This Newsletter is the story of a journey. Not a journey across mountains and lakes but an intellectual journey of discovery.

It started with a single incident. I was dining with friends in an elegant restaurant in London. The room was beautiful, with fine wallpapers, furniture, and subdued lighting.The  menus  were so elaborately decorated that they would have made a medieval monk proud. Unfortunately, I could not read any of the print. I put on my glasses, but even then,  I could not discern the menu. Finally, in desperation I took out my smart phone and used the “Flashlight” function to read. It was only then that I looked around the room to realise that at least half of my fellow guests were in the same state. We looked like a group of ships at sea, in the dark, sending Morse code to each other.

I am  an ageing professor of services marketing with a special interest in  consumer psychology. I was angry and curious. Was this a clear case of ageism. Were my fellow dinners and I  stereotyped as second-class citizens and left to fend for ourselves? Why did the manager not  turn the lights up for her guests? She was younger than those of us using the flashlights, did she think we were not worth the effort?

What is Ageism? How is the World Ageing? Are the over 65’s a good market? Why couldn’t I read the menu?

If you want to join me on my journey subscribe now.