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Strong message to media, marketers in World Economic Forum's Ground-breaking Book

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Chapter by ICAA founder Colin Milner challenges communicators to help transform perceptions of aging

VANCOUVER-- 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 the International Council on Active Aging (ICAA)
The International Council on Active Aging® is the professional association that leads, connects and defines the active-aging industry. ICAA supports professionals who develop wellness facilities, programs and services for adults over 50. The association is focused on active aging—an approach to aging that helps older adults live as fully as possible within all dimensions of wellness (i.e., physical, social, environmental, vocational, intellectual, emotional and spiritual)—and provides its members with education, information, resources and tools.

As an active-aging educator and advocate, ICAA has advised numerous organizations and governmental bodies, including the US Administration on Aging, the National Institute on Aging (one of the US National Institutes of Health), the US Department of Health and Human Services, Canada’s Special Senate Committee on Aging, European Commission, and the British Columbia ministries of Health, and Healthy Living and Sport.

ICAA launched the Changing the Way We Age® Campaign (http://www.changingthewayweage.com) as part of the organization’s efforts to change perceptions of aging and overturn ageist stereotypes.

For questions:

Contact: Colin Milner, CEO, ICAA
Toll-free: 1-866-335-9777 (North America)
Telephone: 604-734-4466; cell: 604-763-4595

Contact: Marilynn Larkin
Communications Director, ICAA

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