Articles
The Journal on Active Aging brings articles of value to professionals dedicated to older-adult quality of life. Content sweeps across the active-aging landscape to focus on education and practice. Find articles of interest by searching the article archives in three ways: Enter a keyword in the articles search bar; click on search by topic; or type a keyword or phrase in the general search bar at the top of the page.
Topic- Marketing
How to develop a successful podcast by Colin Milner
Many organizations have reduced or frozen their marketing spend in 2020, and this trend may continue for some or all of 2021. Repercussions can come with that response. Research company Nielsen suggests that "long-term revenue can take a 2% hit for every [financial] quarter" that a brand doesn't advertise. Further, equity lost due to halted advertising will require three to five years to recover. What can you do if your marketing is curtailed? With podcast listening rising among all age groups last year, marketers can take advantage of numerous opportunities to connect with customers, potential and current [by creating a podcast]. Making it successful is job one. To provide you with guidance, I reached out to Kristen Meinzer, "one of the 22 most influential women in podcasting...."
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Podcasting: An effective way to tell your story and share industry-related information by Marilynn Larkin, MA
Podcasting, a medium that has been around for more than 20 years, is enjoying a renaissance. ...In its coverage of the Hot Pod Summit, a gathering of key podcast industry decision-makers, Fast Company stated we are in the "golden age" of podcasting. In a recent report, "The Podcast Consumer 2018," Edison Research documented that among monthly podcast listeners, 34% are ages 18-34; 36%, 35-54; and 19%, 55 and older. These data suggest that podcasts have the potential to reach both industry staff and consumers. Further, in its summary, Edison Research notes, "There is tremendous opportunity to grow with persons 55+." Recognizing the potential, three industry organizations recently launched podcasts. The Journal on Active Aging interviewed the professionals involved to learn why and how they started their podcasts, and what the feedback has been so far.
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'Game-changing technologies for reaching and engaging the 55+ audience by Jeff Weiss
Needless to say, technology has been shaping the lives of the active-aging community at a quickening pace, far beyond anything we could have envisioned even five years ago. Its reach clearly extends beyond the capacity to deliver better care or to enhance connectivity with family and friends (although it is doing both of these in ever-expanding ways). More approachable technology is taking "Active Agers" places they haven't been before, improving how they can engage with the outside world and seamlessly enhancing their daily routines. Factoring the role of technology into how to connect with Active Agers applies as much to those working within senior living or aging services as it does to those selling insurance, automobiles, travel, or a host of other products and services. In this article, we'll take a quick look at four technologies that have the potential to reshape how you deliver products, services and messages to the 55+ market.
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Inspiring wellness through Active Aging Week
A life well lived: It's a hope we all cherish. Every September, Active Aging Week illuminates that hope by highlighting our ability to live well throughout the life span and celebrating aging. Organizations, professionals, older adults and supporters of all ages come together in the last week of September to share--and be inspired by--a week of positive life experiences and can do spirit.
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Small risk, big reward: Increase your organization's "return on aging"by Jeff Weiss
If you attended the recent International Council on Active Aging Conference in Orlando, Florida, you might have received a copy of Age of Majority's whitepaper titled "The Massive Growth Opportunity that Marketers Are Missing." Our agency chose an intentionally broad title for this research-based publication. A title that only hints at the potential profit awaiting those who more effectively engage the 55+ market. At the heart of this lost growth opportunity are assumptions and stereotypes that surround consumers ages 55+, identified by contrasting marketer perceptions against how consumers truly see themselves and behave.
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Communicating culture change: Taking stock of one journey's challenges and successes by Kelly A. Stranburg, MEd, CEP, CSCS
It is nearly a year since I last shared with Journal on Active Aging readers the journey to become a culture of vitality and well-being at Sharon Towers, our not-for-profit life-plan community located in Charlotte, North Carolina. As a recap, we are focusing on repositioning our community as a center of vitality and well-being in the region. A destination that not only breaks stereotypes and stigmas that often exist with a retirement community or nursing home, but also inspires more positive views of aging. Throughout 2016, I wrote a column in the Journal highlighting and documenting steps we took, challenges we faced and lessons we learned along the way, to provide a potential culture-change roadmap for readers. ... So, how have we progressed with our communication efforts and what hurdles have we faced in the last 12 months as we continue to focus on changing our culture? Let's catch up.
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