Fighting Stereotypes

In a previous post, I mentioned that we need to consider how we name and market our programs for older adults. Recent articles show that many senior centers are changing their names to avoid using aging labels, in order to be more attractive to older adults. I came across a post about a "senior center" called Vitalize! Wellness Centre. This center describes itself as "... a successful aging center that takes a holistic approach to aging by focusing on the tenets of successful aging: physical, intellectual, spiritual, emotional, and vocational wellness."

This aging center does more than just have a catchy name to attract older adults. It successfully makes its programming intriguing and in doing so, it defies any negative stereotypes about programming for seniors. Their lifelong learning classes are called "hungry mind" classes. Concepts used in their marketing video include empowerment, independence, lifelong learning, community, fun, friends, and purpose.
Here is a Youtube video promoting this wellness center:

"Mather's—More Than a Café" is also "thinking outside the box". These cafes are provided by Mather LifeWays, which is a not-for-profit organization. Here is how they describe the cafés:

“Our Cafés are special places where older adults reenergize, explore, connect, and enjoy.

Reenergize by strength training, practicing tai chi, or taking a yoga class.

Explore the world through lifelong learning adventures and taking line-dancing, piano, pottery, chess, and computer classes. Attend book readings and signings as well as important lectures about identity theft and tax laws. Take a day trip to an exciting area event, like Broadway in Chicago!

Connect with neighbors in your community who sharre mutual interests. Gain free access to area information."

Note that this center provides classes, author signings, a place to socialize, a place to meet people with similar interests, and local information about the area. Libraries are currently providing most or all of these activities and services for older adults. We need to develop successful marketing campaigns - like these created by non-profit organizations - to highlight our services for older adults.

What is in a name?

When I started this blog, I wanted to come up with a name that would be short and catchy. I realized that the term "older adults" is more widely accepted - for example the American Library Association has a "Services to Older Adults" page. However, I do not feel that there is a negative association to the word "senior" - at least with members of the "Greatest Generation".

Boomers, on the other hand, may not be happy with the term "senior". Recently I have read several articles that state that Boomers are very sensitive about activities and places that are labeled "senior". Allison Rupp wrote an article in the Casper Star Tribune about the trend for senior centers to change their name to better attract Boomers who are in their 50's. In Butler County Ohio, Tiffany Latta (of Hamilton Journal News) wrote that the local "Senior Citizens, Inc." group had changed their name to "Partners in Prime". The idea was to remove the "senior citizen" label, which may have some negative connotations for some older adults.

This idea was discussed by Dave Schleck in a recent Daily Press article. Mr. Schleck quoted author Chuck Underwood, who is the author of "The Generational Imperative: Understanding Generational Differences in the American Workplace, Marketplace, And Living Room."


Here is Chuck Underwood's list of seven words that one should not use in marketing to Boomers:

• senior
• retiree
• aging
• golden years
• silver years
• mature
• prime time

This is quite a list. We may have to be creative with how we label our programs and how we market them to older adults. I think that "lifelong learning" may be a good term to use to describe library programs for older adults. What do you all think? What terms do you use for older adult programs at your library?

Recent Pew Study of Information Behavior

A new study has recently been released called “Information Searches That Solve Problems: How people use the internet, libraries, and government agencies when they need help”. It was created through a partnership between the University Of Illinois Graduate School Of Library and Information Science and the Pew Internet and American Life Project. The full report in pdf form is here. I have listed below some of the results of the study which relate to older adults and libraries:

Library Use by Age Group

Gen Y (18-30) 62%
Gen X (31-42) 59%
Trailing Boomers (43 – 52) 57%
Leading Boomers (53-61) 46%
Matures (62-71) 42%
After Work (72+) 32%
(p. 10 of report; p. 20 of pdf)

Sarah Houghton-Jan, the LibarianInBlack, commented in a recent blog post that these statistics “… show that library use steadily declines as people age--what can we do about that? Are we neglecting our senior populations once more? Is there an opportunity for added outreach here?”

This data challenges the common view that we are already reaching the older adult demographic and do not need to market library services to this group. I agree with Sarah that we should not neglect our senior population. However, to successfully market library services to this demographic, we need a lot more data. I am very interested in finding out about older adults who do not use the library and finding out why they do not use the library. Also, what services or materials would encourage them to use the library? I hope someone does this type of research. For the 72+ age group, some of the decline in library use may be due to mobility, general health, or transportation issues. That is one reason that I hope that we can use online library services to reach out to homebound seniors in the future. Another possibility is for libraries to partner with local organizations which visit the homebound.

% of adults in each group with internet access
Gen Y (18-30) 91%
Gen X (31-42) 90%
Boomers (43 – 61) 79%
Matures (62-71) 56%
After Work (72+) 29%
(p. 3 of report; p. 13 of pdf)

This report clearly shows the digital divide in internet access between young people and older adults. Older adults do not have internet access through school and since many older adults are retired, they lack access to the internet through their place of work. Another factor is that many older adults have not been trained to use computers or search the internet. Libraries are thus a critical asset for older adults, since libraries not only provide internet access, they many also provide computer training.

Furthermore, even people with internet access often need help in finding information. The report stated that “... Americans on both sides of the digital divide – those with both low-access and high-access to computing -- are equally likely to use the public library for information that helps them address matters and solve problems in their lives – especially those matters that lie in some way within the government domain.” (p. 30 of report; p. 40 of pdf). I would add that finding government information (such as Medicare information and Social Security benefits) is of great concern to many older adults.

The Benefits of E-books for Older Adults

As people age, their vision is not as good as it was. Many people start to struggle to read regular print books, magazines, and newspapers. Ironically, just when they gain the time to read, they find out that there are very few books available to them and some find that their arthritis prevents them from using large print editions.

E-books that can be read on a small e-book reader could be the solution to these problems. I have written an article about this topic over on the Teleread blog. To read my article, please click this link.

Note: Teleread is a "nonpartisan plan to get electronic books and other educational resources into American homes--through a well-stocked national digital library system and small, sharp-screened computers that eventually could sell for under $100 or even $50." The Teleread blog has news & views on e-books, libraries, publishing and related topics.