Nine Principles Of Active Aging

What's new: Unlocking the future: Closing the gap between consumer expectations and community offerings in senior living report.

Active aging and wellness

Overview

ICAA has created its Nine Principles of Active Aging to guide governments, product and service providers, employers, and the healthcare industry in how they respond to population aging. By implementing these principles, organizations and agencies will be able to build a foundation for their efforts and encourage active, engaged living for people of all ages.

Populations: The diverse population of older adults requires diverse solutions.

The older population is extremely diverse, from ability and age, to income and culture, to sexual orientation. How will we meet the needs, capabilities, expectations, dreams and desires of such different individuals?

People: Trained and committed individuals are needed to meet the needs, capabilities, expectations, dreams and desires of older adults.

Who will address the older population? With fewer people entering the labor force, and the field of aging in particular, where will the people come from to meet the market’s demand and the needs of a wide array of industries? Will technology fill the gaps?

Perceptions: Ageism and negative stereotypes of aging impede an inclusive society.

Ageism and negative stereotypes of aging impede an inclusive society. To maximize the dividends of population aging, we need to embrace the realities of aging today and leave old ways of thinking behind.

Potential: Population aging is creating new economies.

With population aging, age 50-plus consumers will dominate purchasing decisions for decades to come, creating untold business opportunities for those who attract them. What will these opportunities be, and how will businesses tap them?

Products: Products and services are needed that tailor to older adult needs and expectations.

Many providers today continue to focus their products and services towards youth. Research shows this lack of interest in the older consumer stems from ageism and a limited understanding of this market. By designing more inclusive products and services, organizations will benefit from the vast spending power of the age 50-plus market.

Promotions: Older adults are a key market to attract.

A great majority of marketers have neglected older consumers, despite the fact that within five years, the 50-plus market will account for 70% of all disposable income. Effective promotions and marketing must be rooted in the realities of life for older adults. Shifting today’s marketing model will not only meet consumer demand, but also inspire societal change.

Places: Environments must be constructed to enable multiple functional abilities.

Environments can encourage or discourage people of all ages in leading active, engaged lives. From indoors to outdoors, what environments will be needed to support active aging?

Policies: The human rights of older adults should be protected.

Consider how policies can support inclusiveness. Specific global, national and corporate policies will be needed, however, to guarantee the human rights of older adults. Examples include access to social security, age discrimination laws, and affordable care and housing. Are your policies inclusive? Or, will you need to revisit them?

Programs: The seven dimensions of wellness anchor the principles.

As promoted by ICAA, the seven dimensions of wellness—physical, social, spiritual, intellectual, emotional, vocational and environmental wellness—are the backbone of active aging. They are also key to providing the breadth of programs and environments that fulfill the needs, interests and expectations of the diverse 50-plus population.