building the foundation for active ageing€¦ · the term “active aging” means staying...
TRANSCRIPT
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
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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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Build for all
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Age-friendly cities
90
8Potential
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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 [email protected]