Develop a new vocabulary by Richard Ambrosius

The research all points to the same conclusion: today's older adults are not the same as the generations before them. So why hasn't our way of talking to them changed as well?

To reach tomorrow's dominant consumer segment, our marketers need an entirely new vocabulary of inclusionary terms, not a mindless debate of yesterday's stereotypical terms. Mindlessness is thinking that labels like continuing care retirement community, life care, senior citizen, elderly and, yes, senior are not shrinking the size of our potential market. Active adults read these labels and think, I'm healthy, well-educated and active, so why would I consider something clearly not targeted at me - I'm not one of those seniors.