International Council on Active Aging
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World Economic Forum's Ground-breaking Book
Dr. Margaret Chan, Director-General of WHO, launches World Economic Forum's Book "Global Population Ageing: Peril or Promise? Says "it is a must read"
Global Population Ageing: Peril or Promise?
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."
Chapter 4: "The Media's Portrayal on Ageing"
by Colin Milner, Jenifer Milner and Kay Van Norman
"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."
If you have questions about the book, or chapter 4, please call toll-free 866-335-9777 or e-mail colinmilner@icaa.cc
