“In the same way that house builders are modernising the kind of accommodation they are providing for the older generation we need to modernise our language when describing older people and stop using out-moded and patronizing terms such as: ´elderly´, ´doddery´, ´demented´ and ´infirm´,” says Jane.

And she is not alone. Jane Ashcroft, the dynamic chief executive of the Anchor Trust (www.anchor.org.uk), one of the country´s largest providers of housing for the over 55s, is amazed that there are still organisations that have the word ´elderly´ in their name.

“It is so patronizing,” she said.

“´Elderly´ may be all right if you are describing your cat but not your grandmother,” adds Jane Slade.

“The problem is ´elderly´ implies a lot more than old age. It is a loaded term suggesting frailty, of little use to human society, of unsound mind, and probably not long for this world.

“Negative, patronizing and offensive terms to describe older people must be deemed as unacceptable as using pejorative terms when describing gay or foreign people.

“At best the language evokes a time when people lost their teeth at aged 30 and worst when women were strapped into corsets,” adds Jane.

“We also need to modernize the terminology we used to describe accommodation for older people.

Places called ´sheltered housing´, ´assisted living´ and ´nursing home´ do not sound appealing and don´t encourage older people to move there.

But much of the modern accommodation being provided today really is a world away from the cramped, pokey, dark places of the past. So let´s find some new ways to describe them. Some housebuilders are coming up with new descriptions such as ´later life apartments´, ´studios for seniors´, ´homes for active living´.

Many of today´s retirement villages are like five-star hotels and modern ´nursing homes´ are bright, spacious and positively cheery places.

Even the word ´bungalow´ is given the thumbs down. Now marketeers talk about ´lateral living´.