Principles of Active Aging


ICAA has created Nine Principles of Active Aging to guide governments, product and service providers, employers and the healthcare industry as they respond to population aging.


POPULATIONS: The older population is extremely diverse, from ability and age, to income and culture, to sexual orientation. How will we meet the expectations, wants, needs, dreams and desires of such different individuals?


NINE PRINCIPLES OF ACTIVE AGING 1


2 3


4 5


describes people and populations living life as fully as possible within the seven dimensions of wellness (e.g., emotional, vocational, physical, spiritual, environ- mental, intellectual and social). This industry embraces, rather than fights, the aging process, opting instead to improve the experience by promoting health, preventing disease and encour- aging living life to the full. I created ICAA to be a source of


credible information for professionals who believe in active aging.


FBC: What kind of impact has ICAA had?


CM: The first way is the impact we have with governmental groups, help- ing to increase their understanding of the possibilities and benefits of active aging. Included amongst these is the Minister of State (Seniors) Canada, who


6


7 8


9 » March/April 2013 Fitness Business Canada 27


PERCEPTIONS: Ageism and negative stereotypes of aging impede an inclusive society. To maximize the dividends of population aging, we need to embrace the realities of aging today and leave old ways of thinking behind.


PEOPLE: Who will address the older population? With fewer people entering the labour force, and the field of aging in particular, where will the people come from


to meet the market’s demand and the needs of a wide array of industries? Will tech- nology fill the gaps?


POTENTIAL: With population aging, age 50-plus consumers will dominate pur- chasing decisions for decades to come, creating untold business opportunities


for those who attract them. What will these opportunities be, and how will business- es tap them?


PRODUCTS: Many providers today continue to focus their products and services towards youth. Research shows this lack of interest in the older consumer stems


from ageism and a limited understanding of this market. By designing more inclusive products and services, organizations will benefit from the vast spending power of the age 50-plus market.


PROMOTIONS: A great majority of marketers have neglected older consumers, despite the fact that within five years, the 50-plus market will account for 70%


of all disposable income. Effective promotions and marketing must be rooted in the realities of life for older adults. Shiſting today’s marketing model will not only meet consumer demand, but also inspire societal change.


PLACES: Environments can encourage or discourage people of all ages in lead- ing active, engaged lives. From indoors to outdoors, what environments will be needed to support active aging?


POLICIES: Consider how policies can support inclusiveness. Specific global, na- tional and corporate policies will be needed to guarantee the human rights of


older adults. Examples include access to social security, age discrimination laws, and affordable care and housing. Are your policies inclusive? Or, will you need to revisit them?


PROGRAMS: As promoted by ICAA, the seven dimensions of wellness–physical, social, spiritual, intellectual, emotional, vocational and environmental wellness–


are the backbone of active aging. They are also key to providing the breadth of pro- grams and environments that fulfill the needs, interests and expectations of the di- verse 50-plus population.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48