What's new


This section of ICAA's Changing the Way We Age Campaign web site offers you the latest campaign news, research and support tools development news. This information is designed to keep you informed about the campaign.


Rebranding Aging Toolkit for marketers and media updated
Check out the new articles, best practices, videos, resources and guidelines in the Rebranding Aging Toolkit section.


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Active aging “critical” priority for world leaders, ICAA’s CEO to tell European sports ministers

In a keynote address at an upcoming meeting of European Union sports ministers, International Council on Active Aging (ICAA) CEO Colin Milner will caution attendees that active aging must remain a priority, even as the 2012 European Year for Active Ageing and Solidarity between Generations draws to a close. Milner was invited by the board of directors of the prestigious Cyprus Sports Organisation to keynote at the September 21, 2012 gathering.


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Strong message to media, marketers in World Economic Forum's Ground-breaking Book

ICAA founder Colin Milner challenges communicators to help transform perceptions of aging In a newly released book from the World Economic Forum’s Global Agenda Council on Ageing Society , contributors from major health organizations and governmental agencies make recommendations aimed at addressing the challenges—and capturing the potential benefits—of population aging.

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Film to be provided free of charge to volunteers across the United States and Canada
An inspiring documentary film about a group of older competitive athletes-- a 100-year-old tennis champion, 86-year-old pole vaulter, octogenarian swimmers, and team of basketball grandmothers--will be provided free of charge to participants in the International Council on Active Aging (ICAA)’s Champions program.


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ICAA’s founder illuminates aging trends
Entrepreneurs, experts and corporate representatives heard global perspectives on trends in aging from a panel of experts—including the International Council on Active Aging’s founder and CEO—at the What’s Next Boomer Business Summit Speaker/Sponsor Event in Washington, DC, on March 27, 2012. Joining ICAA’s Colin Milner on the panel were Sandra Timmermann, EdD, executive director, MetLife Mature Market Institute; and Simon Stevens, executive vice president, UnitedHealth Group, and president, Global Health. Jeffrey Makowka, senior strategic advisor with AARP’s new Thought Leadership group, moderated the discussion.

ICAA cosponsors coalition’s policy document
Since April 2011, ICAA has participated in the Osteoarthritis (OA) Action Alliance, a coalition of concerned organizations working together to elevate OA as a national health priority in the United States. The Alliance, led by the Arthritis Foundation and the Centers for Disease Control and Prevention, will launch its first report in May 2012 at a Capitol Hill briefing in Washington, DC. Titled “Environmental and Policy Strategies to Increase Physical Activity Among Adults with Arthritis,” the report is cosponsored by ICAA. Watch for more information.

ICAA leader hosts BC’s age-friendly videos
As part of its Age-friendly BC initiative, the British Columbia Ministry of Health will release a series of 10 online videos to help governments and communities across the Canadian province create age-friendly environments. ICAA’s Colin Milner hosts the videos, which will be available at www.seniorsbc.ca/agefriendly. Milner has served on the provincial government’s Seniors Healthy Living Advisory Network since March 2009.

Ambitious agenda set for ICAA Forum
Invited active-aging leaders will gather in the Washington, DC, area on May 22, 2012, for the ICAA Forum (formerly Strategy Session), an annual think tank that identifies directions and actions to aid the industry in promoting older-adult quality of life. On the agenda? Creating an action plan for the industry that addresses various facets of aging, including people’s environments. Gretchen Addi, associate partner at IDEO—a strategic innovation company—will help translate ideas into actions. Sponsors include the American Council on Exercise, Keiser Corporation, NuStep Inc., Technogym USA, HUR Health and Fitness Equipment, LifeConnect, and Morrison Senior Living.

Spreading the word

  • Colin Milner, ICAA’s CEO, was a featured speaker at the US PLAY Coalition 2012 Conference on the Value of Play: Multi-Generational Actions and Strategies, held February 26–29 at Clemson University, South Carolina. Milner’s presentation focused on play and aging.

  • In early March, Milner took part in an American Baptist Homes of the West board meeting in Fresno, California. Then on March 15, in Newport Beach, he discussed the future of active aging in a keynote address to the 55+ Housing Council of the Building Industry Association of Southern California. “Empowered Aging” was the topic on March 18 when he visited Wheatland Village, a Generations community in Walla Walla, Washington.

Winners of first-ever ICAA Rebranding Aging awards announced at ICAA 2011.
Goodbye bingo; hello wellness programs, ice cream socials, drawing, painting, traveling, belly dancing and other life-enhancing activities. That’s the message from savvy marketers of organizations targeted to 50+ consumers. Those organizations are winners of the first-ever International Council on Active Aging (ICAA) Rebranding Aging awards, which honor marketing campaigns in three major categories that present “positive, realistic views of aging,” said ICAA Colin Milner. Milner announced the awards at the 10th annual International Council on Active Aging Conference here.

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Marketers committing business suicide by ignoring 50+ consumers, expert asserts

Boomers and their parents are over 110 million strong. With more than 2 trillion dollars in spending power, they are 47 times richer than their younger counterparts, and account for 55% of discretionary income in the United States. Yet, the vast majority of marketing dollars are spent on adults 35 and younger. In the United Kingdom, for example, a recent survey found that fully 95% of marketing dollars went to this younger age group. "That's business suicide," says Colin Milner, CEO of International Council on Active Aging and a leading authority on the 50+ market.


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ICAA joins national Go4Life® campaign
New public-private initiative encourages exercise, physical activity for older adults

ICAA announces that it is joining the National Institute on Aging (NIA) at the NIH in Go4Life, a new national exercise and physical activity campaign for people age 50+. The goal of Go4Lifeis to provide resources to older adults that they can use to incorporate exercise and physical activity into their everyday lives. This federal campaign is based on research showing that exercise and physical activity can help people stay healthy and independent, and prevent some of the chronic conditions associated with aging.


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ICAA Champions launch across the USA, vow “Aging will never be the same!”
Fitness expert Kathy Smith, an ICAA master champion and spokesperson, featured in two kick-off events

ICAA officially launches its ICAA Champions program during Active Aging Week, an annual event observed throughout North America during the last week in September. Fitness expert Kathy Smith, an ICAA master champion and national spokesperson for the program, will be featured in kick-off events in Rancho Santa Margarita, California (September 26) and Carmel, Indiana (September 28).


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ICAA Champions in action section launched.
This section is dedicated to profiling ICAA Champions and their activities.

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Tackling graywashing: what drives it, how to recognize and avoid it

Products that purport to ‘combat’ aging treat older adults as though they’re damaged goods—and many organizations that claim to be ‘senior friendly,’ aren’t. (pdf format)


This article appears courtesy of the Journal on Active Aging.


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ICAA launches new campaign support tools for organizations and individuals

ICAA has created additional Web-based tools to assist in developing and promoting campaign-related events. New tools include Consumer PowerPoint presentation (with script) and Champion training tools.


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Six tips to change the way you age right now

Now that fall is upon us, it’s tempting to wait until after the holidays or the first of the year before trying to make lifestyle changes such as losing weight, eating healthfully, or exercising regularly. But “the best time to make such changes is right now,” says Colin Milner, CEO of the International Council on Active Aging (ICAA).


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“Anti-aging” products play on consumer fears, prompt negative reaction

Study shows efforts to conceal age often fail, yet “graywashing is rampant” in the industry, warns International Council on Active Aging CEO Colin Milner.


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ICAA launches campaign support tools

ICAA has launched the first in a series of Web-based tools to assist in developing and promoting campaign-related events. Tools include: posters, handouts, flyers and campaign talking points.


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ICAA launches communications guidelines that show how to more effectively reach and portray people 50 years and older

Aimed especially at media and marketers, the guidelines include words and phrases to avoid and/or use sparingly, and appropriate substitutions; image recommendations; and strategies to use when preparing materials for older adults.


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ICAA warns consumers to beware of “graywashing”

Graywashing refers to the act of misleading consumers regarding any purported age-associated benefits of a product or service.


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