This document discusses trends in aging and their implications for recreation agencies. It notes that the population is aging dramatically, with Americans now living until around 80 on average. By 2030, older adults will more than double in number. Recreation agencies need to understand aging trends and the preferences of older adults. Older adults highly value activities like outdoor recreation, health and wellness, and hobbies. The document provides recommendations for recreation agencies to adapt their offerings, marketing, and operations to stay relevant for an aging population.

1. Stay In Tune WithStay In Tune With
Our Aging FutureOur Aging Future
Lynda Cochran, PhD, CPRPLynda Cochran, PhD, CPRP
The College at Brockport, State University of New YorkThe College at Brockport, State University of New York

2. “Growing old is
mandatory, growing
up is optional.”
~Chili Davis

3. About Me…

4. ObjectivesObjectives
1.1. Describe theDescribe the impact of agingimpact of aging on societyon society
and recreation.and recreation.
2.2. Identify five trendsIdentify five trends that drive the future ofthat drive the future of
recreation and aging.recreation and aging.
3.3. Develop a strategyDevelop a strategy for your agency to stayfor your agency to stay
in tune.in tune.

5. Society is AgingSociety is Aging

6. Life Expectancy
• When the U.S. was founded, life expectancy
at birth was about 35 years
• It reached 47 years in 1900
• Jumped to 68 years in 1950
• Steadily rose to 76 years in 1991
• Today we are at 79 years of age

7. • In 2013, average life expectancy was
higher for women (81 years) than for men
(76 years)
• By 2080, life expectancy will be 100 years
for women and 94 years for men
National Institute on Aging

8. HOW did this happen?

9. Aging America
• By the year 2030, the older adult population
will more than double .
– Today 12 percent of the total population is
aged 65 or older, but by 2080, it will be
23 percent.
• The oldest old (85+) is the fastest growing sector
of our population
– In 2010 we had 5.5 million and in 2050 we
can expect to have 19 million

10. • 76 million people were born between 1946 and
1964
• The first baby boomer turned 65 on
January 1, 2011
• An American turns 50 every 7 seconds—
that's more than 12,500 people every day.
• Today, the 65 and older age group represents
21% of the U.S. population

11. • Fanatically self-absorbed
• Honest & straightforward
• Attracted by celebrity endorsements &
images
• Very busy- want faster convenience!
• Want to be seen buying class & quality
• They value people with values
• Moralistic- thoughts must be “right”
• Nostalgia is the best advertising tactic
• Want to be forever young- no limits!
• Single largest consumer group in America

12. HealthHealth

13. • Many are active well into their 80s beyond
• Many are living in less than perfect health
• Challenge
– Battle of Medicare
– Isolation and Depression
• Opportunity:
– Rehabilitation Services or Workshops
– Social Engagement

14. SocializationSocialization

15. Community
• 80% prefer to exercise in the right
company
– Motivation
– Accountability
– Instructor personality
• Bold pursuit of enjoyment in life
• Remember the introverts

16. Customer ServiceCustomer Service

17. High Expectations
• Personalized touch
• Beyond one size
• Must be able to adapt to participant needs
• The past is not an option
• Communicate !

18. Spending of 50+
• Baby Boomers outspend other generations by an
estimated $400 billion each year on consumer
goods & services.
• Americans over 55 spend 50% of all vacation
dollars in America.
• 21% of boomers are more likely than all American
adults to have spent $10,000 or more on home
improvement in the past year.

19. Online Habits of 50+
• 96% of baby boomers participate in word-of-mouth
or viral marketing.
• Adults 50+ spend an average of $7 billion online
annually.
• 82% of adults aged 50+ research health and
wellness information online.
• The top four online websites for people over 60 are
Google, Facebook, Yahoo and YouTube.

20. Leisure Values

21. Why do you participate
in leisure activities?

22. “…personal assessments of the worth or
utility of leisure.”
(Jeffres & Dubos, 1993, p. 205)

23. I participate in leisure activities…
To compete against others
Because I am good at it
To show others I can do it
To improve my skills or knowledge
To learn new skills and abilities
For a challenge
For excitement
To keep me busy
To help my community
To be creative
For physical health or exercise
To be with my family
To do things with my friends
To meet new people
For relaxation of mind, body, spirit
Simply for pleasure
To do something different from work
To enjoy nature
To be alone
To be away from my family
For cultural interaction
To expand my intellect
For risk and adventure

24. Variable Description
Competitive To compete against others, improve skills or
knowledge, for a challenge, excitement, risk,
adventure, or to show others I can do it.
Educational To be creative, expand intellect, and to learn new
skills.
Physiological For health or exercise and relaxation of mind, body,
spirit.
Social To help community, be with family or friends, meet
new people, and for cultural interaction.
Relaxation Something different from work, to be alone, and to
be away from family.
Aesthetic Simply for pleasure or to enjoy nature

25. Why Does This
Matter ?

26. Top 5
Activity Area Boomers
1. Outdoor 86.7 %
2. Health/Wellness 79.6 %
3. Sports 71.2 %
4. Hobbies &
Travel/Tourism
68.1 %
5. The Arts 64.6 %
Activity Area Seniors
1. Travel/Tourism 74.2 %
2. Health/Wellness 71.6 %
3. Hobbies 69.2 %
4. Social
Recreation
68.1 %
5. Outdoor 67.2 %

27. MarketingMarketing

28. Steps To The Buy
1. Identify the Problem and/or Need
2. Desire to Fix It
3. Gather Options
4. Find the Best Solution
5. Cost- does it make sense?
6. Make the Purchase

29. More Than the 4 P’s
• People
• Plan
• Perspective
• Philosophy

30. Educate YourEducate Your
Staff and AgencyStaff and Agency

31. Create and Maintain aCreate and Maintain a
Focused ImageFocused Image

32. Make a PlanMake a Plan

33. Ideas …
Getting Groovy- arts and cultural
Pursuing Pathways- education
Life is an Adventure- outdoor
Move to the Beat- healthy living
Hit the Road- travel

34. A Few Tips…
1. Change the name of your facility or
programs.
– Grand Prairie, TX “The Summit”
– “Energy Booster”
1. Know what they value
– Mind, Body, Spirit, and $$ too!
1. Understand their expectations.
– Collaboration and education infusion
1. Get boomers involved in the process

35. What Are Your Challenges?
• Sheer numbers of Aging
• Facility and Program
Names
• Participant Motivation
• Partnerships &
Sponsorships
• Marketing Madness
• Financial or Resource
Allocations
• Raising Advisory Boards
• On The Road Again…
• Politics or Regulations
Prohibit
• Choice of Topic

36. “You can’t help
getting older,
but you don’t
have to get old.”
~George Burns

37. Lynda J. Cochran, PhD, CPRP
Recreation and Leisure Studies
The College at Brockport, SUNY
lcochran@brockport.edu
(585) 395-5490
Thank You!