Happy Monday! It’s once again time for us to share the most engaging content from the previous week.
First up, the U.S. and Japan are working together to try and find new and innovative ways to support their aging citizens. We’ll also take a look at why elderly crossing street signs have been flagged as discriminatory in the United Kingdom.
Most Shared: U.S. & Japan to Tackle Aging in Place
According to Home Health Care News, on Friday, June 30th, the Department of Housing and Urban Development announced that Japan and the United States will work together to address the growing needs of the aging population. Both countries are exploring solutions that will enable seniors to stay in their homes for as long as possible.
The plan is for Japan and the U.S. to conduct joint research to uncover innovative methods on housing and finance, as well as find new links between health and housing. They will also be working together to look for public-private partnerships, and develop accessible communities and viable policies.
The United States’ approach to supporting seniors is quite different than Japan. Seniors in America rely heavily on private and nonprofit sectors and volunteers, whereas Japanese seniors depend on government entities for support.
What does that mean for us marketers? It means an increased focus on at-home services will push providers to offer such services or enhance them. The joint research will provide valuable insights on the needs and concerns of our target market.
To read the full article click here.
Most Clicked: Small UK Sign is Part of a Larger Problem
A picture is worth a thousand words. In this case, it’s a sign that is worth a thousand words and not all of the words are positive.
The UK’s roads and highways often feature an “old people crossing” sign that depicts an elderly man with a cane holding the hand of a women who is hunched over walking.
Accordingly to Senior Planet, the sign was designed by a child back in the 80s, but the article argues that times have changed and so should the perception of seniors. The British government has deemed the signs discriminatory given that the image puts employers off hiring workers over 50.
source: seniorplanet.org
As marketers in the senior living industry, we already know that using images of elderly people hunched over with canes does not make for an engaging campaign.
Seniors do not see themselves that way, and we shouldn’t be perpetuating this image of older adults. The strongest imagery we can use for this target market is aspirational and focuses on activities and lifestyle rather than clinical matters.
To read the full article click here.