Resources - Mature Market Headlines

Gay retirees: The next big untapped target market?

The Globe and Mail (Canada), 6/20/09

Abstract:

Despite their rising ranks and numbers, gay boomers and seniors are still a largely ignored demographic, but a lobby group for older Canadians is hoping to change that with a pink chapter launched this week.

CARP, Canada's largest association for the 45-plus, introduced the chapter to represent older gay, lesbian, bisexual and transgendered members. The group says LGBT seniors face unique challenges in housing, health care, the legal system and long-term care.

After years out in the open, gay seniors often slip "back into the closet" in their old age because they fear being alienated if they live in a nursing home or being discriminated against by health-care providers.

The group is "ringing in a new culture of visibility" among the more conservative members of CARP, said Anne Gravel, researcher in policy development for the organization.

For a $20 annual membership fee to CARP, the group has set up a virtual community to help LGBT seniors link to resources. Although the project focuses on advocacy and so far lists only a handful of gay-friendly retirement homes and long-term care facilities, CARP will eventually also post advertisers interested in catering to the community.

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