Stay In Tune With Our Stay In Tune With Our Aging FutureAging Future

Lynda Cochran, PhD, CPRPLynda Cochran, PhD, CPRPThe College at Brockport, State University of New YorkThe College at Brockport, State University of New York

“Growing old is mandatory, growing

up is optional.”

~Chili Davis

About Me…

ObjectivesObjectives1.1. Describe the Describe the impact of aging impact of aging on society on society

and recreation.and recreation.

2.2. Identify five trends Identify five trends that drive the future of that drive the future of recreation and aging.recreation and aging.

3.3. Develop a strategy Develop a strategy for your agency to stay for your agency to stay in tune.in tune.

Society is AgingSociety is Aging

Life Expectancy

• When the U.S. was founded, life expectancy

at birth was about 35 years

• It reached 47 years in 1900

• Jumped to 68 years in 1950

• Steadily rose to 76 years in 1991

• Today we are at 79 years of age

• In 2013, average life expectancy was higher for women (81 years) than for men (76 years)

• By 2080, life expectancy will be 100 years for women and 94 years for men

National Institute on Aging

HOW did this happen?

Aging America

• By the year 2030, the older adult population will more than double .– Today 12 percent of the total population is

aged 65 or older, but by 2080, it will be 23 percent.

• The oldest old (85+) is the fastest growing sector of our population– In 2010 we had 5.5 million and in 2050 we

can expect to have 19 million

• 76 million people were born between 1946 and

1964

• The first baby boomer turned 65 on

January 1, 2011

• An American turns 50 every 7 seconds—

that's more than 12,500 people every day.

• Today, the 65 and older age group represents

21% of the U.S. population

• Fanatically self-absorbed• Honest & straightforward• Attracted by celebrity endorsements &

images• Very busy- want faster convenience!• Want to be seen buying class & quality• They value people with values• Moralistic- thoughts must be “right”• Nostalgia is the best advertising tactic• Want to be forever young- no limits!• Single largest consumer group in America

HealthHealth

• Many are active well into their 80s beyond• Many are living in less than perfect health

• Challenge– Battle of Medicare– Isolation and Depression

• Opportunity:– Rehabilitation Services or Workshops– Social Engagement

SocializationSocialization

Community• 80% prefer to exercise in the right

company– Motivation – Accountability– Instructor personality

• Bold pursuit of enjoyment in life• Remember the introverts

Customer ServiceCustomer Service

High Expectations

• Personalized touch

• Beyond one size

• Must be able to adapt to participant needs

• The past is not an option

• Communicate !

Spending of 50+• Baby Boomers outspend other generations by an

estimated $400 billion each year on consumer goods & services.

• Americans over 55 spend 50% of all vacation dollars in America.

• 21% of boomers are more likely than all American adults to have spent $10,000 or more on home improvement in the past year.

Online Habits of 50+• 96% of baby boomers participate in word-of-mouth or

viral marketing.

• Adults 50+ spend an average of $7 billion online annually.

• 82% of adults aged 50+ research health and wellness information online.

• The top four online websites for people over 60 are Google, Facebook, Yahoo and YouTube.

Leisure Values

Why do you participate in leisure activities?

“…personal assessments of the worth or utility of leisure.”

(Jeffres & Dubos, 1993, p. 205)

I participate in leisure activities…

To compete against othersBecause I am good at itTo show others I can do itTo improve my skills or knowledgeTo learn new skills and abilitiesFor a challengeFor excitementTo keep me busyTo help my communityTo be creativeFor physical health or exerciseTo be with my family

To do things with my friendsTo meet new peopleFor relaxation of mind, body, spiritSimply for pleasureTo do something different from workTo enjoy natureTo be aloneTo be away from my familyFor cultural interactionTo expand my intellect

For risk and adventure

Variable DescriptionCompetitive

To compete against others, improve skills or knowledge, for a challenge, excitement, risk, adventure, or to show others I can do it.

Educational

To be creative, expand intellect, and to learn new skills.

Physiological

For health or exercise and relaxation of mind, body, spirit.

Social To help community, be with family or friends, meet new people, and for cultural interaction.

Relaxation Something different from work, to be alone, and to be away from family.

Aesthetic Simply for pleasure or to enjoy nature

Why Does This Matter ?

Top 5

Activity Area Boomers

1. Outdoor 86.7 %2. Health/Wellness 79.6 %3. Sports 71.2 %

4. Hobbies & Travel/Tourism

68.1 %

5. The Arts 64.6 %

Activity Area Seniors

1. Travel/Tourism 74.2 %2. Health/Wellness 71.6 %3. Hobbies 69.2 %4. Social

Recreation68.1 %

5. Outdoor 67.2 %

MarketingMarketing

Steps To The Buy1. Identify the Problem and/or Need2. Desire to Fix It 3. Gather Options4. Find the Best Solution5. Cost- does it make sense?6. Make the Purchase

More Than the 4 P’s

• People• Plan• Perspective• Philosophy

Educate Your Educate Your Staff and AgencyStaff and Agency

Create and Maintain a Create and Maintain a Focused ImageFocused Image

Make a PlanMake a Plan

Ideas …

Getting Groovy- arts and cultural

Pursuing Pathways- education

Life is an Adventure- outdoor

Move to the Beat- healthy living

Hit the Road- travel

A Few Tips…

1. Change the name of your facility or programs. – Grand Prairie, TX “The Summit”– “Energy Booster”

2. Know what they value– Mind, Body, Spirit, and $$ too!

3. Understand their expectations. – Collaboration and education infusion

4. Get boomers involved in the process

What Are Your Challenges?

• Sheer numbers of Aging

• Facility and Program

Names

• Participant Motivation

• Partnerships &

Sponsorships

• Marketing Madness

• Financial or Resource

Allocations

• Raising Advisory Boards

• On The Road Again…

• Politics or Regulations

Prohibit

• Choice of Topic

“You can’t help getting older, but you don’t

have to get old.”

~George Burns

Lynda J. Cochran, PhD, CPRPRecreation and Leisure StudiesThe College at Brockport, SUNY

lcochran@brockport.edu

(585) 395-5490

Thank You!