Last month I visited York’s Chocolate Story, a visitor attraction in the centre of the city of York. A very lively tour guide told us about the Quakers who established the chocolate industry in York, and we saw how filled chocolates are made (and got to eat some) and made our own chocolate lollies (and got to eat them too). The other visitors included several grandparents, who seemed to be enjoying the experience at least as much as their grandchildren!
As the UK population gets older, the leisure industry has observed that we are becoming far more interested in acquiring ‘cultural capital’. Since 2009 household spending on recreation and culture has risen faster than total household consumption (VisitEngland, 2013). Older people, whilst more numerous, are getting ‘younger’ wanting to undertake new experiences and acquire new knowledge and skills – whether it’s baking, gardening or learning about history or art.
This creates new employment opportunities that we should be actively promoting. Rather than working in yet another retail mall, young people can acquire knowledge that they can then share. Enriching an older person’s life is far more rewarding than stacking shelves or driving a delivery van. Of course there are concerns that these will be low paid jobs. However older people, whose incomes have been protected most in the years since the recession are likely to be able and willing to pay, and indeed this could be a good transfer of cash from the old to the younger generation.