A call to action





“Be the change you want to see in the world.” Mahatma Gandhi

In today’s society, we’re flooded with negative messages and images about what it means to age and to be an older person. We are constantly exposed to stereotypes that show older adults through a lens of decline and diminished value, emphasizing the “burdens” of growing old. In North America, we seldom hear about the value of older adults, or the rich, untapped potential of an aging population. We don’t see enough portrayals of active older adults who are taking on new challenges, expanding their knowledge and skills base, or working tirelessly to help others. The result? Our views of aging are distorted.

ICAA’s Changing the Way We Age® Campaign, which focuses on shifting society’s perceptions of aging, is taking action to overturn stereotypes and encourage more positive, realistic views of aging.

The International Council on Active Aging® (ICAA) is the professional association that leads, connects and defines the active-aging industry. ICAA recognizes that aging is filled with opportunities as well as challenges. As a community, ICAA and its members strive to support people over 50 in living as fully as possible, regardless of age or individual circumstances.

ICAA’s Changing the Way We Age® Campaign offers you an opportunity to make a lasting difference by encouraging this new vision of aging in society. Get involved! Call ICAA today at 866-335-9777 (toll-free) or 604-734-4466, or send a message to me at the email address below. By doing so, you will contribute to creating a society that recognizes, respects and responds to the rich potential of our older population.

Colin Milner
CEO, International Council on Active Aging®