International Council on Active Aging
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News
ICAA trio contribute to groundbreaking book
The World Economic Forum recently released the book Global Population Ageing: Peril or Promise? in which contributors from major health organizations and governmental agencies make recommendations aimed at addressing the challenges—and capturing the potential benefits—of population aging.
This publication is the work of the Global Agenda Council on Ageing Society, which is part of the Forum’s Network of Global Agenda Councils, a “knowledge and intelligence network” dedicated to the world’s most pressing issues. Colin Milner, CEO of the International Council on Active Aging® (ICAA), has served on the network’s councils related to aging issues since 2008, and is one of three ICAA-connected authors who provided a book chapter on “The Media’s Portrayal of Ageing.” Coauthors of the chapter are Kay Van Norman, ICAA Advisory Board Member and president of consulting firm Brilliant Aging, and Jenifer Milner, editor-in-chief of the Journal on Active Aging®.
Education offered through two new series
ICAA recently launched a pair of educational series for active-aging professionals.
The first is the ICAA Leadership Series, featuring videos of interviews filmed with business and academic leaders filmed at the ICAA Conference. Interviewees share insights into leadership, including what makes a great leader, with host James McPartland of the JMac Performance Group. In the first video, currently available at www.icaa.tv, Tufts University’s Miriam Nelson, PhD, offers some practical experience.
The second new offering is the ICAA Webinar Series, an ongoing educational platform for association members. ICAA webinars will cover a range of topics and approaches, with participation in some sessions available at no charge and others for a fee. The first webinar, “Healthy Aging Trends for 2012 and Beyond,” took place February 16, with featured presenter Steve French, MBA, managing partner at the Natural Marketing Institute (NMI). Watch for future sessions.
ICAA Champion tool kit
Through a recently announced partnership between ICAA and the nonprofit Documentary Foundation, an inspiring film about a group of older competitive athletes will be provided free of charge to ICAA Champions in the United States and Canada. The ICAA Champions program is an integral part of ICAA’s Changing the Way We Age® Campaign, launched in May 2011 to transform society’s perceptions of aging and present more realistic, positive views of what it means to be an older adult today.
ICAA on the road
About 300 attendees heard ICAA CEO Colin Milner discuss “Facing the future together,” as part of the California Commission on Aging’s Second Senior Center Stakeholder Forum, held November 14. Looking forward, ICAA representatives will attend the following upcoming events, among others: American Society on Aging’s Aging in America Conference (Washington, DC, March 28–April 1); and the IHRSA Convention and Trade Show (Los Angeles, California, March 14–17).
Active-aging expert to advise ICAA
Renowned geriatrician Maria Fiatarone Singh, MD, FRACP, recently joined the International Council on Active Aging’s Advisory Board, the association is pleased to announce. Fiatarone Singh is the John Sutton Chair of Exercise and Sport Science in the School of Exercise and Sport Science at the University of Sydney, Australia. Board certified in internal medicine and geriatric medicine, the professor is a fellow of the Gerontological Society of America and the Royal Australasian College of Physicians, as well as a member of the American Geriatrics Society and the Australasian Society for Geriatric Medicine. Her research, clinical and teaching career to date has focused on the integration of geriatric medicine, exercise physiology and nutrition as a means to improve quality of life for older adults.
“We’re delighted that Dr. Fiatarone Singh has agreed to serve on the ICAA Advisory Board,” says Colin Milner, the association’s founder and CEO. “She brings to the ICAA community a wealth of knowledge and experience in evidence-based interventions to enhance older-adult health and well-being.”
Staff changes announced
ICAA extended a warm welcome to Patsy LeBlanc, who joined the team in November as Director of Market Development. LeBlanc has worked in the fitness industry for 30 years. Prior to joining ICAA, she was Keiser Corporation’s regional manager (sales), during which time she worked with many retirement communities to implement wellness programs.
Update: ICAA works with Osteoarthritis Action Alliance
In April 2011, ICAA joined the Osteoarthritis (OA) Action Alliance, a new coalition of concerned organizations working collectively to elevate OA as a national health priority. The Alliance is spearheaded by the Arthritis Foundation and the Centers for Disease Control and Prevention in the United States. Pat Ryan, ICAA’s vice president of education, is ICAA’s representative to the physical activity subcommittee of the Alliance. This subcommittee’s first project is to conduct an environmental scan identifying information already available that supports the goal of increasing physical activity among people with OA. So far, Ryan has provided suggestions and resources to the group. She continues to work with colleagues to define the scope and criteria for materials that might be included as resources for others.
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
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.
[Read more]
Marketers Honored for Ground-Breaking Positive Images of Active Aging
Winners of first-ever ICAA Rebranding Aging awards announced at ICAA 2011.
Goodbye bingo; hello wellness programs, ice cream socials, drawing, painting, traveling, belly dancing and other life-enhancing activities. That’s the message from savvy marketers of organizations targeted to 50+ consumers. Those organizations are winners of the first-ever International Council on Active Aging (ICAA) Rebranding Aging awards, which honor marketing campaigns in three major categories that present “positive, realistic views of aging,” said ICAA Colin Milner. Milner announced the awards at the 10th annual International Council on Active Aging Conference here.
ICAA Offers Older Adults 10 Tips to Become or Remain Healthy in 2012
Governments, communities, businesses, families and individuals can use tips to encourage older adults to achieve a healthy lifestyle.
The International Council on Active Aging (ICAA), the professional association that leads, connects and defines the active-aging industry, searches health-and-wellness research studies every year to find the most relevant to adults ages 50-plus. This year ICAA has sorted through these studies to compile a list of tips that governments, communities, businesses, families and individuals can use to encourage older adults to achieve a healthy lifestyle in 2012 (citations available on request)
Ignoring the 50+ market, businesses open the door for their competitors, expert warns
Failure to prepare for the older-adult market has left "huge gaps"-and created many opportunities, says ICAA CEO Colin Milner
How is society unprepared for older adults? "Let me count the ways," Colin Milner, CEO of the International Council on Active Aging (ICAA) said today in his keynote address at the 10th annual International Council on Active Aging Conference here.
Study: Boomers shifting priorities, redefining aging
Research released today at ICAA 2011 reveals the “me” generation has irrevocably changed
Fundamental shifts in the nation’s largest demographic group are leading to perceptual changes that will influence the market for Boomer-targeted products and services. That’s the word from Steve French, managing partner at the Natural Marketing Institute, who addressed active-aging professionals at the 10th annual International Council on Active Aging conference here. “As Boomers adjust to the new challenges of aging, they’re realizing they have to realign some of their long-held attitudes and behaviors,” said French. “As a result, they are re-inventing themselves, becoming more self-aware and self-responsible, and taking a pragmatic approach that will drive various industries forward.”
Marketers committing business suicide by ignoring 50+ consumers, expert asserts
Targeting that market could boost sales significantly, says ICAA CEO Colin Milner
Boomers and their parents are over 110 million strong. With more than 2 trillion dollars in spending power, they are 47 times richer than their younger counterparts, and account for 55% of discretionary income in the United States. Yet, the vast majority of marketing dollars are spent on adults 35 and younger. In the United Kingdom, for example, a recent survey found that fully 95% of marketing dollars went to this younger age group. "That's business suicide," says Colin Milner, CEO of International Council on Active Aging and a leading authority on the 50+ market.
Support ICAA's Changing the We Age Age Campaign
The ICAA Champions program is one way for organizations and individuals to support ICAA’s Changing the Way We Age® Campaign. Now you can demonstrate that support with a campaign pin. Buy a single pin to wear, or as many as you like to give away, sell or exchange for donations to fund Champion activities. If you believe that now is the time to change the way we age, help spread the word as an ICAA Supporting Champion.
Five initiatives recognized as ICAA’s 2011 Innovators
Award-winning approaches support health, wellness and quality of life for older adults
ICAA is pleased to announce the recipients of the Ninth Annual ICAA Innovators Awards. Established in 2003, this awards program recognizes creativity and excellence in active aging, honoring innovations that are leading the way, setting new standards and making a difference in the lives of older adults. Offerings target any or all of the seven dimensions of wellness promoted by ICAA—namely, social, emotional, vocational, spiritual, intellectual, physical and environmental wellness.
ICAA announces recipient of its 2011 Innovative Solutions Award
Association selects wellness product that challenges balance during exercise
ICAA is pleased to name the Step360 Pro, by SPRI, as the winner of the 2011 ICAA Innovative Solutions Award, a category of its Innovators Awards program. ICAA’s annual awards honor those in the active-aging industry that are leading the way, setting new standards and making a difference in the lives of older adults. The Innovative Solutions Award specifically recognizes North America’s most creative wellness products and services for active older adults. Offerings honored with this award may target any or all of the seven dimensions of wellness promoted by ICAA (i.e., emotional, vocational, physical, spiritual, environmental, social and intellectual wellness).
ICAA honors two organizations with its 2011 Green Award
Award recognizes recipients’ efforts to encourage environmental stewardship
ICAA is pleased to announce the winners of the 2011 ICAA Green Award, a category in the ICAA Innovators Awards program. ICAA’s annual awards honor those in the active-aging industry that are leading the way, setting new standards and making a difference in the lives of older adults. The ICAA Green Award specifically recognizes organizations that encourage environmental stewardship by creating and/or implementing eco-friendly products, services, processes, designs or programs in their settings. This year’s recipients are two senior living communities: Grand Lake Gardens, Oakland, California, and Timber Ridge at Talus, Issaquah, Washington.
ICAA names recipients of its 2011 awards
ICAA has selected the winners of the Ninth Annual ICAA Innovators Awards. Recognizing creativity and excellence in active aging, ICAA’s awards program honors innovations that are leading the way, setting new standards and making a difference in the lives of older adults.
ICAA joins national Go4Life® campaign
New public-private initiative encourages exercise, physical activity for older adults
ICAA announces that it is joining the National Institute on Aging (NIA) at the NIH in Go4Life, a new national exercise and physical activity campaign for people age 50+. The goal of Go4Lifeis to provide resources to older adults that they can use to incorporate exercise and physical activity into their everyday lives. This federal campaign is based on research showing that exercise and physical activity can help people stay healthy and independent, and prevent some of the chronic conditions associated with aging.
Member news
September/October issue of the Journal on Active Aging is now online in the member section.
[Read more]
Six tips to change the way you age right now
Now that fall is upon us, it’s tempting to wait until after the holidays or the first of the year before trying to make lifestyle changes such as losing weight, eating healthfully, or exercising regularly. But “the best time to make such changes is right now,” says Colin Milner, CEO of the International Council on Active Aging (ICAA).
“Anti-aging” products play on consumer fears, prompt negative reactions
Study shows efforts to conceal age often fail, yet “graywashing is rampant” in the industry, warns International Council on Active Aging CEO Colin Milner.
ICAA Champions launch across the USA, vow “Aging will never be the same!”
Fitness expert Kathy Smith, an ICAA master champion and spokesperson, featured in two kick-off events
The International Council on Active Aging (ICAA) officially launches its ICAA Champions program during Active Aging Week, an annual event observed throughout North America during the last week in September. Fitness expert Kathy Smith, an ICAA master champion and national spokesperson for the program, will be featured in kick-off events in Rancho Santa Margarita, California (September 26) and Carmel, Indiana (September 28).
International Council on Active Aging now accepting entries for first annual ICAA Rebranding Aging awards
As part of the recently launched ICAA's Changing the Way® We Age Campaign (www.changingthewayweage.com), the International Council on Active Aging has introduced the first annual ICAA Rebranding Aging Awards. The awards will recognize excellence in marketing wellness-oriented products, programs or services to consumers ages 50 and above.
ICAA’s communications guidelines show how to more effectively reach and portray people 50 years and older
International Council on Active Aging CEO urges media, marketers, public relations and health professionals to promote a more realistic and comprehensive picture of older adults in North America
ICAA warns consumers to beware of “graywashing”
International Council on Active Aging CEO says to think twice before you buy products and services touted as anti-aging, age-defying, or for seniors.
ICAA Champions inspire change
Many of the hundreds of people who tuned into the webcast that launched the campaign have volunteered to help shift society’s perceptions of aging by joining the ICAA Champions program. Using materials posted in the ICAA Champions toolkit, champions will inform the media, businesses, families and individuals about the untapped human potential associated with aging, and help them understand that tapping into this potential could help us address many of society’s challenges and opportunities. ICAA is inviting organizations, professionals and individuals who will demonstrate that rethinking the way we age will help everyone age better. A nomination form is posted on the website.
“Rebranding Aging” Movement to Launch May 9 in Washington, D.C.
A ground-breaking movement aimed at shifting society’s perceptions of aging and countering aging stereotypes will launch on Monday, May 9 in the Washington, D.C. area. The “Rebranding Aging” initiative is spearheaded by ICAA, led by CEO Colin Milner with support from fitness expert Kathy Smith, who will serve as a spokesperson for the movement. “Rebranding Aging” will leverage the numbers, needs, desires and purchasing power of the 50+ market to win the attention of marketers and the media.
ICAA announces theme for Active Aging Week
In 2011, Active Aging Week, the International Council on Active Aging’s annual observance promoting a healthy and meaningful life, is being held from September 25 - Oct 1.
Active Aging Week, the annual observance developed by the International Council on Active Aging®, is held each year during the last week of September. Organized locally, Active Aging Week is celebrated nationally in the United States and Canada. The message is universal: people can live as fully as possible throughout the life span.
ICAA Strategy Session on Rebranding Senior Living
ICAA's think tank meetings are gatherings of invited industry leaders in a setting that provides a valuable networking experience in addition to the agenda topic. The interactive format promotes a vibrant exchange of knowledge and concepts, which are organized into strategic-level documents and initiatives.
Kathy Smith to become ICAA spokesperson, advisor
Millions of older adults see themselves as contributing to society’s success, while others struggle with negative expectations of aging. To draw attention to the opportunities for leading full, active lives at any age, fitness expert Kathy Smith joins the International Council on Active Aging (ICAA) team as a spokesperson for the soon-to-be launched Rebranding Aging initiative. ICAA is a professional association that leads, connects and defines the active-aging industry. By serving on the ICAA Advisory Board as well, Smith will bring her insight and experience in motivating and educating individuals to live well to the ICAA community.
ICAA committed to brain fitness
ICAA is proud to be a sponsor of the 2011 Sharp Brains Summit. This event is designed to help all professionals who want to learn more about brain fitness.
Personal training poised for “transformation” by 50+ market: ICAA CEO
Client experience and expectations will present “opportunities, as well as challenges,” to the field, says Colin Milner.
ICAA names top 10 trends in active aging
“We’re looking at a huge market that, in effect, embraces people ages 50 to 100 and beyond,” says Colin Milner, CEO of the International Council on Active Aging (www.icaa.cc), who is among those turning 50 in 2011. “While there’s bound to be some segmentation, certain values, principles, and social-economic forces are converging to the point where we can make some predictions for the market as a whole.”
European Commission workshop outcomes
The European Commission, the EU's executive body, is among those striving to promote healthy aging. As part of these ongoing efforts, the Commission's Health and Consumers Directorate-General held three brainstorming workshops in October of 2010 on issues related to healthy aging, inviting Colin Milner, founder and CEO of the International Council on Active Aging® (ICAA), to participate.
ICAA Checklist helps older adults find age-friendly personal fitness trainers
Older adults represent a wide range of abilities and needs, from the active golfer seeking a pain-free swing to the house-bound person who needs strength for the activities of daily living. Personal fitness trainers likewise have a wide range of skills and abilities. To help older adults select a personal fitness trainer, the International Council on Active Aging (ICAA) has released the "ICAA Age-Friendly Personal Fitness Trainer Checklist."
[Read more]
Marketing to Boomers: Media part of the problem, key to the solution
“It’s time to rebrand aging from ‘burden’ to ‘opportunity,’” declares active-aging expert
As the 78 million Boomers start turning 65 in 2011, conventional ideas of what it means to be 65 are increasingly untrue. It once was thought that a 65-year old was a burden on the health care system and society. Today, many 65-year-olds are contributing to the success of society and enjoying good health. What’s more, Boomers and their parents have 2.1 trillion dollars in their pockets and were expected to spend 72 billion dollars in 2009 on products and services that claim to help them stay healthier, longer.
Yet, stereotypic portrayals of older adults persist—with the result that 71% of adults over age 55 feel advertising does not reflect their current lifestyle3 and are turned off by the marketing messages that target them today.
[Read more]
10 Ways to extend a healthy life
Active-aging expert offers “e-tips” for attaining and maintaining health in 2011
What’s the difference between the day before your birthday and the day after? “Practically speaking, nothing at all,” declares Colin Milner, CEO of the International Council on Active Aging (www.icaa.cc), a membership organization that brings together professionals in the independent and assisted living, fitness, rehabilitation and wellness fields to dispel society's myths about aging..
ICAA Research: The 50+ population envisions their future lifestyle as active and involved
The new research report from International Council on Active Aging® confirms that the aging population is planning a very different future in “retirement”
Governments are worried. Physicians are scarce. Retirement funds are in jeopardy. Will older adults and the up-and-coming Baby Boomers—a combined age group described as a tsunami—spell catastrophe? Or, is the large number of older and aging adults an untapped resource that will add value to the world?
Gain the broad perspective of older adults in “Active Aging Industry Outlook 2010,” the new research report prepared by the International Council on Active Aging (ICAA). The active-aging industry provides facilities and programs that are part of a prevention/wellness model focused on quality of life for people who are 50 years and older. On the eve of the first Baby Boomers turning 65 year old, ICAA searched the analysis and research results of many organizations and compiled them into a single source of credible information.
American Council on Exercise expands partnership with ICAA
Fitness Industry Leader and ICAA Co-Brand Curriculum for Older-Adult Communities
ICAA and the American Council on Exercise expand its existing partnership to provide co-branded education tracks that are designed to enhance the knowledge and skills of rehabilitation, nursing, recreation and fitness professionals who provide fitness and wellness programs to mature adults.
Two wellness offerings honored with ICAA Innovative Solutions Award
Award recognizes products and solutions that support wellness for adults ages 50-plus
The ICAA is pleased to announce the winners of the ICAA Innovative Solutions Award (previously the Equipment Innovator Award), a category in the ICAA Innovators Awards program. ICAA’s annual awards honor those in the active-aging industry that are leading the way, setting new standards and making a difference in the lives of older adults. The ICAA Innovative Solutions Award specifically recognizes North America’s most creative wellness products and solutions for active older adults. Offerings target any or all of the seven wellness dimensions—emotional, vocational, physical, spiritual, environmental, social and intellectual wellness.
ICAA names winner of inaugural ICAA Green Award
New Innovators Award category recognizes environmental stewardship efforts, promotes awareness of the environmental dimension of wellness
The ICAA is pleased to announce the first-ever winner of the ICAA Green Award, a new category in the ICAA Innovators Awards program. ICAA’s annual awards honor those in the active-aging industry that are leading the way, setting new standards and making a difference in the lives of older adults. The Green Award specifically recognizes organizations that encourage environmental stewardship by creating and/or implementing eco-friendly products, services, processes, designs or programs in their settings.
ICAA honors innovative active-aging programs and concepts
Award-winners support improved wellness for adults ages 50 and older
The ICAA has selected the winners of its Eighth Annual ICAA Innovators Awards. Recognizing creativity and excellence in active aging, this annual awards program honors innovations that are leading the way, setting new standards and making a difference in the lives of older adults.
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