Survey finds active aging industry poised to meet older adults' lifestyle and wellness preferences

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[Vancouver, BC] Is the active-aging industry ready to deliver the lifestyle and wellness options that older consumers are seeking to improve their quality of life?

That was the question in the Wellness Readiness Survey 2014, conducted by the International Council on Active Aging (ICAA), the association that leads, connects and defines the active-aging industry, and sponsored by fitness equipment manufacturer Precor Inc.

“The results are very encouraging,” says Colin Milner, CEO of ICAA. “Contrary to what is occurring in most industries throughout the world, ICAA’s findings show a high level of readiness – and response – to aging consumers who are demanding more out of life than the medical model provides. Today’s older consumers are driving an expectation economy based on their life experiences, and seeking to maintain their quality of life for as long as possible. Organizations making up the active-aging industry have already begun introducing a multitude of products, services, programs and environments to accomplish this.”

For the survey, “wellness” was defined to mean “the nonmedical lifestyle, fitness, activities, recreation or prevention options you offer, even if you use another name for these.” Respondents were asked to exclude therapy, nursing or medical services from their ratings.

The active-aging industry unites a broad spectrum of organizations and individuals within senior living, recreation and community facilities, as well as medical, hospital, fitness and corporate wellness centers.

Milner points to the fact that 90% of the 170 executives surveyed believe focusing on lifestyle and wellness is an important, or extremely important, strategy for growing their businesses. Additionally, 88% said they plan to increase their investment in wellness over the next two years.

“We asked 700 respondents to position their organizations along a Stages of Change graph to indicate how fast they are transitioning to a culture based on promoting positive lifestyles and well-being for older adults,” says Milner. “The results demonstrate just how far the industry has come in the last few years.”

The survey found:

• 0% of respondents are in the pre-contemplation stage of delivering better lifestyle and wellness options;

• 4% of respondents contemplating lifestyle and wellness services;

• 14% preparing to deliver lifestyle and wellness programs and environments;

• 44% of respondents are in the action stage of creating a wellness culture;

• 37% are in the maintenance stage – already implementing an ongoing, robust lifestyle and wellness focus or program.

In addition, 61% of respondents described their organizations as “very” or “completely” prepared to offer ongoing, robust lifestyle and wellness programs.

“Wellness is now front and center,” says Milner. “The key going forward is to ensure that these programs and environments will actually meet the expectations of this experienced consumer group.”

To learn more about how the active aging industry is responding and/or to purchase the topline results of the ICAA Wellness Readiness Survey 2014, visit: http://www.icaa.cc/business/research.htm

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About the survey
Conducted in February and March of 2014, the ICAA’s Wellness Readiness Survey was the first of its kind in North America. There were 721 respondents working in organizations that are connected to or members of the ICAA, including executive, managerial staff and general employees of companies serving the older adult market – retirement communities, seniors’ centers, corporate and hospital wellness centers, etc.

About the International Council on Active Aging (ICAA)

The International Council on Active Aging® is the professional association that leads, connects and defines the active-aging industry. ICAA supports professionals who develop wellness facilities, programs and services for adults over 50. The association is focused on active aging--an approach to aging that helps older adults live as fully as possible within all dimensions of wellness (i.e., physical, social, environmental, vocational, intellectual, emotional and spiritual)--and provides its members with education, information, resources and tools.

As an active-aging educator and advocate, ICAA has advised numerous organizations and governmental bodies, including the US Administration on Aging, the National Institute on Aging (one of the US National Institutes of Health), the US Department of Health and Human Services, Canada's Special Senate Committee on Aging, the European Commission, and the British Columbia ministries of Health, and Healthy Living and Sport.

For questions:

Contact: Colin Milner, CEO, ICAA
Toll-free: 1-866-335-9777 (North America)
Telephone: 604-734-4466; cell: 604-763-4595
colinmilner@icaa.cc