Building the foundation for active ageing

Colin Milner, CEO, International Council on Active Aging

Question: If you were given 30+ years of

additional life, what would or could you do with it?

Reinvent the life course

Source: The Silver Economy as a Pathway for Growth Insights from the OECD-GCOA Expert Consultation

Short and predictable

5

Long and unpredictable

Quality of life revolution

Health=Wealth

Change is afoot“Our current models have fallen short in

addressing both challenges and opportunities presented by this shift.

Governments and organizations need new implementable models to address the

accompanying wave of change”.

Source: Global Population Ageing: Peril or Promise. World Economic Forum.

WELLNESSHEALTH

COSMETICS AND FASHION TO

URIS

M

SERVICE ROBOTICS

SAFETY

CULTURE

ENTERTAINMENT

EDUCATION AND SKILLS

PERSONAL AND AUTONOMOUS TRANSPORT

BANK

ING

AND

RELE

VANT

FIN

ANCI

AL P

RODU

CTS

Source: Growing the European Silver Economy, 2015

SMART HOMES SUPPORTING INDEPENDENT LIVING

Key sectors expected to benefit significantly: NEW MODELS

How the ICAA’s 9 principles of active-ageing provides you with a

framework and systematic approach to active ageing that will assist you in building the foundation for success with your older consumer

Today we will the Active Ageing model

Principles of Active Aging Cost of Action Cost of Inaction Cost of Reaction

       

     

       

     

     

     

     

     

     

Definition of active ageing

Active ageing promotes the vision of all individuals—regardless of age, socioeconomic

status or health—fully engaging in life within all seven dimensions of wellness: emotional,

environmental, intellectual/cognitive, physical, professional/vocational, social and spiritual.

Source: International Council on Active Aging

1Perceptions

Views on ageing

BurdenChallengedInvisibleDisease, Disability, and Diminished capabilities and living

Old thinking

Decades of research on agingDecades of research on ageing

“Past stereotypes developed in past centuries no longer hold. When a 100-year-old man finishes a marathon, as happened last year, we know that conventional conceptions of old age must change.”

- WHO Director-General Margaret Chan, World Health Day 2012

New thinking

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Potential generally refers to a currently unrealized ability

Potential

Question: What happens when a population doesn’t see themselves as old (85% of people 40-90*), and they seeks to embrace their potential?

Source: AARP’s 2013 report “Attitudes on Aging”

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Expectations change, creating a new expectations gap

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22

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Rethink, Redevelop, Rebuild, Rebrand and Reeducate, with a new

end in sight

Success depends on changing the lenswe view older adults through

“Old age” as we conceive it is the greatest barrier to creating a

better, longer life.

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Thoughts to ponder

2Populations

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The aging process is as diverse as the older adults themselves

No two individuals experience ageing in exactly the same manner; the same lifestyle choices, medical interventions,

and environmental factors can have profoundly different impacts on different

people.

Source: USC Davis School of Gerontology

We age at different rates

Source: Quantification of biological aging in young adults. PNAS:vol. 112 no. 30. Daniel W. Belsky,  E4104–E4110, doi: 10.1073/pnas.1506264112

7572

Most people 65+ have at least one chronic health condition. Chronic disease is the leading cause of death and disability in the US

These chronic conditions respond individually, yet many are not singular.

Health status

DementiaDepressionObesityDiabetes

Health conditions1.8 years

Physical Cognitive Social

Levels of function

Athletic Fit Independent Frail Dependent

One size DOES NOT

fit all

A thought to ponder

Is the lack of diversity in your programs, marketing, product

offering and environments, limiting your success?

3People

Preparing for the future

Life coaches Longevity coaches Dementia coaches Change management

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Staffing issue

People shortage Lack of expertise Lack of older staff

Lack of understanding Poor attitude towards

older people

Will technology replace your staff

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Robots as your friend or manager?

4Programs

Maintaining or improving function, independence, and quality of life drives programming

The term “active aging” means staying involved in life, and the seven dimensions of wellness are a framework to support that purpose. Staying active appears to be a consistent goal of centenarians—people who are 100 years old. Among centenarians:

87% communicate with a friend/family 86% eat nutritiously balanced meals 66% get eight hours or more of sleep 58% exercise almost every day. 56% engage in some type of spiritual activity 37% attend a social event 32% and work at a hobby.

SOURCE: UnitedHealthcare, “Centenarians and Boomers Reflect on Life and Longevity” (May 2, 2013)

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At 100 years old, active aging is the rule

The medicalization of ageing

Chronic disease management programs have been the traditional

approach

1/2 of the equation

69% of those in their 60s and 70s says they are not letting problems with their physical health hold them back from what

they want.

Source: National Council on Aging, National Association of Area Agencies on Aging, UnitedHealthcare and USA Today 2014 . Also AARP Survey

69% of those in their 60s and 70s says they are not letting problems with their physical health hold them back from what they want.

Source: National Council on Aging, National Association of Area Agencies on Aging, UnitedHealthcare and USA Today 2014 . Also AARP Survey

Global focusIn September of 2015 the

WHO released “World report on Ageing and Health.”

The report outlines a framework for action to foster healthy ageing built around

the new concept of

functional ability.

A greater focus on function would forestall many of the issues we see in the age 60-plus population today.

A physically active lifestyle contributes to improved function, which directly correlates with:

Sources: EC European Innovation Partnership on Active and Healthy Ageing, 2013

Why function?

falls managementindependenceability to work and physical activity

Age

Adult Life Maintaining highest possible level of function

Older age Maintaining independence and preventing disability

Rehabilitation and ensuring the quality of life

Disability Threshold

Early Life Growth and development

Functional capacity declineFu

nctio

nal c

apac

ity

You can work and live with many chronic health issues, however functional loss (physical, cognitive, social) and disability can

reduces employment opportunities and life engagement

Living situations flow into one another

ATHLETIC FIT INDEPENDENT FRAIL DEPENDENT

LEVELS OF FUNCTION

Lives independently Needs assistance Depends on others

Normal cognitive function, no

evident deficits

Some cognitive impairment, but

functions well; lives independently

Cognitive impairment, needs help from

family or staff

Clear-cut cognitive decline requiring

support from family or caregivers

Diagnosed dementia; does not live independently

Q1: By the age of 80, what % of the population can not lift a bowling ball?

46%

Q2: By the age of 80, what % of the population have difficulty walking around a 400m track?

49%

Q3: By the age of 80, what % of the population have difficulty stooping, crouching or kneeling to garden?

66%

Functional abilities quiz?

The impact of improved function

Minimizes disability and the rising cost of disease and care. Enhances self-confidence and quality of life

Sources: EC European Innovation Partnership on Active and Healthy Ageing, 2013

“The greatest costs to society are not the expenditures made to foster this functional

ability, but the benefits that might be missed if we fail to make the appropriate

adaptations and investments.”

Source: WHO Director General, Dr. Margaret Chan

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What to do?

Strength and power

Heart Balance Flexibility

Meet Physical Activity Guidelines

Diversity and technology driving

personalized ageing

Self-assessments and management, sensors, automated messaging and reminders or

Tele-health/wellness.

University of California, Davis, app

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Heart Bone Sarcopenia Posture Oxygen Balance Dehydration Function loss

48%, of people over 65 are willing to use wearables 47% of those under 65 are willing to wear them,

Source: Accenture

Will wearable technologies become a common health-management platform for older adults?

17% of Americans over the age of 65 use wearables to track fitness or vitals such as blood pressure or heart rate

compared to 20% of Americans under the age of 65.

Source: Accenture

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Wellness offers an integrated approach to

person centred solutions

New models

Building connections

Earthing: combat "Nature Deficit Disorder."

Source: Spa Finder Wellness: 2013 Top 10 Global Spa & Wellness Trends Forecast

5Products

Evidence suggests there is limited availability of goods, products and services appropriate for

people in older age groups.

Source: Future Age: The road map for ageing research

Why?

Is it that these businesses cannot see the economic power of the older consumer? To

answer this question we need look no further than the following findings:

1 Many companies are either not aware of the potential or have failed to respond and adapt to the changing market and demand for products.” (Ageing Well Network)

2 A widespread lack of thought exists in this area, resulting in “limited availability of goods, products and services appropriate for people in older age groups”. (Futureage)

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3. 88% of survey respondents in the hospitality and leisure industries claimed to be highly engaged with the over-65s. However, almost 62% did not offer any specific product or service for these consumers. The research indicated that 82% of survey respondents with no offering for the older consumer had no plans to introduce any.

The main reason: they simply had not considered it. (Barclays Corporate)

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WELLNESSHEALTH

COSMETICS AND FASHION TO

URIS

M

SERVICE ROBOTICS

SAFETY

CULTURE

ENTERTAINMENT

EDUCATION AND SKILLS

PERSONAL AND AUTONOMOUS TRANSPORT

BANK

ING

AND

RELE

VANT

FIN

ANCI

AL P

RODU

CTS

Source: Growing the European Silver Economy, 2015

SMART HOMES SUPPORTING INDEPENDENT LIVING

Key sectors expected to benefit significantly: NEW MODELS

80% of Boomers believe healthy foods and beverages can be used to improve their quality of life.

Source: NMI 2011 Consumer Trends in Healthy Aging

Food and exercise as medicine

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Wellness offers an integrated approach to person centred solutions

The $2 trillion-plus pan-wellness opportunity (spanning fitness, alternative medicine, spa, etc.)

6Promotions

Question: As society rethinks aging, how will you rethink your response to the older consumer?

85% of adults ages 40-90, state that they were not old yet.

Source: AARP’s 2013 report “Attitudes on Aging”

Question: As society rethinks ageing, how will you rethink your approach?

How they view marketers current portrayal of them?

73% say they don’t pay attention to ads because they seem patronizing and stereotyped.

84% believe that advertisers assume everyone over 50 is the same. 68% feel advertisers

only care about young people.

Only 11% believe that brands target us.

The 50+ consumer is virtually invisible to marketers

Over the past 10 years the advertising dollars spent on adults 50+ remains at 5%, in the US.

Why is this?

of people aged 65+ think businesses have little interest in the consumer

needs of older people.

Source: 2011 ICM Research Agenda for Life Survey for Age UK

39%

Two marketing opportunities

#1 Focus on converting this group

Learn to speak my language

Terminology Empower The nowPositive

#2 The power of women

Globally this demographic account for $20 trillions dollars

80-90% of family decisions ARE made by, or influenced by women

Women age 50+ own 3/4 of the nation’s financial wealth.

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Expected to inherit 70% of the $41 trillion in intergenerational wealth transfers in the next 40 years. 

A thought to ponder

What is your strategy for attracting older women?

7Places

Source: March LifeCare Campus

March LifeCare Campus, Riverside, California

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88

Build for all

89

Age-friendly cities

90

8Potential

92

STOP and consider

10 yrs ago adults 50+ controlled 50% of the discretionary dollars, today 70%

= a 20% point increase.

Said another way, people below age 50 moved from holding 50% of the discretionary dollars to 30%,

= a decrease of 20%.

Together = a 40% point shift.

Adults aged 55-64 outspend the average consumer in nearly every category, every year,

Source: U.S. Consumer Expenditure Survey

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9Policy

The resolutionOn May, 26, 2016, The World Health Assembly adopted a resolution to implement “The global strategy and action plan on ageing and health

2016-2020: towards a world in which everyone can live a

long and healthy life”.

2020Between now and 2020 countries

have committed to focus on evidence-based action to maximize functional ability that reaches every

person; and by 2020, establish evidence and partnerships necessary

to support a Decade of Healthy

Promising practices and policiesActivity over the Life Course

Integrated Approaches

Reallocated Funding

Different Thinking about Ageing

Accelerated Responses

Improved Curriculums for Specialists

Supportive Environments

Active and Independent Living Improvement

Programme

Everybody has a vested interest in health

• In fact, the five leading NCDs alone—cardiovascular disease, chronic respiratory disease, cancer, diabetes, and mental ill-health—could exact a US$47 trillion cost globally by 2030 if left uncheckedWorld Economic Forum (WEF) and Harvard School of Public Health (Bloom et al., 2011, p. 6).

• Approximately 40% of these costs would affect areas of society unrelated to health (WEF, 2011).

The impact of physical inactivity goes well beyond health-care settings

• In a theoretical example from Europe, if 50% of a population of 10 million failed to achieve the health benefits of regular physical activity, inactivity would result in an estimated economic burden of €910 million a year (WHO Regional Office for Europe, 2007, p. 9).

• Indirect costs associated with inactivity included lost economic output due to illness, disease-related work disabilities, and premature death.)

• A real-world estimate suggested that physical inactivity in the United Kingdom had a UK£8.2 billion impact, once indirect costs were added to those that directly affected the health-care system (Department for Culture, Media & Sport, 2002, p. 48).

What now?

“All the pieces are here, the demand is now, and the opportunity started

yesterday.”

Dr. Joseph Coughlin, M.I.T

…how the 9 principles of active-ageing, offers you a framework to

work from to build a solid foundation for your active ageing initiatives.

Today we discussed...

Thank you Colin Milner, CEO,

International Council on Active Aging colinmilner@icaa.cc