to months of business shutdown. They are desperate to look for any kind of work but who would want to hire a senior citizen even if he was fit and capable?

Since 10 June when restrictions on movement were lifted under the RMCO, I have been spending time with the homeless and destitute elderly in downtown areas like Pasar Seni, Bukit Bintang-Imbi, and Pudu. Their numbers are increasing each day and the queues for handouts keep getting longer.

Is it possible for an elderly to live without a roof over their heads and without a dime in their pockets? Yes, and this is how they do it. Not that they want to, but many have no choice due to various circumstances beyond their control. For some, their plight is of their own making.

Some have families but shame stops them from returning to their homes. Others choose the streets over welfare shelters as they want to retain their freedom and independence.

The street elderly are mostly men. It is not safe for women to be out on the streets at night. So they share rooms in the nearby budget hotels and shophouses. With their meagre savings fast dwindling, they are aware they may have to move into welfare homes soon. Some have family homes to return to but they prefer to stay out the whole day returning just to sleep. They do not want to be an additional burden to their adult children who have their own financial commitments to take care of.

Take a walk in the downtown inner city areas any time of day. You will see the homeless sleeping at bus-stops or on cardboard pieces spread out along the five-foot ways of shuttered shops. Some have set up home under flyovers or overhead bridges. Some beg for alms, others search the trash bins for recyclables they can sell for a pittance.

Those who have been on the streets long enough know where to go for free breakfast, lunch and dinner. On weekdays Kechara Soup Kitchen (KSK) gives out vegetarian meals and bottles of drinking water. Samaritans like Ee Lynn and her friends have pooled their money to provide 100 food packages for their weekly food distribution downtown. There are other groups providing sustenance too. Food is not so much a problem as money.

Inset: vegetarian rice with taufu. Food donated by Ee Lynn and friends.

The hungry are grateful for these free meals and handouts which often include face masks, medicated oil and panadol. They eat sitting on the pavement, next to piles of stinky uncleared garbage with flies hovering around. At night the mosquitoes take over.

While some have marked out their territorial space along the pavements with their belongings, others are more itinerant, dragging their trolley bag of clothes and essentials from place to place. There is safety in numbers so it is common to find them congregating in groups. The solitary homeless elderly is rare.

Taking daily baths is a luxury. They wash their clothes with pails of water sourced from restaurants nearby, and leave their laundry to dry on bushes or makeshift lines. The street corners and back lanes are their urinals. Hence the overwhelming stench of pee that assails the nostrils.

Many community kitchens and NGOs providing free meals before Covid-19 have remained closed. When I heard that Kechara Soup Kitchen (KSK) was open for food takeaway, I dropped by on 15 July with my daughter Belle and my grandson to see how we could help. Ryder, 6, was so touched by what he saw that when he went home, he took out some money from his piggy bank and returned a few days later to give his 'ang-pow' to a 78-year old aunty who collects recyclables to sell. She earns less than Rm3 a day.

I had kept in touch with Justin Cheah, KSK program director, since my first Saturday night food distribution with KSK in 2010. I had written about it in my blog article (The kitchen that feeds all who come). Our chat that morning led to one thing and another, and concluded with SeniorsAloud stepping in to sponsor 436 food packages for the upcoming Saturday night food distribution.

Photo credit: Vivian/KSK

On Saturday, 1 August, a total of 41 volunteers, including myself, Belle and her friends Marie-Anne and Michelle, turned up at KSK at 8.30pm for a briefing before setting out with the boxes of food. The packing had been done earlier that afternoon at 3pm. Each food package consisted of vegetarian rice, sandwich, biscuits, banana and drinking water.

We were divided into groups, each with a group leader. There were seven areas in total: Pudu Market, Chow Kit, Anjung Singgah, Sentul, Brickfields, Petaling Street and Dang Wangi. These were areas where we would find homeless elderly. Our group led by Justin was given Pudu Market. All very well organised, I must say.

The night scene was quite different from the daytime one. The elderly we met seemed tougher and more acclimatised to rugged living. Some were happy to chat and share their stories, others were more reticent. Some were asleep so we quietly left the food beside them. We finished distributing all the packages by midnight.

I have been visiting the elderly downtown several times a week now. I know many of them by name and they are always eager to chat. A sign of boredom? Perhaps. They have nothing to do the whole day.

This is what I have learned about them:

• The street elderly are very resilient and stoic. They have learned to accept and live with the vagaries of life. 
• They have developed a strong immune system built over years of tough living on the streets.
• Some of these street elderly are abandoned by their families. Many are single and have lost touch with their siblings.
• They have a sense of pride. They want to work and support themselves. They do not want to depend on handouts.

Recommendations:

• Introduce legislation that supports filial piety, similar to the Maintenance of Parents Act in India, China and Singapore.
• Set up more old folks homes and welfare shelters for the elderly and ensure they are properly and efficiently managed.
• Have better coordination of food donation and distribution services to prevent wastage.
• Establish a skills-based training centre for older people to enable them to be self-supporting.
• Remove ageism in employment. Older people in their 50s and 60s are still capable of contributing to the economy.
• Introduce programmes and activities that strengthen family bonding and intergenerational understanding.
• Promote an active lifestyle so that every citizen will age well. Our health and well-being is our responsibility. Start early. Start young.

(Note: Unless otherwise acknowledged, all photos are the property of SeniorsAloud. Permission is required to use any of the photos featured here.)

THINKING OUTSIDE THAT WOODEN BOX

We’ve heard it before: 60 is the new 40 and 70 the new 50. Yet, there are many among us senior citizens who view themselves as 60 going on 80, and 70 going on 90. They think old, look old and act old. They have OLD stamped all over their body and mind. No wonder they feel they already have one foot in the grave.

Granted death is a taboo topic in most Asian cultures, but, seriously, we all need a wake-up call sometimes before it’s too late and we are staring Death in the face. Do we want to spend the rest of our lives merely existing instead of living? The fastest way to speed up the ageing process is to think we are old and ready to expire. Sure, we all have to die one day, but that shouldn’t stop us from having fun, adventure, romance and happiness while we can still draw breath. Let's live before we leave.

These young men (my brothers and cousins) enjoying their golden years in 2008. They have retained their youthful looks and joie de vivre 12 years later in 2020.

When we think we are old, we are. Our thoughts are very powerful. They govern how we behave and react. There are folks who, upon reaching retirement age, retire not just from their jobs, but from everything that used to define who they are. They become a pale shadow of their former self, almost unrecognizable by old friends and former colleagues.

The first thing they give up is their physical appearance. In their minds, they are thinking – at my age, nobody gives me a second look, so why spend hard-earned money on unnecessary grooming. Their wardrobe consists mainly of auntie or uncle-type clothes in various funereal shades of black, brown and grey. If comfort is the reason, fine. But if they dress or act to please others, then they are allowing others to dictate how they should dress and behave as befitting their age.

Ladies from the Malaysian Menopause Society turn models for a fashion show in 2008. My first time on the catwalk. It was fun. (I am in black, centre)

Many retirees allow themselves to put on weight and wrinkles by avoiding all manner of physical activity. Their excuse – oh, at my age, I shouldn’t exert myself too much. Over time, they build up a host of health problems like high cholesterol, high blood pressure, diabetes and obesity. They become frail and sickly, and dependent on others.

They give up making an effort to keep in touch with old friends or make new ones. They spend their days mostly at home, moping around the house, and idling away the precious hours. They have no interest in anything that will improve their lives or that of others. Their favourite pastime is complaining about this and that. A close second is dwelling on the past with regret. No wonder they end up lonely, cranky, depressed and bitter. What an awful way to live their retirement years!

It’s easy to identify people who are ageing before their time. They say things like:

I’m too old to travel.
I’m too old to love again.
I’m too old to dance.
I’m too old to learn a new skill.
I’m too old to take up a course of study.
I’m too old to wear bright colours.
I’m too old to venture out on my own.
I’m too old to be outrageous.

It’s time to get rid of the ‘I’m too old to...’ mantra and replace it with a new one that's positive:

I’m still young enough to learn a new language.
I’m still young enough to welcome romance into my life.
I’m still young enough to write a book.
I’m still young enough to do the salsa.
I’m still young enough to go on an adventure trip.

I'm still young enough to....ENJOY LIFE!

We must constantly remind ourselves to make the most of our golden years, not waste them waiting for Death to knock on our doors. It's so easy to fall into the ageing trap.

‘And in the end, it's not the years in your life that count. It's the life in your years.’ – Abraham Lincoln.

(This is an updated version of an article first posted here in August 2008. The original article was picked up by Asian Beacon, a Christian magazine, and published in their June-July 2011 edition.)

ABUSE HURTS AT ANY AGE

We shudder with horror and disbelief when we read in the papers about caregivers physically abusing the elderly in their care. We cannot fathom how anyone could cause pain and injury to frail and defenseless old people. We would never do anything like that to hurt the very people we are supposed to look after and care for.

Really?

How many of us are guilty of elder abuse? If truth be told, most of us would admit to some degree of guilt as elder abuse is not just physical. It encompasses verbal, financial and psychological abuse as well. Guess who are guilty of such abuse? Who are the usual suspects? The answer - adult children.

When adult children exploit their elderly parents for their own financial gains, that's abuse too. Examples include compelling their parents to prematurely sign over ownership of the family property to them, or transferring shares to their names. For whatever reasons, these children can't wait to inherit from their parents. That would take too long. We read in the media of cases where elderly parents have been evicted from their own home by their children. Money over-rules blood ties. In a society where cash is king, and wealth equals power, the elderly without much assets to their name have no voice, no rights. They become easy victims of elder abuse.

Perhaps the most common abuse is verbal or emotional. Most of the time we are not even aware that we have hurt the feelings of our elderly parents. In moments of stress, anger or frustration, we lose our patience with them. We chide them, belittle them, even threaten them with the possibility of packing them off to a welfare home for old folks. Of late there have been more reports of children abandoning their elderly parents in hospitals or at bus stops. Are these cases in the minority or are they the tip of the iceberg?

If we do not want our children to treat us this way, then we should not treat our aged parents this way. Let us set a good example by according our parents and all elderly the respect they deserve. We exist because of them. We are who we are today because of them. We owe them a lifetime of gratitude and love.

Filial piety is becoming rare these days. Countries such as Singapore and India have implemented the Maintenance of Parents Act whereby parents can report their adult children to a tribunal for failure to provide financial support and care. When adult children face problems in their business or marriage, it is easy to take out their frustrations on their elderly parents who are vulnerable and unable to stand up for themselves. Life becomes unbearable for their elderly parents. It is no wonder many say they prefer to die than suffer at the hands of their own children.

One day, it will be our turn to experience old age. Will we fall victim to elder abuse? Not if we raise awareness of this despicable social ill, not if we raise our children to respect our elders. We can be good examples by showing our children how we care for our parents. They will learn from us.

Note: This is an updated version of an earlier article on elder abuse. If we see signs of elder abuse or know of any case, we should make a police report.  

YES, THE FUTURE IS INCREASINGLY FEMALE

My mother, now 94, grew up in Seremban in the WWII era when women had no voice, no official role to play in society. They were the family nurturer and caregiver, roles thrusted upon them which they accepted without complaint or protest. This was long before women discovered they were multi-skilled and could handle several diverse roles equally well. Many didn't even have a say in who they wanted as their life partner. Their parents made the choice for them. (Above photo taken in 2014: four generations - my mom, me, my elder daughter and two of my grand daughters.)

My mom was widowed in her early 30s. She was left with six young children to raise. Fortunately my relatives and my paternal grandma helped to look after us while my mom was going through depression. I was the eldest and learned to shoulder responsibilities at a young age while still in primary school. 

The women from my mom's era were tough physically and mentally, often raising as many as 10 children singlehandedly, and managing all the housework without the aid of machines. It was a life of daily sweat, toil and stoicism. Their children (that's us baby boomers) have remained eternally appreciative of their mothers to this day. Just look at the thousands of heartfelt outpourings of love and gratitude in cards and stories on Mother's Day every year.

The true emanicipation of women came with the Baby Boomers. We were the first generation that had access to education including post-graduate studies. That was our gateway to jobs and financial independence. We learned to drive and that gave us the freedom to venture further afield, to explore more opportunities and to develop the spirit of adventure. But one thing never changed, and thank God for that. We have continued with our role to put family first and foremost in our life's priority list.

Along with jobs came earning power and purchasing power. Today women consumers are a formidable force that cannot be ignored. They spur growth in the market and the economy.

There is a dearth of research on the breakdown of consumer spending by gender in Malaysia. If the stats for the US are anything to go by, we will likely see a similar trend here. According to MIT AgeLab founder, Joseph Coughlin, in his 2017 book 'The Longevity Economy', women across all ages worldwide influence 64% of consumer purchases. Among older women, the power of female consumers is even more profound as they enjoy longer life expectancy and often outlive their men.

It is common knowledge from decades of observations that in most family households, it is the lady of the house who wields considerable influence on her husband when making decisons on big item purchases. A joint account also gives women more freedom to make purchases. The rise in the number of single professional women as well as single moms further enlarges the pool of female consumers.

From Women's Buying Power

The list below is by no means exhaustive but it gives a clear picture of areas where women hold purchasing power in making decisons. They are often the ones who do the bookings, make reservations and handle the family's accounts and budget.

1. groceries and household essentials
2. home appliances (fridge, washing machine, oven, vacuum cleaner)
3. medicine, supplements, healthcare products
4. clothing, cosmetics, toiletries
5. holiday packages (airline, hotel, tours)
6. restaurants for family dining-out (women make the reservations)
7. home purchase (women check out the property first and usually have the final say)
8. schools for their children 
9. nursing homes, home care (for their elderly parents or in-laws)
10. senior living (retirement homes, senior travel, dance & fitness classes, lifelong learning)

The longer life expectancy of women also means longer purchasing power for them as evident in the predominance of women in aged care facilities and retirement villages. 

From Ford recognises women's purchasing power. 

The few remaining areas where male consumers still dominate (but not for long) are in financial products & investments, cars, IT gadgets, sports and hobbies such as golf, fishing, DIY. But this is set to change as women are making their presence felt in almost every sector of the economy and industry. We are also seeing more of them as captains of industry and holding positions in government. More younger women are emerging as successful entrepreneurs, with many running their own online businesses.

We don't need a crystal ball to tell us what the future of the world will look like. It will definitely be female. More so with online shopping getting popular. Advertisers, marketers, product designers, take note. Be prepared and be ready to adjust your plans and projections for the 2020s and beyond.