Age Is A Country We're Going To Nordic Walk To

I'm often asked if I'm going to stay here in Germany and, to be honest, my answer is 'how the heck should I know?'. Coming from someone who purports to be a planner that may sound strange but I really don't know. In a typically Brit-who-was-one-of-the-generation-who-was-a-teenager-at-the-right-time-(punk)-and-got-into-advertising-at-the-right-time-(the loadsamoney 80s), I have never really given too much thought about being old and where I'm going to do it.  

However, maybe the German ernsthaft mentality is getting to me at last and I have recently started casually entertaining the thought. How would it be to stay here? Not just to get old here but to be old (whatever that is) in Germany. So far, my thoughts have not disturbed me too much and I thought I'd give the apg what insight I have into Germany as a country that should really get an 'old-friendly' certificate.

If I had to choose one picture that symbolised the current social climate in Germany this year then it would have to be this: a few weeks back I was in Aldi and the place was packed full of ladies aged 60 + in a bit of a rugby scrum. It was a very genteel rugby scrum with lots of helpful smiling and friendly joking and, once I managed a few polite Entschuldigungs, I was close enough to see what all the fuss was about. Aldi had Nordic Walking gear on offer. Not just the sticks, but special jackets, shirts and leggings, headbands, socks and gloves. Now, I still don't have a clue how a Nordic Walking jacket might differ from something you might go jogging in, but there you go. Obviously, to these ladies, all these items were much sought-after. Not long after, while I was out jogging (no doubt passe amongst the older generation) I saw a group of similar ladies (and their menfolk) striding towards me briskly, resplendent in their co-ordinating Aldi outfits. The self-confidence and general Lebensfreude of this group seemed a stark contrast to the continual whining and whingeing of the 30 and 40-somethings that I seem to know in Germany. And, generally, one can see that the 60+ group in Germany are less worried about the future than younger age groups. It may stem from selfishness but also, perhaps, from a belief amongst this group that the bad times are behind them. For someone born just before, during or just after the war, childhood was tough with families depleted and perhaps divided geographically for years on top of the shortages and rationing.  

Somehow the whole education system and social structure of Germany means that everything is shifted 5-10 upwards compared to the UK. Children don't start school until they are 6 or even 7 and stay until they are 19. The compulsory military or social service for young men means that further education may not be completed until the late 20s or early 30s. The result of this is that if you set foot in a German advertising agency, for example, and you're the wrong side of 40, you wouldn't get the same feeling of being totally out of place that you might in London. I remember 'young students' coming to me for first job interviews at an age where they'd be running a company in the UK. And 'youth' TV presenters regularly pop up who are pushing 40. All of this means, of course, that you are still described as 'young' well into your 40s and middle-age doesn't really seem to set in until mid-50s.  

In Germany, it seems more acceptable to be older. The whole country seems to be more set up for the tastes and needs of older people. It's an 'old-friendly' land. Restaurants unashamedly offer Gutburgerlich food and good wine in traditional surroundings, served by formal but friendly waiters and waitresses who address one with respect rather than the 'Hi guys my name's Max specials today are sauerkraut wraps and bratwurst with pesto mash' approach. The independent butchers, bakers and greengrocers, along with the weekly markets where you can ask exactly which field the cow came from or whose apple trees your Cox's are from do a roaring trade, especially with older people who have time for good service quality as well as the socialising opportunities that these shops provide. And one sees rather less of the mutton-dressed-as-lamb look and rather more independent ladies' and gentlemen's outfitters selling good quality classic clothes in dark greens and browns.  

Older people seem to be more present somehow in Germany, which is perhaps not surprising as the over 60s comprise 25% of the population currently, which is forecast to rise to 40% by 2050.TV is not dominated by youth- there are plenty of light entertainment and folk-music shows with jolly-looking 60-,70- and 80-pluses linking arms and singing along in the background- and none of this is tongue-in-cheek. In advertising, older models are often used- Nivea pioneered the 'mature skin' segment with Nivea Vital over 10 years ago and companies like Davidoff feature older men in their advertising campaigns ('The more you know..').  

Another unique feature of German life where the seniors hold much power is in the notion of Verein or clubs. Even a little village will have dozens of clubs, from rabbit-fanciers to carnival clubs, from handball to opera-singing. These clubs often have a long tradition and will play a major part in the social life of the town, organising local Fests and other events.   Many older people are also politically active. Most of the famous personalities that were the 'young radicals' of 1968 are now hitting the 60 mark. There is a political party called Die Graue Panther (see www.die-grauen-graue-panther.de ) who are calling for a radical reform of the Social Security System, amongst other issues.  

So, maybe once I've stopped being a 'young planner' in an embryonic branch of a young industry here (Planning can claim at most 10 years' history here and home-grown German brand communication has a long way to go to establish itself properly-although that's another story) I can take myself off to Aldi too and get kitted out for Swedish Skipping or whatever the next Trendsport is and begin to enjoy myself in one of the most old-friendly countries that exists.    

Sue Imgrund, 14.12.04