LE GROUPE MAURICE'S MAGAZINE APRIL 2021 | #6
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LE GROUPE MAURICE’S MAGAZINE APRIL 2021 | #6
LEGROUPEMAURICE.COM THE INNOVATOR 1
I N T H I S E D I T I O N
{Â} GEISM
According to the World Health Organisation, the phenomenon of AGEISM may
now be even more widespread than sexism or racism. More often than not
affecting the elderly, this type of discrimination reflects the mistaken belief
that all members of a given demographic group are identical. Ageism may
take different forms, including outright bigotry, and can affect institutional
policies and governmental decisions. Isn’t that exactly what we’ve seen since
the COVID-19 crisis began? Does the lack of resources dedicated to the elderly
really stem from out-of-control Ageism?
Ageism can even make its way into our conversations. We’ve all heard people
say things like, “That guy is such a bad driver, he must be an old coot!” or “I
knew it! That grandma is keeping everyone in the line-up waiting!” Although
they may be used lightheartedly in not-so-humorous speech, terms like
“little old lady” and “little old man” are actually disrespectful because they
dehumanize the elderly and distort reality.
Often misunderstood, AGEISM is a complex and even taboo topic. Now more
than ever, we need to come to terms with this issue. We are all affected by
aging, so shouldn’t we at least talk about it?
T A B L E O F C O N T E N T S
{04} {06} {11}
EDITORIAL UNDERSTANDING AT WHAT AGE ARE
{12} {20} {27}
AGEISM WE CONSIDERED “OLD”?
SENIORS ARE CHANGING AN AD CAMPAIGN… LETTERS TO
{28} {31} {36}
WITH THE WORLD LIKE NO OTHER THE EDITOR
ORGANIZATIONS AND US, WHAT IS AN
FOR SENIORS WHAT DO WE DO? ELDER TO YOU?
40 43 46 48 50
LISTENING TO CHEF’S RESIDENCE SEND US YOUR READING
BETTER SERVE YOU RECIPE 45NORD QUESTIONS SUGGESTIONS
{Â}
LET’S STOP,
TAKE NOTICE…
AND ACT!
We all get caught up in the craziness of everyday Once you stop and take notice, it at once becomes
life. Our minds constantly racing… feeling the obvious.
weight of our obligations. But it’s when we stop and
take notice of what’s happening around us, that we The lack of resources and quality accommodation
become truly aware. And sometimes, we’re quite options available to seniors are plain to see. Clearly,
surprised by what we find. Such was my experience we never stop to REALLY observe or notice that
some 30 years ago while out on my morning run. many elderly people are suffering; we don’t see
I found myself stopped in front of a retirement them, respect them or consider them for who they
home. Standing there looking at the place, I began actually are. This makes it much easier to distance
thinking of the fate awaiting my grandparents and ourselves from them.
my parents – and the fate awaiting me as well, if
things didn’t change. Those homes just didn’t fit
the reality of the seniors I knew. I simply couldn’t
imagine them living there and being happy.
“Our society cannot thrive or evolve so long as
Ageism persists. In fact, with the meteoric growth
of the senior population, in a few short years,
we’ll encounter even more problematic situations.”
THE INNOVATOR 4
And that, is Ageism.
I’m proud that this edition of The Innovator is
dedicated to the underhanded and maligning
form of discrimination we so rarely hear about.
There is a large body of evidence and research
proving that our society repudiates aging while
tolerating Ageism. And so it’s not surprising to find
few resources and infrastructures invested in, and
adapted to, seniors in this area and that attitudes
regarding the elderly are painfully slow to change.
To accept this form of discrimination, is a danger
to us all!
Our society cannot thrive or evolve so long as
Ageism persists. In fact, with the meteoric growth
of the senior population, in a few short years, we’ll
encounter even more problematic situations. We
must therefore ACT now and uniformly reject
apathy with regards to aging; we have seen
during Covid, the damage caused by this kind of
permissiveness.
My role as founding president of Groupe Maurice,
therefore takes on even greater meaning today.
Created to meet the wants and needs of seniors
and to grow with them, our residences play an
essential role in finding solutions to counter
Ageism and to provide seniors the life they’re
entitled to.
Frontenac in his famous quote said: “I have no
answer to give your general except through the
mouth of my cannons.” I say the same thing to
you today... except that my cannons, are my prized
residences.
— Luc Maurice
LEGROUPEMAURICE.COM THE INNOVATOR 5
{Â}
UNDERSTANDING
AGEISM
— Means we can fight it more effectively
In the collective unconscious, aging is
often associated with a loss of autonomy,
cognitive decline and fragility. As a result,
certain prejudices may be transformed into
Ageism, meaning discriminatory behaviour
towards seniors.
As a general rule, Ageism is similar to
other forms of discrimination, such as
racism, sexism and homophobia. But there
is one noteworthy difference: in the case
of Ageism, age-based social criteria
result in the attribution of negative
characteristics to an entire group.
Ageism also stigmatizes young
people, even though seniors are the
most frequent targets. However, we
all go through certain periods in our
lives; at one point or another, any of us
could fall victim to Ageism…
THE INNOVATOR 6
When Ageism is driven by hostility, seniors’ rights
are explicitly denied. “This form of Ageism often
involves older workers, who are regarded
as less motivated, less productive and less
effective. Consequently, they have to forego
promotions or professional development
opportunities. In effect, the employer is
shunting them aside as if they no longer had
anything of value to offer,” she adds.
Sophie Éthier, a professor in Université Laval’s
School of Social Work and Criminology and a
researcher affiliated with the Quebec Network for
Aging Research (RQRV), offers this assessment:
Ageism: driven by “It’s paradoxical because recruiters want to
hire workers who have experience, but not too
compassion or hostility? much! When going through a pile of résumés,
How does discrimination against the elderly they look out for when people earned their
typically manifest itself? According to Martine qualifications and tend to rule out candidates
Lagacé, a professor in the Department of based on that sole criterion.” She notes that
Communication at the University of Ottawa and a some employers prefer hiring younger jobseekers
researcher affiliated with the Institut universitaire because they assume that they will remain with the
de gériatrie de Montréal (IUGM), Ageism can take company for longer. “That’s a mistake because
various forms. often the opposite occurs: young people often
want to work for multiple employers so
“We often distinguish between Ageism that they can hone their skills and have more
is driven by compassion or by hostility. In the experience to build up their résumés. But
former case, seniors are regarded as unable older employees would often prefer to finish
to exert the slightest control over their lives. their careers within the same organization,”
They are treated like children and may not be says Prof. Éthier.
allowed to speak up or take action. They are
cared for because it is assumed they cannot When the COVID-19 pandemic began, there were
care for themselves. Yes, the people involved some very unfortunate manifestations of “hostile
may be trying to help, but they are definitely Ageism,” particularly when the expression “boomer
going about it the wrong way if they are remover” started to run rampant on social media.
making decisions on someone’s behalf “Just imagine if a wave of discrimination
without giving him or her an opportunity had overtly focused on another group, such
to provide any input,” says Prof. Lagacé. Even as women, for example. There would have
though people’s intentions may be good and they been an immediate outcry. But seeing as the
may be acting unconsciously, this type of behaviour elderly were the targets, it took a while for
is frequent, particularly in healthcare settings. people to get upset. In our society, Ageism is
LEGROUPEMAURICE.COM THE INNOVATOR 7
?
? ?
?
tolerated, as is the fact that individuals are
attacked and discriminated against due to ?
their age,” Prof. Éthier observes.
What is the source
of Ageism?
Playing a pioneering role in Ageism research is
Robert Neil Butler, an American gerontologist and
?
psychiatrist. In fact, he coined the term “Ageism,”
back in 1969. “Prior to then, researchers
primarily focused on aging-related
pathologies. Things were analyzed from
the perspective of physical problems and
cognitive decline. But Butler was the first to Why is Ageism talked about so seldom? “My
take up the question of age discrimination,” theory is that we stick our heads in the sand
explains Prof. Lagacé. because we don’t want to talk about aging.
But unless we die prematurely, we will all
However, rising awareness of Ageism did not lead be old someday. It’s like we don’t want to
to any significant advances. For example, it was see our future selves,” says Prof. Lagacé. She
not until 2018 that the World Health Organization notes, however, that the baby-boomer generation
launched an anti-Ageism campaign. Meanwhile, is starting to change the status quo by vigorously
companies and institutions took few steps in this protesting age-related discrimination. This will no
regard. doubt help to change our collective perceptions
and will thus stem the tide of stereotypes and
discrimination.
However, seniors do not form a homogenous
bloc. Studies show divisions between various age
groups. For example, 60-year-olds may claim that
70-year-olds are elderly, while 70-year-olds say
that 80-year-olds are elderly.
“It’s probably a protective mechanism. We
tell ourselves we’re not old because we’re well
aware of the highly negative characteristics
that many people ascribe to the elderly.
Consequently, we seek membership in
another social group that is not so stereotyped,
such as young people, for example. That’s all
THE INNOVATOR 8
well and good, but it doesn’t reflect the reality
of aging, with losses as well as gains,” says
Prof. Lagacé.
Denying aging
In a society that places such a high premium on
youth, performance and individualism, it’s not
surprising that we tend to deny aging and tolerate
Ageism. In fact, the phenomenon of Ageism is highly
damaging. “The danger is that individuals
will end up internalizing these stereotypes.
Studies have shown that when a group of
candidates takes a memory test, the mere fact
of mentioning beforehand that the goal is to
measure age-related memory decline means
that the group will do less well than another actually declining, that we’re less alert and
group that is not told that,” explains Prof. Éthier. more rigid in our ways of thinking, or that
we have a hard time feeling at ease with
In psychology, this phenomenon is known as the new technologies. Ultimately, we end up
“stereotype threat.” Prof. Lagacé adds: “We start behaving in such a way that we confirm the
to convince ourselves that our memory is stereotypes,” she adds.
However, stereotypes drastically undermine our
self-esteem, with all the negative consequences
that one might imagine. It boils down to this: to
experience happiness and psychological well-
being, we have to see ourselves as having value. “A
lack of self-confidence can end up destroying
us,” notes Prof. Lagacé. Meanwhile, Prof. Éthier
mentions potentially significant impacts on
physical health: “Individuals may be less
focused on prevention and might not seek
medical follow-up because they claim that
their condition is not serious. If they don’t
take good care of themselves, their health will
suffer.”
LEGROUPEMAURICE.COM THE INNOVATOR 9
Along with Ageism, the phenomenon of negligence
Drawing lessons from the and indifference towards fragile and vulnerable
seniors has come to the fore. “It’s extremely sad
pandemic but these social issues have been discussed so
often in the media that I am optimistic that
The pandemic has effectively divided society things will change. I feel hopeful in that
into two groups: the under-70s and the over-70s.
regard,” says Prof. Lagacé.
Even though the public health authorities had
good intentions and took steps to deal with the The research community has already begun to
emergency, the damage was done. “Some seniors work in collaboration with the government with a
got yelled at by passers-by because they dared view to coming up with different long-term care
to step outside. Some people even mistakenly models involving smaller-scale structures. At the
thought that the elderly were dangerous or same time, this will ensure that seniors are better
contagious!” notes Prof. Éthier. integrated within the community. “Even though
someone may be fragile or vulnerable, they
need to continue feeling like they have a
stake in our society,” says Prof. Lagacé. “If we
keep on talking about these issues and keep on
“Even though someone sounding the alarm, one day we will put an
end to Ageism and give seniors their voices
may be fragile or back again.”
vulnerable, they need
to continue feeling like
they have a stake in our
society ”
MARTINE LAGACÉ
Prof. Lagacé shares the same finding but hopes
that despite everything, we will be able to draw
lessons from this difficult period. “The pandemic
has held up a magnifying glass to a long-
simmering issue. It has shone a harsh light
on social isolation among seniors, along
with underfunded facilities and lapses in
CHSLD. There has been a collective raising
of awareness,” notes Prof. Lagacé.
THE INNOVATOR 10{Â}
AT WHAT AGE ARE
WE CONSIDERED “OLD”?
Officially, one enters “old age” at 65 years. That’s even beyond. This creates a new category of seniors
because it’s the age we usually leave the so- above 80 known as the “fourth age.”
called “working” population to retire. But this is an
arbitrary, administrative standard that has little to In the opinion of Martine Lagacé, it’s not so much a
do with today’s reality. question of biological age, but rather a perception
of aging. For example in some workplaces, if you’re
In fact, according to Professor Sophie Éthier, some 45-50, you’re considered “old.” Basically, we’re old
people may suffer the effects of aging well before in the eyes of others... always seen as someone’s
turning 65 given their situation, living conditions or older someone.
state of health. Nowadays, many people are in full
possession of their faculties until age 75, 80 and
LEGROUPEMAURICE.COM THE INNOVATOR 11{Â}
SENIORS ARE
CHANGING
WITH THE WORLD...
— But is the world changing with them?
Population aging is a global phenomenon. According to a 2017
UN report, the total number of people aged 80 or older is expected
to triple from 137 million to 425 million by 2050. Longer life
expectancy and growing numbers of seniors are causing major
repercussions in all areas worldwide. As a result, longstanding social
and economic structures are being called into question. But will
seniors’ numerical clout mean they will play a more important role
within society? And what about the elderly in other cultures and
countries?
THE INNOVATOR 12organizational structure.” But their role
Access to knowledge eventually changed, primarily due to the adoption
of a more sedentary lifestyle in the 1960s.
Not so long ago, seniors were regarded in many
cultures as a valuable asset essential to social “The elders were the key point of reference for
survival. In their capacity as wise elders, they helped the entire group, the gateway to the community’s
preserve the collective memory; they were also living memory,” adds Ms. Basile. “For example,
consulted on important decisions. In short, their
they were the ones who knew all about
advice was sought because their experience and
knowledge were highly prized. traditional medicine. They literally passed along
the knowledge they held.”
This was especially the case for the Indigenous
peoples. Adéline Basile, a member of the Nowadays, seniors around the world no longer
Ekuanit-shit First Nation (Mingan) and director of have a monopoly on certain kinds of knowledge.
housing and capital assets with the Innu Council “Thanks to the Internet and advances in medical
of Ekuanitshit, Longue-Pointe-de-Mingan in research, their advice is no longer sought and,
Quebec’s Côte-Nord region, offers this explanation: unfortunately, their storehouse of knowledge
“In the past, the elders gathered together to is dwindling,” notes Ms. Basile. All around the
make important decisions. They played a pivotal world, people are embracing modernization
role in the Indigenous community’s collective and enthusiastically adopting new technology.
LEGROUPEMAURICE.COM THE INNOVATOR 13The democratization of knowledge and increased China
access to information technology mean that seniors
are being sidelined. Their recollections, although China’s one-child policy, which remained in effect
clear, are gradually being replaced by computers’ from 1979 to 2015, massively upended the “age
infinite memory capacity. pyramid.” As a result, seniors are taking on roles
they never used to have. For the Chinese state, the
Although aging is unavoidable, we would do well to challenge is huge: while only 25% of the population
consider what roles seniors should expect to play was 50+ in 2010, it is estimated that by 2050,
in society. A quick round-the-world tour will give over half the Chinese population will be that age
us an opportunity to see how various countries are or older. Even though respecting one’s elders has
tackling this challenge, each in its own way. always been part of the national culture, the current
situation is forcing the authorities to take steps to
protect seniors’ well-being. There is even a law on
the books that allows the elderly to claim financial
support from their children. In addition, companies
are required to give employees time off to visit their
parents.
THE INNOVATOR 14Japan is one of the best
societies when it comes
to caring for the elderly.
Japan Robots are also being used more frequently in
Japanese old age homes. In some cases, seniors
Acknowledging the value of seniors has always been receive help with physical exercise or recreational
part of Japan’s ancestral culture. Seniors are widely activities. In other cases, robots provide care or
respected and occupy a key place in the family of assist individuals with mobility problems.
their devoted children. Japan is one of the best
societies when it comes to caring for the elderly. This Artificial intelligence is also revolutionizing
may explain why it has one of the world’s longest life Japanese seniors’ day-to-day lives. Extending its
expectancies. However, this often means a shortage reach, AI is now used to monitor health, in addition
of caregivers. To deal with the challenge of assisting to predicting when people will need help or care and
older people with reduced autonomy, Japan has providing guidance for certain tasks so people can
come up with some innovative solutions, including increase their autonomy.
state-of-the-art technology and robots.
Japan is home to the world’s very first robot nurses
tasked with caring for the elderly—their contribution
has even been recognized by several studies.
Conversational robots and pet robots are designed
to reduce feelings of loneliness, stress and anxiety.
LEGROUPEMAURICE.COM THE INNOVATOR 15India experience is positive, the winds of freedom blow
not only for the children, but for seniors as well.
Respect for elders also has deep roots in Indian
culture, as seen in various symbolic gestures
demonstrating tenderness and consideration. As in
other parts of the world, traditional values tend to Africa
crumble away when “modern values” are adopted.
In African cultures in which the transfer of knowledge
Whereas the concept of extended family was once
and customs is based on the oral tradition, elders
at the heart of Indian society and taking care of the
have long played a key role. However, as public
elderly was seen as a filial duty, more and more
education has become more widespread and as
retirement homes are opening up. Mentalities are
the means of communication have become more
changing, sometimes for the better: in societies
democratic (not to mention the advent of IT),
influenced by the patriarchal family model, the
seniors have gradually relinquished their role as
pressure on children to take care of their parents
bearers of knowledge and guardians of wisdom.
until the end of their lives can be very strong; this is
not always a pleasant experience for all concerned! As young people desert the countryside in the “rural
The availability of a new housing option for seniors exodus,” village elders increasingly find themselves
means that families now have a choice: if the alone and obliged to take on difficult tasks. Since
THE INNOVATOR 16the links between the generations have been broken may be happier and healthier than their ancestors
and programs for the elderly have been slow to once were, but they still fall victim to prejudice and
appear, seniors are often left alone to ponder their often feel “put out to pasture.”
fate. By the looks of things, reconciling traditional
wisdom and the irreversible attraction of modernity Fortunately, more and more people are reflecting
poses a daunting challenge. on the current situation; awareness of these
phenomena has been growing since the pandemic
began. We are now gaining insight into seniors’
important contributions to our society and its
The Western World healthy functioning. In addition, new ideas are
being put forward so the elderly can match
When it comes to seniors’ realities, the COVID-19
their aspirations to their circumstances. Seniors’
crisis has been an eye-opener for Western societies.
residences are a case in point.
All too often, the elderly are devalued and receive
insufficient resources. Seniors are having a difficult
time demonstrating their worth and taking their
rightful place at the table. The stage has been set
for the cruel phenomenon of Ageism, primarily
afflicting Europe and North America. Seniors there
LEGROUPEMAURICE.COM THE INNOVATOR 17Another perspective Prof. Charpentier’s research shows that many
elderly immigrants, particularly women, felt a sense
Immigrants to Western countries can also of liberation when they settled in Canada. “They
provide interesting insight into our perception of get to live in a safe environment, they receive
seniors’ living conditions. “Certain cultures offer a retirement pension and are often freed from
greater recognition for seniors than ours does,” burdensome family responsibilities,” she notes.
acknowledges Michele Charpentier, a professor
“They also have access to health care and economic
in the School of Social Work at the Université du
Québec à Montréal (UQÀM) and holder of the stability. They are no longer dependent on their
Research Chair on Aging and Civic Diversity. “But eldest son, nor are they subject to his authority.”
that doesn’t mean that they are any happier.
Recognition does not always go hand and hand
with services and social protection for seniors,
which are virtually non-existent in many
countries. Yes, many elderly people in those
cultures live with their children, but that does
not mean that they are any better off.”
THE INNOVATOR 18The good news is that, as
a general rule, the elderly
are in the process of When all is said and done, living life to the fullest and
redefining their roles and feeling useful, healthy and safe, regardless of what
age we are, are basic human needs. Regardless of
gaining more autonomy. our culture, gender or religion, regardless of whether
we live in seniors housing, private homes or with our
children, regardless of whether we are rich or poor,
regardless of whether we are healthy or not, we all
Dreaming the same dream dream the same dream: to be self-sufficient and to
live a free and happy life, surrounded by the people
The good news is that, as a general rule, the elderly we love, for as long as we possibly can.
are in the process of redefining their roles and
gaining more autonomy. Not only are they living
longer and healthier lives, but they are also enjoying
better living conditions. Thanks to their growing
numbers and financial resources, not to mention
their ongoing pursuit of happiness, seniors are
gradually changing the status quo by boosting their
influence and finding their place in society—slowly
but surely.
LEGROUPEMAURICE.COM THE INNOVATOR 19{Â
AN AD
CAMPAIGN ...
THE INNOVATOR 20Â} LIKE ... NO OTHER LEGROUPEMAURICE.COM THE INNOVATOR 21
— By Catherine Darlington
ADVERTISING COPYWRITER AT LE GROUPE MAURICE
Le Groupe Maurice’s recent ad campaign
was a milestone for us in many ways.
From its creation to its distribution, we
were all inspired by its cause, its message
and its sophisticated technology. Even
today, the campaign’s impacts continue
to be felt. That’s why we wanted to share
the campaign’s story with you, and tell
you some stories from behind the scenes.
We had some amazing experiences, and it
would be a pity not to share them with you.
I was involved in the entire creative process
behind this campaign, and I want to tell you
about what I saw, heard and felt. Because it
truly was a campaign like no other!
THE INNOVATOR 22As you probably already know, our most recent
TV ad featured the faces of four well-known
personalities whose aging was “sped up” with
But was the idea feasible?
technology to make the public aware that we’ll all Getting the campaign off the ground was a long
be seniors one day. The idea behind this impressive process. In fact, getting from the original idea to the
visual feat was to get people thinking about what launch took more than one year. The idea—to show
might happen to the seniors of tomorrow if we a face as it “ages” to remind us that aging affects
don’t take care of seniors today. Ultimately, we us all—came up in the summer of 2019 during a
wanted to start a movement and get people to brainstorming session on what the company’s
take action and support the cause by donating to next brand message should be. However, the idea
an organization that works with the elderly. was judged to be too technically complex and set
aside—for the time being.
The idea was simple, but this short summary can’t
do justice to all the planning and organization that Then came the COVID-19 pandemic, exacerbating
went into the project. Many people generously existing problems related to the lack of resources
invested their time, talent and energy into this dedicated to seniors. The effects of the pandemic,
project, which concerns a cause that we all care coupled with the legacy of discrimination against
about—the fight against Ageism. the elderly, left seniors facing a dire situation. We
could not stand idly by. Le Groupe Maurice has
always been vocal about these challenges, and we
knew we had to act. The momentum was there, and
we had to seize it. After running several campaigns
in support of Quebec’s seniors since the start of the
crisis, we decided to revisit our idea about aging
faces. The timing was right to create an ad against
Ageism.
But how do we make our idea technically feasible?
Thanks to one of our suppliers, who referred us to
highly talented experts working for a Montréal firm
specializing in special effects, the solution was
found! The technical solution, that is...
LEGROUPEMAURICE.COM THE INNOVATOR 23Choosing the faces
of the campaign
Now we had to decide WHO we were going to ask to
agree to have their face “aged” for the ad campaign.
We wanted to approach well-known and well-liked
personalities who the public would recognize and JEMMY
ECHAQUAN-DUBÉ
feel empathy for. Our goal was to evoke surprise and EMERGING QUEBEC ACTRESS
AND FIRST NATIONS ACTIVIST
curiosity and get people thinking about aging. To
reach out to as many people as possible, we chose
people of different ages, genders and nationalities.
We presented a video illustrating what we wanted to
produce, and very luckily for us, Hélène Bourgeois-
Leclerc, Karl Walcott, Matthieu Proulx and Jemmy
Echaquan-Dubé all said yes! Hélène-Bourgeois
Leclerc was very moved when she watched the
result. “It’s so powerful! I’m in!,” she told us. Matthieu
Proulx told us about his mother’s reaction when he
“I don’t know if it’s
because we’re working
with social distancing
rules, or because I really
care about this campaign,
but I feel nervous.”
MARIE-REINE MATTERA AD CAMPAIGN PHOTOGRAPHER
KARL
WALCOTT
EMERGING QUEBEC ACTOR, KNOWN
FOR HIS ROLES IN X-MEN : APOCALYPSE,
JUNIOR MAJEUR AND DISCTRICT 31.
THE INNOVATOR 24sent her the aging test we did with the image of
his face. Even though she’s normally reserved and
introverted, she cried on the phone because he
looked so much like his grandfather in the image.
We were ecstatic. We never imagined that our
concept could touch people so deeply. From that
point on, we were confident that our message would
resonate with the public.
Filming day
We all felt restless and filled with emotion. Many
months of preparation and hard work had led to this
day. We were all driven by a deep commitment to
deliver our message, and we knew that by creating
MATTHIEU
PROULX
this ad, we were participating in something “bigger”
RDS HOST, VANIER CUP
AND GREY CUP CHAMPION
than all of us. We were mobilized to fight for the
well-being of our seniors!
“I barely slept last night,” the campaign photographer
confided while she prepared her material. “I don’t
know if it’s because we’re working with social
distancing rules, or because I really care about this
campaign, but I feel nervous.”
During the creative process, you go through all sorts
of emotions and have many different experiences—
some amazing, some frustrating. But when you
“Many months of
preparation and hard
work had led to this day.”
CATHERINE DARLINGTON
LEGROUPEMAURICE.COM THE INNOVATOR 25finally see the magic projected onto the screen, it’s remember those words, because it’s such an
easy to forget all the hassles. incredible experience to be able to watch yourself
age, while doing it for a cause that helps other
After two days of intense work filming and people.
photographing our four personalities, we were
exhausted but filled with indescribable joy. I know this because I tried it out too. And I can now
Though we still had to do the editing and add the say that I’m proud to be a future senior!
“aging” special effects, we already felt a sense
of accomplishment for a job well done. The four
personalities perfectly embodied the message
“[...] I tried it out too.
And I can now say that
I’m proud to be a future
senior!”
CATHERINE DARLINGTON
of the campaign and gave us an extraordinary
performance. As she was leaving the studio, Hélène
Bourgeois-Leclerc thanked us from the bottom of
her heart for the amazing experience. I will always
THE INNOVATOR 26LETTERS TO {Â}
THE EDITOR
This message blows me away
because I never felt time going
by and now I’m the elder of
tomorrow.
Le Groupe Maurice’s new advertising — Huguette Labelle
campaign has certainly got lots of tongues Way to go! This campaign made
wagging! We’ve received a ton of comments me realize that as the years go by,
about it, which shows that our message has our wrinkles may get deaper but
the twinkle in our eyes remains
really moved people. Here’s a glimpse into alive and bright... without a
some of the comments that have been firing wrinkle! Bravo Mr. Maurice,
up our social networks in recent months. and your creative team!
— Christiane Dubreuil
fa c e b o o k website Thanks for warning people that
the aging process starts before
A profound truth. Very nice ad. Very eloquent advertising we know it! Your campaign will
Congratulations! message! What a great idea to make people think and should
— Henriette Talbot Lalonde make us aware of the fact that help boost respect for the
we will be the elderly of the elderly! Let’s talk about it!
It should win the Best Ad of the future! — Monique Jacques
Bye Bye 2020. — Chantal Tétreault
— Michelle Lavoie linkedin
The concept behind this ad is
Very nice message: clear, amazing! Like they say, you hit Magnificent! A striking campaign
direct and, above all, realistic. the nail right on the head. We that’s so different from other
Congratulations! industry endeavours! A stroke of
will all be older tomorrow and if
— Latifa Menaouar
genius!
your campaign can put a stop
— Sophia Mouktani
to Ageism, then thank you.
Nice ad, quite thought‑provoking! Congratulations! More and more, communication
— Lise Deschênes P.S. It really makes you think. depends on image and this is a
— Serge Desrochers prime example of the impact it
Very touching ad!
can have (nice job)!
— Charlotte Dubé Thank you, it’s high time that the — Stéphane Mailhot
elderly received some respect,
Just wow !!!!!! played a more integral role in Magnificent! It’s going to make
— Nathalie Laflamme society and had their opinions a lot of people reconsider their
taken seriously. attitudes.
— Louise Harvey — Gérard S.
LEGROUPEMAURICE.COM THE INNOVATOR 27{Â}
CUTTING-
EDGE
ORGANIZATIONS
— For Seniors
Intergénérations Québec
All across Quebec, organizations
The mission of this non-profit organization
are hard at work helping is to foster closer ties between members of
seniors who are living on their different generations with a view to encouraging
own or in some kind of need. the development of a more open, inclusive and
supportive society. It promotes intergenerational
They provide a wide array initiatives that provide training to staff members
of services and undertake and volunteers, in addition to sharing information
initiatives designed to restore in this area.
seniors’ dignity and to reaffirm » intergenerationsquebec . org
their rightful place in society.
Fighting Ageism must occur at
various levels and in all sectors Fondation AGES
of society. That’s why we need This foundation’s mission focuses on three action
organizations that are fully areas: alleviating aging-related conditions by
aware that seniors don’t all providing free locally-based medical or non-medical
services aimed at restoring and maintaining the
have the same resources or the autonomy of seniors experiencing declining health;
ability to age well. Descriptions promoting education in the areas of gerontology
of some of these organizations, and social geriatrics by organizing public talks and
discussion groups involving stakeholders with
backed by the Luc Maurice varying backgrounds; and conducting gerontology
Foundation, are provided below. and geriatric research and sharing the findings.
They deserve our attention… » fondationages . org
and our support.
THE INNOVATOR 28Fondation Institut
de gériatrie de Montréal
In addition to ensuring care maintenance and
quality, this geriatrics foundation conducts research
into health and aging. It also promotes expertise
sharing and seniors’ health. It disseminates the
most up-to-date knowledge of health and aging
Fondation Baluchon by informing the general public about the latest
research-related advances. In addition, it helps
Alzheimer to promote seniors’ and caregivers’ health by
developing a wide range of information tools.
An essential resource for many families, the
Fondation Baluchon Alzheimer offers respite, » figm . ca
support and guidance to caregivers wishing to
ensure that a loved one with Alzheimer’s or a similar
disease can keep on living at home. Since the initial
symptoms of this disease usually occur around Palliative Home-Care
age 73, this organization does a good deal for the
elderly and for the cause of better living. For this Society Foundation
organization, seniors are unique and irreplaceable
This organization seeks to give people with incurable
individuals who deserve assistance drawing on the
or late-stage illnesses an opportunity to remain at
values of compassion and dignity.
home as long as possible in the company of their
» baluchonalzheimer . com loved ones. It offers care, services and support on
a case-by-case basis. It also enables caregivers to
access the help, support, training and information
they need to capably assist someone receiving
palliative or end-of-life care at home. Enabling
the elderly to remain at home while receiving end-
of-life treatments means honouring their wishes,
protecting their basic dignity and taking another
step to end Ageism.
» palliativecaresocietyfoundation . com
LEGROUPEMAURICE.COM THE INNOVATOR 29Little Brothers
Thanks to their 2,050 volunteers, generous donors
and a highly qualified team, Little Brothers offer
kindness, dignity, respect and joy to over 1,000
seniors. Known affectionately as “Elder Friends,”
individuals aged 75 or older who are living on their Un et un font mille
own can count on Little Brothers until the end of
their lives. Founded in France in 1946 and operating In 2016, the number of elderly people (age 65 or
in Quebec since 1962, this acclaimed organization older) accounted for 20% of the population. This
makes a huge difference in the lives of many elderly proportion is expected to reach 30% by 2061. That
people living alone. may seem far off, but it really isn’t, according to
François Grise. His artistic project “Un et un font
» petitsfreres . ca mille” (One Plus One Equals a Thousand) seeks
to give these new “invisible” people a voice in our
society and to ask the working-age population:
how do we want to live when we are old? This
PAS de la rue initiative, which encompasses various inclusive
and innovative projects (including Living Old Cycle,
Upholding the values of inclusion, stability and
Imaginarium, All Inclusive, Habitats, Fountain of
self-worth, this organization welcomes, supports
Youth, and Accolades), hopes to shape a future in
and assists individuals aged 55 and older who are
which we will all look forward to growing old. For
homeless or in highly precarious situations. It offers
further information, please feel free to visit the
street-level help and resources, including a program
organization’s website.
of transitional housing, as well as intake services
and support in its day centre. The goal is to help » un - et - un - font - mille . com
individuals improve their living conditions within
a framework of maximum inclusion, for their well-
being and that of their community. Growing old
in decent living conditions is the least we should
expect.
» pasdelarue . org
THE INNOVATOR 30{Â}
AND US,
WHAT DO
WE DO?
— Fighting Ageism... decisively
Every individual working at Le Groupe
Maurice is committed to fighting Ageism
with words and actions. It’s what motivates
us to excel day after day. And we believe that
by improving our understanding of aging and
the daily lives of seniors, we can help in this
fight against discrimination. After all, this
commitment is part of our company’s DNA.
But how exactly do we put it into action?
While kindness and goodwill towards our
residents have always been a core value at
Le Groupe Maurice, we need to find ways
to embody our commitment in every
decision, every action—and every smile!
LEGROUPEMAURICE.COM THE INNOVATOR 31Giving seniors a voice
We strongly believe that the most effective way of questionnaires. Based on the results, our teams
to fight Ageism is to offer seniors a voice. At Le are able to adapt their practices to better serve our
Groupe Maurice, we offer residents a range of residents. After all, these are THEIR residences and
opportunities to express themselves, whether it’s they should meet THEIR needs!
through newsletters, creative initiatives like Just for
Seniors, our social networks or our resident surveys.
We consider it essential to listen to our residents,
understand how they think and, most importantly, Within our walls
find out if they’re happy in their environment. How
Our residential complexes are designed to be part of
do our residents want to be approached? Cared for?
the solution to Ageism. When Luc Maurice founded
Entertained? What services, facilities and activities
the company, retirement residences were poorly
would they like to see offered at their residence?
designed to meet seniors’ needs for socialization,
Are they happy with the configuration of their
freedom, dignity and security. He wanted to build
apartment? We must answer
living spaces specifically tailored to address these
these questions whenever
needs. The residential complexes we’re familiar with
we’re thinking about
today are the fruit of these efforts.
how to improve our
product. No decision At Le Groupe Maurice,
is made without we offer residents a
taking our residents’ range of opportunities
input into account to express
first. themselves...
To ensure we address
all our residents’ needs
and preferences, we
launched the Client
Experience Program,
which allows residents
to give feedback on
every service offered to
them through a series
THE INNOVATOR 32At Le Groupe Maurice,
all our employees
receive “RÉFLEXE AINÉ”
training on working
COMPL ETE with seniors...
FREEDO M
Our residents are free to do
what they want, when they want.
They are not bound by any obligations. Locations
for the construction of new residences are carefully
chosen to give our residents maximum freedom to S TA F F TR A I N ED TO WO RK
follow their preferred daily routine without having W I TH EL D ERLY RES I D EN TS
to depend on anyone. Built steps away from At Le Groupe Maurice, all our employees receive
various conveniences, the residences are ideally “RÉFLEXE AINÉ” training on working with seniors,
situated to allow residents to get groceries, stop by a concept developed by firm UMANO-stratégies
the pharmacy or go for a bike ride on a sunny day. conseils. As part of the training, employees learn to
address elderly residents respectfully, communicate
A SPACE FOR S O CI ALI Z AT I O N with them as equals and take their individual needs
It is a widely recognized fact that loneliness can into account—for example, if they have sight, hearing
be more harmful to health than many physical or mobility restrictions. This training is delivered
illnesses. To help counter this problem, the with the aim of improving our understanding of the
residences’ recreation staff put together monthly reality of aging, which involves physical changes
activity calendars to encourage all residents but doesn’t necessarily alter a person’s autonomy
to participate and socialize. Activities are also or cognition.
organized in collaboration with organizations from
the community. By making seniors feel valued SA F ETY A N D S EC U RI TY
and included, socialization helps fight the most The space arrangements and furnishings at Le
insidious form of Ageism—low self-esteem and Groupe Maurice residences are also carefully
difficulty accepting one’s own aging. With their chosen with residents’ changing needs in mind.
spacious and welcoming common areas, Le Groupe For example, the floors are built using non-slip
Maurice’s residences are specially designed to materials, there are hardly any staircases at the
encourage social interaction. residences and the corridors are wide enough to
LEGROUPEMAURICE.COM THE INNOVATOR 33allow persons with reduced mobility to easily social initiatives that contribute to its goal of fighting
pass. In addition, common areas are well lit to Ageism. In the past three years, the Foundation has
accommodate residents with impaired vision. been more active on the ground and has helped
No effort is spared when it comes to the safety fund research and organizations that support the
and security of our residents. Our care staff offer cause.
assistance to residents experiencing health
problems, and every apartment is equipped with I N VO LV EMEN T W I TH TH E Q S H G
a security system. For several years, Luc Maurice served as chair of the
board of directors of the Quebec Seniors’ Housing
In summary, every new residence built by Le Group (QSHG). Today, this post is filled by Isabelle
Groupe Maurice is another small victory in the fight Nantais, Le Groupe Maurice’s Vice President Legal
against Ageism! Affairs. The QSHG strives to recruit individuals
from a wide range of fields working in the private
seniors’ residences sector.
Committed to the cause The QSHG represents its member
...
T HE LU C MAU R I C E FO U NDAT I O N residences and advises the
t
government on the current
Le Groupe Maurice has always been committed moy
challenges facing private seniors’
to helping all of Quebec’s seniors, not just those p
homes. Its role also includes
who live at our residences. Through the Luc
supporting members
Maurice Foundation, the company supports
community and
...the QSHG
contributes to improving
professionalism and
service quality in the
private seniors’
residences
sector.
THE INNOVATOR 34through initiatives like training modules
and regional tours to inform them about
the latest regulations on retirement
residences. Through these actions, the
organization contributes to improving
professionalism and service quality in
the private seniors’ residences sector.
COMM U NICAT I O NS
Whether it’s through open letters, blog
posts, press releases or advertising
campaigns, we’re always spreading the
message about the dignity and value of
seniors and the importance
.nous proposons
toutes sortes de Ageism is a complex
yens aux résidents problem that can’t de
pour s’exprimer... solved by a handful of fighting Ageism. Thanks to our influence
of organizations and our credibility, we’re able to educate the
and companies. public about better aging and make people
realize that urgent action is needed. Improving
and expanding resources for the elderly population
is an ongoing challenge, and we’ll continue doing our
part until discrimination against seniors becomes a
thing of the past.
Ageism is a complex problem that can’t be solved
by a handful of organizations and companies. Even
governments can’t do it alone. To make progress in
our fight, we need a concerted effort by a diverse
coalition of stakeholders offering a wide range of
solutions. Attitudes and mentalities have to change,
and that will take time. Step by step, we’ll continue
our efforts until the battle is won and seniors get
the recognition they deserve for everything they’ve
done for our society. It’s the least we can offer them
in return!
LEGROUPEMAURICE.COM THE INNOVATOR 35WHAT “
A senior is someone who
might not see very well
IS AN with their eyes but who
sees clearly with their
heart.
ELDER ”
Charlotte, 10
TO YOU? “
A senior is a grandpa
What do the seniors of tomorrow think of the seniors or a grandma.
of today? We asked some people who have very strong
opinions on the topic: children! Here are their answers to ”
the question: “How do you define a senior?” If you don’t Lou, 5
end up laughing, you’re sure to feel a tugging on your
heartstrings!
“
Seniors don’t always have white hair.
Their hair might be any colour, except
for pink.
”
Romy, 7
THE INNOVATOR 36“
Seniors are
{Â}
“
grandfathers and
A senior is someone
grandmothers who who lives at home by
live together himself.
”
” Juliette, 8
Lou-Simon, 7
“
A senior is someone
who loves us and who
we love too.
”
Édouard, 8
“
A senior is “
someone A senior is the oldest
precious. person in the family.
”
” Arthur, 9
Anaïs, 10
LEGROUPEMAURICE.COM THE INNOVATOR 37“
A senior is
someone who
isn’t very good at
sports.
”
William, 5
“
Seniors are elderly people, but they’re
also grandparents. They’re good people.
”
Victor, 11
“
A senior is
“
someone who
Seniors are quieter people who relax at is a ripe old
home because they already did their work
when they were younger. So they watch
age.
TV or play checkers.
”
”
Lucas, 8
Méliane, 8
THE INNOVATOR 38“
A senior is someone who
really, really loves cooking.
”
Arnaud, 4
“
A senior is an older
person who needs respect
and who deserves to live a
good life.
” “
Arnaud, 9
Seniors have lots of expe-
rience and they can teach
us lots about their past.
”
Romane, 11
“
Seniors are no different from other people. They’re just
older than us. That’s the only difference.
”
Eva, 8
LEGROUPEMAURICE.COM THE INNOVATOR 39LISTENING
TO BETTER
SERVE YOU
— Exceptional resident response!
Conducted last September, the Client
Experience survey evaluated residents’
satisfaction with all services provided by
Le Groupe Maurice. Given that 2020 was
marked by the COVID-19 pandemic, we
were eager to gauge the impact of this
reality on our residents’ satisfaction level.
To everyone’s delight, the results were
4
9 .3 % encouraging! For further information, we
discussed the survey with Joëlle Richard,
Head of Strategy and Client Experience at
OF THE RESIDENTS SAID
THEY WERE SATISFIED
WITH HOW LE GROUPE
MAURICE APPLIED PUBLIC
HEALTH MEASURES Le Groupe Maurice.
handled was included in this year’s survey to see
An unprecedented year how residents felt about how public health rules
Assisted by a firm with expertise in the area of were applied in Le Groupe Maurice residences.
measuring workplace satisfaction, Ms. Richard and
her team put together a series of specific questions “We wanted to ask questions about that issue
designed to assess respondents’ opinions. seeing as it had such an impact on our operations
A section dealing with how the pandemic was in 2020. Due to the pandemic, we were all
THE INNOVATOR 40required to do things differently and usually in
a bit of a hurry. So when we saw the results, we
were relieved. Although we know we didn’t get
unanimous support for the health restrictions
imposed in our residences, we were pleased to
see that most of the residents were not overly
affected.”
Satisfaction with how the
crisis was managed
Special mention
When asked, 94.3% of the residents said they were
satisfied with how Le Groupe Maurice applied “Over 96% of the respondents said they were
public health measures, despite the drastic very happy with the employees’ professionalism
nature of some of them. Meanwhile, 97.8% of and courtesy,” noted Ms. Richard. “We can take
the respondents appreciated the steps taken to pride in that. It shows that, despite a difficult
prevent the virus from spreading in the residences, situation, we continue to make human concerns
including disinfecting doorknobs, handrails and
our top priority.”
elevator buttons.
Interestingly, the satisfaction level concerning the
Nearly 95% of the residents said they were satisfied
general management team was close to 100% in
with Le Groupe Maurice’s communications
and information on how COVID-19 was being most cases! “The thing that pleases me the most
addressed.“We decided to focus our efforts on about this result is that it confirms that there is a
internal communications because they are the deep level of trust between the residents and each
most crucial thing in times of crisis. The survey residence’s management team. In my view, this
results confirm that we were right to place so aspect is essential when it comes to harmonious
much emphasis on this aspect.” community living,” explained Ms. Richard.
The survey results also indicate that the service
satisfaction level remains high or stable. Even
though the public health crisis forced Le Groupe
Maurice to conduct an operating review of almost
all residence-related services, the survey showed
that residents are satisfied with their service quality.
This was especially true in the areas of food, health
care and housekeeping.
LEGROUPEMAURICE.COM THE INNOVATOR 41THE PARTICIPATION
70
RATE WAS NEARLY
%
What’s the plan?
Le Groupe Maurice’s head office, backed by the
teams at each residence, has put together an action
plan that takes into account the survey responses
and the residents’ feedback with a view to
We would be remiss if we did not mention the enhancing their satisfaction with certain practices
satisfaction level (over 96%) with the client and procedures.
service provided by the reception team in each
For example, some chefs could place greater
residence.“The reception teams found themselves
emphasis on how meals are scheduled throughout
in the line of fire. They were called on like never the month (fish, beef and other items) when
before and they came through, day after day,” planning their menus. This important consideration
notes Ms. Richard. ties in with residents’ perceptions of meal variety.
Although taste is a personal matter, our goal is to
A large number of residents took part in this ensure the happiness of as many people as possible.
year’s survey (the participation rate was nearly
70%). In addition, many respondents offered “Asking questions to obtain results is the
personal feedback.“I’m grateful to them,” said easy part. What sets us apart is our ability to
Ms. Richard, “because thanks to their parti- incorporate residents’ voices in our operating
cipation, we can focus on things that enable us model and to adapt to their expectations. Yes,
to enhance their residential community. It’s our listening skills and our understanding of our
essential that they have an opportunity to voice clientele drive our strategy, but the secret still lies
their opinions.” in our ability to deliver.”
We would like to thank the residents for taking part
in the survey and, most importantly, for placing
their trust in us!
THE INNOVATOR 42RACK OF PORK
WITH MAPLE SYRUP
AND FRUIT
CHUTNEY
— Taking pride in consuming locally
Did you know that local products account for 80% to 85% of the
purchases made by our chefs? For years, Le Groupe Maurice has
emphasized
Préparations fresh seasonal local products when putting together
the delicious menus served in its residences. By focusing on local
suppliers, the company is also aware that it is helping to reduce its
environmental footprint. And what could be better than seasonal
food when it comes to taking advantage of the full range of
flavours available?
Alexandre Latour
Chef at
LEGROUPEMAURICE.COM THE INNOVATOR 43Ingredients
Chutney Marinade Rack of pork
• 1 pear, diced • 1 tbsp garlic powder • 1 rack of Quebec pork,
• 1 apple, diced • 1 tbsp onion soup powder approximately 1 kg (2 lbs)
• 50 g dried apricots, diced • 1 tbsp dried oregano • 2 sprigs of rosemary
• 30 g sugar • 1 tbsp paprika • 2 sprigs of thyme
• 50 ml Quebec maple syrup • 30 ml Meaux mustard • 3 cloves of garlic
• 10 ml butter • 100 ml olive oil • 1 chopped onion
• 5 0 ml Quebec maple syrup • 3 new potatoes, quartered
• Salt and pepper to taste • 1 parsnip, cut into round slices
• 1 carrot, cut into round slices
• 3 Quebec asparaguses,
cut into pieces
• 100 ml red wine
THE INNOVATOR 44You can also read
