"Agism" - the Flip Side

The cultural devotion and pursuit of youth in America is well established and known to all. What is less well understood is how those who actually possess this attribute are treated by others in this youth-obsessed society. Interestingly, the answer is sometimes not so great, at least when it comes to financial matters. Yes, the young have rotten jobs when working their way through school, and of course start at the bottom of the corporate ladder when graduated, as they are expected to pay their dues as those before them did (despite the unrealistic and self-absorbed expectations of too many MBAs). But how are the young treated when it comes time to spend that hard earned scratch? Of course it's reasonable that creditors should protect themselves with cosigners and other mechanisms to guard against the higher likelihood of default from those with lesser resources and experience, but what about the behaviors and attitudes toward these young adults as they engage in shopping and purchasing?

A number of factors may interact with age, including gender, appearance, dress, companions, purchase category, etc. Yet while I haven't had the time to methodically research the topic, I am continually told by students (and can recollect from my own experiences), that young adults are treated quite differently than their elder consumers. Regardless of their actual financial resources, it appears that young adults are essentially discriminated against, albeit subtley. Some salespeople (bad ones, of course), believe that they can size up (qualify) a prospect almost immediately based on appearance. For instance, how many times have you been treated differently in a store, restaurant, bank, repair center, etc., depending upon how you are dressed? Young adults run into this constantly. Young adults are steered to various product options based on stereotypes, inferences about their interests, bank accounts, etc. A young man must want a fast car, but can't afford a true sportscar. A young woman must want a "cute" car in which she looks good. Either may be "just looking" and not deserving of a lot of time and respect unless accompanied by a parent. So while most of us want to be young, we don't want to be treated as young, at least when it comes to shopping.

This just touches upon the myriad of instances of "reverse agism," but provides a lesson for college students (it may be too late for those judging these students). Expect such stereotypes, and proactively prepare for them. I used to think that if I dressed in a way that looked like I was just a regular guy of modest means, sellers/repairers would be apt to "give me a break" on price out of compassion. I have learned that the opposite is true. Dress well, speak in an educated manner, and be well informed if you want to be treated best. Do not be afraid to take your business elsewhere if you are not seated well in a restaurant, ignored by merchants, demeaned by lenders, etc. Expect that you'll be watched more closely near expensive merchandise, and that your credit may be more closely scrutinized. Tell retailers what you want, not what they think you should have. Above all, despite the condescension, behave with dignity.