Age is just a number



Sponsorship dollar comes of ‘age’

It’s a sign of the times when business supports older athletes as part of their marketing approach.
One older team of sportswomen, out of the US, recently securing corporate sponsorship. The team of women, all in their 80’s, play basketball for the San Diago Splash. 
What is remarkable about this? Itt signals a shift in the thinking of companies on how and where to spend their marketing dollar.
The coverage of the deal focussed on the history of the company with the vintage of the team. 
“Our brand purpose is with its heritage, and the best things being passed on,” Carpenter told Adweek. “So just seeing these ladies touching people of all ages lined up with how we think about our brand.”
Source Adweek


To be fair it’s not a lot of sponsorship dollar but it does go to help the teams in many ways.

Why support active older people?

Older people are participating in more and more sports. They are getting great coverage of their exploits and achievements. This involvement includes competitive events, teaching classes or exercising for enjoyment grows.

These athletes are role models and an inspiration to others, young and old. What better way to promote healthy aging than to support these individuals and teams. Business benefits if they align their product with these athletes.

With an aging population it’s not hard to see the marketing potential of older athletes. It makes sense to link some brands to exemplars in this demographic.
I’d love to hear about any other great examples you might have come across in your travels.

Will aged care buckle under the weight of obese elders?

A recent report out of the US highlighted the increasing number of elderly clients in aged care who were  morbidly obese and as a result were in need of higher levels of care and support.

The obesity epidemic challenges our image of aging.

When we think of the elderly we generally imagine them as smaller and slight of frame. This stereotype is quickly being challenged by the increasing demographic of obesity among developed nations. Continue reading “Will aged care buckle under the weight of obese elders?”

This last weeks good reads – Sunday 24 Oct ’15

5 Steps to accessing home care
5 Steps to accessing home care

Industry news

5 Steps to accessing home care is a guide to help consumers navigate the home care sector. The guide is published by the Dept of Social Services and was released on 1 Sept this year.

This publication is supported by a range of checklists for consumers that assist them in asking the right questions of providers. These checklists are available from the Home Care Today website.

Aged care providers would do well to review these checklists and audit their services and consumer information packs to ensure they address all the key points identified in the checklists.

Continue reading “This last weeks good reads – Sunday 24 Oct ’15”

Leading a revolt against ‘stock photos’ in aged care

Its true the old adage ‘a picture is worth a thousand words‘ and yet so often we resort to ‘stock photos’ to express those words. Continue reading “Leading a revolt against ‘stock photos’ in aged care”

Forgetful – do you need to worry?

Ever had a ‘senior moment’, forgotten something and shared this experience with a colleague, family or friends? Well you could have inadvertently contributed to the negative stereotype of ageing. Continue reading “Forgetful – do you need to worry?”

Ageing and still gaming

Who says online gaming is just for the young. Those who are young at heart, but chronologically old, also might be set to enjoy and benefit from gaming.

More are taking up the challenge of online gaming and attest to enjoying the interactive approach of this technology.

Video Gaming in Australia

The Digital Australia 2012 (DA12) found that the average age of Aussie video gamers was increasing, with it sitting at 32 in 2012.  Of these are large % spend at least 1 hour gaming per day (59%) .  Of course true to stereotype gamers are predominately young, 94% are aged between 6 to 15 years but there are signs that this is changing …

One older player says he became ‘hooked’ on gaming at the age of 61. It is the social side of gaming that spurs on his addiction and he is not alone. The same report found that there is a group, and it is not insignificant, in the older aged bracket who play games, 43% of those aged 51 or older play video games.

Another older gamer speak of gaming being “relaxing” and stimulating their thinking it is these benefits which could aid active and healthy ageing.

Gaming help health ageing – how you ask?

Well for starters they are purported to

These results and the social connections and cognitive challenges have the potential to provide some useful therapeutic tools to address many of the challenges of ageing. Recent project includes the Verve Project which aims to utilise

“3-D Web graphics and serious computer games to help vulnerable people carry out daily activities in a fulfilling and dignified manner.”

What the skeptics say

There is some skepticism among the many claims of the benefit of gaming and many calls and funding for research into what games, if any, work best to achieve the best outcome. For them to work some argue “true brain exercise requires novelty, variety, and increasing levels of challenge,” 

Technology is impacting in many ways on our ageing journey – gaming will be one of the many options that will keep us all young at heart and connected us to new and exciting networks.

‘hoodies’ and ageing – what do they have in common?

How often do we ‘ judge a book by its cover’? What lessons do we learn when our perceptions are proved wrong?

Stereotypes can be self limiting prophecies that restrict our understanding and tolerance. While they can assist us in dealing with the complexity of the world we live in by categorising and grouping common set of characteristics to a group, they can cloud our vision of the world when they limit our understanding. Continue reading “‘hoodies’ and ageing – what do they have in common?”

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