The document discusses the opportunities presented by an aging population, emphasizing the concept of active aging which encourages engagement across various dimensions of wellness for older adults. It highlights the economic impact of the 50+ demographic, their disposable income, and the need for businesses to rethink their strategies and offerings to cater to this growing market. Additionally, it calls for a shift in perceptions about aging, advocating for more personalized, authentic marketing and services for older consumers.

1. Nine way to profit from an
aging population
Presented By: Colin Milner
Founder /CEO, International Council on Active Aging

2. What does all of this mean to
you?
Unprecedented opportunity

3. Today we will look at

4. Active aging
Active aging promotes the vision of
all individuals—regardless of age, socioeconomic
status or health—fully engaging in life within all
seven dimensions of wellness: emotional,
environmental, intellectual/cognitive, physical,
professional/vocational, social and spiritual.
Source: International Council on Active Aging

5. How the ICAA’s 9 principles of
active-aging provides a
framework
to assist you in building the
foundation for success with your
older consumer

6. Perceptions

7. aging = disease, disability,
and diminished living
Old thinking

9. For success we must change the
lens we view older adults through

10. New thinking:
10
Potential generally refers to a
currently unrealized ability
Potential

12. Society has shifted: 85% of adults ages 40-
90, state that they were not old yet.
Source: AARP’s 2013 report “Attitudes on Aging”

13. High expectations

14. Those with negative self-perceptions of aging
live 7.6 years less than those who have
a positive outlook.
Source: Becca Levy, Yale University

15. Results of a positive
attitude towards aging:
better health,
function,
production,
longevity,
self-belief,
social cohesion,
employment,
healthcare

16. 16
A thought to ponder:
How will you respond to the
opportunity presented by this new
model and thinking?

17. 17
Rethink, Rebrand,
Redevelop, Reeducate
and Rebuild

18. Change is afoot
“Our current models have fallen short in
addressing both challenges and opportunities
presented by this shift.
Governments and organizations need new
implementable models to address the
accompanying wave of change”.
Source: Global Population ageing: Peril or Promise. World Economic Forum.

19. HOUSING
WORK
HEALTHCARE
RETIRMENT
TRANSPORTATION LONG-TERM CARE
LIFECOURSE
PENSIONS
CAREGIVING
VIEWS ON AGING
FINANCIALSYSTEMS

20. Source: The Silver Economy as a Pathway for Growth Insights from the OECD-GCOA Expert Consultation
Short and
predictable

21. 21

22. Sectors expected to benefit
significantly: NEW MODELS
1. Wellness
2. Health (including medical devices, pharmaceuticals/ eHealth),
3. Cosmetics and fashion,
4. Tourism,
5. Smart homes supporting independent living,
6. Service robotics,
7. Safety,
8. Culture,
9. Education and skills,
10. Entertainment,
11. Personal and autonomous transport,
12. Banking and relevant financial products
Source: Growing the European Silver Economy, 2015

23. Potential

24. SUPPORTED 89.4 MILLION
JOBS & $4.7 TRILLION IN
LABOUR INCOME
1 OUT OF EVERY 2 ADULTS 50+
1 OF EVERY $2
DOLLARS SPENT70% DISPOSABLE
INCOME47 X
MORE
1.6 BILLION
PEOPLE 50+
4 GENERATIONS 50+
83% OF
HOUSEHOLD
WEALTH
The Economic Footprint of 50+

25. STOP
and consider
10 yrs ago adults 50+ controlled 50% of the
discretionary dollars, today 70%
= a 20% point increase.
Said another way, people below age 50 moved from
holding 50% of the discretionary dollars to 30%,
= a decrease of 20%.
Together = a 40% point shift.

26. Adults aged 55-64 outspend the average
consumer in nearly every category, every year,
Source: U.S. Consumer Expenditure Survey

27. 52% looking to spend more now than in their younger years
Source:Influent50 May 2015

29. 29
Thought to ponder:
New thinking and financial power
= opportunity.

30. Populations

31. Diversity

32. No two individuals experience aging in
exactly the same manner; the same lifestyle
choices, medical interventions, and
environmental factors can have profoundly
different impacts on different people.
Source: USC Davis School of Gerontology

33. We age at different rates
Source: Quantification of biological aging in young adults. PNAS:vol. 112 no. 30. Daniel W.
Belsky, E4104–E4110, doi: 10.1073/pnas.1506264112

34. DementiaDepressionObesityDiabetes
Diverse health conditions
Not always singular, and is individual.
1.8 years

35. Physical Cognitive Social
Levels of function
Athletic Fit Independent Frail Dependent

37. A thought to ponder
Is the lack of diversity in your
programs, marketing, product
offering and environments,
limiting your success?

38. People

39. Staffing issue
Lack of expertise
Lack of older staff
Lack of understanding
Poor attitude towards
older people
People shortage

40. Preparing for the future
Life coaches
Longevity coaches
Dementia coaches
Change management

42. Programs

43. Maintaining or improving
function, independence, and
quality of life drives
programming

44. Approximately 92% of older adults
have one chronic health issue,
77% have at least two.
Source: NCOA

45. 69% of those in their 60s and 70s says they are not letting
problems with their physical health hold them back from what
they want.
Source: National Council on Aging, National Association of Area Agencies on
Aging, UnitedHealthcare and USA Today 2014 . Also AARP Survey

46. Top 5 concerns about aging
40% physical health
35% loss of memory
32% mental health
27% managing chronic health conditions
25% living independently
Source: 2015 United States of Aging Survey, United States – conducted by
the N4A on Aging (n4a), NCOA and UnitedHealthcare

47. Global focus
In September of 2015 the WHO
released “World report on Aging
and Health.”
The report outlines a framework
for action to foster healthy aging
built around the
new concept of
functional ability.

48. Age
Adult Life
Maintaining highest possible level
of function
Older age
Maintaining independence and preventing
disability
Rehabilitation
and ensuring the quality of life
Disability Threshold
Early Life
Growth and
development
Functional capacity declineFunctionalcapacity
You can work and live with many chronic health issues, however
functional loss (physical, cognitive, social) and disability can reduces
employment opportunities and life engagement

50. Q1: By the age of 80, what % of the
population can not lift a bowling ball?
46%
Q2: By the age of 80, what % of the
population have difficulty walking
around a 400m track?
49%
Q3: By the age of 80, what % of the
population have difficulty stooping,
crouching or kneeling to garden?
66%
Functional abilities quiz?

51. What to do?
Strength
and power
Heart Balance Flexibility
Meet Physical Activity Guidelines

52. 30 minutes of walking, 5 days
a week saves $2,500.
Source: New York Times

53. Opportunity:
Personalized aging

54. Marketers need to put the "me" back into their
messaging and media thinking. Authentic
communications always begin with a genuine
understanding of the consumer, but this bar is
higher for Boomers.
Source: Nielsen Wire 2012
Boomers seek more personalization

55. 55
Heart
Bone
Sarcopenia
Posture
Oxygen
Balance
Dehydration
Function loss
48%, of people over 65 are willing to use wearables
47% of those under 65 are willing to wear them,
Source: Accenture
Will wearable technologies become a common
health-management platform for older adults?

56. Will wearable technologies become a common
health-management platform for the older
population?

57. 17% of Americans over the age of 65 use wearables to
track fitness or vitals such as blood pressure or heart rate
compared to 20% of Americans under the age of 65.
Source: Accenture

58. What will happens to
personal trainers?

59. Products

60. Evidence suggests there is limited availability of
goods, products and services appropriate for
people in older age groups.
Source: Future Age: The road map for ageing research , October 2011

61. Why?

62. 88% of survey respondents in the hospitality and leisure
industries claimed to be highly engaged with the over-65s.
However, almost 62% did not offer any specific product or
service for these consumers.
The research indicated that 82% of survey respondents with
no offering for the older consumer had no plans to introduce
any.
The main reason: they simply had not considered it.
(Barclays Corporate)
62

63. Opportunity to be
“the one”

65. Places

66. A time of personal reinvention

67. Develop a center for
discovery

68. What would that look like?
68

69. Source: March LifeCare Campus
March LifeCare Campus,
Riverside, California

70. 70

71. Explore the possibilities within each
dimension of wellness

73. The $2 trillion-plus pan-wellness opportunity
(spanning fitness, alternative medicine, spa, etc.)

74. Policy

76. 2020
Between now and 2020 countries have
committed to focus on evidence-based action
to maximize functional ability that reaches
every person; and by 2020, establish evidence
and partnerships necessary to support a
Decade of Healthy Aging

77. Promotions

79. The 50+ consumer is virtually invisible to marketers
Yet, over the past 10 years the advertising dollars spent
on adults 50+ remains at 5%, in the US. Why is this?

80. Reverse engineer your marketing
73% say they don’t pay
attention to ads because
they seem patronizing
and stereotyped.
84% believe that
advertisers assume
everyone over 50 is
the same.
68% feel advertisers
only care about
young people.
Only 11% believe that
brands target us.

81. Be real
Learn to speak my language

82. Embracing our potential

84. Embracing our potential

85. …how the 9 principles of active-aging,
offers you a framework to work from to
build a solid foundation for your active
aging initiatives.
What now?
Today we discussed...

86. Thank you
Presented By: Colin Milner
Founder /CEO, International Council on Active Aging