BRING HEALTHY MOVEMENT TO LIFE

Nine way to profit from an aging population

Presented By: Colin Milner Founder /CEO, International Council on Active Aging

What does all of this mean to you?Unprecedented opportunity

Today we will look at

Active agingActive aging promotes the vision of all individualsregardless of age, socioeconomic status or healthfully 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

How the ICAAs 9 principles of active-aging provides a framework to assist you in building the foundation for success with your older consumer

1Perceptions

aging = disease, disability, and diminished livingOld thinking

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

For success we must change the lens we view older adults through

New thinking:10Potential generally refers to a currently unrealized abilityPotential

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

Source: AARPs 2013 report Attitudes on Aging

High expectations

Those with negative self-perceptions of aging live 7.6 years less than those who have a positive outlook.

Source: Becca Levy, Yale University

Results of a positive attitude towards aging: better health, function, production,longevity, self-belief, social cohesion,employment,healthcare

16A thought to ponder:

How will you respond to the opportunity presented by this new model and thinking?

17Rethink, Rebrand, Redevelop, Reeducate and Rebuild

Change is afootOur 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.

These conversations will also enable us to move forward with the development of new models in areas such as prevention, retirement, environments, living arrangements, and intergenerational relationships

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

Short and predictable

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Sectors expected to benefit significantly: NEW MODELS

Wellness Health (including medical devices, pharmaceuticals/ eHealth), Cosmetics and fashion, Tourism, Smart homes supporting independent living, Service robotics, Safety, Culture, Education and skills, Entertainment, Personal and autonomous transport, Banking and relevant financial products

Source: Growing the European Silver Economy, 2015

2Potential

SUPPORTED 89.4 MILLION JOBS & $4.7 TRILLION IN LABOUR INCOME1 OUT OF EVERY 2 ADULTS 50+1 OF EVERY $2 DOLLARS SPENT70% DISPOSABLE INCOME 47 X MORE1.6 BILLION PEOPLE 50+4 GENERATIONS 50+83% OF HOUSEHOLD WEALTHThe Economic Footprint of 50+

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 Survey1

52% looking to spend more now than in their younger yearsSource:Influent50 May 2015

29Thought to ponder:

New thinking and financial power = opportunity.

3Populations

Diversity

No two individuals experience aging 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 ratesSource: Quantification of biological aging in young adults. PNAS:vol. 112 no. 30. Daniel W. Belsky,E4104E4110, doi: 10.1073/pnas.1506264112

Dementia

Depression

Obesity

DiabetesDiverse health conditionsNot always singular, and is individual. 1.8 years

9.3% of people with diabetes, just have just diabetes. The rapid rise in diabetes, and limb losses, will see a need for creative solutions.

PhysicalCognitiveSocial

Levels of function

AthleticFitIndependentFrailDependent

A thought to ponder

Is the lack of diversity in your programs, marketing, product offering and environments, limiting your success?

4People

Staffing issue

Lack of expertiseLack of older staffLack of understandingPoor attitude towards older peoplePeople shortage

Preparing for the futureLife coachesLongevity coachesDementia coachesChange management

While the trend of aging societies is a cause for celebration, it also presents huge challengesSource: 'Ageing in the Twenty-first Century: A Celebration and a Challenge. 2012

5Programs

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

Approximately 92% of older adults have one chronic health issue, 77% have at least two.

Source: NCOA

9.3% of people with diabetes, just have just diabetes. The rapid rise in diabetes, and limb losses, will see a need for creative solutions.

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

Top 5 concerns about aging40% physical health 35% loss of memory32% mental health27% managing chronic health conditions25% living independently

Source: 2015 United States of Aging Survey, United States conducted by the N4A on Aging (n4a), NCOA and UnitedHealthcare

Keeping a positive attitude and exercising regularly (53 percent and 50 percent, respectively) are some of the best ways identified by older adults to stay mentally sharp.A majority of older adults identify inactivity (51 percent) as the top barrier to staying mentally sharp.

Global focusIn September of 2015 the WHO released World report on Aging and Health. The report outlines a framework for action to foster healthy aging built around the new concept of functional ability.

Age

Adult LifeMaintaining highest possible level of functionOlder age Maintaining independence and preventing disability

Rehabilitation and ensuring the quality of lifeDisability Threshold

Early Life Growth and developmentFunctional capacity declineFunctional capacityYou can work and live with many chronic health issues, however functional loss (physical, cognitive, social) and disability can reduces employment opportunities and life engagement

HIGH FUNCTION IS THE HOLY GRAIL: Function = Independence = Quality of Life.A greater focus on function would forestall many of the issues we see in the age 50-plus population today. An example: functional declines in strength and power have. Between the ages of 35 and 70 an inactive person can lose close to 50% of their strength and 75% of their power.

What is the implications of this functional decline?

For physicians, physical and occupational therapists, health management organizations and employers, taking a life course approach to functional assessments allows efforts to address functional declines before their ripple effects are fully felt. Professional education, programs, environments and policies may best serve the older population through improved understanding of how function impacts society (EC European Innovation Partnership on Active and Healthy Ageing, 2013).

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?

What to do?

Strengthand powerHeart BalanceFlexibilityMeet Physical Activity Guidelines

30 minutes of walking, 5 days a week saves $2,500.Source: New York Times

Opportunity:

Personalized aging

Marketers need to put the "me" back into their messaging and media thinking. Authentic communications always begin with a genuine understanding of the consumer, but this bar is higher for Boomers.

Source: Nielsen Wire 2012Boomers seek more personalization

55

HeartBoneSarcopeniaPostureOxygenBalanceDehydrationFunction loss48%, 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?

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

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

What will happens to personal trainers?

6Products

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 , October 2011

Why?

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 hadnoplans to introduce any.

The main reason: they simply had not considered it. (Barclays Corporate)62

Opportunity to be the one

7Places

A time of personal reinvention

Develop a center for discovery

What would that look like?68

Source: March LifeCare Campus

March LifeCare Campus, Riverside, California

70

Explore the possibilities within each dimension of wellness

What is this opportunity?

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

8Policy

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 Aging

9Promotions

The 50+ consumer is virtually invisible to marketers

Yet, over the past 10 years the advertising dollars spent on adults 50+ remains at 5%, in the US. Why is this?

Reverse engineer your marketing

73% say they dont 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.

Learn to speak my language

Embracing our potential

Embracing our potential

how the 9 principles of active-aging, offers you a framework to work from to build a solid foundation for your active aging initiatives.

What now? Today we discussed...

Thank you

Presented By: Colin Milner Founder /CEO, International Council on Active Aging