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?

Senior Expos

Jill Webster, from the Nova Scotia Provincial Library, told me about a great way to market your library services to older adults. This group mans a booth promoting library services at local senior expos or 50+ expos. Libraries can showcase their older adult programing, including book discussions, computer classes, art classes, genealogy classes, gardening classes, etc.

Some of the companies providing expos to seniors in Florida include Florida Senior Expo, run by Expo Marketing Inc. and the Senior Fun Fests run by Senior Connection & Mature Lifestyles magazines. One drawback is that the booths are expensive at these events. For example, a booth at a local senior expo in the Tampa bay area costs from $745. to $850. On the bright side, this is for a booth at a large two day expo, which draws approximately 20,000 older adults. Perhaps your local "Friends of the Library" group could provide funds for a booth.

Of course, outreach to older adults can be included in general outreach activities, such as when libraries participate in local festivals and local social service neighborhood events. For example in my area, our library has had a booth at the Apollo Beach Manatee Arts festival and at the Ruskin Tomato festival. This is a much lower cost alternative, since the library may not have to pay for a booth. Costs will include staff time, promotional flyers, and booth decorations. In addition, the library may have to provide a tent and/or a table and chairs for local festivals.

Jill Webster is also a member of the Nova Scotia Working Group on Services to Older Adults, which has a very nice blog called Services for Older Adults in NS Libraries, which is listed on my blogroll.