Colin Milner, Founder and CEO of International Council on Active Aging

Medicine And Technology Advancing At Record Pace, ‘Middle Age’ Extended

Colin is the founder and CEO of the International Council on Active Aging (ICAA). He and his organization are dedicated to changing the way people age by working with professionals in the retirement communities, assisted living, and wellness fields. ‘Wellness’ refers to the expanded focus of health professionals on promoting life and vitality, and not just on avoiding disease. Colin believes the wellness trend will expand in the years ahead.

New Insights About The Body … And Mind

“With so many people in the industrialized world having issues with physical energy levels and depression, science and fitness will begin to look for holistic ways to boast your energy levels,” Colin says. “We’ll begin to look at exercise, diet, and sleep on a personalized level with measured results. The difference from today’s approach is that we will soon look at each of these variables (exercise, diet, and sleep) not as individual variables but as highly intertwined variables that affect each other.” This change in focus will encompass not just the body, but the brain as well.

“One in eight baby boomers is expected to have Alzheimer’s by 2050 and one in five adults over 50 has memory issues,” Colin says. “Just ten hours of the right brain fitness exercises can have a significant and long lasting impact on health care costs and outcomes, according to a report in the ACTIVE study funded by the NIH and published in BMC Health Services Research. “The National Institute on Aging recommends keeping the brain active because mental exercise lowers the risk for developing Alzheimer ’s disease by 47%. The body of evidence linking mental activity to the delay or even prevention of dementia continues to grow. All of which means that preventive measures or brain fitness present a huge opportunity.

“Yes, there are some companies already focused on brain fitness, but we have to do better,” Colin points out, noting that it will take more than scientific studies to induce people to modify their habits. “We have to make brain fitness fun, if it’s going to become part of a true lifestyle change,” he says. “If it’s not fun, people will quit after a short spell, just like they do with a restrictive diet plan. Right now, most of the programs are too rudimentary, too scientific, and too boring! The ICAA’s three preferred providers — LEAF Ltd., Conductorcise, and Cognifit — are doing some very innovative things and I expect to see other companies join them in this very competitive field.”

‘Participation’ vs. ‘Engagement’

Companies which provide services to seniors will need to look beyond traditional approaches to aging, Colin notes. “There is a difference between participation and engagement,” he explains, pointing out that ‘engagement’ will become more important in the years ahead. “The example I always use is my school career. While I was a participant, I was not engaged and my grades suffered. Similarly, it’s not enough for seniors to be enrolled in a health plan’s fitness plan or be just living at a retirement community. People are looking to be fully engaged because they understand that engagement is a key component to being healthy.

“Technology has already changed how we are aging and we are just seeing the tip of the iceberg,” Colin continues. “I think one of the most exciting possibilities rests in 3D Holographic projection. Just like we used to see in the old Star Trek adventures, soon your fitness instructor will be projected into your home to work out with you. The technology is not that far off. Don’t believe me, just check out what Musion Systems Ltd. is doing!”

Effect On Companies

Colin believes that companies which don’t adjust to the new expectations of people entering their retirement years are likely to struggle. “Today’s mature market has very different expectations for how they expect to age,” he says. “The dinosaurs of the last generation — like outdated senior centers and retirement communities — are a complete turnoff. In fact, just string the phase ‘senior center’ in front of most boomers and you’ll see a clear reaction. For example, retirement communities and golf destinations are being replaced by urban, multi-generational settings with proximity to restaurants, shops, gyms and theaters. Simply put, outdated products with obsolete names and terminology must change … or face extinction.”

So how does Colin and his wife, Julie, try to age well? “First, we try to create new experiences. Because I’m on the road so much, I rack up frequent flier miles which we try to put to good use. My wife, kids and I each get to choose one place to travel to for a new adventure, which is important for the brain,” says Colin. “I also try to exercise, with some form of cardio exercise five times a week, while at the same time trying to reduce stress in my life.” Colin continues, “I’m a lucky man. I love my job, I love my wife, and I’m doing something that really contributes to society. What more could I ask for!”

Filed under: Mature Market Experts, Technology, Tom Mann, Uncategorized, assisted living, fitness, health, mature, mature market