Age Friendly: Ending Ageism in America is a rallying call to make
the United States a more equitable and just nation in terms of age.
"Age friendliness" means being inclusive towards older people as
workers, consumers, and citizens, something that can't be said to
exist today. The United States and, especially, Big Business, are
notoriously age-unfriendly places, a result of our obsession with
youth. Virtually all aspects of everyday life in America will be
impacted by the doubling or tripling of the number of older people
over the next two decades, more reason to adopt age friendliness as
a cause. Age Friendly shows how large companies are in an ideal
position to address the aging of America and, in the process,
benefit from making their organizations more age friendly. Because
of its economic power and commitment to diversity in the workplace,
Big Business-specifically the Fortune 1000-has the opportunity and
responsibility to take a leadership role in changing the narrative
of aging in America. The book shows that age friendliness offers
the possibility of bridging gaps not just between younger and older
people, but those based on income, class, race, gender, politics,
and geography. More than anything else, Age Friendly presents a
bold and counterintuitive idea-aging is a positive thing for
businesses, individuals, and society as a whole-and we should
embrace it rather than fear it. While ageism is a pervasive force
in America that, like racism and gender discrimination, runs
contrary to our democratic ideals, there is some good news. An age
friendly movement is spreading in America and around the world as a
growing number of cities and towns strive to better meet the needs
of their older residents. Aa well, a concerted effort is being made
to convince Big Business that an intergenerational workforce is in
the best interests of not just older employees but the companies
themselves. Age brings experience, perspective, and wisdom-just the
right skill set for both short- and long-term decision-making. The
aging of America also presents major implications for businesses in
terms of marketing to older consumers. Baby boomers are still the
key to the economy despite marketers' focus on youth, much in part
to their collective wealth and propensity to consume. Age friendly
marketing thus makes much sense due to "the longevity economy,"
i.e., the billions of dollars that older consumers spend each year
and the goldmine that looms in the future as they become an even
bigger percentage of the population. Finally, Age Friendly
discusses how more corporations are pursuing social responsibility
in addition to maximizing profits-an ideal opportunity for
corporations to demonstrate good citizenship by supporting age
friendliness on a local, state, or national level.
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