National Trends and Cutting Edge Strategies

Rochester Senior Center

Aging In America

Dean Stenehjem, Development/Foundation Director

The Aging Active Adult

Slide 7

We’re not our Grandmother’s Senior anymore – We’re Boomers!

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What’s the Difference?

Baby Boomers: born 1946-1964– 76,402,903 of us– Leading Edge Boomers ’46-54– Trailing Edge Boomers ’55-64

• Most spending power

• Highest educated

• Highest life expectancy

• Healthiest generation

Boomers 1946-1964:

• Self-Centered• Spoiled by Affluence• Impatient• Educated• Computer-literate• Older Cohort,

Marked by the 60’s• Will Inherit Wealth• Faded Idealists

•Like to spend, Not Save

•Want Simplicity

•Able and Willing to Buy Help

•Anxious about Retirement

•When to Retire, 42 or 78?

•Sandwiched

Children of Causes and Revolution

• Vietnam War

• Assassination of Kennedy and King

• Widespread Protests

• Civil rights movement

• Watergate and Nixon’s Resignation

Most likely traits: Anti-authoritarian, Idealistic, Motivated by Changing the World, Competitive

Boomers Want to Serve

1.1 million baby boomers have traded jobs in the corporate world for work at non-profit organizations.

Three-fourths of the 78 million boomers plan to work after retirement and half want jobs that “help others”

Survey by Civic Ventures and MetLife Foundation

Boomers Do Serve, and WOW!

• Volunteer Rates

Boomers = 33% Those 65+ = B24%

• Numbers of Volunteers

2005 = 65.4 million

2010 = 75 million (projected)

By 2030 adults 55+ will be 77 million strong! Our nations fastest growing natural resource.

Selected Boomer Demographics• 2000 Poverty rates: 7% Boomers vs. 10%

for those 65+

• Labor participation rates increasing, especially for women.

• Educational status: 89% w/HS diploma and 28% w/BS degree; compared to 65+ with 70% and 17%

• Higher divorce rate; 14.2% than 65+ (6.75%)

Leading Edge Boomers: (’46-’54)

• Poster children for the boomers• Grew up in booming and prosperous times• Their parents wanted more for them• Expected to live better than their parents• They are rebels – Woodstock defined them• Many don’t save for retirement• Want to make a difference• Were hippies – started sexual revolution• Worried about the future

Trailing Edge Boomers “Jonesers”(’55-’64)

• Lived through economic downturns

• First latchkey kids – mom’s worked

• The children of divorce and swingers

• Watergate was the defining event – trust

• More realistic of their future

• Don’t expect things to be handed to them

• Some are closer to punks than hippies

Boomers want: Civic Engagement

• Involvement in the Community

• Passion

• Personal of public concern

• Individually – life enriching

• Socially beneficial to the community

They want to Volunteer....

• Connect and contribute

• Mission focused – end result

• Meaningful – see a difference

• Individual benefit

• Flexible

• Autonomous - freedom

Active Recreation tops the list

Boomers want an active lifestyle• Health and fitness activities; strength training and cardio

workouts• Swimming – water exercise classes• Golf • Bowling• Biking• Balance training programs; pilates, tai chi, yoga• Kayaking, hiking, hang gliding, river rafting, downhill

skiing, rollerblading, running• Team sports – softball, tennisAlso – passive recreation continues to be in demand

What does the future hold?

Perceptions vs Reality

Old Perception:Slowing down

New RealitiesMore active social life

Old Perception:Downsizing your lifestyle

New RealitiesExpanding your mind: lifelong learning, new hobbies, pursuit of lifelong passions

Old Perception:Growing old gracefully

New RealitiesEngaging in the world

Old Perception:Accepting frailties and effects of aging

New RealitiesEmbracing wellness

Boomers - Do Your Own Thing“…Boomers want to do it their own way, in a manner

consistent with their values, and they don’t like to be told otherwise.

Boomers never felt comfortable amid the stifling conformity of the Greatest Generation years…

They grew up determined to create a more expressive culture …a culture that would value individualism over traditionalism, spirituality over religiosity, free choice over blind loyalty, diversity over uniformity…

As boomers see it, if tradition can’t accommodate freedom, it’s tradition that must change;

just because something used to be a certain way doesn’t mean it always has to be that way.”

QUESTION RULES! - WIIFM

Consumer Preferences and ValuesWhere & How to Live?

- Active Adult 47%- Life Care 33%- Campus (College) Community 33%- Home Shared by Friends 25% *

- Met Life and AARP

•Take Note! SB&A Predicts: “The Retirement Commune!” – it’s coming....

New Technology

Boomers will utilize internet technology:further their health and independenceconnectednessunderstanding of health issuestransactional independence in areas such as banking, purchasing & investing.

Key Trends: Consumer Technology- Strong internet use among seniors currently in the market- Consumer tech - will become stronger- Demand for technology in the home- Rapidly increasing web site response- Expectation of communication via e-mail- Direct e-mail- Interactive web sites- DVDs, virtual reality - Online research, panels

The Near Future Senior- More formal education, and looking for more

- More insurance coverage, more financially astute and risk averse (national penetration rates for LTC insurance are growing rapidly)

- - More “experientially” driven

- - Slowly shifting to a “spending” mentality”

- - More likely to have traveled extensively

The Near Future Senior...- Less impressed by catered services

- Greater demand for wellness orientation

- Some predict longer life, with fewer health services utilized

Live Long, Die Fast

The Near Future Senior- Fewer children on average

- Higher probability of more than one marriage

- Dramatic increase of “career women”

- Higher percentage with mortgage in place at advanced age

- More involvement of professional advisors (planners, CPAs, private bankers)

- More computer/tech savvy

Appealing to Today’s Consumer

• Change the nature of advertising and events to appeal to younger prospects

• Improve the quality of advertising

• Embrace younger consumers’ values (community, connectedness, wellness, lifelong learning, multiple careers, technology, creativity, family)

Boomers: the next 20 years

• Extreme longevity

• X-people

• Food-scapes

• Ecologies of Risk

9 Myths about Boomers...What We Know and What We Don’t

1. Most people approaching retirement are worried

2. Leading edge boomers are hippies at heart – just 40 years older

3. Most boomers will work in retirement4. They are spending their children’s

inheritance now because they need it5. Caregiving for aging parents is a

woman’s issue

Boomer Myths 6-9

6. Disability goes along with increases in longevity

7. Most boomers plan to move when they retire

8. Using Home Equity will be the ‘last resort’9. Retirees focus mostly on Health and

Wealth

Image of “Senior”

What’s in a Name?!

More than half (58%) dislike the name “Senior”

“Senior” as a name

Yes42%No

58%Any suggestions for a new

name?

ENVISIONING THE CENTER OF THE FUTURE:

• Fitness: weight equipment, pool, gym, CV• Internet Café – Coffee Shop• Classrooms (state of the art)• Adult Day Care• Food service/serving• Retail• Art Studio• Auditorium w/stage• Drop-in Child Care/play area• Health & Personal Services Suites• Multi-purpose space – social/recreational• A mall-like space – energizing and open

Predictions for 2020• Existential

Exploration • Green Initiative• Multi-generational

partnerships• Re-focus on

community & social services

• “Senior” will survive• Life-long learning• Adventure Travel

• Convenience Dining • Outreach via technology• Man the barricades! • Reworking Work • Council of Elders • Wii’s Oui! Yes! • Holistic Health • Hams Incorporated• Fee-for-service accepted/expected

The Three M’s

1. Money

2. Medicine (health and fitness)

3. Meaning

Seven Keys to Successful Aging

1. Start where you are

2. Take responsibility

3. Be positive

4. Stay connected

5. Give to others

6. Keep growing and learning

7. Be open and relax

The Only Castle in Town

The Rochester Senior Center

Come and Join Us!

SURVIVAL STRATEGYWhen you are in big trouble, say nothing, keep going and

try to look like you know what you’re doing!

Older Adults Need Senior Centers…

•Older Adults Need Senior Centers…•To achieve their goals and creative potential,•To grow and learn and enjoy,•To discover friendships and their own value,•To find information, services, and support,•To engage in decision-making and meaningful service.

Senior Center Philosophy…. is based on three premises:

•Aging is a normal process;•Human beings need connections with peers for encouragement and support;•Older adults have a right to a decision making voice.

NISC Senior Center Standards