You can call them boomers, or you can call them the Me Generation. You can even call them the pig in the python.
Just don't call them seniors.
The population bulge generally defined as those born between 1946 and 1964 shun that label because it denotes feebleness, frailty and old age. And when a demographic group this large is turned off, society takes note.
"It's great for my dad to go into restaurant and ask for the senior discount, but I just cringe. I just won't," said Gene Hinkle, 52, an account executive at Bailey Lauerman in Omaha who recently worked with Immanuel Health Systems to rename its seven retirement communities Immanuel Communities instead of Immanuel Senior Living.