As a postscript to part two of Age-Friendly Canada: Time to Reboot, we leave off here with some general thoughts around brand messaging. The Age-Friendly concept is a growing movement and that is a good thing. Some cities globally, including in Canada, grabbed on to this early on and some more recently, and are largely hosted by local Seniors councils or groups, supported further by municipal and provincial governments. Some communities are still deliberating.
So – Age-Friendly Community. What if you are a citizen, walking the streets of your city or town and you never heard of this phrase before? You don’t know it is a global initiative launched a decade ago. How does it sound when you hear it? How does it relate to you as you actually read about it?
How would you pitch age-friendly?
Considering this WHO initiative, once explained, builds intelligently around eight key themes, as illustrated by a flower petal graphic; how would you pitch it in 50 words or less to someone of any age without any screen shots on an app or notes in your hand to prompt you? How about we start with this version in 49 words:
“An age-friendly city (community) encourages active ageing by optimizing opportunities for health, participation and security in order to enhance quality of life as people age. In practical terms, an age-friendly city adapts its structures and services to be accessible to and inclusive of older people with varying needs and capacities” WHO 2007
Perhaps well said in 17 words – Bernard Isaacs, (leading Gerontology professor in the UK who died twenty years ago in 1995), was once quoted saying; “Design for the young and you exclude the old. Design for the old and you include everyone.” By this, we are to mean of course in this context – community design.
Reshape age-friendly marketing language
The first temptation for many I listen to, who live and breathe the Age-Friendly discussion, is to either get easily lost in the words of this multi-layered concept, and/or in many cases, turn it more into a Seniors-exclusive monologue, making it at first passing, potentially less resonant to that someone of any age.
At second passing, if you look at the well-intentioned messaging on many city Age-Friendly web sites, the tone of the content and the visuals supporting the brand messaging further frame the dialogue with the same Seniors monologue texture. Yet as we know, demographics are shifting, not only at the Boomer cohort level; Gen X for example is now tipping into their early 50’s and well, you know the rest.
If Age-Friendly brand messaging is going to reach more people, then the leaders and thinkers currently dedicated to the dialogue, have to look outwards to include, or at least induce a more direct line of sight to a value conversation for younger cohorts at the life stage they are at currently. A reshape of Age-Friendly marketing language is advantageous at this time – entering its second decade, to reboot the messaging and engage inter-generational voices.
After meeting and talking with people in all age cohorts about Age-Friendly over the past year, I have been encouraged, enough to say that there is more opportunity for moderating forums through stronger, targeted invitation in such a way that it matters to more people of any age.