In a move that's set to transform how the insurance industry communicates, new official guidance has declared common terms like 'pensioner' and 'elderly' to be potentially offensive and ageist.
The Association of British Insurers (ABI), representing over 200 UK insurance firms, has published comprehensive language guidelines that could see traditional terminology for older customers completely overhauled.
What's In and What's Out
According to the new framework, insurers are being urged to avoid what they term 'ageist language' in favour of more inclusive alternatives:
- Avoid: 'Pensioner', 'OAP', 'the elderly'
- Use instead: 'Older people', 'older customers'
- Also problematic: 'Senile', 'geriatric', 'past it'
The Reasoning Behind the Change
The ABI argues that language shapes perceptions and that outdated terms can reinforce negative stereotypes about ageing. Their research suggests that many older people find certain labels patronising or dismissive of their continued contributions to society.
"Language matters," states the guidance document. "The words we use can unconsciously influence how we think about and treat different groups of people."
Mixed Reactions from the Public
The announcement has generated significant debate, with opinions sharply divided:
Some welcome the move as progressive and necessary, while others have dismissed it as political correctness gone mad. Social media platforms have seen heated discussions about whether the term 'pensioner' is genuinely offensive or simply descriptive.
One commentator noted: "Many people who've paid into the system their whole lives are proud to be called pensioners. It's not a dirty word."
Industry Implementation
While the guidelines are not legally binding, they represent official best practice for ABI members. Insurance companies are now reviewing their customer communications, marketing materials, and internal training programmes to align with the new standards.
The changes come amid broader efforts across the financial services sector to improve inclusivity and combat discrimination in all its forms.
As the population continues to age, how we talk about older generations is becoming increasingly important - and controversial. The insurance industry's linguistic shift marks another front in the ongoing debate about language, identity, and respect in modern Britain.
