Mature Market Experts

The mature market will play perhaps the most important role in the upcoming election.

Who has the upper hand, Mr. McCain or Mr. Obama? As the mature market has long suspected, ageism is alive and well in America. According to a recent Harris Poll, more people said it would be a “good thing” if a black (38%) or a woman (34%) were elected than think it would be good to elect someone age 70-plus (10%). While most people say they would be neither pleased nor displeased if a black, female or a candidate over 70 were elected, the remainder are much more likely to say they would be pleased than displeased by the election of a woman (by 37% to 11%) or an African-American (by 30% to 11%). However, they are much more likely to be displeased than pleased (by 32% to 9%) if someone over 70 is elected. Most people (72%) say that the sex, age or race of the candidate should make “absolutely no difference.” Interestingly, the group most prejudice against an older president was seniors aged 63+!