Little Red's Big Ideas

Nine Principles of Acting Aging Released by ICAA

The International Council on Active Aging® (ICAA), at its National Conference in New Orleans earlier this month, unvieled a new model for Active Aging.   According to an email from Colin Milner, CEO, ICAA, "This new industry-shifting model-the 'Nine Principles of Active Aging'-is designed to guide governments, product and service providers, employers, and the health care industry in implementing their active-aging strategies. 

These principles, and a few of the many questions that need to be answered, appear below. 

Nine Principles of Active Aging 

1. Populations: The older population is extremely diverse, from ability and age, to income and culture, to sexual orientation. How will we meet the needs of these different individuals? 

2. Perceptions: Ageism and negative stereotypes of aging are stalling the opportunity to empower older adults. To move forward, we need to leave the old way of thinking behind. 

3. People: Who will serve the older population's needs? With fewer people entering the labor market, where will the workers come from? Will technology fill the gaps? 

4. Potential: A society in which older consumers dominate purchasing decisions creates untold business opportunities. What are these opportunities, and how can businesses tap them? 

5. Products: Whether due to a lack of interest or understanding among product or service providers, too few offerings today are geared to the older population. From technology to housing, the result is immense opportunity for those who respond strategically. 

6. Promotions: Effective promotions are needed to inspire change. Yet marketers often earn a failing grade from older adults when they focus on the older population, perhaps because they have an inaccurate or incomplete picture of these consumers. To be effective, promotions must be rooted in the realities of today's older adults. 

7. Places: Environments can encourage or discourage older adults in leading active, engaged lives. From indoors to outdoors, what environments support active aging? 

8. Policies: How do policy decisions affect active aging? Consider how important policies are in areas such as age discrimination, and affordable care and housing. 

9. Programs: As promoted by ICAA, the seven dimensions of wellness-physical, social, spiritual, intellectual, emotional, vocational and environmental wellness-are the backbone of active aging. They are also key to meeting the challenge of providing diverse programs and environments that fulfill the needs of the diverse older population.

Established in 2001, ICAA has led, connected and defined the active-aging industry for the past 11 years. More information about ICAA is available online at www.icaa.cc . 

Teens and Twitter - Uncool!

According to a new report released Wednesday by the Pew Internet Project, only 8 percent of online teens have embraced Twitter, a notable low for a generation so passionate about technology. Think of the millions of text messages that teens send. Think of their endless hours on Facebook.

Twitter has not caught on in nearly the same way -- and experts suggest the difference is that most teens want to socialize with their friends and peers, not broadcast to the larger world.

Read more about the study as covered by The Washington Post

Social Media and Young Adults - Study Reveals Changing Behaviors

This month the Pew Internet Project released two surveys of teens and adults which revealed a decline in blogging among teens and young adults.  On the other hand, the survey showeda modest rise among adults 30 and older. Even as blogging declines among those under 30, wireless connectivity continues to rise in this age group, as does social network use. Teens ages 12-17 do not use Twitter in large numbers, though high school-aged girls show the greatest enthusiasm for the application.

Some of the other study findings:

Since 2006, blogging has dropped among teens and young adults while simultaneously rising among older adults. As the tools and technology embedded in social networking sites change, and use of the sites continues to grow, youth may be exchanging ‘macro-blogging’ for microblogging with status updates.

Blogging has declined in popularity among both teens and young adults since 2006. Blog commenting has also dropped among teens.

• 14% of online teens now say they blog, down from 28% of teen internet users in 2006.
• This decline is also reflected in the lower incidence of teen commenting on blogs within social networking websites; 52% of teen social network users report commenting on friends’ blogs, down from the 76% who did so in 2006.
• By comparison, the prevalence of blogging within the overall adult internet population has remained steady in recent years. Pew Internet surveys since 2005 have consistently found that roughly one in ten online adults maintain a personal online journal or blog.

While blogging among adults as a whole has remained steady, the prevalence of blogging within specific age groups has changed dramatically in recent years. Specifically, a sharp decline in blogging by young adults has been tempered by a corresponding increase in blogging among older adults.

• In December 2007, 24% of online 18-29 year olds reported blogging, compared with 7% of those thirty and older.
• By 2009, just 15% of internet users ages 18-29 maintain a blog—a nine percentage point drop in two years. However, 11% of internet users ages thirty and older now maintain a personal blog.

Both teen and adult use of social networking sites has risen significantly, yet there are shifts and some drops in the proportion of teens using several social networking site features.

• 73% of wired American teens now use social networking websites, a significant increase from previous surveys. Just over half of online teens (55%) used social networking sites in November 2006 and 65% did so in February 2008.

Read and download the complete study here.

Millenial Moms Devoted to Technology

As more and more Millennials become parents it will become increasingly difficult for camps and other youth-oriented organizations to ban or limit the use of cell phones and other wireless communication devices. 

 

Social Media Today reports on a new whitepaper by Mr. Youth, Millennial Moms, (those born after 1977) are quickly surpassing college students to become the most dependent users of the on-line and wireless communication tools. 

 

The report documents this segment of the population's ability to multi-task, utilize multiple devices and over share on popular social networks. Another interesting point is that this generation utilizes communities, or even creates communities when they are dealing with important life changes.

 

The blogosphere is exploding with "Mommy Bloggers," who cover everything from child-rearing and household finance to summer camps and youth sports.

These moms are young, digital natives who may feel entitled to a different type of connectivity than their Gen X predecessors before.  Further, they will respond, expect and, even welcome marketing messages delivered to them via social networking and wireless applications. 

 

How ready are you to speak their language?  Let me know your thoughts by commenting below.

CPRS - Talkin' 'Bout My Generation

Boomers and Xers outnumbered Millennials, who got a chance to havee their say during a recent workshop a the California Park and Recreation's 2009 Conference in Santa Clara.  The audience, seated from oldest (most mature as they preferred to be called) to youngest -- learned the difference between Milestone Marketing and Generational Marketing during a fast-paced session full of laughter and truth.  (It's funny how the two often go hand-in-hand.)  For those who attended, and those who didn't, I'm happy to post these handouts from the session.  Full of tips and strategies, to reach everyone across the generational spectrum, I especially encourage you to review the information with front-line staff and volunteers.

Download Talkin' 'Bout My Generation 2009

CPRS - Marketing to Diverse Audiences: 12 Cutting Edge Strategies

While speaking to an audience of about 150 park and recreation professionals from California's cities,   counties, districts and agencies - it occurred to me that, when it comes to the
Golden State, there's no such thing as a NON diverse community.  According to the California Department of Finance, it's estimated that by 2010, only 30%of all Californians will identify themselves as "Caucasian" or ethnically white.be  Multi-culturalism is part of California's rich history.  Making a commitment to program and promote to the diverse groups that live, work and play in your communities is no longer an option.  Rather it is the key to surviving and thriving in dynamic times such as these. 

Use the handouts below to review information shared at the recent California Park and Recreation Conference in Santa Clara. 

Download Diversity_NRPA_20083

Please comment below to share what your're doing in your community to embrace diverse audiences.  Are you going beyond translating brochures into second or third languages (a great step, indeed).

FREE Youth Marketing Magazine

In an earlier post I shared information from C & R Research, one of the nation's foremost authorities on youth attitudes, trends, preferences and interests.  They use an on-line panel of more than 10,000 children, teens and tweens to gather statistical and quantitative information which is used by all sorts of companies and organizations to better reach young consumers.  After spending some time on their website I found all sorts of great information, white papers and on-line magazines that I wanted to pass along to you.  While they offer extensive custom research options, the price tag might be a bit steep (starts at about $5000. A full year subscription to their YouthBeat panel syndicated research is about $20,000).  I have no doubt that for a multi-million dollar consumer products company, this is a great investment.  But for those of you who operate on a half of a shoestring budget I'm happy to tell you that C & R does have an fantastic on-line magazine which highlights key research findings.  And it's absolutely FREE.  Here's the link to KidsBeat Magazine.  Enjoy and and let me know what you think...

Growing Up Through Five Types of Play

Today, I attended a very informative webinar hosted by C&R Research called “Recess to Responsibility – Growing up Through Play.”  The information shared in this online seminar was based on research collected through C&R’s panels KidzEyes^® and TEENSEYES^® during the summer of 2007. 

While there were no big surprises in the data presented, one thing came across loud and clear.  Businesses wishing to build brand loyalty with children need to get their name, logo and message in front of young consumers during times of play.  C&R Vice President, Mary McIlrath, stressed that sponsorship is one of the best ways a company can build meaningful relationships with children of all ages.  When looking for sponsors for leagues, facilities, tournaments, events and other youth-oriented program make sure to speak to your prospects need to attract young customers who may become brand loyal for their entire life. 

The webinar separated “Child’s Play” into five categories.  Of course many activities may cross over into more than one category:

1. Imaginative Play – Included everything from dress-up and tea parties to playing house and superheroes.  Girls continue into imaginative play long after boys turn to other activities.
2. Rule-Based Play – Refers to, mostly, sedentary games (cards, chess, video games, board games, etc) in which rules are written or developed by the game’s creator (rather than the players themselves)
3. Artistic Play – Not only arts and crafts, but any type of play in which kids are allowed to express themselves.  Even food can become part of this category.  Think cookie-baking, self-serve yogurt, hamburger bars, build your own pizza, etc.
4. Freeform Play – Usually active play in which kids create their own rules and manage their own time.  Can include bike riding in the neighborhood, jumping on a backyard trampoline, swimming, playing tag, kickball, building forts and just about anything else a kid can imagine.  
5. Structured Play – Leagues, classes, lessons all fall into this category.  While sports leagues remain the most common, there are a growing number of ways a child, tween or teen can participate in organized activities.

Use these these five categories, to enhance everything from pre-school curriculum, after-school programs, day or residential camps.  Consider developing a schedule that allows a child to experience each of these types of play throughout his or her day or week.  You may even be able to develop a theme such as Pirates, Circus, Heroes, etc. and use the five categories to build activities into your program.  Share your programming ideas here.

Six Types of Boomers

When it comes to Baby Boomer Marketing, many make the mistake of grouping the huge 78 million person, demographic into one consumer group.  But, remember that the boomers' generational identity is only one of the facets that impact their behavior.  Characteristics such gender, income, education, parental status, geography and ethnicity may trump boomer status when it comes to behavior.  In addition, while boomers share many experiences and values, many further divide boomers into segments based on their personality, motivators and lifestyle. 

Like so many others, Nancy K. Schlossberg, is helping us make sense of baby boomers.  Schlossberg,  a professor emeritus at the University of Maryland and the author of Retire Smart, Retire Happy: Finding Your True Path in Life," divides baby boomers into six main types. She explains that some people may fit into more than one category, and over time, people will likely shift from one type of boomer to another.  The six types are:

1. The Easy Glider takes each day as it comes. These are the boomers who just bought a condo near the beach, for example, and are happy to relax there with their spouse, take walks in the morning and cook dinners together. They enjoy every day and have no interest in going back to work. Easy gliders are usually financially secure and do not have to worry about long-term retirement costs.
2. The Adventurer makes daring changes with his or her life. They may have retired from one career, then gone back to school and started another career. The longtime teacher who becomes a massage therapist is a good example, or the accountant who earns a culinary arts degree and begins catering parties. Adventurers may be motivated by financial needs. If they have not saved enough for retirement, they need to figure out another source of income.
   
   Adventurers often love to travel. The grandma you hear about who went on a trip to India, or the senior who took a cross-country trip on his Harley-Davidson to go to the big motorcycle rally in Sturgis, S.D., are adventurers.
3. The Continuer continues to use existing skills, interests and activities but modifies them to fit retirement. The math professor who retires from the university but continues to tutor students in math, for example, or the realtor who sells her busy and demanding practice but continues to occasionally list houses for friends or relatives. A continuer could be someone who worked as a preschool teacher who now baby sits young children.
4. The Searcher tries out different careers or hobbies to find something that will bring him or her happiness. Perhaps they've started making pottery through a ceramics class, but then find themselves drawn to a class about writing mystery novels. Maybe they're taking up fishing again, or some other activity they haven't had time for in years.
   
   This searching also occurs on a spiritual level. Retreats involving prayer, meditation and a deepening of faith appeal to searchers, who are reflecting on what they have learned in their lives, and how they want to spend their remaining years. Most boomers will have a "searching" phase during or after retirement.
5. The Involved Spectator cares deeply about the world. They love their family members, feel connected to their faith and care about their community. However, because of illness or other circumstances, they are not as involved as they used to be. Someone who has been very involved in her church for many years, but now can only manage spending a few hours a week helping on Sunday mornings, is one example. Another is a grandfather who was always very involved with his grand-children's lives, but who sees them less now because of his health concerns.
6. The Retreater is the only negative category of the six types, Schlossberg says. They are confused and upset about retirement. The change may have been traumatic for them. They miss their former coworkers and have not been able to make new friends. Instead, they have retreated to their home to watch TV, withdrawing from friends and family. Although a person might be in the "retreat" category for a while, he or she can also transition from this into a more positive stage and become a "searcher."
   
   As you develop programs for your over-fifty customers, make sure you offer options that appeal to each of the six personality types.  Please share your examples by COMMENTing below.

Youth Marketing Mega Event

The Youth Marketing Mega Event is coming to Newport Beach March 2 -5 and promises to be one of the year's educational extravaganza's for anyone interested in reach today's young consumer.  The conference includes: lots of networking or "meet markets," focus groups with real, live kids and parents, a wide selection of workshops about everything from avatars to advergaming, my space to You Tube and everything in between.  Speakers from companies such as Royal Caribbean, Frito Lay, You Tube, Quiksilver and Do Something will share real-world experience, examples and solutions.  While the cost to register is steep, this conference will shorten your learning curve and help you avoid costly mistakes as you implement new media to reach your youth markets. 

Click here to take a look at the agenda at a glance.