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- Marketing
Unlock the future: Insights to close the perception gap between senior living and consumers by Jeff Weiss
Explore the gap between community offerings in senior living and consumer expectations and perceptions with these findings from a new International Council on Active Aging/Age of Majority research report. Gain insights and takeaways to begin bridging the divide.
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Make your Active Aging Week more visible and rewarding
How will you promote your Active Aging Week participation this fall? If you haven't done so already, you might want to consider involving public officials in your event planning. The annual observance, presented by Humana and led by the International Council on Active Aging, promotes healthier, more engaged living for older adults. It offers a valuable opportunity for both these officials and your organization to increase recognition and publicity. Public recognition can reinforce value for your participants and organization.
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The aging market: Tips to engage and support an evolving consumer by Martyn Bryson, Larissa Long and Sydney Murphy, MS
Aging looks a lot different today than it did even 20 years ago. As more people live longer, many older adults are working past retirement age and staying active, productive, social and purposeful in their later years. How can we, as active-aging professionals, promote healthy longevity and foster wellness in life's various dimensions for all in this expanding life stage? And how can we, as a society, better meet the needs of today's aging adults and support their potential to grow, participate and engage fully in life? In this article, experts discuss pillars for living well throughout the lifespan, ideas for rethinking aging and pointers for marketing that aligns better with this diverse market.
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Hosting a milestone Active Aging Week
Autumn's arrival typically signals vacations ending, students returning to schools and, for active-aging advocates, celebrating Active Aging Week. The annual observance held in the early fall promotes active, engaged living for adults 50+. The weeklong celebrations taking place October 3-9, 2022, will mark the 20th Annual Active Aging Week. How will your organization participate in--and leverage--this milestone? In settings where missions and business models center on older adults, or where healthy aging is a significant focus, Active Aging Week offers a platform for positive messages and programming that highlight the ability to engage fully in life at any age. At the same time, savvy host organizations realize the opportunities it presents to showcase their services, lifestyles and environments to their communities and neighborhoods.
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Reframing ageist language and attitudes to influence social change by Beth Witrogen, MJ
Despite global progress in identifying language that disrespects and marginalizes people by race or gender, communications around aging remain one of the last frontiers of social equality. Research shows that ageist beliefs--stereotyping, prejudice and discrimination based on age--are an insidious presence in global cultures, from greeting cards and jokes to elder abuse and economic inequity. A new study reaffirms the impact of people's beliefs about aging on health and well-being. Lead author Julia Nakamura, BS, a graduate student in health psychology at the University of British Columbia, Canada, believes that "combating ageism and reducing harmful stereotypes about aging are potential paths to improving individual aging satisfaction. In a landmark survey researched by Common Cause Australia and commissioned by the Southern Melbourne Primary Care Partnership (SMPCP) through the Victorian government, the "Framing Age Message Guide" identifies ways of communicating about older adults through a values-based community engagement approach. This guidance can aid organizations in reframing their messages for or about this population.
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The "health data economy": Marketing connects interests and lifestyle to improve health by Colin Milner
What is the future of marketing? If you or I could answer that question with any accuracy, we would earn a lot of money. But is it an impossible task? Well, it's not implausible for us to find indicators to guide us. As an example, we know technology will continue to play a significant role in how we learn about products and services. Algorithms are already key. Whether we're on Facebook or Netflix, what we see is driven by algorithms that take our purchasing history and match new compelling options to gain our business. Some people see algorithms, as well as Internet cookies and other things that facilitate technology-based marketing, as Big Brother-like intrusions on their privacy; others welcome this marketing as a convenience. Many marketers see the benefits. ... With its focus on interests, such marketing is about delivering the right content, service or product at the right moment. But what if the future of marketing is not just about our interests? What if it's about how those interests interact with our lifestyles to improve health and well-being? According to S. Jay Olshansky, PhD, a focus on enhancing health and well-being will drive the "health data economy," and the marketers who seek your business.
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