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Strong message to media, marketers in World Economic Forum's Ground-breaking Book
Chapter by ICAA founder Colin Milner challenges communicators to help transform perceptions of aging
(January 26, 2012) ICAA founder Colin Milner challenges communicators to help transform perceptions of aging In a newly released book from the World Economic Forum’s Global Agenda Council on Ageing Society , contributors from major health organizations and governmental agencies make recommendations aimed at addressing the challenges—and capturing the potential benefits—of population aging.
"It’s evident from the research in the book—and underscored in our chapter, The Media’s Portrayal of Ageing—that media and marketers have helped perpetrate negative perceptions," says Colin Milner, founder and CEO of the International Council on Active Aging. "We’ve also shown that these same entities can help drive transformation by changing the way they themselves perceive aging. A key incentive is financial benefit—creating marketing messages that resonate with older customers means that more customers will be buying your products."
According to Klaus Schwab, founder and executive chairman of the World Economic Forum, the
book "is the product of a true collaboration among the business, political, academic, and other
leaders of society," bringing together "perspectives from multiple stakeholders to provide
a broad range of views on the issues for policy-makers, business, and political leaders."
Milner notes, "I am honored to contribute to a book that has the potential to make a powerful
impact on how organizations view and respond to population aging. I urge the companies and
government ministries who receive the book to read it, digest its implications, and act on
its recommendations."
Download Global Population Ageing: Peril or Promise? (World Economic Forum, 2012) at www.icaa.cc/wef.htm
About Colin Milner
Colin Milner is founder and chief executive officer of the International Council on Active
Aging® (ICAA), a member of the World Economic Forum’s Network of Global Agenda Councils, and
an adviser to, among others, the US Department of Health and Human Services, US Administration
on Aging and the US National Institute on Aging. Milner has been involved in the health and
fitness industry since 1982. Prior to establishing ICAA in 2001, he was president of IDEA Health
and Fitness Association. Milner’s efforts were recognized by the Canadian Fitness Professional
Association in 2010 with the Can-Fit-Pro Lifetime Achievement Award for his contributions to
the Canadian fitness industry.
For questions:
Contact: Colin Milner, CEO, ICAA
Toll-free: 1-866-335-9777 (North America)
Telephone: 604-734-4466; cell: 604-763-4595
colinmilner@icaa.cc
Contact: Marilynn Larkin
Communications Director, ICAA
212-315-3301
mlarkin@icaa.cc
