Alcohol, adaptation and (in)activity in the narratives of older consumers

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It is only recently that sociologists of consumption have begun to explore the experiences of older consumers, yet there remains a persistence of stereotypes of older adults as habitual consumers prone to social isolation. Taking the example of alcohol consumption and pub-going, the article analyses qualitative data drawn from focus groups with older consumers and qualitative interviews with pub staff and various key stakeholders to explore the ways in which older consumers adapt in later life. Findings show that many older consumers value alcohol consumption and pub-going as a means to experience social activity. In contrast to sedentary and isolated lifestyles in the domestic home, pubs are spoken of as places where meaningful social contact is fostered and outings to pubs for drinks and, in particular, meals, appears to offer a means for providing care to others. These activities, characterised as active and experimental, are valued by older consumers as a way to challenge long-established negative stereotypes about older people. However, while many adapt their consumption habits to retain such positive framings, others face physical challenges relating to age-related impairments, as well as economic, social and cultural barriers which significantly restrict otherwise desired consumer experiences. The findings demonstrate how older consumers, overlooked in current debates in the sociology of consumption, are active agents engaged in a considered and ongoing process of negotiation in regard to their consumption preferences and practices.