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Aging expert Colin Milner addresses United Nations' findings by offering "Nine Principles" for improving society's response to population aging
Date:10/2/2013

ture, to sexual orientation. How will we meet the expectations, wants, needs, dreams and desires of such different individuals?

2. Perceptions: Ageism and negative stereotypes of aging impede an inclusive society. To maximize the dividends of population aging, we need to embrace the realities of aging today and leave old ways of thinking behind.

3. People: Who will address the older population? With fewer people entering the labor force, and the field of aging in particular, where will the people come from to meet the market’s demand and the needs of a wide array of industries? Will technology fill the gaps?

4. Potential: With population aging, age 50-plus consumers will dominate purchasing decisions for decades to come, creating untold business opportunities for those who attract them. What will these opportunities be, and how will businesses tap them?

5. Products: Many providers today continue to focus their products and services towards youth. Research shows this lack of interest in the older consumer stems from ageism and a limited understanding of this market. By designing more inclusive products and services, organizations will benefit from the vast spending power of the age 50-plus market.

6. Promotions: A great majority of marketers have neglected older consumers, despite the fact that within five years, the 50-plus market will account for 70% of all disposable income. Effective promotions and marketing must be rooted in the realities of life for older adults. Shifting today’s marketing model will not only meet consumer demand, but also inspire societal change.

7. Places: Environments can encourage or discourage people of all ages in leading active, engaged lives. From indoors to outdoors, what environments will be needed to support active aging?

8. Policies: Consider how policies can support inclusiveness. Specific global, national and corporate policies will be needed to guarantee the human rights
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