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Research: Wellness drives active-aging industry, consumer programs, products and services


Research: Wellness drives active-aging industry, con- sumer programs, products and services New survey shows organizations serv-


ing adults 50+ committing major re- sources to formal wellness programs— and consumers demanding that they do so


Goodbye, rows of rocking chairs on the porch. Hello, fitness centers, social clubs, walking trails and skills class- es. The active-aging industry—that is, independent/active adult or life care retirement communities, seniors cen- ters, health clubs, parks and recreation locations, rehab and therapy clinics, among other organizations serv ng older adults—is investing “big time” in wellness as a “principal means of in- reasing the life satisfaction of older adults, and a major method for remain- ng competitive in a changing world,” ys Colin Milner, founder and CEO


oodbye, rows of rocking chairs on the porch. Hello, fi ness centres, social clubs, walking trails and skills classes. The active-aging industry—that is, indepen- dent/active adult or life care retirement communities, se- niors centres, health clubs, parks and recreation locations, rehab and therapy clinics, among other organizations serv-


G


cing older adults—is investing “big time” in wellness as a “principal means of increasing the life satisfaction of older


i adults, and a major method for remaining competitive in a s cahanging world,” says Colin Milner, foundter and CEO of the of he International Council on Active Aging (ICAA). ICAA, a prof ssional as- ation that leads, connects and de- fi es the active-aging industry, recent- ly released its ICAA Wellness Industry Wellness trumps caretaking


International Council on Active Aging (ICAA). ICAA, a pro- fessional association that leads, connects a end defi nes the


s aocctive-aging industry, recently released its ICAA Wellness Industry Development Survey 2012.


Development Survey 2012.


“The message from and for the in- dustry is clear,” Milner declares. The op two reasons for investing in w ll- ness programs and facilities are “to ncrease the life satisfaction of older adults” (93%) and “to attract new cus- omers and residents” (83%). According Milner, t


uggests that improv-


ng/maintaining quality of life trumps caretaking as the mission for the in- ry and as a primary growth driver. eventy-two percent of organizations ecognize that emphasizing wellness is the right thing to do,’” Milner contin-


“The message from and for the industr sy is clear,” Milner Wellness trumps caretaking


tdents” (83%). According to Milner, this suggests that im- proving/maintaining quality of life trumps caretaking as


dec ares. The top two reasons for investing in wellness pro- grams and facilities are “to increase the li Sfe satisfaction of older adults” (93%) and “to attract new customers and resi-


i the mission for the industry and as a primary growth driv- er. “Seventy-two percent of organizations recognize that


t emphasizing wellness is ‘the right thing tso do,’” Milner con- ttoinues. “Whiast’ ss more, a majority of current customers and i residents—61%—demand it.”


dus “tWellness” means much more than simply offering some “ cSlasses in fi tness or arts and cr fts. ICAA recommends that r organizations set up formal wellne s programs that em- ‘brace seven dimensions: physical (e.g., physical activity, ues. “What’s more, a majority of cur- ent customers and residents—61%—


nutrition, sleep), social (clubs, dancing, g troup activities), r intellec ual (journaling, games/puzzles), sp•iritual (faith- demand it.”


“Wellness” means much more than


simply offering some classes in fitness or arts and crafts. ICAA recommends that organizations set up formal well- ness programs that embrace seven di- mensions: physical (e.g., physical ac- tivity, nutrition, sleep), social (clubs,


12 Fitness Business Canada September/October 2012 12 Fitness Business Canada January/February 2013


danc ng, group activities), intellectu- al (journaling, games/puzzles), spiri- ual (faith-based, mindfulness), emo- tional (stress management, humor), nvironmental (meditation gardens, walking trails) and vocational (paid work, volunteering). Among survey respondents with formal wellness programs, three-fourths offer the even dimens ons. Compared wi h the 2010 ICAA Wellness Developm nt urvey , there has been an increase in organizations offering all seven di- mensions. The largest increases were in the vocational dimension (58% of- fered in 2010, 68% in 2012) and the enviro mental dimension (61% ver- us 71%, respectively).


Other key survey findings include the following:


Other key survey fi ndings include the following: • Many organizations (69%) plan to add more wellness activities, classes and programs over the next two years (2012-2014);


• Among those adding more wellness activities, 75% want to attract new residents; 76% want to increas (e their retention rate; 76% want to control health care costs; and 75% want to generat ie revenue;


18%), • One third of res (pondents (32%) plan to hire new well-


g me courts (15%), wellness center n a stand-alone or attached building 13%).


ness staff; • When planning new construction or remodeling, 96%


of respondents stated that “green” or sustainable building practices are very or somewhat important; • Wellness-related amenities planned for the next cou- ple of years include, among others, walking trails or paths (19% of respondents i), meditation garden/gardening area (18%), game courts ( i15%), welln or attached building (13%).


s centre n a stand-al


• Many organizations (69%) pl n to add more wellness activities, classes and programs over the next


Among those adding more


based, mindfulness), emotional (stress management, hu- mor), environmental (meditation gardens, walking trails) and vocational (paid work, volunteering). Among survey respondents with formal wellness progra tms, three-fourths offer the seven dimensions. Compared w with the 2010 ICAA Wellness Development Survey , there has been an increase in organizations offering all seven dimen (sions. The largest increases were in the vocational dimension • (58% off red in 2010, 68% in 2012) and the environmental dimens oion (61% versus 71%, respectively).


• structio


Propelling the industry forward “As the leading force in the active-aging industry in


welln ss activities, 75% want to at- tract new residents; 76% want to in- crease their retention rate; 76% want o control health care costs; and 75%


One third of respondents


wo years (2012-2014); North America and valued participant and thought leader in the global active-aging movement, it is ICAA’s responsi-


bility to report on both the current state and future direc- tions for the industry,m” Milner says. “Through our various initiatives, we also st srtirve to propel the industry forward, urging organization fs to do more than pay lip service to


ant to generate revenu ; wellness. We in the i tndustry are charged with promoting cultures that emphasize the strengths of our customers


32%) plan to hire new wellness staff; When planning new con- r remodeling, 96% of


and, in a formal way, assist them in reaching their poten- tial, regardless of age or individual circumstances.”


For more information visit www.icaa cc For more information visit www.icaa.cc


Propelling the industry forward “As the leading force in the active- aging industry in North America and valued participant and thought leader n the global active-aging movement, t is ICAA’s responsibility to report one both the current state and future di- rections for the industry,” Milner says. “Through our various initiatives, we also strive to propel the industry for- ward, urging organizations to do more than pay lip s rvice to wellness. We in the industry are charged with pro- oting cultures that emphasize the engths of our customers and, in a ormal way, assist them in reaching heir potential, regardless of age or in- d vidual circumstances.”


respondents stated that “green” or sus- tainable building practices are very or somewhat important; • Wellness-related amenities planned for th next couple of years include, among others, walking trails or paths (19% of respondents), medi- tation garden/gardening a


New survey shows organizations serving adults 50+ committing major resources to formal wellness programs—and consumers demanding that they do so


stock photo ac- tive aging


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