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Give Aging a New Voice

Give aging a new voice - one that reflects what today's older adults have to say! More than ever before, older Americans are working longer, trying new things and engaging in their communities. They're taking charge, striving for wellness, focusing on independence and advocating for themselves and others.


Today is National Senior Citizens Day and Aging Is Changing

August 21 is National Senior Citizens Day — a day to honor seniors and celebrate their achievements.

In 1988, President Ronald Regan proclaimed the observance, saying: "For all they have achieved throughout life and for all they continue to accomplish, we owe older citizens our thanks and a heartfelt salute. We can best demonstrate our gratitude and esteem by making sure that our communities are good places in which to mature and grow older."


Star Tribune Article Features Ecumen’s Efforts To Change the Language of Aging

So much of the terminology around growing old carries negative connotations, and Baby Boomers are pushing back with a “war on words.”  Star Tribune reporter Jackie Crosby examines how the huge economic power of older adults is making marketers take greater care in how they characterize aging.

Crosby’s story begins with Ecumen CEO Katherine Roberts candidly discussing the difficulty of purging the offensive words – because changing the words is really about changing culture.