Ten years ago in July this publication, then known as Today's Seniors, was rebranded as Forever Young and we subsequently took heat as some readers, resisting the change, complained that it disrespected those who wished to age gracefully and be proud of surviving, rather than clinging to youth. They also remarked that it was a phrase taken from the gravestones of those who died in their youth. But we stuck with it and it's been a very useful and flexible brand name for us.

Similarly, we expect that the attempt by Moses Znaimer to not only create a brand but also introduce a new word - "zoomer," a "boomer with zip" - into the lexicon is also meeting with a certain resentment out there in the boomer and senior populace. Znaimer, the brains behind the City-TV/Much Music programming of past decades, has always been a polarizing figure so we anticipate that some mature Canadians might feel resentful that he seems intent on shaming them out of the serenity of a well-deserved, dignified, gradual old age. There is no doubt suspicion that the new word is in part ego-driven - zip, zest, Znaimer, zoomer. One slogan of his "movement" is also self-referencing: "This time he's reinventing aging." A ZoomerMedia press release credits him with having "popularized" the term "zoomer" but you know, saying so does not make it so. Who else is using it?

And we anticipate a certain uneasiness with the hyper-sexualized stamp Znaimer is giving to his movement. "Body of a 65-year-old ... libido of a 25-year old," is how he described a zoomer in comments earlier this year. "Doing it keeps you young." And Znaimer said in the spring, "This word (zoomer) acknowledges one's age but defines it as something active, vigorous, optimistic and 'I ain't goin' nowhere.'"

And so we invite our readers to comment on this bold foray of Znaimer's. Do you admit to boomer lethargy in the first place? Are you willing to follow Moses and embrace a more zesty lifestyle? Are you ready to zoom, to zip? Or make that unzip - will you be "doing it" more often now to stave off aging, as Znaimer suggests you should?

Or is it a con? Do you resent the hype and view it as a b.s. attempt at hijacking your generation? A welcome addition to the zeitgeist, or a big zero? Do you find yourself asking: who's zooming who?

As mentioned earlier, at Forever Young we've been there before, and felt the wrath of sassy older folks who relish the chance to speak their mind, and tend to reject innovations they see as gimmicks. Email me at donjwall@hotmail.com.