The Power of Positive Aging

Why Don't More People Speak Out About Ageism?

I am a big fan of Seth Godin and read his daily blog. He recently completed his 5,000th post and shared a list of the most popular. The one that immediately caught my eye was “Reject the tyranny of being picked: pick yourself.”

As a key to understanding he posed the question, “Are we better off without gatekeepers?” When it comes to battling ageism, the gatekeepers have been AARP, NCOA, ASA, LeadingAge, and various aging advocacy groups using a variety of anagrams to describe themselves. Although no one has been keeping score (well some of us have), they are losing the game. Ageism remains pervasive in situation comedies, standup comic acts, comic strips, advertising, greeting cards, and political speeches. Older adults have let others pick the battles to be fought and how to fight them.

Godin went on to point out, “It's a cultural instinct to wait to get picked. To seek out the permission and authority…Once you reject that impulse and realize that no one is going to select you--that Prince Charming has chosen another house--then you can actually get to work.”It is time Baby Boomers pick those already over 65 to join a mature army and declare war on ageism.

Godin concluded, “Once you understand that there are problems just waiting to be solved, once you realize that you have all the tools and all the permission you need, then opportunities to contribute abound.

”Whenever you see an ageist ad, headline, comedy act, presentation etc. speak up. Tell those responsible that you do not appreciate being patronized, made fun of, marginalized or ignored. Tell them that you have decided to pick other companies to do business with and you will be inviting others to do the same.   

Aging Stereotypes - The Flip Side of the Coin

For years, I have been speaking and writing about the negative impact of aging stereotypes and the damage they can do if they become self-fulfilling prophecies. In other words, if you believe old people all lose their memories, become less productive and dependent, you increase the probability that will be your future.

The good news is that recent research has finally documented that positive stereotype reinforcement may be just as powerful as negative stereotypes. In a study published in the May 2013 issue of the Journal of Personality and Social Psychology, Indiana University psychologists found that

    Women's performance on math tests did not suffer as researchers had expected, even when the     typical "women are bad at math" stereotype was invoked, as long as a positive stereotype (say,     college students are good at math) was presented at the same time. In this case, that means that     the aged are likely to have better-functioning memories when they are told, for instance, that     older people "have more experience" or "have seen it all before….The power of stereotype is so     strong that it can overwhelm many of our other traits, which means that what you learned in     kindergarten is true: you're only as good as you expect to be. http://www.time.com/time/magazine/article/0,9171,1900261,00.html#ixzz2TwIMXtpu

While current ‘facts’ indicate that as you age, you will begin to lose your capacity for working memory, just as you will lose muscle mass, eye strength and balance. However, recent research also documents that much of this decline can be minimized by adopting a more prevention oriented lifestyle that includes diet and fitness for the mind and body.

We now have valid research documenting what most of those subscribing to positive/successful/ active aging already knew: “People can be persuaded to believe either positive or negative stereotypes, and it can have a real impact on their performance in life.”

To paraphrase the author, you can apply this to your own older relatives. Never miss an opportunity when someone says they had a ‘senior moment’, that he/she's always the one who remembers the grandkids' birthdays or who recalls all the measurements in family recipes. Maybe such a little compliment will help them battle the years of negative stereotyping to which they have been subjected.  

Inclusionary Marketing...a new senior housing paradigm

Whether condos, cruises, autos or health care services, future products will have to appeal to consumer’s hearts; not just their heads. While I cannot paint a clear picture of the future of planned communities for older adults, I can state with absolute certainty that the answers to successfully marketing and operating communities will not be found in the rear view mirror. Maintaining the status quo, following industry standards, getting back to the basics, doing it the way it has always been done are all recipes for future disaster. Rather than doing what’s always been done; it is time to consider the future as a blank canvas rather than a paint by-the-numbers kit.

When it comes to marketing, not much has changed in the past couple of decades. Ads still hype the features and benefits of “one of a kind” homes where “new” friends, “quality of life” and “peace of mind” are assured. Too many marketing office personnel still carry titles like “retirement or sales counselor”. Too many brochures reinforce stereotypes by using exclusionary terms such as senior, nursing center, retirement, etc. Too many health care centers still operate using the medical model with its focus on structure, rules and learned dependency. We need to realize that the mind is not processing your words you use, but the images the reader’s life experience has come to associate with those words. Change, it would seem, is everywhere but aging services.

Oh sure, models used are getting ‘a little’ older…even more realistic in many ads. Communities feature more common space, fitness equipment and preventive health programs. However, it takes a unique team to successfully install a new paradigm. That change team that will begin by repositioning “retirement” communities as a unique brand of planned community where the emphasis is on “health” – not care. Holistic health of the body, mind and human spirit.

I’m not talking about a “facility” run by a bureaucratic rules-oriented Executive Director; but an empowered “community” where members embrace lifelong personal growth; not one that focuses on a calendar filled “activities.” Communities should be places that foster the enrichment of body, mind and spirit regardless of the healthcare setbacks. Operational teams must come to recognize that a positive culture is developed from the inside out and all systems are interconnected.

The challenge is obviously a leadership and operational as well as a marketing dilemma, but one thing at a time. To create a paradigm-busting team, organization will need to concentrate on both the team’s perceptions, understanding of later life values and the tools available to them.

Recruiting or Educating a Team. Teamwork is a “principle-based” value. If you value teamwork, you must therefore be willing to commit to the principles that foster the growth of teams. Simply stated, principles are guidelines for human conduct (the marketing process) that are proven to have enduring, permanent value. Principles are fundamental. When applied to marketing, your principles should be a reflection of the consumer segment you are serving – those principles are:

• Fairness…this incorporates equity, trust and will ultimately aid in establishing value for your offering.
• Integrity & honesty…these principles are critical to building relationships with current customers, prospects and associates.
• Service/altruism…this relates to the need that most of us have to give something back to our community, family and friends.
• Quality…this must be seen through the eyes of the consumer. It is not a manual or a policy. It is a philosophy of putting both internal and external stakeholders first.
• Trust…the belief in a shared vision of the most positive and productive future possible for all stakeholders.

One statistic that has always confounded me is that we hire 80 % of all personnel based on their aptitude, and terminate a like percentage because of their attitude. Wouldn’t it make more sense to focus on attitude and values in the hiring process and train for aptitude? If we are attempting to create a unique marketing team, we must approach the challenge with a new focus. Is experience that no longer seems relevant valuable? How do you assess attitude? How do you assess one’s values?

First, you should be interested explore how one “feels” about their own aging. Are they looking forward to their next major birthday – 30, 40, 50 or 60? If a person is not comfortable with their own aging, it will take them longer to build rapport with older customers. Next, you might ask them to share any experiences that shaped their perceptions of the aging process. Have applicants share their experiences around or with older people while growing up, in their professional lives or through community service. If they describe positive experiences, they will intuitively do well. On the other hand, if they fear their own aging, they may be victims of decades of stereotyping and do poorly regardless of traditional sales training.

Second is what Tom Peters would call a blinding flash of the obvious. What was your “very first impression” of a marketing candidate? Did they smile naturally? Did they make eye contact and offer a firm, warm handshake? Remember, if someone does not smile naturally; it is not a skill you can teach. Once on the job, they will have 4 seconds to make a first impression; and consumers will not differentiate between the sales person and the offering.

Finally, ask about a potential team member’s values, beliefs and vision of an aging America. Do their values mirror shared purpose of your community/organization or merely polish the medical model of the past? You may even want to validate the applicant's responses by asking for the names of a couple of older adults with whom they have very positive relationships that could provide either personal or professional character references. Then follow-up by asking those references to describe their relationship...is it an analog (exact representation) of the applicant's perception.

Tools. Today’s older consumer is better educated, healthier, wealthier, more involved, more self-directed and will expect service in return for the monthly fees in a community or dollars paid for a product or service. We can no longer fall back on the scientific model of logic, verifiable experiences and operation certainties. They are all traps that prevent us from looking to the future. It is not enough to “tweak” current systems, procedures and concepts. We need to reinvent them.

If marketing personnel will just take time to listen, the best tool available is the mind and experiences of both current community members and prospects. We need to learn to reach beyond the stereotypes in order to prevent the self-fulfilling prophecies of aging from dictating the lives of those we serve. We need to tear down marketing hierarchies and involve the consumers in the marketing and governance of their communities. Each prospect has a story to tell. The job of the marketing representative is to fit your offering into their story.

With the advent of the Internet, marketing has shifted from monologue to dialogue…the consumer has regained control. They can comparative shop on line from the privacy of their home. They can communicate with peers throughout the United States; and share their experiences and perceptions – good and bad. It is not enough to have an attractive web site and colorful image brochure. You must create an experience that encourages visitors to return…one that educates and informs as well as promotes.

Even before a community is operational, community members are your most effective marketing resource. They will not separate how they are treated, involved and respected during pre-construction from future community life. Of course, a marketing committee is a very good place to start. Committee members can serve as an excellent sounding board, comparison shoppers and help guide overall positioning strategy. Even Resident Council, (I prefer Partnership Council), can be a valuable resource considering their vested interest in future community success. The key is to stop selling and start listening.

Of course, collateral material, traditional print and direct mail advertising are still workhorses in generating prospects. They should be developed using an emotional, story- telling approach as much as possible. The appeal must be to the heart as well as the head. Since the human mind has an irrepressible urge to complete an unfinished picture, marketers must learn to use that knowledge to their advantage. For example, I have used for all life can be as a positioning tag line in order to leverage the consumer’s creativity. This allows the consumer and not the marketer to create an image that fits their desires, needs and aspirations.

The success of the Eden Alternative/Greenhouse (household model) is built upon the same philosophy that makes Ritz Carlton Hotels unique – letting the person closest to the problem solve it or as management does unto staff; so staff shall do unto management. There is no better team building principle upon which to build a positive culture. If the marketing team shares a common vision, has an intuitive sense of the needs and values of older consumers, makes a positive first impression and practices the art of listening to understand rather than to overcome objections, they will succeed.

Each consumer is as different as fingerprints, and should be approached accordingly. Prospects should therefore be approached with the knowledge that they know what it will take to “sell” them. Marketers just need to learn to go where the consumer is rather than expecting them to come to where the marketer wants them to be…that’s inclusionary marketing. It is powerful force if you let it work for you. As Ben Kenobi advised Luke in the Star Wars movies, “just let go and let the force be with you”.   

The Importance of a Positive Aging Self-ImageI

I was recently hired to deliver two presentations for Welcyon…Fitness After 50 in Minneapolis. The topic was “Boost Your Brain Power,” and a portion of the presentation was spent sharing the results of research on neuroplasticity (how the brain can rewire itself) and details on the benefits of exercise to both physical and brain fitness. Over 150 current and prospective club members were both interested and engaged in the topic, but were more interested in the reality that memory loss is not a given.

In addition to scientific research results, I shared the damage that can be done by aging stereotypes if they become self-fulfilling prophecies. We now know that memory loss is the number one fear of adults over age 65, and all too many blindly accept that memory loss is just a part of aging. Once accepted, that belief can accelerate what they fear. I opened by asking how many frequently use the term senior moment and a majority in both locations responded in the affirmative. Of course, I advised them all to cease and desist.

Thanks to Harvard researcher Ellen Langer PhD and Yale’s Becca Levy PhD, we now know that a negative aging self-image can contribute to both memory loss and premature aging. In spite of a growing body of evidence on the benefits positive/active aging programs, our society chooses to spend more time and tax money focusing on the negatives of the growing aging population rather than the positives. We have never had this much wisdom available for problem solving; yet we aren’t finding ways to use it.

While preventing Alzheimer’s disease is a worthy goal, so is educating an aging population on the benefits of exercise, brain fitness and how it may be possible to delay memory loss by building what is known as a cognitive reserve. Success in this area alone would provide a huge return on investment. Doesn’t it make more sense to promote activities and information that could prevent or delay future memory loss than worrying how to pay for future healthcare?

Following the presentations, numerous attendees offered congratulations and said they felt renewed and more in control of their own future following the presentation. Not a bad return on a 45 minute investment of their time. They also wondered why more organizations are not sponsoring professional presentations of this type to share the message of positive aging. I encourage them to become evangelists and preach the power positive aging.   

Understanding and Applying Ageless Marketing Principles

Amazing! It took the 65^th birthday parties of a few thousand leading edge baby boomers for corporate America and the mainstream media to wake up to the fact that the median age of adults in the US increased by about a decade while they weren't looking.  Today, articlesand conference topics on boomers are proliferating, but understanding the underlying values of an aging population has a long way to go. 

Forexample, are Boomers old people? What do we call them?  Are they like other older people? What do they want?  How do we get their attention?  As the market potential becomes more and more obvious, consultants, authors and trainers are pontificating on how to capture this elusive, boomer beast.

If you are searching for four easy steps or six simple typologies that will insure success in the aging marketplace, you’ll not find them here. Why? Because, the typical boomer, like the typical senior, is as much like other boomers as a snowflake is typical. Consumers become more dissimilar as they age not more alike, although they share common ‘gut level’ values.

Since so few have successfully targeted the mature consumer, evidence on what works best is limited. In the last ten years, some have explored the mature market using traditional methods only to conclude there was little potential because consumers failed to respond. They blamed neither the messenger nor the message, but the intended recipient. Likewise, millions of dollars have been spent teaching aging sensitivity without first developing an empathetic understanding of the consumer and their decision-making processes. Unfortunately, this sensitivity training all too often reinforces rather than correcting stereotypes.

As businesses continue to track the elusive elder beast, there will no doubt have varying degrees of success. To increase the probability of success, one must first abandon the approaches that worked so well in yesterday’s youth market; and adopt an ageless approach more likely to appeal to a maturing consumer base while not alienating other segments.

Begin by projecting a positive, mindful image of aging. This positive image should underlie all communications, collateral material, and PowerPoint presentations. Consumers tend to select products/services that reflect images of what they want to be not what they are, and this applies to older adults as well. While physiological declines are a part of life, older consumers “feel” anywhere from 15 to 25 years younger than their biological age, which doesn’t mean they think they “look” 15 to 25 years younger. Therefore, when models are too young or engaged in extreme sports, the consumer simply dismisses the message. The key is realistic people in real world activities.

Advertising and communications should focus on health and well being; being productive, the importance of autonomy and empowerment, the importance of relationships and being responsive to the wants, needs and aspirations of targeted consumers and stakeholders. Remember that a prospective customer’s mind will consider your initial message for from .2 to .8 of one second (your cognitive window of opportunity). Not much time to make a first impression – that is why every word and image is so important.

Words Matter

To keep our conscious minds from being overloaded with unimportant information, our brains conduct what might be called message triage. Like an emergency room prioritizing patients according to severity; their injury or illness, the brain sorts through billions of bits of information each moment to select information for the conscious mind to think about.

The brain does not process words; it processes pictures and sensory data in context with the circumstances. If there is a perception that "senior" means old, frail, dependent, bingo player, or other traditional stereotypes, the mind of a the targeted customer may "exclude" whatever is associated with that word from conscious consideration if they do not view themselves as fitting the stereotype. For example, a stereotype that frustrates marketer in the senior living industry is the common perception that “retirement community” means a place to go when your health is failing…a place for the frail – the elderly.

A targeted consumer’s eyes and ears may detect what you are trying to tell them, but unless their brains sense personal relevance, little of the message content will reach their conscious mind. Your challenge therefore is creating messages that resonate with the needs and interests of the prospect in order to make it past the mental screening process.

You can begin the slow change process by sensitizing all team members to the power, both positive and negative, of the words we use. All personnel should be educated on the importance of using more inclusionary terms while avoiding the use of exclusionary terms (words shrouded in stereotypes that could be perceived negatively). Inclusionary/conditional terms allow a people to screen a message based on their expectations, aspirations, needs and life experience rather than preexisting stereotypes. Inclusionary terms are simply more likely to be positively perceived than the terms traditionally used in our industry.  A few examples follow:

• Residents – This is a very impersonal reference to those calling “retirement communities, nursing homes or assisted living facilities” home. While it may be acceptable during a board meeting or team meeting, the use of terms like depositor, client, resident, should generally be eliminated from marketing materials and correspondence.  Instead, try community members, neighbors; even older adults is preferable. As with many terms, the context in which they are used determines the appropriateness.
• Seniors, senior citizens, and elderly – the same principle applies as with residents. First, in conversation use the person’s name; in communications try customers, people, citizens or similar terms of inclusion.
• Titles – avoid incorporating stereotypes into titles, like “retirement counselor” or “activity director”. Instead, have some fun with terms like “planning advisor” or “events coordinator”. Instead of receptionist, try “director of first impressions”.
• Retirement – terms like “retirement” that should only be used to establish a context. Retirement is basically the act of leaving a full-time career or leaving one profession after years of work…it is not an accurate descriptor of a life stage. Where “retirement” once lasted only a few years, individuals now enjoy two or three or more decades of productive life after age 65, considered traditional retirement age. Since retirement suffers from many of the inappropriate by common aging stereotypes, avoid using it if at all possible while also explaining why. 

These are just a few examples of how the use of exclusionary terms could be costing you business, donations and profits. Even if 70% of your prospective customers have no problem with the term senior citizen, but 30% do; are you willing to give up 1/3 of the market on purpose?

By mindfully pursuing an ageless approach to marketing communications, perhaps the general public can come to view later life as something to look forward to and enjoy. It is time to pursue a truly ageless society/community. One that celebrates the uniqueness and worth of each individual regardless of their age or infirmity. It is time to return to a time in which wisdom and life experience of older adults is not just appreciated but revered.

Tapping the Power of Positive Aging

"No one becomes old until regrets take the place of dreams."
John Barrymore

Imagine spending your professional life as an attorney. You have gained considerable wisdom and insight in over 40 years of practice. Now imagine you have just “retire” from your former firm and are attending an annual meeting of the Chamber of Commerce when you are approached and asked, “Didn’t you used to be an attorney?” This scene is no doubt repeated daily throughout America. People work hard to reach retirement; and gained considerable wisdom and expertise that could benefit other businesses and organizations; only to be stripped of significance banished to the ranks of the “used-to-be.”

Over the past five decades, “aging” has developed a generally negative image thanks to media stereotyping, situation comedies and late night talk shows. Negative portrayals have left Americans with the general perception that later life is primarily a time of loss and decline. While gaining some positive ground in the last few years, the portrayal of forgetful, doddering, confused “seniors” is all too common. The goal of this blog is continue correcting those misconceptions and battle ageism.

The act of “retiring” can have a profound impact on one’s significance, which may influence their future direction and life satisfaction. When one’s former position and recognition are lost, there may no longer be the opportunity for challenge and satisfaction. For many, physical concerns regarding appearance, peak performance and memory begin to color their attitudes toward themselves and their personal value. They mindlessly accept the stereotypes and perceptions of aging, as a time of decline; and begin a downhill slide. Their beliefs about aging and “retirement” all too often become self-fulfilling prophecies.

On the other hand, later life can be a positive and joyful experience…an adventure in personal growth and fulfillment for those who mindfully commit to aging successfully. The pursuit of successful aging requires one to develop a broader set of satisfying activities, relationships, and responsibilities that extend well beyond the workplace. After all, retirement is not a life stage. It is simply an act that takes a couple of minutes.

Unfortunately, most of us do not reconsider what we mindlessly accepted as fact earlier in life as we poked fun at “old fogies” or referred to memory lapses as “senior moments.” Many people still view retirement as either a time to play and be entertained or a time to begin the “downhill slide.” Even our institutions and support agencies often unwittingly but flagrantly encourage dependency. Sadly, the more help people are given; the more they will come to need.

Now the Good News! Positive Aging is a growing movement to redefine “aging” for what it is – the progression of growth from a simple child to a complex adult; and to redefine “retirement” as a time of growth, involvement, connectedness and contribution. .

By mindfully pursuing positive aging, later life may again come to be perceived as the crown jewel of the human experience. Celebrating positive aging will give rise to a culture that appreciates the uniqueness and worth of each individual.

Madison Avenue Overlooks Boomers…Really?

In advising Fortune 100 Companies, Nielsen’s NeuroFocus Company has discovered
what David B. Wolfe and those of us he mentored have been saying for 20
years…older brains process information differently. In a recent press article
in Convenience Store News, this Berkeley, Calif.-based agency that specializes in
neurological testing for consumer research provided the following advice in a bullet point: "Baby Boomers are a segment often overlooked by Madison Avenue, yet they continue to hold strong and influential in terms of purchasing power. According to the latest statistics, boomers are
on track to spend $7 billion online this year alone. By understanding what triggers certain emotions with this consumer group, marketers can adapt their messaging in order to communicate more effectively.

Really, “Baby Boomers are a segment often overlooked by Madison Avenue.” Madison Avenue has spent the past 45 year paying attention to little else. What they have and continue to overlook is “older adults.” Like it or not, the Baby Boom is getting older and are embracing the same values help by both the Greatest and Eisenhower Generations and those who came before. While Convenience Store News not the Wall Street Journal or New York Times, this blind fascination with Boomers is nothing more that the ageism that has plagued the Madison Avenue for years.

While the report clearly shares solid brain science, an ageist bias is evident throughout. Some examples:

• Brands and marketing executives can better understand the most effective way to reach the Baby Boomer demographic – in fact the research is about older brains and minds not just Baby Boomers who currently range in age from 66 to 48.
• The boomer generation doesn't want to feel old or be treated as such – nor do those ages 65 and older. Using stereotypical language such as senior, elderly, senior citizen and even Baby
  Boomer is a turn off to most older adults.
• Boomer brains process information differently, as they may ignore messages and images that are too cluttered, or scene changes that are too rapid – again this statement applies generally to all adults over the age of 45, which includes all boomers.

What this article seems to be saying is that the businesses served by Madison Avenue remain interested in only those under age 65. They have convinced themselves that the Boomer generation will develop a unique set of values in later life rather than embracing the values older adults have been embracing for over 200 years according to developmental psychologists. This is just yesterday’s ageism with a new coat of Boomer paint…and it will not wear well in the coming years.

Rather than using the aging of the Baby Boom to battle ageism, self-serving companies and consultants are lining their pockets by convincing clients that Baby Boomers are an anachronism. We should not lose this opportunity to advance the principles of successful and active aging by embracing later life principles in marketing communications materials. If we can change the paradigm, we will not only improve the quality, and quite possibly quantity, of later life, we can help lower health care costs while benefitting from the wisdom of growing majority of older adults.

 

Code of the West (Pretty Good Rules for Effectiveness)

As I sit in my office and listen to the news about all the challenges and problems we face on the local, state, national and international scene, I keep thinking much of this could be overcome by embracing a simple Code of Behavior to guide our actions. This came to me as I reflected on last week’s visit to the Black Hills and listening to Lakota healer, Gene Thin Elk.  While many did not abide by this code in dealing with our Native American brothers, the Code of the West seems to fit the bill quite nicely.

There have been thousands of business and self help books written in the last 50 years, but the Code offers all the wisdom one needs to live a better life, have a happier marriage, and be a better boss or employee. It is also a pretty good Code of Ethics for elected officials.

I am reminded of a story about Muriel Humphrey chiding Vice President Hubert Humphrey following a very long winded speech, “Dear to be immortal you do not have to be eternal.” Likewise, the Code offers 10 common sense guidelines for personal and professional success. I would love to hear from others about the power and wisdom in this simple book of rules.

1.    Live each day with courage - to me this simply means taking things as the come. Some days life sucks, but the sun comes up each morning…a brand new sun for a brand new day.

2.    Take pride in your work – To paraphrase Martin Luther King, “Even if your job is that of a street sweeper, do the job so that whoever passes can comment, there lives a street sweeper who does his job well.” This alone could revolutionize business in every sector.

3.    Always finish what you start – Whether it is keeping political promises, meeting deadlines, being committed to a marital partner, finishing your homework or whatever, you will be remembered as much by what you did not do as what you accomplished.

4.    Do what has to be done – We should outlaw expressions such as, “That’s not my job” and “That is not in my job description.” If it will help the business, keep peace in the family, help someone out or make them happy – just do it!

5.    Be tough, but fair – Making employees do what they promised to do, demanding perfection, setting high standards, and dismissing those who don’t comply with policies and procedures do not make you an SOB…it makes you a leader. One of the nicest compliments I ever received as a leader was from a man 30 years my senior was, “The SOB was fair and had a great operation.”

6.    When you make a promise, keep it. Having a job is promising to come to work on time and give 100% while you are there. This is as true for the President as it is for the street sweeper.

7.    Ride for the brand. My grandfather would not allow me to complain about my employer in his presence. When I did, he simply asked me if I was cashing their checks saying, “If you work for a man, work for him. Do it his way because he earned that right to lead. If you want to bad mouth him, quit and then feel free to say anything you want.”

8.    Talk less and say more. If you can learn to listen with your heart as well as your ears, you will discover you will understand as well as hear. As Mark Twain said, the difference between using the right or wrong word is like the difference between lightening and the lightning bug. Simply stated, don’t speak unless you have something to say.

9.    Remember that some things are not for sale. Loyalty is something that one must earn. You cannot buy any of the really important things in life: love, trust, faith, honesty, understanding, serenity or hope…and these are also principles that should never be up for sale.

10.    Know where to draw the line. We need to think win/win; not compromise. Compromise is lose/lose. The solutions that people really love are those that recognize the value of each person and seek to meet everyone’s needs. The solutions can be found if we have patience, understanding and creativity.

The New Ageism?

For the past few months, I have been debating myself about the impact of all the focus on Baby Boomers. On January 1, 2010, we entered what will be two decades where old consumers will outnumber those under 18 for the first time in history…not just those born between 1946 and 1964, but all age 50 plus adults. This is the moment many of us, who have been advocating for ageless marketing for the last 20 years, have been waiting to arrive. We were convinced the demographic reality would finally gain the attention of the main stream media, business magazines and policy makers.

Sadly this is not happening. Major media outlets, ad agencies, marketing strategists, and businesses continue to ignore the aging market to focus their attention almost exclusively on baby boomers as
if they were not aging at all but are some type of anomaly. This myopic fascination with boomers is probably not surprising since they have been the primary focus of business and advertising, directly or indirectly for over half a century.

This myopic focus on aging “Boomers” ignores the evidence that they are now embracing later life values rather than the materialistic, ego centered values that dominate life’s first two stages. Sure baby boomers shared some unique events and life challenges, as did every previous generation. The sheer size is what made baby boomers seem unique as this “pig in the python” demographic impacted each life stage as they aged. As a result, our sales and marketing strategies have all been designed to communicate with the 18 to 39 year old demographic that has driven advertising for over 30 years.

When Landon James coined the term Baby Boomer in his book, Great Expectations: America and Baby Boom in 1980, he was referring to a demographic phenomenon and how it would impact the country. I doubt he intended his use of the term baby boomer to be a life time label for 76 million people born over 18 years. Others such as Yankelovich Inc. in the 1960’s and author Sylvia Porter in 1951 had also used the term to describe this explosion. Unfortunately, the term baby boomer was popularized over the last couple of decades by the media, a few authors and self appointed “Baby Boom experts” as
totally different from all previous generations of older adults.

These experts have come up with some memorable slogans or positioning lines such as AARP’s 60 is the new 30 or This is not your father’s Oldsmobile. These campaigns failed as did the attempt by Ameriprise to evoke 60’s music and images to attract maturing investors. Like the AARP and Oldsmobile campaigns, Amerprise’s approach was a failure. As author and mature consumer behavioral specialist David B. Wolfe has stated on many occasions, “Either legions of researchers in adult development psychology have created a large body of bogus findings or nearly all of those who craft messages for older minds are hopelessly out of sync with the realities of maturation.” In other words, to succeed in an aging market place, companies would be well advised to learn about later life values, as should the agencies that serve them. Instead, it seems the current approach is to claim the Baby Boomers are just an extension of the youth culture; because that is what they know.

You don’t have to be a rocket scientist to understand that baby boomers will not all become older consumers at the same time or in the same way. Few were at Woodstock, lived in communes and protested the Viet Nam war. No doubt a like number listened to country music, went to church every Sunday and served in the military. This is not to imply that generational marketing or life stage
marketing focusing on either leading edge or trailing edge boomers does not work…depending on the product. The question is, “Why are we not embracing aging?” By focusing primarily on Boomers, we continue to ignore the older consumer as a powerful consumer group. In fact, it is the only demographic that will grow phenomenally in the next two decades...currently 10,000 adults turn
age 65 every day.

I have come to the conclusion that Boomer Marketing myopia is more than just a distraction; it is the latest form of ageism. “Experts” dodge the question with statements like; “Boomers are reinventing retirement” rather than admitting that “retirement,” as currently perceived, is an outdated concept…a holdover from the industrial age. There is no room for “retirement” in this maturing market where people can remain productive well into their 80’s and beyond. Since the media know, or think they know, how to market to boomers, they choose to simply ignore the reality of an aging market place. However, until we fully embrace both the challenges and the potential of an aging marketplace, we will not develop the new paradigms to guide future success in every sector. Clearly, this is not your Father’s market.

The worldviews, values and behavior of middle age and older adults reflect ebbing materialistic influences that dominate the aspirations of the young and that set the directions of commerce and culture for the last 50 years. Today, our culture is beginning to reflect the qualities of behavior Abraham Maslow made famous with the term self-actualization as people begin depending less on
materialistic sources for life satisfaction and more on experiential sources. Today’s older adult majority will not only change the rules of successful marketplace engagement, but will likely drive a transformation in business enterprises and government policy as well.

Battling ageism in every form should become a priority in the next two decades. We have made tremendous strides in the battles against sexism and racism, but continue to tolerate ageism in
multiple forms. As someone observed recently, “Telling a joke about minorities is called racist. Demeaning women is called sexist. Making fun of older people is called situation comedy.” Boomers will age much like the members of the Silent Generation and we need the combined numbers of all adults over age 50 to win the war against ageism. However, we can’t declare war on ageism until the
baby boom is viewed as a part of the aging of America rather than some aging anachronism.

An Incredible Legacy

On December 3, 2011, David B. Wolfe left this world early in the morning. For those that knew him or benefited from his writings, there is consensus that he left the world and the field of aging a much better place than he found it. For over three decades, David’s vision has guided thousands to more successful careers in senior living, marketing, financial services, aging services and so many other professions that his impact staggers the imagination. And by impact, I do not mean only those that knew and learned from him while he was living but the many that will continue to learn from his legacy.

When I first read Serving the Ageless Market, it was like this incredible man had lighted a pathway to success in an aging marketplace. What I had felt intuitively, David justified and explained with a solid foundation in research clearly explaining why a new marketing paradigm was needed. A client we had both served recommended that we meet because I was training on what worked, and David was consulting on what did not work. The client thought we might make a good team. That led to a phone call and a 3 hour meeting in the St. Louis airport at which David agreed to join me on a series of two day workshops on marketing to middle age and older adults. In reality, he was the teacher and I was the student.

That student/teacher relationship that began over 20 years ago blossomed into and incredible
friendship and gave birth to a “think tank” group of 50 professionals dedicated to preserving and expanding on David’s life work. Together we created a unique organization known as The Society that has become more of a circle of friends than a traditional professional organization. Following the workshops, we coined the term Developmental Relationship Marketing to describe a new approach to mature market communications that recognized lifestage changes. David continued to refine the theory while I focused on the practice of ageless marketing. I can’t imagine not having him as a mentor and sounding board in the coming years, but I am confident his spirit will continue to guide those of us that are committed to building on his legacy.

We frequently agonized how little money there was in being ahead of your time, but David’s vision of a more ageless society is slowly coming into focus. While it saddens me that he never received the recognition he so justly deserved, I know his impact is just now beginning to be recognized. At the recent 10^th Anniversary meeting of the International Council on Active Aging (ICAA) in Orlando, we issued awards to organizations for their positive aging/ageless approach to marketing communications materials and ICAA published recommended Communications Standards to guide those interested in improving their marketing materials. On December 6, several members of The Society will also be conducting workshops at the Positive Aging Conference hosted by Fielding University in Los Angeles; and David’s spirit will be with us.

David followed Serving with three more books: Ageless Marketing, Firms of Endearment,
and the soon to be published Brave New World View. For the past four years, David has been battling lung cancer while working on what he knew would be his final work. When he completed the last page on December 1, he called contributing author Mike Baumayr to his side and suggested they break out the champagne. He had a couple of sips and went to sleep never to truly awake…mission accomplished. Over the years, I have come to consider David, his wife Linda and youngest daughter Stephanie a part of my family and will cherish their continued friendship. Rest in peace my friend with the assurance that the members of The Society and the many others you have influenced are committed to carrying your message to anyone wise enough to listen.

Seeking the Art of the Positive

For over 30 years, I have been advocating for a more positive, ageless approach to marketing communications targeting older adults. During that time the positive aging army has been slowly gaining recruits. We gained a major ally with the creation of the International Council on Active Aging (ICAA) almost 10 years ago as indicated by the organization's recent launch of the Changing the Way We Age campaign, a part of which is a contest seeking the best of the best in ageless communications.The awards will recognize excellence in marketing wellness-oriented products, programs or services to consumers ages 50 and above.

According to the ICAA CEO Colin Milner, “Our campaign is not just about alerting people to ageist stereotypes in the media and marketing materials. We are actively encouraging and promoting efforts to present positive and realistic portrayals of aging. Research has shown that the majority of older adults are turned off by the marketing messages that are currently aimed at them. With our Rebranding Aging awards, marketers have an opportunity to show the burgeoning population of older adults that they understand their needs and desires.”

You do not have to be a member of ICAA in order to submit an entry so please inform any company or advertising agency you think 'gets it." Entries will be accepted online on the campaign website (www.changingthewayweage.com) through September 10, 2011. Companies may submit entries on behalf of their business or organization in all four categories, but no more than one entry per category.

Winning entries will be recognized at the ICAA Annual Meeting in Orlando, Florida this December and will also be profiled in an feature story in the Journal on Active Aging following the conference as well as presented as positive examples on the ICAA web site and in future marketing presentations by professionals teaching other on the art of the positive.

Proud to be a Loser

While loser is not a title that I would have pursued earlier in life, I am honored to be on the winning team in a 9 week competition at our local hospital sponsored Wellness Center. We all receive a free month’s dues for our accomplishment. I lost more weight (36.4 lbs) than the other 30 participants but came in second in the competition which was judged on the basis of percent of body weight. Mine was 13.8% and the winner lost 18%.

My prize was a smiley face my doctor drew on my blood work report that was part of my VA physical this morning: hemoglobin 5.7, Cholesterol 147, Triglyceride 44 HDL 40, LDL 98. A year ago my blood sugar was high, my cholesterol was on the high side of acceptable and I was on blood pressure medication…today it was 99/60; and my doctor reduced use to every other day and to eliminate it is a month or so. The morale: you are never too old to get back in shape.

During this 9 week program, I became increasingly aware of the market potential that exists for wellness programs designed specifically for those ages 55 and older. The program I was involved in was clearly designed and directed for those 25 to 40 or so. I was at least 10 years older than most participants and had 25 or more years on most. My doctor validated my perception when she asked if I knew of any exercise programming designed specifically for adults 50 and older.

I suggested the National Senior Fitness Association (http://www.seniorfitness.net/) as a possible resource, but could not provide any help with local programming. If we are truly a nation interested in lowering health-care costs, there is no better place to begin than educating the public about the value of later life diet, exercise and weight training. Hopefully, our national aging organizations will begin focusing on positive aging as much as they do next year’s funding. It is time we begin replacing pills with purpose and prevention.

Still Learning & Shrinking

Well, six weeks down and three to go in the “Greatest Loser” completion. I am pleased to announce that our team is currently in the lead with the greatest percentage of loss. The competition is not about total pounds lost but percentage of body weight lost. The program is something more middle age and older adults would participate in if it were configured for older adults.

At 65, I am clearly the oldest person in the program, which attracts mostly women in their 30s and 40s. While the program is not too strenuous and trainers encourage participants to modify exercises as needed, it is not designed for the older body and mind. The nutritional classes are also excellent and I continue to learn. What is doesn’t focus on is the various exercises that are critical to maintaining lifelong independence. I hope to advocate for such a program in the future as I not only think it would be beneficial, but it could be a cash cow for fitness centers wise enough to specialize in this exploding demographic.

I had allowed my knees to becoming very week and found it increasingly difficult to squat without support. While my knees still let me know they have been neglected, I am becoming steadily stronger and more flexible. My breathing is improving as is my upper body strength as my waistline shrinks. More in a week.

Beginning a New Chapter

Waking up on my 65^th Birthday was very special. As I have addressed, my gift to myself was joining a greatest loser competition at our Wellness Center…and our team is currently in the lead. As of this morning, my team contribution is a loss of 18 pounds in four weeks. Physically, I feel a little stronger every week and slowly rebuilding my stamina. In spite of sore muscles where I did not remember even having muscles, I feel better than I have in years.

I am clearly the elder of my team of losers/winners, and see an incredible potential in the fitness industry for those operations wise enough to address the aging of the marketplace. The staff at the Wellness Center which is coaching us is fantastic and supportive. However, my observation is that they lack an understanding of what motivates older consumers. While there are numerous exceptions, most of us do not want to become marathon runners, extreme sports enthusiasts or hard bodies. In fact, I view my membership and class tuitions as a very affordable form of insurance policy.

My second gift to myself was returning to the world of being a self-employed entrepreneur. I have proven without question that security is something you create for yourself. We left SD over 10 years ago to seek the security of a paid executive position with benefits etc. I discovered the definition of security was being downsized twice and having a third position eliminated after a corporate buy out. Last June, we decided to return to our roots in SD and have had absolutely no regrets. Just before leaving Florida, I joined the “virtual team” of a startup brain fitness company called NeoCORTA, which has been an educational and rewarding experience…the entrepreneurial fire was rekindled. I have also recently landed a couple of consulting jobs that have been incredibly rewarding.

At 65, I honestly feel no different than I did at 30, 40 or 50. Hopefully a little wiser; but I certainly do not feel “old;” whatever that is supposed to feel like. I am excited about the next chapter and looking forward to what is not so much an encore career as it returning to my professional roots.  

Getting in Shape

After two weeks of workouts at our Wellness Center as part of a weight loss program, I can testify without any hesitation whatsoever that it is way easier to get out of shape than is it is regain the lost ground. My nutrition education has also improved and played a role in a 5 pound weight loss for the week.

I now have a new appreciation for what a full body workout involves. For the past year, I exercised on an elliptical machine for 60 minutes at least five days a week. While good for my heart, I was building strength in a very limited muscle group. As we age, we need to become much more conscious of building both upper body and leg strength...and my knees really needed some work.

There are three groups of 10 participants in this program of which I am easily the elder. There are a couple of participants in their early 50s and the balance are in their early 30s...my children's age. There is no difference in the workouts conducted by personal trainers twice a week. Our coach is very understanding of the age difference and frequently encourages our team to listen to their bodies. However, the educational component of this program could use some work.

What has occurred to me in the past two weeks is what an incredible opportunity there is for similar program for adults 60 and older. We are not interested in becoming hard bodies; but are very interested in how to maintain lifelong independence, cognitive well being and shedding some pounds. Wellness Centers are missing  a huge window of opportunity, and income stream, if they continue to ignore this age group.

Time for Better Choices

When I wrote Choice & Changes, detailing prescription was easy. After completing my first week of the diet and exercise challenge and weighing exactly what I weighed the week before it was time for reflection. First, it occurred to me that I should have titled the book “Good” Choices and Changes.

Sadly, I thought everything was right on track. No booze, exercising an hour a day and diet food. Well, I had salad for dinner three different evenings. Of course, it you just eat lettuce you can have all the chucky blue cheese dressing your want…NOT. I guest the same goes for Caesar dressing as well.

On the plus side, I am feeling better and challenging my body in new (painful) ways. I am a long way away from running a marathon, but am totally committed to getting the job done and not letting my team down. Next week will be a different story.

Signs of the Times

While growing numbers of us are advocating for successful aging and battling aging stereotypes, there are new frustrations regularly that set back the movement. The latest entries are “Senior Crossing” signs. That’s correct…like children playing, pedestrians (seniors evidently don’t qualify), and deer crossing, motorist evidently need to be warned that there may be slow moving creatures in the area. This raises both stupidity and insensitivity to a new level.

During an online dialogue on LinkedIn, a member of the ICAA group commented that in Toronto workers are busy installing yellow caution road signs that read "Seniors" outside shopping malls, medical facilities, restaurants (especially McDonald's) and on the streets near retirement homes, aand the trend seems to be international. "Elderly Crossing" signs appear in the U.K., complete with a picture of two bent-over figures, one with a cane; http://www.dailymail.co.uk/news/article-1046975/Beware-elderly-people-getting-crosser-OAPs-demand-revamp-insulting-crossing-sign.html. California uses a single bent-over figure with a cane; http://claycord.blogspot.com/2010/01/senior-crossing-in-concord-funny-sign.html.

Rather than wasting the taxpayer’s money on signage that is both offensive and unnecessary, why not spend some of that money on aging awareness training.

GM Is Without a Clue

“Misunderstanding” was the perfect designation for the tasteless, ageist, stereotype riddled Super Bowl ad for the Chevy Cruze Eco (http://www.youtube.com/watch?v=iWsWIbnPIeA&NR=1). In 30 seconds, the company clearly communicated that it neither understood the older consumer or the demographic realities of the market place. If the ad had used racial/ethnic, gay or sexist stereotypes, the media would have gone ballistic.

By 2020, 1 in every 5 adult consumers will be over age 60. Since the baby boom has been moving steadily toward the magic age for over six decades, this should come as no surprise to either major corporations or the advertising agencies that do their bidding. Still, someone at General Motors approved a campaign that older adults (20% of the market) and anyone working in the senior living industry would find offensive. This fact was validated by a Datamonitor report, which documented that 71% of adults over age 55 felt that advertising did not reflect their current lifestyle and were turned off by the marketing messages that targeted them.

As the Boomers start turning 65 this year, conventional ideas of what it means to be 65 are increasingly untrue worldwide. What we generally hear from the media and politicians is that 65-year-olds will become a burden on the healthcare system and society. However, many 65-year-olds are contributing to the success of society and enjoying good health. Furthermore, American Boomers and their parents have $2.1 trillion in their pockets, according to the Met Life Mature Market Institute. If there is any justice, not one nickel of it should go to General Motors until they issue an apology to mature consumers.

Let the Paradigm Shift Begin

On January 1, the shift from a youth dominated market to one dominated by middle age and older people began in earnest. For the next 18 years, someone will turn age 65 approximately every 8 minutes. Why this seems to have come as a surprise to our elected leaders, business leaders and educators boggle the imagination. However, all three have pretty much failed miserably in planning for the greatest demographic shift in history.

Politically, we debate fixing a Social Security System that is grossly out of date from an actuarial perspective and generally unfunded. Medicare obligations will grow exponentially and the Medicaid outlays at the state level threaten budget solvency in many states and will get progressively worse in the next two decades. Still, few are emphasizing the importance of or providing incentives for preventive health and well being programs. Likewise advances in brain fitness programs that could delay the onset of memory loss receive little attention.

When it comes to business, there has been minimal attention to the reality that older consumers’ process information differently, and have physiological changes that affect their hearing and vision. Simplily stated, it is way past time to reconsider sales, marketing, and merchandising materials as well as how they train and educate their employees. The majority of business collateral materials utilize type is too small, improper fonts, paper that is too glossy, ineffective copy, and colors that may make it difficult to even see the message.

Finally, few educational institutions offer courses on communicating with an aging market, how life stages impact decision making or the benefits successful aging strategies that should begin early in life. There is more than enough information on how to succeed in an aging marketing; but few are yet to pursue that knowledge. Regardless of the sector you serve, there is still an excellent window of opportunity to gain a competitive advantage. However, a new paradigm will be required in order to bring the potential into focus.

 

How Pervasive Is Ageism?

I am coming to believe that age bias is much more pervasive than any of us realize. This does not mean that we consciously discriminate against older adults; however, at the subconscious level we may carry a bias much more in favor of youth. The first step in fighting ageism is for those in the field of aging to determine if they are biased.

A recent email from my mentor, David B. Wolfe reminded me that more people should be encouraged to use Harvard University's no cost assessment. In the email David stated, "most people claiming to be innocent of any charge of ageism who take the Harvard Implicit Association Test discover that in fact they do harbor ageist biases at unconscious levels of their minds. Other research supports the conclusion that ageism (like racism and other "isms") is far more pervasive than most of us realize or want to admit." Take a few minutes and see whether or not you may have an unconcious bias.

 The step is to eliminate all stereotypical terms and age references from our own publications, promotional materials and messaging. We must also be conscious of using only photos that show the resilience, wisdom and experience of older consumers. If we can not first become self-aware and make our organizations bias free, we are not likely to succeed in our effort to dramatically reduce ageism in the general media.

Zoomers or Peter Pan Syndrome?

It would seem the media in this country will go to any lengths to deny the aging of our culture. On October 18, the Huffington Post related “Tips for Staying Younger, Longer” to detail some “facts” about Zoomers – or Boomer narcissists in my view.

The article opened with the Warning: What you are about to read could very well extend your life by several years. According to the article Zoomers are “a growing segment of the baby boomer population who despite their advancing years are refusing to get old.”  

In reality, the article is about a growing fitness and wellness movement among older adults age 60 and over, which included both the Greatest and Eisenhower generations. Generally speaking, older adults have always been open to new experiences; this characteristic was not created by any fringe group of boomers.

 The author goes on to state that, “Zoomers … know true wisdom lies in the fact that learning is an elixir of youth. And who better to learn about being young, than from people who are young.” I offer a counter reality, “Old people know way more about being young than the young know about being old.” The explosive growth of Elderhostel and lifelong learning programs primarily populated by those age 70 and older blows a big hole in this theory.

Next is the claim that, “Zoomers have found a purpose that is greater than themselves.”  So Mother Teresa, Einstein, et al were slackers? Well, developmental psychologists have long documented that we tend to become more altruistic in later life. Likewise, Maslow felt self-actualization was most often found in later life. The late Dr. Gene Cohen was definitely not a Zoomer, but he most definitely pioneered the later life creativity movement with youthful exuberance.

Not surprisingly, the author missed a major factor in longevity – a positive aging self image. While all the other Zoomer “facts” play a role (exercise, diet, socialization, seeking purpose, and brain fitness) to deny one’s aging in pursuit of fading youth is the stuff of Peter Pan. Rather than holding on to the myth that you “can refuse to grow old,” let’s just redefine what aging is really all about.

The Many Dimensions of Brain Fitness

Just as physical fitness is about more than the strength of your biceps, brain fitness is much more than just the strength of your memory. To help in the definition of personal performance targets, we need to develop a better vocabulary for describing the full breadth of key brain functions. In fact, understanding this breadth is a critical piece of the brain fitness puzzle.

“Cognition” describes our “thinking” abilities- it’s about processing, coordinating, strategizing and responding to information. This includes a range of critical brain functions such as the ability to remember, pay attention, and make decisions. While there are many ways to categorize the key areas of cognition, one useful approach is to focus on the following four areas:

1. Recall measures the strength of your memory. It includes the ability to remember specific information (e.g., facts, ideas, experiences, etc.) as well as how to perform tasks (e.g., opening a door, tying your shoes, etc.).
2. Attention measures your ability to focus or concentrate while ignoring distractions and irrelevant information. Attention is a fundamental brain process that enables you to perform a wide range of activities (e.g., driving a car). Many activities require a person to divide attention among many things, while others require a shift of attention quickly from one task to another.
3. Processing Speed measures the time it takes for your brain to process information and/or respond to it. An increase in processing speed can make you feel more alert and better able to react. A decline in processing speed can make you misunderstand what people are saying, or make it difficult to follow instructions.
4. Executive Function measures high-level thinking skills such as planning, making decisions, solving problems, and reasoning. Executive function skills are required for everyday activities such as setting goals, organizing events, and playing games.

Meanwhile, “emotional well-being” describes how you “feel”. Emotional well-being allows you to calmly handle day-to-day challenges, maintain a positive outlook, adapt to change, and understand and care for others. One way to make sense of emotional well-being is to break it into five key areas:

1. Anxiety is a feeling of fear or apprehension involving physical and/or mental experiences. Anxiety appears in the form of physical symptoms (e.g., sweating) or as a feeling of increased nervous energy. Moderate, short-term anxiety is a normal part of life, but it can cause physical and psychological problems if it’s chronic.
2. Stress is a response to demands or changes in one’s environment. It involves emotional, mental, and physical components that each serve to help meet challenges. Moderate stress can be positive; for example, it enhances alertness and motivation, which increases abilities. On the other hand, longer-term or high levels of stress can weaken emotional, mental, and physical capabilities.
3. Mood can be described as a predisposition, attitude, or state of mind. It can include positive emotions like happiness or enthusiasm for everyday life. It also includes more negative states such as sadness.
4. Emotional Control includes the ability to evaluate your feelings, manage negative emotions, and handle conflict.
5. Emotional Recognition enables you to pinpoint feelings (in yourself and others) and to understand the ways in which your behavior may affect the emotions of others. This skill helps you to connect with others and better engage in social interactions.

The brain fitness movement is still in its early stages. If we want to pursue and achieve truly meaningful improvements in our capabilities over time, we need to adopt a perspective that enables us to understand, discuss, and track the full range of important brain functions.

What is Brain Fitness?

For centuries, it was assumed that mental decline and memory loss were just a natural part of aging and there was nothing that could be done. Whether or not someone became “senile” was just the luck of the draw. Once a myth is accepted as fact, it can quickly become a self-fulfilling prophecy – and did for decades. An insidious aspect of ageism is that it can operate without conscious awareness, control or intention to harm once the myths are accepted as fact.

A few researchers and authors railed against the “decline theory” of aging. Harvard’s Ellen Langer wrote her brilliant anti-ageism book, Mindfulness, in 1989. In the book, she shares the results of several research projects documenting that, “much of what older people experience could be the result of negative stereotypes, internalized in childhood.” Among those stereotypes studied was memory loss. As Dr. Langer observed, “When there is one ready explanation for something – being old – we rarely search for other possible causes.”

This paradigm began to change in the 1990’s as we scientists aggressively began conducting brain research to explore “other possible causes” for memory loss other than age.  In the last two decades, we have learned that not only does the brain continue making new connections between brain cells, it can grow new cells. Further studies have also documented the benefits of lifelong learning and the importance of keeping the brain active. Just as muscles grow stronger with exercise, so does the brain when engaged in brain fitness.

There is little doubt that the brain will change with age and there will be some declines, but studies show that only certain aspects of brain function actually decline. There is no sign of decline in long-term memory and knowledge retention in normal brain aging. Vocabulary has also shown to increase through at least age 60 and emotional intelligence, social skills, and self-control improve with age as well. The debate on the effectiveness of brain exercises, from crossword puzzles to expensive computer games, is ongoing, but studies have definitively shown that aerobic exercise does increase mental acuity. A study done by scientists at the University of Illinois found that 3 40-minute walks per week for six months improved memory, reasoning, and may spur the birth of new brain neurons. [1]

Dr. Mike Merzenich, founder of Posit Science, believes the recent brain fitness movement is a revolution, “It is the beginning of a great societal change in how we think about aging and how we think about making the most of our lives.” While there are new claims made almost daily about the benefits of a new computer game, vitamin, supplement or exercise, little time has been devoted to explaining what brain fitness is and how to pursue it holistically.

Brain fitness is NOT about the diagnosis or treatment of brain-related disorders. It's not just about delaying or preventing cognitive disorders. It is not just the latest memory enhancing computer game or nutritional supplement.

Brain fitness is about capability and performance. Having a fit brain means that we possess the thinking abilities and emotional well-being necessary to work productively, sustain meaningful relationships, and achieve our goals in life.

This definition of brain fitness has several important implications. First, it means that each of us can set our own performance targets. Just as a professional athlete might pursue a different level of physical fitness than an office worker, our brain fitness goals will naturally vary, depending on what each of us is hoping to achieve at each juncture in our lives.

This definition also means that brain fitness is about much more than just one or two narrow measures of brain function. Just as physical fitness is about more than the strength of our biceps, brain fitness is about much more than just memory. In order to pursue brain fitness, we need to consider all of the dimensions that define how we think (e.g. memory, attention, processing speed, problem solving) as well as how we feel (mood, anxiety, stress, etc.). The brain fitness movement is in its early stages, and we need to broaden our perspective if there is to be a meaningful impact on the health and well being of an aging society.

Finally, this means that brain fitness can (and must) be pursued through multiple modalities. Just as physical fitness is not achieved solely through the use of a bench press machine, a single activity (e.g. crosswords, computer-based brain exercises) cannot possibly provide a complete solution for maintaining or improving brain fitness. As with physical fitness, brain fitness is achieved through a wide range of different activities, proper nutrition, sound medical care, and many other lifestyle choices. Navigating through all of the scientific evidence and comparing the options is best done with the help of an expert advisor, but a comprehensive approach is clearly the best bet for achieving brain fitness.

Brain fitness is the capacity of a person to meet the various cognitive demands of life, and involves an ability to assimilate information, comprehend relationships, and develop reasonable conclusions and plans. It can be developed by formal education, being actively mentally engaged in life, continuing to learn, and exercises designed to challenge cognitive skills. Brain fitness is also accomplished with healthy lifestyle habits including mental stimulation, physical exercise, good nutrition, stress management, and sleep can improve brain fitness.

On the other hand, chronic stress, anxiety, depression, aging, decreasing estrogen, excess oxytocin, and prolonged cortisol can decrease brain fitness as well as general health. The first step in developing a brain fitness plan is to become mindful of the fact that living an active, purposeful life can dramatically improve motor abilities, strength, agility and mental responses; and then commit to a plan.

Professional fitness centers encourage people to see their physician before beginning a fitness program. When given the green light, the center then recommends a general fitness assessment to establish baseline parameters before developing a program to achieve optimum well being as well as the person’s primary personal goal which could be anything from reducing blood pressure to losing weight to looking better in a bathing suit. The same approach should be considered for creating a brain fitness program to fight future cognitive decline as much as possible.

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[1] Newsweek, June 18, 2010.

Key to Reversing Aging???

A member of the LinkedIn Changing Aging group asked me to comment on an August 23, 2010 article entitled, “Listening for the Key to Reverse Aging” by Jessica Hilo of Miller-McCune. The article is a perfect example of how the media dismisses positive news about aging – in this case by using analogies to sitcoms and condescension. Since the article demonstrates both the progress in brain research and the pervasiveness of ageism, I decided to post it here as well...

While the Neuroplasticity of the brain is now a generally accepted fact, it is not the key to "reversing aging;" nor is anything else. Aging is a biological process whereby an organism moves from a simple to a highly complex state. Physical and brain aging declines are both a part of this process; but not everyone ages the same. The problem is that way too many people age prematurely due to self inflicted physical deterioration, disease or the ravages of the "self-fulfilling prophecies" of aging that occur when adults accept and live out aging stereotypes.

My problem with the article is not with the content but the headline and conclusion. I am very familiar with the efficacy studies of the auditory cortex discussed. I did considerable research before investing in a computer program for an upscale community for older adults. We ultimately purchased the Posit Science program, which I have loaded on my personal computer and used. While we cannot reverse "aging," it appears we can reverse or delay cognitive loss by building a cognitive reserve and also increase the brain's processing speed. Posit’s research documents that use of their products can reverse the affects of cognitive decline by as much as ten years. Likewise, their programs that exercise the visual cortex have produced some impressive results. Like the body, you get the most from your brain by exercising it.

Just as it is improbable that we can "reverse aging," we can most definitely mitigate the impact of both physical and mental declines with fitness and wellness programs. I joined NeoCORTA because the company offered an affordable brain fitness assessment vehicle with which adults could evaluate their own brain fitness, identify risk factors that research indicates can result in cognitive decline and offer a holistic action plan to achieve comprehensive brain fitness. Whether or not it can be cured, wouldn't it be great if it could be delayed for 25 or 30 years? What would happen if we spent as much time and money on prevention as we did curing those things that are preventable?

The author of the article uses the analogy that this type of research is like the quest for the Fountain of Youth and so far has only benefited the "beloved aging lab rats." How sad that is the conclusion that can be drawn from such exciting research. Instead of celebrating advances in neurological research and memory, the media so long enamored with the youth culture tends to minimize the advances. Twenty years ago, the scientific and medical communities generally accepted that mental decline and memory loss was a "natural" part of the aging process. Just imagine what we may learn in the next twenty years now that we have data that dementia is not a "natural" part of brain aging.

The Power of Ageless Terminology - Part III

In an aging marketplace, marketing messages, promotional materials and newsletter stories, should depend more on values-based messages and less on objective logic. In photos and headlines, the appeal should be emotional rather than stating facts or posing questions. A subjective lead paragraph or Rockwell type photo will pull the prospect into the ad and increase the probability that the reader will consider whatever you have to offer.

Life experience tends to teach consumers to view the world in shades of gray and to trust their feelings and emotions as they grow older. Therefore, how each person receives and responds, or not, to your message is conditional or qualified based on their worldview and beliefs; and then analyzed in the context in which it is presented. Generally speaking, mature consumers tend to use right brain functions (intuition, visuals, creative, and emotions) to screen messages before processing them rationally. If your message does not get through the screening process, you offer will not be considered.

The older mind becomes increasing context sensitive, so be sure the prospective consumers can see themselves in the story you are telling. If you focus on an exaggerated view of later life, you will leave out the vast majority of older adults who do not go skydiving or mountain climbing. This is not to encourage a sedentary look, but rather real people who are very engaged in everyday life.

Once you have the reader’s attention, you can present features and benefits; however, present only the facts, not your conclusions. For example, never use phrases such as, “you should”, “you must,” “wise consumers will”, “you need to”, “act today” or similar directive language. Creating “a sense of urgency” simply does not work on seasoned, experienced consumers. Directive language may also threaten the autonomy of the targeted consumers. While the initial response is emotional, older consumers will spend more time examining facts and figures than younger consumers once you gain their attention.  

By using inclusionary terms and conditional, conversational style, you take advantage of the mind’s irrepressible need to complete and incomplete picture. Open-ended, deferential statements are also more likely to connect with the experiential backgrounds of multiple consumer segments.

Older consumers place a high value on their experiential perceptions developed through years of sorting through offers and sales presentations. They have heard and seen it all so avoid hyperbole (terms such as new, best, latest, unique). Instead, use positive, conditional, value charge words of phrases… for all life can be, future opportunities await, designed with you in mind, etc. Text should use a clear, easy-to-read, personalized, narrative style, and involve the reader. Information should be presented in a clear and familiar way using positive statements in the active voice, and lengthy documents should be broken into short sections to aid in comprehension.

In summary, ageless marketing communications celebrate the uniqueness and worth of each individual regardless of their age.

The Power of Ageless Terminology (Part II)

To keep our conscious minds from being overloaded with unimportant information, our brains conduct what might be called information triage. Like a trauma unit that makes treatment decisions according to severity of the injuries suffered, the brain sorts through billions of bits of information each moment to select information for the conscious mind to think about.

The brain does not process words; it processes pictures and sensory data in context with the circumstances. If there is a perception that "senior" means old, frail, dependent, bingo player, or other traditional stereotypes, the mind of a the targeted customer may "exclude" whatever is associated with that word from conscious consideration if they do not view themselves as fitting the stereotype. For example, the current stereotype that frustrates marketers in the senior living industry is the common perception that “retirement community” means a place to go when your health is failing…a place for the frail – the elderly.

A targeted consumer’s eyes and ears may detect what you are trying to tell them, but unless their brains sense personal relevance, little of the message content will reach their conscious mind. Your challenge therefore is creating messages that resonate with the needs and interests of the prospect in order to make it past the mental screening process.

You can begin the slow change process by sensitizing all team members to the power, both positive and negative, of the words we use, and subsequently begin using more inclusionary terms to describe our members, communities and services while avoiding the use of exclusionary term (words shrouded in stereotypes that could be perceived negatively).

One simple test is to read your copy and eliminate all age related adjectives senior, retirement, older etc. and then re-read the same copy to see if it still makes sense. If it does, using the terms would seem offensive or demeaning on their face.

Inclusion's/conditional terms allow a people to then screen a message based on their expectations, aspirations, needs and life experience rather than preexisting stereotypes. Inclusionary terms are simply more likely to be positively perceived than the terms traditionally used in our industry.  A few examples follow:

¨Nursing home - Almost without exception, the term nursing home conjures up negative images. Assisted living is beginning suffer the same fate as stories of substandard care are shared by the media. So, don’t use it; but replace it with inclusionary descriptors like The Highlands, The Springs, etc. Skilled nursing care is a service not a brand.

¨Residents  – This is a very impersonal reference to those calling “retirement communities, nursing homes or assisted living facilities” home. While it may be acceptable during a board meeting or staff meeting, the use of terms like depositor, client, or resident terms should be eliminated from materials and signage.  Instead, try community members, neighbors, even people is preferable. As with many terms, the context in which they are used determines the appropriateness

¨Seniors, senior citizens, and elderly – the same principle applies as with residents. First, in conversation use the person’s name; in communications try customers, people, citizens or similar terms of inclusion.

¨Titles– avoid incorporating stereotypes into titles, like “retirement counselor” or “activity director”. Instead, have some fun with terms like “planning adviser” or “events coordinator”. Instead of receptionist, try “director of first impressions” or “concierge.”

¨Retirement – terms like “retirement” should only be used to establish a context. Retirement is basically the act of leaving a full-time career or leaving one profession after years of work…it is not an accurate descriptor of a life stage. While “retirement” once lasted only a few years, individuals now enjoy two or three or more decades of productive life after age 65, which is still considered traditional retirement age. Since retirement suffers from many of common aging stereotypes, avoid using it if at all possible while also explaining why. 

These are just a few examples of how the use of exclusionary terms could be costing you business, donations and profits. Even if 70% of your prospective customers have no problem with the term senior citizen, but 30% do; ask yourself, “Am I willing to give up 1/3 of my potential market on purpose?”

The Power of Ageless Terminology - Part I

 

Amazing!  It took the 64^th birthday parties of a few thousand leading edge baby boomers for corporate America and the mainstream media to finally wake up to the fact that the median age of adults in the US increased by about a decade while they were ignoring older consumers.  Today, articles and conference topics on boomers are proliferating, but understanding of the maturing marketplace has a long way to go. 

For example, are some Boomers old people? If yes, what do we call them?  Are they like other older people? What do they want?  How do we get their attention?  As the market potential becomes more and more obvious, consultants, authors and trainers are pontificating on how to capture the elusive boomer beast – still up to 18 years away from traditional retirement.

If you are searching for four easy steps or six simple typologies that will insure success in the aging marketplace, you’ll not find them here. Why? Because, the typical boomer, like the typical senior, is as much like other boomers as a snowflake is typical. Consumers become more dissimilar as they age not more alike, although they do tend to share common ‘gut level’ values.

Since so few companies have successfully targeted the older consumer, quantifiable evidence on what works best is limited. Some have explored the mature market using traditional methods only to conclude there was little potential because consumers failed to respond. They blamed neither the messenger nor the message, but the intended recipient. Likewise, millions of dollars have been spent teaching aging sensitivity without first developing an empathetic understanding of the consumer and their decision-making processes. Unfortunately, this sensitivity training often reinforces and perpetuates rather than correcting aging stereotypes.

As businesses continue to track the elusive elder beast, there will no doubt have varying degrees of success. To increase the probability of success, one must first abandon the approaches that worked so well in yesterday’s youth market; and adopt an ageless approach more likely to appeal to a maturing consumer base while not alienating other segments.

You can begin by projecting a positive, mindful image of aging. This positive image should underlie all marketing communications, collateral material, web sites, and PowerPoint presentations. Consumers tend to select products/services that reflect images of what they want to be not what they are, and this applies to older adults as well. While physiological declines are a part of life, older consumers “feel” anywhere from 15 to 25 years younger than their biological age, which doesn’t mean they think they “look” 15 to 25 years younger. Therefore, when models are either too young or engaged in extreme sports or too old and dependent, the consumer simply dismisses the message. The key is realistic people in meaningful real world activities.

Advertising and communications should focus on holistic health and well being; being productive, the importance of autonomy and involvement, the importance of relationships and being responsive to the wants, needs and aspirations of targeted consumers and stakeholders. Remember that a prospective customer will consider your initial message for from .2 to .8 of one second (your cognitive window of opportunity). Not much time to make a first impression – that is why every word and image is so important.

 

 

 

 

What if...

I recently read the latest projections on Alzheimer's disease. It was estimated that the number of affected patients would increase from 5.1 million at a cost of $172 billion to 13.5 million at a cost of $1 trillion. We spend millions in search of an illusive cure, but very little on prevention by comparison. The same report estimated that by delaying the onset of the disease by five years would reduce the population by 4 million and save Medicare $33 billion by the year 2020.

At the same time, we have made considerable progress in the past few years documenting the benefits of brain fitness. While we accepted that the brain was unchangeable for decades, we now know that it is constantly rewiring itself. We also know that older adults are less likely to use their brains in specific ways that are required to sustain our cognitive abilities. What if we spent as much time focusing on prevention as we do agonizing over the exploding health care costs.

Generally speaking, the brain fitness programs provide several important benefits: they introduce adults to the key measures that improve cognitive functions, program such as NeoCORTA's allow user to track their abilities over time, and when brain fitness is a part of whole body wellness programs they empower adults to enjoy happier, more productive lives. 

Several fascinating studies have shown that physical fitness and brain fitness are closely linked. For example, a long-term study of 1,500 adults found that those who were obese in middle age were twice as likely to develop dementia in later life. Surveys  also have consistently shown that older adults fear memory loss more than heart disease, yet the benefits are not generally well known by older adults.

What if, as a population...we spenfocused more on later life purpose and less on pills?

What if we focused as much on preventing diseases as we spent on curing them?

What if we invested as many Medicare dollars in prevention incentives as we do on motorized scooters?

What if we began to view an aging nation for its potential rather than its challenges...What if

Who's on First? Part Two

Everyone curious about brain fitness is eager to know what works, in the real world, for real people. What's needed in the industry is a more detailed, data-driven, long term analysis of the full range of products, activities, lifestyle factors, etc. etc. Much more focus needs to be given to studies on wellness rather than disease, which is the focus of the scientific/medical mainstream. New information needs to be interpreted for easy consumption by lay people. Ideally, we can move more quickly toward a system where this data can be used to define/predict benefits for individuals, since this specificity would be much more likely to motivate participation/commitment.

There is an overwhelming body of evidence, both quantitative and anecdotal, documenting that activities such as learning a new language, physical exercise, socializing with friends, working on challenging crossword puzzles, reducing stress and watching what you eat can improve both physical health and improve cognition. Multiple studies by thought leaders such as Rebecca Levy and Ellen Langer detail how a positive mental attitude, meaningful activities and respect impact memory. More recently some “brain fitness games” also claim to have a positive an impact on improving the brains processing speed and cognition.

Similarly studies found that a reduced risk of Alzheimer’s disease is associated with higher education or occupational levels, speculating that these individuals had a greater “cognitive reserve.” Additional findings have led to the theory that lifelong learning is more important for developing cognitive reserve than advanced education level alone.

Technology is also playing an increasing role. Millions of public and private funds have been devoted to efficacy studies on the documented benefits of brain fitness oriented computer games and exercises. This research has advanced the recognition that memory and other cognitive functions are “use it or lose it” skills.

Historically, non-profit providers of aging services to include long term care have focused on treatment rather than prevention. With the growing aging population, providers have a responsibility to share information on the positive benefits of brain fitness with the clients they serve and their employees. In addition to caring for the afflicted or raising funds to find a cure, nonprofits providers should be offering programs that can be built in to the everyday office life of employees, especially those in the mature work force. This could include anything for computerized exercises to new and more challenging assignments.  Employment of such measures could benefit both employee health and retention.

The proliferation of brain fitness offerings has been beneficial, but can cause confusion and frustration among consumers who do not know where to begin. While worried about future memory loss, consumers do not know which products might help or if they are needed. While annual physical check examinations are common place, there is also a growing need for an annual brain check-up or examination, which NeoCORTA is now filling. An annual cognitive exam provides consumers with a current baseline for brain fitness and helps them create a plan to maintain and/or improve cognitive function. We are pleased to play the role of pathfinder in a growing industry.

Who's on First? Part One

Since President George Bush declared the 1990s the Decade of the Brain, we have learned a lot about the workings of the brain. In the last two decades, numerous research studies have validated the neuroplasticity of the brain and others detail how it may be possible to delay or even prevent cognitive loss. Since most active adults over age 50 fear cognitive loss more than they fear heart disease or cancer, a plethora of new products and services in the brain fitness category have flooded the market in response to the fear and growing numbers of older adults.

Many scientists once believed that as we aged the brain's networks cemented in place. But now an enormous amount of evidence uncovered in the past two decades finds that the brain never stops changing and adjusting. One line of research is showing that this flexibility can help maintain language processing even in the face of severe obstacles. Furthermore, some research suggests that special brain exercises can tap into the brain's adaptive capacities and help people overcome certain language and reading problems.

There is currently a lack of clarity/awareness around what "brain fitness" means (it's more than memory; it's even more than just cognition). More consensus building among thought leaders and more education for the general public is needed around its scope and goals. Brain fitness is less about avoidance of disease, and more about maintaining and improving the brain’s capability and potential.

The brain fitness industry is in its infancy. To date, there have been difficulties in reframing the use of brain science for both practitioners and consumers. With the projected rise in Alzheimer’s patients, there is more need than ever for medical treatment and expertise. However, there is also a need for appropriate nonmedical applications of brain science just as there have been in the physical fitness movement. For example, it's time to de-stigmatize and remove the fear factor from discussions about brain fitness. With more education and understanding, the consumer will be able to take control and make their own decisions based on their personal goals and preferences.  As the industry matures, new players and operating models will begin to deliver services rather than depending on doctors, neurologists, psychiatrists, and academic researchers. The American Senior Fitness Association is a great example of this trend. They now offer a course on the integration of brain fitness into physical fitness programs.

Alvaro Fernandez, co-founder and CEO of SharpBrains, a research and consulting company that recently published The State of the Brain Fitness Software Market 2008 report, predicts that within the next few years, the same thing that happened for physical fitness—increasing numbers of health clubs, trainers, coaches, and equipment variety—will also happen for the field of brain fitness. Cognitive training will be conducted much like physical fitness training.” In the near future, brain fitness products will be a must-have for facilities serving older adults. Based on their market research, SharpBrains estimatedthat approximately 400 to 500 facilities for older adults in the United States are now offering some kind of computerized brain fitness program to complement their other recreational and therapeutic activities. And, direct purchases by consumers for at-home use are increasing rapidly as well.  

For widespread adoption to occur, we need a whole ecosystem of new solutions and service providers that can help consumers and organizations pursue brain fitness. For the movement to become mainstream, we need to make brain fitness programs affordable, easy, accessible, scalable, and of course effective. An important part of this is making sure that individuals/organizations can easily embrace the movement and get results without having to become brain scientists themselves, drastically modify their existing infrastructure, or devote massive amounts of time and energy.  

This is Not Your Father's Market

Over 300 years ago, Renee Descartes changed our way of thinking about the world of cause and effect and opened a New World to science. When applied to the world of younger minds (life expectancy was in the 40s 300 years ago) this made sense and worked. Reason was the only path to knowledge. Sir Isaac Newton carried the torch of reason forward opening the gateway to scientific revolution.

Descartes mistake, if you will, was to totally discount feelings and emotions. Until the 1990s, the predictability of human behavior worked as the median age of adults stayed under 40.  However, the world of business and marketing is now struggling to adjust to a new market using an old paradigm.  Just as it would not work for a 60 year-old wear a 40 year-old pair of glasses to read today's paper, your view of today’s marketplace will be distorted if you are viewing it through a youth market lens. The facts are all there – you just can't see them.

To understand the maturing marketplace requires a look through the lens of new science.  A view of the consumer that incorporates their feelings and emotions opens a doorway to their needs and the keys to motivating them to action…integration of reason and intuition with old science.  New science, and new marketing, requires an understanding of what this means and an acceptance that sometimes things just happen.

In spite of a growing body of evidence, marketers, market researchers and ad agencies continue to use traditional logic and methods tested in the youth markets of yesterday to reach and attract the maturing market.  Trusting the devil they know and fearing the one they do not understand.  Still, insanity has been described as doing the same thing over and over again and expecting different results.

In this New World of marketing, there are varying levels of informed opinions and few, if any, experts.  The next two decades will surely be a place full of opportunity.  It will also be a place where constants become variables; standards become guidelines; cause becomes effect and long-term customer relationships are as important as quarterly projects and sales quotas.  Objectivity will become illusion and subjectivity will become reality in the design of marketing communications.

Much of what I first learned about marketing was jettisoned out of a need to get outside the box.  Population growth no longer fuels market growth and pushes living standards up.  The once easy world of marketing has become complex with exploding technology and ecommerce complicating the formulas for change.  Relationship, database and social network marketing are replacing mass marketing.  The one-stop, hard sell, in your face sales techniques are going the way of the electric typewriters and rotary telephones.  Subjective sales and marketing methods are gaining followers.

While few in depth studies on mature consumers exist, studies of adult development are abundant enough to reveal major mid-life changes in values, attitudes and behavior.  Central among these changes is the increased value placed on relationships, personal autonomy and customer service as an expectation, not a motivator.

You can't expect to simply use older models while projecting the values of a youth culture.  You can't use emotional visuals and objective copy that focus on features and benefits and expect to gain the attention of older consumers.  You can't use the same techniques, methods and design concepts and expect different results…it is insane. Instead, it is time to seek new knowledge on the values and developmental behavior of the new, mature consumer majority.

The Maturing Mind

Mature market behavioral specialist, David B. Wolfe, has been advising business and marketers to change the way they communicate to older consumers for over three decades. His first two books, Serving the Ageless Market and Ageless Marketing, should be on the reference shelves of every marketing professional interested in surviving in an aging marketplace.

Wolfe theorized that as the brain ages, the way it initially processes incoming information moves from the left hemisphere (learning, figuring, analyzing) to the right hemisphere, where creativity and intuition is centered. Both hemispheres are engaged in the decision, but the right hemisphere plays a bigger role in message screening beginning at or about age 45. When you consider the older brain has access to decades of experience and wisdom, this simply makes sense.

A metaphor for this might be a sieve. The brain is taking in way more information than it can consciously process and screens out irrelevant information at the pre-conscious level. If there is no context according to one’s life experience there is a big chance it will never make it through the sieve. If you also use stereotypical terms as well, there is almost no chance your message will stand or pass the screening process.

A study reported in the Jun 2010 issue of Psychology and Aging further validates a growing body of both anecdotal and scientific evidence that information processing changes with age and impacts decision making. The reported research explored the assumption that people become more averse to taking risks as they age by comparing the results of older adults, ages 66-76 years, and younger adults, ages 18-35 years, who played games involving financial decisions. After allowing for differences in processing speed and memory, age alone did not significantly predict “decision quality.” The authors suggested it is the way older people process information, not their age that influences their decision making.

When communicating with younger minds, absolute positioning messages with specific, directive language may be necessary to gain the consumer’s attention. However, older minds have generally heard and viewed every possible combination of hyperbole, urgency and “special” offer. If you want to get your message through the sieve, you need to use less directive and more conditional language. To use a Wolfe example: the lite beer message, “everything you want in a beer and less” uses absolute language. “The night belongs to Michelob” uses conditional language to position the message.

The mind has an irresistible need to complete and incomplete picture. Rather than directing the mature consumer with a complete picture, leverage their creativity and experience to translate the context according to their world view not yours. Wolfe called it a form of psychological judo…using another’s strength to your advantage. Perhaps, you may want to give it a try in your next consumer message.

Working on Purpose

What all too many people lose at retirement is purpose, especially those who were passionate about their work. Numerous studies have now documented the importance purpose plays in achieving and maintaining quality of life. For me, purpose has been both a pursuit and goal.

On September 8, 1970, I was wounded in action in Viet Nam. A young man by the name of Frank Vavrin Jr. saved my life was killed a few minutes later in the processes of saving other wounded team members. That is a big debt to owe and caused me to question why I was spared. Recovering in the hospital in Japan, I thanked God for my life and committed to making it count. Since that time, I believe circumstances have kept me on a path I was somehow meant to follow.

After leaving the Army, I spent a few months in Law School (we were not meant for one another) before receiving a Master’s Degree in Political Science with a criminal justice emphasis. I went to work first as a Court Service Officer and then as a corporate criminal investigator. After some unique experience that will go in a book someday, I concluded a career in criminal justice was not the path I was meant to follow.

A friend suggested that I apply for the position of Area Agency on Aging Director available at a small community college in Northwest Iowa. I had no background in aging, social services or nonprofit management; but was ultimately hired. My belief in being on a predestined pathway was reaffirmed, and I fell in love with serving older adults – a career with purpose.

After six years managing the nonprofit, I felt there was incredible opportunity in calling attention to the future aging tsunami. I formed a marketing consulting firm specializing in serving companies that recognized the future belongs to those that can attract and hold older consumers while also serving younger segments. As luck would have it, I was about two decades ahead of my time…and there is little money in being ahead of your time. While the company survived and served clients in all 50 states, it never truly prospered and closed 17 years later.

Since the aging field filled my life with purpose, I served the senior living industry for 10 years in Florida and Arizona. I made a wealth of older friends and led the creation of an empowered community model that still has incredible potential for any business wise enough to implement it. In January of this year, fate again played a role in dictating my pathway. My employer, like many in the CCRC industry, was negatively impacted and my position was eliminated.

At age 64, I began to wonder if maybe I had already accomplished what I was supposed to do. I convinced myself that it was time to accept any position whether or not in the aging field. I began networking, and received an email from someone I had done business with a few years before. I had become a big fan of the brain fitness movement and was very curious about this inquiry from a new brain fitness oriented company. Their mission convinced me the pathway to purpose was taking a turn – “NeoCORTA's mission is to empower adults of all ages with the tools they need to optimize their brain fitness.”

I am excited to continue the journey to purpose I began 40 years ago in Viet Nam. While looking for a company committed to helping older adults pursue purpose, a company with purpose found me. Rather than asking me to fit a predetermined mold, CEO Pat Brannelly, the entrepreneur leading NeoCORTA, created a dream job that met the needs of the business while allowing me to pursue my passion for positive aging, battling aging stereotypes and improving the quality of life for middle age and older adults.

As I begin my 65^th year as a leading edge baby boomer, I am still working on purpose.

 

First Do No Harm

A recently published BBC study recently cast doubt on the efficacy of brain fitness computer games. Some in the field have cast doubt on the quality of the study. While I doubt the results, assessing the research parameters and protocols is way beyond my pay grade. What I do know is that I have witnessed positive results in those using the Posit Science programs. My question to the critics is: “Does keeping your brain active do any harm?” I think the answer is obvious.

For a couple of decades now, the body of evidence has been growing that negative aging stereotypes can become a self-fulfilling prophecy. If you accept the myth that memory loss is a natural part of the aging process, you increase the probability that memory loss will become a part of your future reality. Likewise, if you believe in the now documented neuroplasticity of the brain, you are likely to do everything you can to exercise your brain in a variety of ways. We may not be able to prevent brain aging, but we can certainly delay its devastation just as we can delay much of physical decline with exercise, better nutrition and staying socially active.

In the last three decades, we categorized “retirees” by calling them “seniors, golden agers, senior citizens or elderly” and viewed them as a group to be offered discounts, catered to, and cared for. This categorization has resulted in a culture of ageism, and the devaluation of people because of their age. Now the focus has shifted to baby boomers as some new subculture that defies aging in a veiled attempt to perpetuate the youth market mentality.

Every year more and more adults are getting old; but not nearly enough are growing older. We somehow came to focus on the “problems” rather than the “potential” of an aging population. So great is this untapped potential that by changing the current perception, I believe, we can truly begin changing the world. The brain fitness movement is a definite step in the right direction.

As a nation, we developed federal and state programs to feed, house, transport, and entertain “seniors;” but we developed few programs to reintroduce meaning and significance into those services and institutions. We replaced purpose with pills.  Rather than expect people to accept their roles as passive participants and spectators, we need to reintroduce opportunities for them to find meaning and purpose. What good is living longer if the quality of life declines? We have yet to address the challenge issues by Attorney General Robert Kennedy to delegates at the first White House Conference on Aging in 1961, “We have added years to life; it is time to think about how we add life to those years.”      

Marketing Myopia in the New Millennium

In 1960, Theodore Levitt’s brilliant assessment of marketing, Marketing Myopia, was first printed in the Harvard Business Review. In the article he argued that "the history of every dead and dying 'growth' industry shows a self-deceiving cycle of bountiful expansion and undetected decay." The most memorable example was the railroads that began failing because they held a very limited view of the market.

Levitt observed that the railroads were in trouble not because the need for passenger transportation has declined or even because cars, airplanes, and other modes of transport had filled that need. Rather, the industry was failing because those behind it assumed they were in the railroad business rather than the transportation business. This same fate awaits businesses today because once again they have a very limited view of the market. They still think the answer lies in a youth oriented market rather than an ageless market.

Once the youngest baby boomer passed age 45, articles began to recognize the maturing of the market and the need to look beyond 18 to 38 year olds for success. However, paradigm keepers are slow to move beyond what had worked for over two decades.

Unfortunately, many businesses, ad agencies and marketing consultants continue to view the market through the lens of youth markets and simply repackage boomers as the market that will defy aging…good luck with that. The new message was “60 is the new 40” and communicated using old hippies and outdated hyperbole to sell features and benefits. The vast majority of the 76 to 78 million baby boomers, now age 46 to 64, were not hippies, did not protest the Viet Nam war attend Woodstock or live in communes and drive psychedelic VW buses.

Like generations before them, what most baby boomers have in common is that they probably have very little in common. Any business interested in surviving the next two decades needs to wake up to the reality that older consumers will dominate the market in every developed nation…not baby boomers but all older consumers. Whatever your definition of old – 65, 70, 75, 80 or older - the older population will not be made up of 100% boomers for 25 or 35 years. To focus solely on baby boomers is truly the new Millennium’s version of Marketing Myopia.

The first baby boomers, those of us born in 1946, will turn 65 in 2011. Thereafter, 10,000 Americans will turn 65 every day for the next 18 years adding to the ranks of the Silent and Greatest Generations. This growing consumer majority is not all Boomers, but they are all older Americans and to ignore their combined economic power is to court disaster in the short term. In 2000, there were 35 million Americans age 65 or above, approximately 13 percent of the U.S. population. That number will rise to around 50 million next year and reach 70 million in 2030, or 20% of the U.S. population.

The sheer size and growth of the number of older consumers is changing the marketplace. Some industry segments, such as financial services, travel and hospitality, fitness, health care, and retirement housing, already understand the potential of the aging marketplace; but marketing myopia limits the success of most because they hang on to outdated management, marketing, branding and advertising paradigms.  As Einstein observed, “You cannot solve a problem using the same consciousness that created it.”

Boomer Studies Are Driving Me Crazy!

I can’t help it. The statements and “insights” that are printed about “Boomers” are making me crazy! It is as if this “segment” of 76 million people was discovering the aging process for the first time. The printed results and expert comments on the recently released Del Webb Boomer Study are a case in point.

For example, one Boomer expert said that “for Boomers aging is a state of mind. The goal for Boomers is to pursue the Fountain of Vitality.” Well, the first person to make that observation about older folk was Mark Twain. Twain opined that “Age is simply mind over matter. If you don’t mind, it doesn’t matter.” If I remember my literature correctly, Samuel Clemens was not a Boomer.

For over 30 years, I have been working with older adults and found vital involved 80 and 90 year olds way back in the 70s…amazing. My first secretary was 80 when I hired her…and she was fantastic. Sure, there are more healthy and active 64 year old Boomers than there were in the generations before them due to medical advances, education, and awareness; but it is their numbers that make them unique. Their life experience has shaped their worldview, but their values are not different from their parents and grandparents.

The Del Webb study did reveal some startling results…current 50 year olds do not see themselves as seniors. Guess what? Neither do current 65 year olds and a good percentage of 70 and 80 year olds. In the 1970s, I was defining old as 10 years older than you are regardless of your age. Studies done then as now documented that an older person’s psychological age was generally 10 to 15 years younger than their chronological age.

Is the business community that uninformed about consumer behavior that they need to pay “Boomer Specialists” to tell them something they could read in David Wolfe’s Serving the Ageless Market written 20 years ago? Clearly all the hype around the recent studies says they are. Still, we have about 200 years of evidence from developmental psychologists that suggest most of the revelations (increasing altruism, connectedness, personal growth, autonomy, etc.) were totally predictable.

It is true that Boomer experiences and economic realities have changed the game. More people are now more educated and educated people tend to live longer. Boomers were generally wealthier than their parents; and could therefore afford better health care. Many older adults have always worked well beyond 60. Today, more are working longer because they have to do so – and that reality is not unique to Boomers.

Just once, I would like to see an article with a headline like, “New Studies Document Baby Boomers Aren’t Unique After All – There Are Just a Hell of a Lot of Them.”

Is Boomer Fascination Just New Ageism?

When I first started looking at aging demographics, I knew that as the Baby Boomers aged the pendulum would swing and businesses would finally pay attention to older adults as a major consumer segment. How could any logical person think otherwise?

Well, it appears that I was wrong. No one is talking about an explosive aging population; just about baby boomers, who evidently will never be anything else whether forty or ninety. The fastest growing cohort in America are those over age 80…and they still buy groceries, cars, cosmetics, travel, go to movies, eat at restaurants, invest, buy clothes and toys for the grandkids…not just medication.

Today I reviewed an article entitled “Omnibus Survey Allows Marketers to Ask Consumers Questions.” Of course, the company was only surveying adults age 45 to 65, at which point everyone becomes a nonperson. Why would marketers care what anyone over age 65 think? Of course, the media used to ignore anyone over age 40 so maybe this is progress.

 In spite of the overwhelming data, nothing much has changed in the last 30 years. Even if the under age 40 crowd don’t have more money, assets or potential, marketers will search out some form of youth market…or Boomers. Consultants whose minds never left the 60’s have convinced media pundits that Boomers will be never grow older…they will redefine aging. Well, much like they led the boomers in the 60’s the Silent Generation has already extended the boundaries of aging…the American Association of Retired Person has become AARP, Elderhostel is now Exploritas, and Civic Ventures is shining the light on later life empowerment and purpose.

With the current economic crisis, people are working longer and retiring later. Age 65, as the age one becomes “old,” is a misnomer. For business to ignore the age 65 plus population is total insanity – unless they plan to shut down for the next 20 years or so. In 20ll, 76 million of those called baby boomers begin turning 65 at a rate of about 8,500 a day. Why would we not want to know what they are planning to buy, invest in, travel to or do?

Time to Get Real

Amazing!  In two years, a few thousand leading edge baby boomers will begin turning 65. To many in corporate America and the mainstream media this will apparently come as a surprise. While they were focused on Baby Boomers and youth markets, the median age of adults in the US increased by about a decade while they weren't looking. Today, articles and conference topics myopically focus on boomers to the exclusion of millions of consumers age 65 and older.

If you are searching for four easy steps or six simple typologies that will insure success in the aging marketplace, you will not find them. Why? Because, the typical boomer, like the typical senior, is as much like other boomers as a snowflake is typical of other snowflakes. Consumers become more dissimilar as they age not more alike, although they share common ‘gut level’ values their world view is colored by the lens of life experience.

To increase the probability of success when marketing to older adults, one must first abandon the approaches that worked so well in yesterday’s youth market; and adopt an ageless approach.  This approach involves projecting a positive, mindful image of aging. This positive image should underlie all communications, collateral material, and PowerPoint presentations.

All consumers tend to select products/services that reflect images of what they want to be not what they are, and this applies to older adults as well. Advertising and communications should focus on health and well being; being productive, the importance of autonomy and involvement, the importance of relationships and being responsive to the wants, needs and aspirations of targeted consumers and stakeholders.

However, communications also need to project realism. While physiological declines are a part of life, older consumers “feel” anywhere from 15 to 25 years younger than their biological age, which doesn’t mean they think they “look” 15 to 25 years younger. Therefore, when models are too young or visuals focus on extreme sports, the consumer may simply dismisses the message as hyperbole. The key is realistic people in real world activities.

NOPE - Boomers Didn't Invent Spirituality Either

While reviewing the September 16, 2006 issue of Newsweek, I came across and article by Jerry Adler and Judy Scelfo called "Seeking and Finding". Yet, another attempt to credit that Baby Boom with a trait that has been common to those experiencing the fall and summer of life long before George Harrison of the Beatles picked up a zither.

One of the article's concluding paragraphs reads: "Of course, most boomers belonged to none of these movements, but the shared values of that generation have shaped the world we all live in today. Churches now accommodate boomer's demand for autonomy and freedom of choice, says Roof (Wade Clark Roof author of the 1983 book A Generation of Seekers), a phenomenon otherwise known as "niche Marketing - you know, motorcyclists for Jesus." He believes that is one of the forces behind the emergence of mega-churches - the mall-like institutions that offer a cafeteria of worship options, with services elaborately scored for guitars and keyboard, plus lifestyle services, from gyms to food courts and childbirth classes. 'Megachurches define this as the way they want to be religious," says Roof, adding: "boomers love options."

When I started doing workshops on marketing to older adults 20 years ago, the values we encouraged companies marketing to age 50 plus adults were: choice, autonomy, and empowerment. We also stated that organizations needed to be aware that spirituality and the importance of one's legacy take on added meeting in life's second half...and, since there are way more people over age 45 than at any time in history, might that not be part of the reason we need bigger churches? And since the majority demographic tends to set the tone for others, there are even more young people now interested in all things spiritual than in previous decades.

Once again, it is not the uniqueness but the sheer number of Baby Boomers that is driving change. The soooner the media, consultants and corporations give up this infatuation with a distorted 60's view of aging boomers and focus on the uniqueness of later life values; the sooner we can end ageism and get on with building a better country.

Boomer Version of Freakonomics

The more dribble I read about what Baby Boomers will and won't do; ;the more I understand why those of us working hard to counter ageism can't make more progress. In spite of the fact that our nation and all of the developed world is more senior than junior for the first time in history, the media and a veritable plethora of consultants want us to believe narcissism continues to rule.

I just finished reading about the latest special on how Baby Boomers changed everything - what a worthless focus. In the web posting, Larry W. Jones, President of TV Land and Nick at Nite stated, "Viewing the impact of Baby Boomers through the years is truly remarkable. Generation Boom shows just what a force this generation is to be reckoned with. Right away, Boomer demanded more - beginning with the amount of diapers they needed." What an amazing conclusion from such a trifling of fact. Could it be that the Boom used more diapers because there were 9 million more than the generations that preceded or followed the Boom.

To paraphrase the authors of  Freakonomics, what we read about The Boom is based on "a surfeit of obfuscation, complication, and downright deceit." However, if you simply examine the numbers and the facts, the Boom "is not penetrable, is not unknowable, and - if the right questions are asked - is even more intriguing than we think. All it takes is a new way of looking" Perhaps it is time for Levitt and Dubner to do a sequel called Baby Boom Freakonomics.

While we know that we tend to share common values in each stage of our life, this reality is ignored when it comes to the Baby Boom as it joins the Eisenhower Generation in the fall and winter of life. Instead of constantly revisiting the 60's, as if were the panacea for modern marketing, we need to focus on the reality beyond the numbers. From marketing to labor issues, the solutions are not that illusive if you know what questions to ask and understand the impact of aging in a post modern world.