Day-to-day we all are blatantly or unintentionally judged or discriminated against for various reasons. But there is one form of discrimination that makes me angrier than all others: ageism.
I hate it when people treat me poorly because of my age. Yes, part of the reason I hate it is because I don’t like being treated unfairly; but there is a bigger reason why I despise ageism.
It just doesn’t make sense to treat young people poorly! It doesn’t make sense socially; we should treat everyone equally. And it doesn’t make sense economically.
Young people may not make a lot of money right now. But they control more money than any other group. What do I mean by saying that they control more money than any other group? Well, they have some spending power now, AND they control all of their future spending power. And what we experience right now, when we’re twenty-something, will influence us 30, 40, 50 years from now.
When I experience great customer service I remember it. For instance, when I was around 16 I was going to the mall and my mom asked me to get some links removed from a watch for my brother. The first jeweler I went to looked me up and down and said snidely, “We only do that if you purchased the watch here.” But, the second jeweler I went to said “We’d be happy to do that for you.” And, they didn’t even charge me for the service. I still remember that jeweler and I think of them whenever I consider buying jewelery.
Likewise, there are companies and restaurants that have treated me so poorly I will never go back. In DC there is an extremely nice restaurant called 1789 which we once ate at for a special occasion. The waiter did the absolute minimum he had to do to take or order and plop our food in front of us (all the while waiting hand and foot on the older couple at the next table.) A certain airline (American, if you must know) has also treated me extremely poorly– never via email or on the phone, only to my face. I wonder why…
Places that treat me differently because I am young lose not only my business in the recent future, but for the next 70 years (or however long I live.)
Let’s just think about this for a minute. I spend approximately $2000 on plane tickets a year. Assuming I live until I’m 80, I still have 57 more years to buy plane tickets. For me alone, assuming that my amount of travel doesn’t change, that plane ticket prices don’t change, and not accounting for inflation: American Airlines has lost $112,000 because they treated me poorly. But, it’s not just about me. I will someday have an impact on tickets my spouse, children, friends, and business buy. Conservatively, in today’s dollars; American Airlines probably will lose over a half a million dollars in revenue from treating me poorly (on several occassions) because I am young.
Now, let’s assume that American Airlines was also ageist against other young customers and lost those young peoples’ business because of it. According to US census data from the year 2000 there are 20.5 million people in my 5-year age group (that of 15-19 years old at the time the 2000 census was taken. Today those people would be 22-26 years old.) Let’s just say that 1/10 of 1 percent (.001) were also discriminated against by American Airlines (that’s 20,500 people). Assuming they too have $500,000 worth of spending power on plane tickets over the course of their lifetimes, we have a grand total of 10 Billion 250 Million Dollars (that’s 10,250,000,000) that one company lost because they didn’t treat their young customers the same way they treated their older customers.
Quite honestly, I didn’t even expect the number to be that high. We are only looking a very small number of people in a very narrow age range. But, it just goes to show how dumb it is to treat young people differently.
The moral of this story is: if anything, treat young people better than old people! We twenty-somethings have more money to spend than any of your other current customers.
(This post was originally titled “Ageism, Twenty-Somethings, and 10 Billion Dollars.” Then as I was writing, I thought about the one sector that figured this all out a long time ago. And boy did they profit from it….)