WHEN my dad was in his 50s, he would sometimes get asked at restaurants if he had a senior citizen card. He would shake his head vigorously and, I suspect, with equal parts amusement and indignation at being mistaken to be in his 60s.
Fast forward two decades, and I can't help chuckling when he and my mother excitedly whip out their senior citizen cards when dining out.Seniors enjoy privileges under the law, the most popular being the Expanded Senior Citizens Act. Aside from the 20 percent discount on restaurants, they can use express lanes at commercial and government establishments. Stories of senior citizens being denied their benefits can become national news.
If businesses believe that discounts to seniors reduce their profits, it is no surprise that they give these as stingyingly as legally possible.We must, therefore, change our perspective and view the elderly as assets to society, not as liabilities to be minimized. In other words, giving benefits to seniors is not giving them a larger slice of the pie but enlarging the pie. Companies should realize that the 'silver market' is a treasure trove waiting to be tapped.
Citizen Benefits Zero-Sum Game?
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