The Encore Generation
Baby Boomers in their 50′s and 60′s do not really envision themselves becoming “seniors.” Yet, the reality is that a huge cohort is aging and that generation is starting to reinvent how they want to live their “golden years.”
What may be acceptable to the “builder generation” born prior to 1945 will not get traction with boomers. Encore careers, wellness and fitness, world travel, cultural enrichment, creative artistic pursuits, and hip gathering places will have more appeal than bingo, line dancing and AARP safety classes.
So what does this mean for existing senior centers trying to plan for the future? Here are some of my suggestions to bridge the gap:
General – Activities designed for emerging, “50+ or better” citizens should focus on intellectual stimulation, personal growth, and enhanced quality of life. In places like Saratoga, CA they need to be culturally and linguistically diverse. They should focus on the “customer experience”rather than just programs or facilities. They will expand their market to serve the “sandwich generation” (the adult children of seniors) with information and clearing house functions.
There is also a trend among many people as they age to want to “make a difference”, to find deeper meaning and satisfaction in life, beyond just making a living and focusing on their own desires. Many want to make a contribution and leave a legacy (perhaps through volunteer efforts; tutoring young people; using the wisdom and skills developed over a lifetime; or endowments to causes they support). If needs are clearly identified, this inclination can be harnessed for the common good of the entire community.
Organization – It is likely that those giving direction to future senior enterprises will have a more collaborative ethos rather than managing a separate, independent hierarchical organization. They will need to nurture strategic partnerships with fitness corporations, health care providers, retirement communities, libraries, governmental agencies and educational institution. They will be more like aggregators, clearing houses and advocates rather than institutions. Visioncasting, networking, tact and finely honed social skills will be used to attract younger, “50+ or better” participants while serving all ages.
Programs – They will be more inclusive, comprehensive and innovative. I expect there will be greater program emphasis on wellness and health promotion; celebration the exploration of our creative selves; lifelong learning and arts. They will include inter-generational activities for all ages and abilities rather than segregating and marginalizing older people into age-defined, social ghettos.
Technology is changing very fast and computer programs will be dynamic and offer assistance in acquiring the latest set of skills. e.g., computer social networking, webcams, games, shopping, podcasting, downloading music, information seeking, blogging, digital photography, film making, etc.
Facilities – “emerging mature adults” (can’t use that word “seniors”) will prefer contemporary, hip facilities that are new, remodeled or redecorated into warm, inviting, ageless environments. The abhorrence of dated, institutional “senior centers” also means that non-center activities will become more important, with an emphasis on “services beyond the walls”. Multi-site activities will become the norm.
Think of the impact digital readers such as Amazon’s Kindle will eventually have on single purpose facilities like libraries. Libraries in the future may be remodeled to be used more for multi-use gathering places than for actual book storage, as we transition at lightning speed into the digital age. Social gathering places such as an Internet Cafe or Genius Bar will become magnets.
Identity – We will stop using the name “senior center”. Think instead of names that offer a positive vision and identity: Encore; Cultural Enrichment Center; Multi-generation Center; Active Adult Center; Prime Time; Cyber Cafe.
I believe I am thinking younger as I am getting older. I cannot stop the clock, but I can look forward to embrace exciting new transitions.
