Britain's over 60s are rebelling against the label 'old-age pensioner', according to a new study carried out on behalf of Norwich Union. Apparently, more than half of the people officially known as OAPs are rejecting the term - with three quarters claiming it's patronising and out of date.

Now, the majority of active and fit over 60s are calling for the word pensioner to be banned and a new term to be introduced to better reflect their age group. Norwich Union polled over 60s across the country and the most popular new names to replace old-age pensioner were:

1. Matures
2. Seniors
3. SWELS (seniors with energetic lifestyles)
4. Veteran
5. Seasoned
6. Vintage

And soon to be pensioners - the over 55s - also admit to suffering from old-fashioned perceptions of OAPs, with 15 percent feeling pressure from society to act a certain way.

Norwich Union's study amongst over 60s also revealed:

• More than two in five people never claim benefits available to them, with a quarter admitting they are not even aware that they're eligible for discounts.
• A quarter see the term OAP as having a stigma attached to it which makes them feel excluded from the rest of society.
• Only 14 percent of people over the age of 60 feel their actual age - with the majority saying that being an OAP is a state of mind rather than a specific age.
• Men feel more social pressure than women to act a certain way and live a certain lifestyle when they reach the age of 60.

Commenting on the findings, Daren Carter, head of equity release marketing for Norwich Union, said: "Our research shows that perceptions of the over 60s are out of date and quite patronising. People simply don't want to be known as OAPs any more. Radical changes in work patterns mean people could be looking forward to 30 or more years of retirement. Many feel at the prime of their lives, have a younger outlook and a real zest for life."

Don Steele, director of social policy for the Association of Retired and Persons over 50 (ARP/O50) added: "The UK's mature population is more active than ever but still suffers from the social stigma attached to being labeled OAPs. Society has become youth obsessed. It's time for people to change their perceptions and realise that for a growing number of people life begins not at forty, but at sixty."

Norwich Union conducted the study as it launches a new equity release product with a minimum eligibility age of 55 - the lowest available - so that people don't have to wait until they retire to take advantage of it. Norwich Union has also relaunched its existing fixed rate Flexible Cash Release Plan with an improved benefits package.

Take-up of equity release has increased more than tenfold over five years and the signs are that it is continuing to boom. Norwich Union has produced a guide for consumers explaining the equity release process.

For your free copy of 'Unlock your future - equity release made easy' call Freefone 0800 122 876.