I recently read an article written by Anne Marie Tobin of The Cana- dian Press about rebranding aging.


It's always nice to have some help while we're all busy reinventing and rebranding ourselves! And it's a mighty task to change perceptions, both of others and of ourselves, of what older women and men are like, once they've begun ageing. It seems like trying to fight city hall times ten!


This particular initiative to rebrand, change, refocus the concept of age- ing was started by the International Council on Active Aging. Check their wonderful website at http:// www.icaa.cc/index.asp.


The key point of this group, and of so many other groups and individu- als, is that we need to actively age. Active can include many aspects including physical activity but also mental activity. Active ageing is a state of mind I think, rather than a blanket concept about how we need to age.


"We will have two prongs to this campaign. One will be for media, marketers and businesses focusing on rebranding aging," said Colin Milner, CEO of the organiza- tion which supports professionals who develop wellness and fitness facilities and services for adults over 50. We Boomers are doing a pretty good job, I think, of changing the image of retire- ment. I have no figures to back up my thoughts, but I'm pretty sure that new retirees, perhaps at age 55, 60, or 65, are not retiring so much as they're changing direction.


Our new direction can include volunteering, becoming an activist in our community, mentoring younger colleagues or starting to live our dream by working at an entirely new arena. What this direction does not include is the rocking chair.


26 Kalon Women Magazine May 2012


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