One of the primary goals of Life Affirm™ is to promote concern for, and assistance when needed to older persons, or "seniors," the latest term for those aged fifty and above. Despite being illegal, according to United States Federal law, in small businesses to enterprise-level corporations, and everything in between, many people charged with interviewing and hiring discriminate against those fifty and above. Indeed, often even those in thier middle to late forties are given less consideration than younger applicants; however, the most egregious favouritism penalises the 50-plus category.