ICAA's Guidelines for effective communication with older adults
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ICAA’s
Guidelines
for effective
communication
with older adults
1 ICAA’s Guidelines for effective communication with older adults / International Council on Active AgingICAA’s Guidelines for effective is an overview of key philosophies to
communication with older guide decision-making about attitudes,
adults words and images. Part I is a useful
tool because it brings together in one
An overarching goal of International place the style guides, opinions and
Council on Active Aging’s Changing research of multiple organizations
the Way We Age® Campaign is to and shareholders, anchored in the
shift society’s perceptions of aging. As experiences and viewpoints of ICAA’s
part of the campaign’s “Rebranding leadership, advisors and members.
Aging” objective, ICAA’s guidelines Part II will provide more specific
for effectively communicating to, and recommendations for messaging and
about, the aging population is a tool print. Part III will concentrate on
that can be used to promote a more phrasing and approaches when speaking
realistic and complete picture of what it in person with one or more individuals.
means to become and be old in North
America. As the guidelines state, language is fluid
and dynamic, as are the images and
People communicate to share their gestures used to communicate. As the
thoughts and perspectives—and often association that has been defining and
to inform, convince or persuade others. leading the active-aging industry since
Speech, imagery, body language, 2001, ICAA will continue to provide
writing, hand movements and art the resources that enable professionals,
are popular tools for communicating peers, family members and friends to
messages. Just as the population of effectively identify and respond to the
people 50 years or older is highly needs, dreams, desires, capabilities and
diverse, so are the groups of people who expectations of burgeoning numbers of
communicate with them: marketers older people.
and advertisers; professionals working
in health promotion, senior living and Changing the Way We Age® Campaign
social services; teachers and program www.changingthewayweage.com
leaders; family members; health care
providers—not to mention peers and
friends.
Recognizing the need to match
communication with purpose, ICAA’s
guidelines are structured for multiple
groups of users. “Part I: Guidelines for
accurately representing older adults”
2 ICAA’s Guidelines for effective communication with older adults / International Council on Active AgingInternational Council on Copyright International Council on
Active Aging (ICAA) Active Aging, 2011
The International Council on Active The International Council on Active
Aging® is the professional association Aging is making these guidelines
that leads, connects and defines the available free of charge to organizations
active-aging industry. ICAA supports and individuals. When using and/or
professionals who develop wellness referring to them in print or on the web,
facilities, programs and services for please use the following citation:
adults over 50. The association is
focused on active aging—an approach ICAA’s Guidelines for effective
to aging that helps older adults live as communication with older adults.
fully as possible within all dimensions Published June 2011 by the
of wellness (i.e., physical, social,
International Council on Active Aging.
environmental, vocational, intellectual,
emotional and spiritual)—and Available at:
provides its members with education, www.changingthewayweage.com
information, resources and tools.
www.icaa.cc
866-335-9777
604-708-4464
3 ICAA’s Guidelines for effective communication with older adults / International Council on Active AgingPart I: Guidelines for accurately
representing older adults
1. Basic language and imagery Is there a single word or phrase to
strategies describe the population of people 45 or
50 years and older? The short answer is,
Avoiding bias in language is always a no. There is no single word or phrase
good practice. Negative stereotypes that can possibly describe the diversity
exist of people solely because of gender, of the 40.2 million people ages 65
ethnicity, age, religion and other blind and older (2010) and the 55.2 million
categorizations. The stereotypes promote people ages 50-64 years old (2008)
prejudice rather than explain behaviors. living in the US, or the millions living
in every other country.
Ageism refers to discrimination against
persons because of their age, and implies Life expectancy is increasing, which
the tendency to regard older people as means that within the population of
unworthy and debilitated. people 50 years and older, there are
arguably five generations. Gerontologists
Avoiding ageist stereotypes in language may refer to these generations as middle
is in the best interests of consumers and age (45 to 64 years), young-old (65 to
professionals because: 74 years), middle-old (75 to 84 years),
old-old (85 to 99 years) and oldest-
• Ageist stereotypes by their nature are old (100 years or more). A generation,
inaccurate. or age cohort, is simply the group of
• Stereotypes offend the populations people who share the same birth years.
you are attempting to reach, thus Clearly, each generation will have
negating your message. different values and perspectives because
• Ageist language promotes cultural each is composed of individuals who
bias against older adults, which is are guided by heredity, culture, political
counterproductive. events and many other influences
• No one can say when a person besides year of birth.
becomes “old.”
• Age alone does not describe a Multiple professional organizations have
person, behavior or action. sought to examine the stereotypes of older
ages and recommend approaches that
It’s no surprise that there are so many avoid perpetrating ageist language and
questions being asked about what to call imagery. Style guides from The Associated
people who are over 45 years old, and Press and American Psychological
that there are as many opinions on the Association and The Chicago Manual of
topic as there are about politics. Our Style state that stereotypes of any person
society craves sound bites to describe based on age, gender, ethnicity, religion
large and complex concepts, and seeks or other supposed descriptor should be
a single word or phrase to convey avoided. This admonition is part of the
substantial meaning. codes of ethics of journalism societies,
the American Marketing Association and
many newspapers.
4 ICAA’s Guidelines for effective communication with older adults / International Council on Active AgingIn reporting on older adults, or Key points
developing marketing messages,
unconscious attributes of ageism can Effective messages appeal to a life
appear despite the best of intentions. stage. For example, appeal to an
It is appropriate to pause and consider anniversary, or relocation or change from
unconscious stereotypes on the part of prior profession to new profession, or the
the writer, including a potential bias of birth of a grandchild.
omitting key groups or people because
of a stereotype. Effective messages appeal to a need
or interest. Functional ability, attitude
The International Council on Active and behavior are far more critical than
Aging has reviewed guidelines chronological age when describing an
published by other organizations, incident or constructing messages.
searched language guides and tapped
the opinions and recommendations “Old” words have new meanings
of leading experts in active aging. that must be defined. Terms that are
The consensus of the individuals and so familiar they are part of the national
organizations who work directly with vocabulary carry new meanings. For
older adults of all ages and cultures, are example, the word “retirement” formerly
gathered here to help you choose the meant leaving a job one held for one’s
wording and messages that will best working life and, with a guaranteed
reach your audience. pension for income, sitting in a rocking
chair. Today, “retirement” often means
Guiding principles either finding (or creating) a new job,
working full or part time as a volunteer
• There are no “bad” words, but there and engaging in personal interests. The
are words that will not be successful concept of “retirement” has changed, and
in attracting and representing older so the meaning of the word has changed.
adults.
• There are no “bad” images, but Age alone is not a reason or need, but
there are images that stereotype it may be a point of entry. For example,
and inappropriately portray the the ability to vote requires an age of 18,
incredible range of individuals in but 18 does not describe the reasons why
the “older” age cohorts. a person votes. Age 55 may be required
• The more language and imagery to rent an apartment in an age-qualified
reflects the needs or wants of people community, but age 55 does not describe
being targeted, the more successful a person’s interests, economic status or
the communication. motivators for renting in that particular
place. When age is relevant, use specific
The goal is to be inclusive. ages. For example, the ability to draw
Social Security at ages 62 or 67 or the
ability to reside in an age-qualified
community at age 55.
5 ICAA’s Guidelines for effective communication with older adults / International Council on Active AgingThe problem is the problem; age is older adults don’t perceive themselves
not the problem. Simply knowing that as being old enough to benefit from
a given problem is associated with older the center. If older adults don’t think of
populations is not a reason to assume themselves as old, age-based marketing
that your target market will be attracted won’t be effective.
by an age-related message. For example,
diabetes is more common in people There is no such thing as “anti-aging.”
50 years and older. People do not have It would be useless to try; we start aging
diabetes because of their age, however. from the moment of birth. The issue
Most people with diabetes acquire it is not opposition to aging, the issue is
because of poor quality diets, obesity living as well as possible through all the
and sedentary lifestyles. Lifestyle is the ages in a life span.
primary issue, not age.
One group does not represent an
Demographics are not a target entire population. Government
market. Age, socioeconomic status, agencies, research organizations,
geography, gender, marital status—all foundations and similar places
of these demographics are the ground collect information on their areas of
for surveys and market research. interest, then report their findings and
Demographics are a tool for sorting advocate their points of view. Typically,
information, not for making decisions. agencies and organizations focus on
Other methods, such as psychographics, socioeconomic conditions, health
product/service solutions, focus groups conditions, safety and similar topic
and similar are needed to understand areas. It is extremely appropriate for
and hone in on the needs, interests and organizations to report on the number
attitudes of the target market. of older adults at the poverty level; it is
not appropriate to extrapolate that all
Avoid cliches. It is no longer accurate older adults are poor and needy.
or helpful to act as if it were cute or
unusual for an older person to mend The jargon of a profession is not
fences on a ranch, tutor kindergarteners, a communication tool outside of
run a marathon, lead a Fortune 500 that profession. Medicine has a
company, bake chicken instead of frying unique language to describe disease
it, or fight City Hall. These actions are and patients; governments use terms
common and normal. to describe population groups;
researchers use language that is specific
Perception of age is key. The boomers to research. The languages of these
and their parents tend to perceive groups enhance communication among
themselves as being 10 years younger their professional peers, but these
than they really are. And the aging languages may be highly ineffective
population is indeed more healthy for communicating to people of any
and active than prior generations. age or to other professions. A doctor
A challenge for seniors centers, for may see a geriatric patient, but the
example, is overcoming the barrier that grocery store clerk sees a friendly regular
6 ICAA’s Guidelines for effective communication with older adults / International Council on Active Agingcustomer who often buys flour and important consideration is that people
fruit, and the customer sees herself as an in their 50s and 60s may not like a word
environmental activist who bakes award- that people ages 85 years and older
winning cakes while moving around the do prefer. It is always best to define
kitchen using a walker. the target audience before finalizing
wording.
Objective and subjective are two
different things. Facts are accurate Words and phrases to avoid:
and perception is reality. The objective
fact is that chronic health conditions Anti-aging
are prevalent among people who are Aged
65 years and older (percentage varies Codger, geezer, and similar
depending on the disease). Yet, 75% Grandmotherly
of people ages 65 and over rate their
health as good, very good or excellent. “he looks good for his age”
People have chronic conditions, but that “despite her age....”
is one part of life, not their whole life. “even older adults can...”
Many people with physical limitations “is active even at that age...”
(at any age) adapt and live happy and
productive lives. Some people do not. Words and phrases to avoid or use
sparingly:
Be careful with humor. Portraying
older adults with the purpose of Senior (may be appropriate for
ridicule and derogatory humor is never people 70 years or older in certain
appropriate. What is humorous to one circumstances)
person is offensive to another. Senior (considered old-fashioned and
stereotypical: is never appropriate for
Reaction to language is individual. people at approximately 65 years and
A word that one person finds neutral younger)
may be considered negative or harmful Golden, silver
by another person. The best practice Golden agers
is to appeal to needs, interests and The elderly (may be used for a group,
issues rather than age. Ask your target eg, concern for the elderly)
audience what they prefer to be called, Elderly (do not apply to an individual)
and use that as your guide. Senior citizens
Retiree (do not use as a noun; more
Words and phrases accurate is “people who are retired”)
Middle age (do not use as a noun: more
There are many opinions on appropriate acceptable is “people in middle age”)
and inappropriate words. Professionals Third age (this term is not widely
and older adults may have different recognized)
opinions on what is the best term to
describe people of various ages. An
7 ICAA’s Guidelines for effective communication with older adults / International Council on Active AgingPreferred words and phrases: imply that the millions of people in
this age range are all the same, which is
Adults ages 60 and older inaccurate.
People ages 55 and older
People with dementia Care should be taken when naming
People in middle age a group of people to define a market
that the name and characteristics are
Aging adults descriptive, but not ageist. For example,
Midlife the terms used in the gerontographics
Older adults segmentation model of adults ages 55
Older persons and older include, Healthy Indulgers,
Older people Healthy Hermits and Ailing Outgoers
Older patients (developed by George Moschis at
Older population Georgia State University). These terms
Prime time describe behaviors, and they do not
Experience, experienced reference the age group.
Independent
Mentor, coach Image recommendations
Words and phrases that are accepted • Show older people across the full
by some groups and rejected by other range of interests and functional
groups: abilities. Older adults represent
many functional levels, abilities,
Elder (respected term in some cultures, socioeconomic and ethnic groups.
used for the older age groups) Showing all of these in imagery is
Frail, frailty (used and defined in fair, as well as effective.
research and government; • Portray people engaging in a range
inappropriate in other of behaviors, roles and activities.
communication unless it is defined • Avoid portraying a person in a
explicitly) manner that implies ridicule,
Mature, maturity (may be perceived as prejudice or a negative stereotype.
old-fashioned and overly neutral) • Show the breadth of interests
Baby boomer (people in this age cohort of older adults, including using
do not consider themselves babies) computers and taking classes,
socializing, traveling. Older adults
Age cohorts who use assistive devices (such as
canes, walkers and wheelchairs) are
Using a nickname for a generation (eg, involved in all these activities and
Baby Boomers or Matures) may or may should be included when selecting
not be appropriate. These terms assume images.
that readers/viewers have memorized • Portray older adults in well-kept,
the age groups being referenced, and contemporary and fashionable (as
appropriate) clothing and eyeglasses.
8 ICAA’s Guidelines for effective communication with older adults / International Council on Active Aging• Show older adults adhering to • On website, make text scalable so
universal guidelines, such as wearing users can increase the size easily.
helmets when bicycling, wearing • Keep websites free of clutter.
closed shoes in gyms, and hats in • Follow best practices for clear,
bright sunlight. easy to find and follow navigation.
Dropdown menus can be
Be cautious of a boomerang effect of challenging; build navigation
exclusively showing only beautiful, fit without them.
and apparently wealthy older adults. • Minimize scrolling by placing most
This is also not a realistic or fair image important text or imagery at the top
of aging and the older population. of the page.
• Avoid scrolling images and text,
Presentation which are hard to follow and
annoying.
When preparing materials directed to
older adults, clarity is a high priority. Language and imagery evolve
Along the aging process, vision changes with society
affect near vision, contrast between light
and dark, and perception of color. Society is constantly changing as
new knowledge, technologies and
• Use a basic typeface or font, such philosophies surface. The concept of
as Times Roman, at 12 points or aging likewise is expanding and evolving
larger. Avoid ornate and complex as the older population demonstrates its
typefaces. many aspects and contributions.
• Avoid italics and all caps.
• Use bold for emphasis, and Language and imagery evolve along
minimize underlining. with culture and people. Isn’t that
• Use plenty of space (leading) what makes culture and language both
between lines of type to increase exciting and challenging? New ideas
readability. and concepts come into being all the
• High contrast (dark text on a light time, which means that new words and
background) works best. Do not meanings emerge while other words and
reverse out type. meanings recede and disappear.
• Rely on more saturated, intense
colors. In today’s society, the stage is set for the
• Use plain backgrounds and clean, language and imagery that provide a
simple images. fair, accurate and positive view of aging.
• Choose a single image rather than
building collages of images.
• People and objects in the image
should be clear and easily
identifiable.
• Set text margins to flush left and
ragged right.
9 ICAA’s Guidelines for effective communication with older adults / International Council on Active AgingResources used when Larkin, M. (2008) “Word survey reveals
preparing the guidelines cross communication” in Shatter
stereotypes of aging: how to
AARP Services. (2003) Keys to Success help your clients create dynamic
with the 50+ Market. The mature identities. The Journal
Corporate Gerontology Group, on Active Aging, 7(2):18,
The Hartford Financial Services March/April.
Group, Inc. Montague, J. Language as a part of
Ambrosius, G. R. (2004) The Art of the our whole-person wellness
Positive, tapping the power of culture. Presentation at ICAA
an inclusive vocabulary. Positive Conference, 2008.
Aging. National Resource Center on Nutrition,
American Psychological Association. Physical Activity & Aging.
(2005) “Concise and bias free (2007) Ageism in language.
writing.” In Concise Rules Florida International University.
of APA Style. Washington, http://nutritionandaging.fiu.edu
DC: American Psychological Rudd Center for Food Policy and
Association. Obesity at Yale University and
Creating Results. (2009) Photo Finish: The Obesity Society. (2010)
Images that Motivate Mature Guidelines for the Portrayal of
Consumers. Woodbridge, VA: Obese Persons in the Media.
Creating Results LLC. http:// http://www.yaleruddcenter.org/
www.creatingresults.com/ what_we_do.aspx?id=10
photofinish/ Timmermann, S. (2009) The Mature
Dahmen, N. S. & Cozma, R. (Eds.) Market: Guidelines for Effective
(2009) Media Takes: On Aging. Communication. New York:
International Longevity Center MetLife Mature Market
– USA and Aging Services of Institute.
California.
Goldstein, N. (Ed.) (2004) The
Associated Press Stylebook and
Briefing on Media Law. New
York, NY: Basic Books.
International Council on Active Aging.
(2010) Active Aging in America:
Industry Outlook 2010.
Kleyman, A. (2007) Words to age by: a
brief glossary and tips on usage.
Journalists Exchange on Aging,
American Society on Aging.
10 ICAA’s Guidelines for effective communication with older adults / International Council on Active AgingResources
Active Aging in America: Industry
Outlook 2010
Research and perspective on 50+
population
International Council on Active Aging
www.icaa.cc
Media Takes: On Aging
Style guide for Journalism,
Entertainment and Advertising
International Longevity Center – USA
and Aging Services of California
2009
www.ilcusa.org and www.aging.org
The Art of the Positive
The Art of the Positive, tapping the
power of an inclusive vocabulary
Positive Aging
www.positiveaging.com
Words to age by: a brief glossary and
tips on usage
Journalists Exchange on Aging
www.idealist.org/
download/30/305f573e-7c8d.../
GlossaryofTerms.pdf
11 ICAA’s Guidelines for effective communication with older adults / International Council on Active Aging3307 Trutch Street
Vancouver BC V6L 2T3 Canada
Toll-free: 866-335-9777
Tel: 604-734-4466
Fax: 604-708-4464
www.icaa.cc
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