Question

Topic: Taglines/Names

Is The Word "junior" Condescending Or Offensive?

Posted by Anonymous on 11/10/2010 at 2:14 PM ET 125 Points
I work for a private golf club, and we're considering re-branding our memberships for ages 21-39 (which are priced lower than 40+ memberships). Many clubs refer to these memberships "junior" memberships. We are considering using that word, but I wanted to take a quick poll to see if anyone finds it offensive or condescending. Also, when you think of the word "junior," do you think of youth golf or a membership for younger people?

I would prefer using a term like "young professionals," but I also want to use a term that clearly communicates what it is that we're selling. Thanks in advance for your comments!
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RESPONSES

  • Posted on 11/10/2010 at 3:06 PM Author
    We call the 40+ membership the "Premier Golf Membership."
  • Posted by Gail@PUBLISIDE on 11/10/2010 at 3:23 PM Accepted
    I also think the word "junior" connotes youth -- teen-aged kids.

    I would use a contemporary word to associate your target age group. Keep in mind, that if you use "professional" that you alienate those who may be golfers but don't have a profession, per se.
  • Posted on 11/10/2010 at 3:37 PM Moderator
    I agree that "Junior" is probably not the right way to go. Why not "Golf Membership" -- as distinct from "Premier Golf Membership." Just drop "Premier" for those under 40.
  • Posted on 11/10/2010 at 4:48 PM Member
    I agree junior sounds condescending in usual conversation but golf clubs tend to cling to traditions. You might ask people who have a long history with golf clubs.
  • Posted by Marita on 11/10/2010 at 7:33 PM Accepted
    In this case, I think young professionals sounds great. Everyone wants to be seen as a good golfer, even when you are not. I don't think junior is an offensive or condescending word, it just implies new, not all that experienced, beginner, young. A junior engineer is a junior engineer...and a junior accountant is a junior accountant; it implies 1-5 years experience, that is all. For your purposes however, young pro's sounds great, it makes you feel cool even when you are actually a "junior" player.
  • Posted by Jay Hamilton-Roth on 11/10/2010 at 9:01 PM Accepted
    Why not ask your younger membership for feedback? A 30-year old entrepreneur or CEO might have strong feelings about the word "junior".
  • Posted on 11/11/2010 at 9:38 AM Author
    Thanks to all of you for taking the time to comment and provide me with helpful feedback. If any of you have ideas for what we can call this membership other than "Young Professionals," I would love to hear them!

    Thanks again,
    Christina
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