OVER the past years, life expectancy has increased rapidly. In the 1950s a man was expected to live less than 70 years and a woman slightly more. Today life expectancy is more than 80 and rising.

Since people are living longer, their numbers are increasing rapidly and this “gray power” has political and economic clout; senior citizens have marked consumer traits in, among other things, real estate, in which they have special residential needs. Many senior citizens receive pensions that allow them to enjoy a relatively high standard of living, which means a high degree of consumer spending.

The 2000 Census of Population and Housing placed senior citizens (60 years old and over) at 4.6 million or 5.97 percent of the Philippine population. From 3.7 million in 1995, elder population has increased by 22.18 percent. It is estimated that by 2010, their population will reach an estimated 7 million.

Senior citizens are a gold mine in terms of consumer spending. Contrary to views that older folks prefer to lounge all day at home, companies are realizing that they are very active in the marketplace with specific needs that must be serviced. Retirement has given the elderly more free time to spend in malls and recreation centers. With their savings, they intend to enjoy life to the fullest.

With the statistics on the growing number of senior citizens, business strategists are projecting that the gray market will be the fastest growing household segment across Asia with an average growth rate of 5.5 percent across 12 countries, including China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Philippines, Singapore, Taiwan and Thailand. By 2014, it is estimated that discretionary spending by elderly consumers will reach $252 billion a year in Japan and $101 billion in urban China.

The elderly is not just limited to buying for “more things” but are more interested to acquire “new experien-ces,” a fact taken advantage by “techie” companies as more and more invest in product development and advertising to make their camcorders, digital cameras, mobile phones and other high-end gadgets appeal to seniors.

But more than their consumer power, the elderly have been recognized by the state because of their contribution to society, especially in their younger and more productive years.

In the Philippines, the national and local governments have instituted laws and ordinances to protect and give preferential treatment to these special individuals. For one, commercial and government establishments provide special lanes to provide quick service to older folks, such as in filing for business permits/licenses or government certificates.

This preferential treatment was made possible by Republic Act 9257 or the Expanded Senior Citizens Act of 2003. The Act aims to “give full support to the improvement of the total well-being of the elderly and their full participation in society.”

Section 4 of RA 9257 grants senior citizens 20 percent discount on all goods and services, regardless of amount, from establishments (duly licensed by the local government) such as hotels, restaurants, recreation centers, drugstores and funeral parlors.

They are also given discount on admission fees in theaters, cinema houses, concert halls, circuses, carnivals and other similar places of leisure and entertainment; same with fare for domestic air, sea travel and public land transportation such as railways, skyways, buses and jeepneys.

The government health facilities give them free medical and dental service, which include x-rays, computerized tomography scans and blood tests. In private-health facilities, fees to these services including doctor’s professional fees are reduced by 20 percent.

For those who wish to pursue post secondary, post tertiary or vocational studies, they are entitled to scholarships, grants, financial aid subsidies and other incentives that include support for books, learning materials and uniform allowance.

To avail themselves of these privileges, the senior citizen has to present an ID issued by the City or Municipal Mayor/Office of Senior Citizens Affairs (Osca) or of the barangay captain of the place where the individual resides. Aside from this, a passport or any other document establishing that the elderly is a Filipino citizen and is at least 60 years of age can be accepted.

For basic commodities, the Department of Trade and Industry (DTI) issued Department Administrative Order (DAO) 03, Series of 2005 granting 5-percent discount to senior citizens in their purchase of basic necessities and prime commodities. Covered under the DAO are canned sardines, tuna; evaporated, condensed and powdered filled milk; coffee; bread; white and brown sugar; cooking oil; instant noodles; luncheon meat, meat loaf, corned beef, frozen/refrigerated/preserved ready to cook pork, beef and chicken; powdered, liquid, bar laundry and detergent soap.

When availing of the discount privilege, senior citizens have to present the purchase booklet that is distributed by the Osca established under the Office of the Mayor.

Discount under DTI Administrative Order covers a total of P650 purchase per week without carryover of the unused amount. In cases where a senior citizen cannot personally purchase, the person may by written authority appoint a representative to transact with the retailer on his behalf.

The National Coordinating Monitoring Board (NCMB) oversees and monitors the implementation of R.A. 9257 or the “Expanded Senior Citizens Act of 2003.” It is composed of representatives from the Department of Social Welfare and Development (chairman); Interior and Local Government (vice chairman), and members from the Departments of Justice, Health, the Coalition of the Service for the Elderly, Louie de Marillac Foundation, Federation of Senior Citizens Association of the Philippines, Alliance of Retired Postal Employees and Senior Citizens Inc. and Veterans Federation of the Philippines.

Senior citizens or their family members may inquire from the NCMB at 931-8130 or at the Osca Office in their locality.

Preferential treatment to the elderly is an appropriate respect accorded to those who contribute to nation building and have lived long to see the fruits of their labor. The discounts, assistance and free service are a fitting treat to the old but wizened consumer who still wants to experience the good life. 

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Send your feedback and queries to konsyumeratbp@gmail.com. For in-depth information on consumer issues, listen to Konsyumer Atbp. every Saturday, 10:00-11:30 a.m. over  dzMM 630kHz. For consumer complaints, call the DTI Consumer Assistance Hotline 751-3330 or Text DTI<space>complaint and send to 2920 for Globe and Smart subscribers.

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