Everyday Ageism: CHRISTA D’SOUZA says the advertising industry should note that older people are capable of staying awake – ahead of Christmas campaigns with a grandparent snoring in the corner
- The image of a grandparent snoring in the corner is enduring of Christmas
- However, research suggests older people are more alert than those under 30
- UK-based columnist Christa D’Souza says advertising industry should take note
It’s the last tolerated prejudice. But Femail’s had enough. It’s time we called out those day-to-day moments when we’re patronised for no longer being young…
There’s a widely held belief, particularly among people under the age of 30, that older people need naps. What more enduring image of Christmas is there than granny or grandpa snoring away in a corner of the room with his or her paper crown slightly crooked, while the rest of the family is at the table?
Christa D’Souza (pictured) says the advertising industry should note that older people are a lot more capable of staying awake than those under the age of 30
Well guess what, granny/grandpa is a lot more capable of staying awake than you are. In fact, according to Professor Derk-Jan Dijk, the director of the Sleep Research Centre at the University of Surrey and a world expert on sleep and circadian rythyms, us oldies trump younger folk big time when it comes to remaining alert.
I’ve known this for a while. I used to have to take little naps all the time in my twenties. I never do now. Professor Dijk’s word of advice — if you are going on one of those long-haul coach journeys through, say, France, always go for the older rather than the younger driver. Not because of their wealth of experience but because of their biological supremacy when it comes to being able to pull an all-nighter. Could the advertising industry, as we approach the festive season, take note?
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