Articles
The Journal on Active Aging brings articles of value to professionals dedicated to older-adult quality of life. Content sweeps across the active-aging landscape to focus on education and practice. Find articles of interest by searching the article archives in three ways: Enter a keyword in the articles search bar; click on search by topic; or type a keyword or phrase in the general search bar at the top of the page.
Topic- ICAA initiatives
Marketing matters: embracing and serving the New Consumer Majority by G. Richard Ambrosius, MA, and Helen Foster, BA
The United States is rapidly achieving a milestone: the nation’s first “mature market.” By 2050, Americans ages 65 and older will outnumber those under the age of 15, according to the US Census Bureau. While this was already true in some European countries and Japan, it is a change of epic proportion for the US. Yet little has been done to adapt marketing materials, hiring policies, sales training, or aging programs and services in response. ... This article examines our experience reviewing entries for the ICAA Rebranding Aging advertising/marketing awards competition for the last two years. The contest is part of the International Council on Active Aging’s Changing the Way We Age® Campaign, and recognizes excellence in efforts targeted to aging consumers in four categories. In the following pages we also make recommendations for improving the effectiveness of marketing campaigns based on our combined 50 years’ experience in older markets.
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Voices of Active Aging Week 2012
Active Aging Week®, the annual health promotion event promoted by the International Council on Active Aging®, is held every year during the last full week of September. This year’s theme, “Many journeys, many destinations,” recognized that older adults travel individual paths toward their personal destinations of well-being, health and ongoing engagement in life. According to many of the hosts who conducted Active Aging Week® events, their success began with the theme, and they stirred in the activities, locations and people best suited to their local area. That recipe resulted in a week of health-promotion-plus-fun events.
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Emerging roles for the wellness workforce by Patricia Ryan, MS
In the language of human resources, a “role” reflects an occupation or a purpose. “Teacher,” for example, is a role. The “job function” is the work that is done in fulfilling that role. A teacher writes lesson plans, instructs pupils, evaluates, disciplines and coaches.
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Maximize Active Aging Week with post-event planning
As September approaches, so too does Active Aging Week®, the annual health promotion observance that celebrates healthy, active aging.
The International Council on Active Aging® (ICAA) launched Active Aging Week in September 2003 to give older adults opportunities to explore an active lifestyle and learn about its benefits. ICAA promotes the campaign nationally in Canada and the United States, while offerings are organized locally by host organizations.
ICAA initiatives
Build the momentum for Active Aging Week
Within the fun and social atmosphere, the core purpose of Active Aging Week® is educating older adults on how they can adopt and maintain positive health behaviors. Promoted by the International Council on Active Aging® (ICAA) and organized by you and your colleagues, Active Aging Week events often feature health education; physical, social, intellectual and spiritual activities; volunteering; intergenerational meetings and community outreach. All events offered during this annual health promotion observance stay true to three core elements: They are fun, educational, and free or low cost to participants.
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Responsibilities and compensation for the wellness workforce by Patricia Ryan, MS
Within any organization, it is the people who deliver the products and services. Whatever buildings, technology, programs or furnishings are in place, the workforce is responsible for creating a customer experience that delivers those products or services in a welcoming and engaging atmosphere.
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