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- Market segments
What lifelong learners told ICAA
For two decades, the International Council on Active Aging has reported research about age 50+ adults to help members stay up to date with the changing body of knowledge. The active-aging industry is the primary focus for ICAA research. But, as the association celebrates its 20th anniversary, results of its first consumer survey have arrived. The ICAA Lifestyle Survey of Older Adults shares the perspectives of people assumed to be lifelong learners because they responded to an invitation in a One Day University newsletter. Overall, these individuals are in good, very good or excellent health, appear to be financially stable and engage in lifelong learning. In addition to their views on housing, survey respondents also shared their priorities, satisfaction with areas of their lives, use of technologies and reasons for considering a move out of their current home. Details appear in the full survey report [available at www.icaa.cc in the "Research" ("Reports") section].
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A master class on the 85+ population by Colin Milner
What do we really know about people who are 85 years of age and older? Statistically, we know that the "oldest-old" are the fastest-growing segment of the older population worldwide, and that this demographic is now 52 times larger in the United States than it was in 1900: 6.4 million in 2016 versus approximately 122,000 in 1900. The United States Census Bureau also predicts that this demographic cohort will more than double, to 14.6 million, in 2040. While the numbers can inform us, they can't help us understand the human side of the oldest-old. This lack of knowledge can hamper efforts to develop and market products and services that appeal to adults 85 and older. I asked John Leland, an award-winning journalist with the New York Times and author of Happiness Is a Choice You Make: Lessons from a Year Among the Oldest Old, to sit down with me and share wisdom from his book with Journal on Active Aging readers.
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The dynamic role of active aging among women age 50+ by Steve French, MBA
Aging is of concern and interest for a wide spectrum of the population. How we age, including ways to do so in a healthy and vibrant manner, is especially important. While these issues are relevant to all ages and both genders, women age 50+ are particularly attentive to this subject. The attitudes and behaviors of these women have the potential to impact not only the marketplace for healthy aging, but also trends about how aging is perceived overall.
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Innovations: Aegis Living prepares for a surge in special populations of older adults by Marilynn Larkin, Ma
Active-aging professionals are well aware that the first Boomers turn 65 next year, and that there are millions of them. But at the same time, so-called “special” populations—specific groups of older adults who may require more specialized services and care—are also booming.
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Targeting physical activity to women 55-70 by Shelley Callaghan
Within the growing population of older adults, women ages 55-70 are part of a unique group that needs to be targeted. The investment made today will go a long way to ensuring these women are healthy over the long term, reducing the burden on the health system and increasing their quality of life as they age.
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Marketing successfully to age 40-plus women by Colin Milner
In September 2002, 43-year-old actress Jamie Lee Curtis chose to shake that very foundation on which Hollywood and much of marketing is built: “the illusion of perfection.” In a cover story for MORE, a magazine that celebrates women in midlife, she showed the real Jamie Lee to the world. Curtis (whose films include the 1985 movie Perfect) was photographed in a sports bra and briefs, without flattering lights and professional makeup, and with no retouching. The picture revealed what she called “not great thighs” and a “soft, fatty little tummy.”1 Placed beside this photo of the unadorned Curtis was a more familiar image of the movie star—beautified, styled and retouched. Perfection.
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