ICAA’s Guidelines for effective communication with older adults


Age cohorts


Using a nickname for a generation (eg, Baby Boomers or Matures) may or may not be appropriate. These terms assume that readers/viewers have memorized the age groups being referenced, and imply that the millions of people in this age range are all the same, which is inaccurate.


Care should be taken when naming a group of people to define a market that the name and characteristics are descriptive, but not ageist. For example, the terms used in the gerontographics segmentation model of adults ages 55 and older include, Healthy Indulgers, Healthy Hermits and Ailing Outgoers (developed by George Moschis at Georgia State University). These terms describe behaviors, and they do not reference the age group.


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