Aging used to be simple: People were born, moved through childhood into adolescence and adulthood, through midlife into old age (if they lived that long), and then died. They often established a home, a family and a vocation, before retiring to live out their “declining” years. Today, with 30-plus years added to the life span, a new view of aging has emerged—one filled with anticipation and accomplishment. Standing in the way of optimal aging, however, is that familiar foe: ageism. Whether the older adult is viewed as a burden to family and society or as a “superhero,” unrealistic perceptions of aging can, and do, have a negative impact on the mental and physical health of this population. The media and marketers use fear-based communications to sell “anti-aging” products and services, driving home the message that aging - a natural process in life - is negative and should be fought every step of the way.

The reality is we are all aging. And we all will experience old age, if we’re lucky enough to live that long.

While negative portrayals and messages of aging are common when marketers and the media address the older market, most of the time this population is practically invisible to them. Only five percent of marketing dollars are spent on individuals over age 50. Together with the lack of inclusive, appropriate products, this neglect can make older consumers feel irrelevant, even though they have money to spend.

What the media and marketers miss in all the above is the reality. By addressing the real challenges that older adults face and fulfilling the opportunities they desire for lifelong experiences, you and your organization can significantly impact the self-perception of these consumers and their quality of life, as well as the way others perceive them. To do so requires you and your staff, your organization and your suppliers to become advocates for this consumer group. How? Promote the message and language of autonomy, while fostering a “can do” attitude among customers. You will see a return on this investment in many ways, from consumer loyalty, to increased business, to a positive position in the greater community.

Of course, to achieve the above, you may also need to address perceptions within your organization. Columbia University's International Longevity Center in New York points out four categories of ageism: personal, institutional, intentional and unintentional. Living in an ageist society, we are often unaware of how stereotypes of aging shape our perceptions of older adults. Greater sensitivity begins with increased awareness.

Bottom line, perceptions become reality. The only way to change old perceptions is to create a new reality.

A thought to ponder: What is the societal cost of ageism and exclusion, versus self-empowerment and inclusion?

This Friday, May 17^th is National Bike to Work Day. Here in the Washington, D.C. metropolitan area there are 70 pit stops throughout DC, Maryland, and Virginia. In 2001, only a few hundred participated, but over 12,000 participated last year. I was one of those participants and I had a blast!

Last year, I saw lots of people on bikes and many who typically don’t ride. Bikes, bikes, bikes, everywhere I looked I saw bikes! What a joy!  I met one lady while riding along, asked where she was going and it turned out we were both riding to NIH that day. We chatted the last few miles of our commute together and time just flew by! The commute felt shorter than usual and I really enjoyed getting to know someone new. When we arrived at the NIH campus, we were greeted with coffee, some light snacks, prizes, and music. I can’t think of a better way to start the work day.

Above: NIH Bike to Work Day

One of my friends asked me why I participated in Bike to Work Day, especially if I ride my bike to work every day anyway. So what makes Bike to Work Day special? That is a great question. Although I am committed to riding on most days of the week, not everyone else has the “know how” or the skills yet to try it out. Bike to Work Day is a great way to bring awareness to active commuting. It provides a great way for people to start thinking about alternate modes of transportation. People who are a new cyclists, new to bike commuting, or just want to learn more can check out DC’s Bike to Work website. The website includes some great information on all of the pit stops available in the DC Metro area as well as some ideas about how to get involved. For information on Bike to Work Day in your area, or to arrange your own group, visit the  League of American Bicyclists National Bike Month page.

Riding to work can cause fitness to sneak up on you too! Without even really thinking so much about exercising, commuting by bike, even just a couple days of the week will slowly start to build your fitness. It is a great way to get two things done at once – commute to work and get your physical activity in! Also, riding a bike either for recreation or for commuting automatically engages you in a community no matter where you live, work, or play.

Above: To Bike or Ride?

But beyond all of that, it is just plain fun. Riding bikes is fun. You get to see all sorts of things on your ride that you might not see from your car. What a joy! Once you have your route mapped out and ride it a few times, the bike commute can be as easy as hopping in your car.

Above: My friend and I getting ready for a long ride.

Imagine a commute that includes more bikes than cars. If you can’t imagine it, check out what a morning rush hour in the 4^th largest city in the Netherlands looks like: Bicycle Rush Hour.

Above: You never know what  you will see or who you will meet while out riding your bike.

What are you doing for Bike to Work Day tomorrow? Share your stories!

Did you get in your “Instant Recess” today?  Don’t worry, it will only take 10 minutes and no special equipment or shoes are required. 

Antronette (Toni) Yancey, researcher and professor at the UCLA Fielding School of Public Health was the founder of “Instant Recess” – a “MOVEment of ACTIVE-ists dedicated to making America healthier 10 minutes at a time.”  She believed that exercise could be done in short bursts in workplaces, schools and places of worship and wrote a book about the movement, "Instant Recess: Building a Fit Nation 10 Minutes at a Time." 

Sadly, with her recent passing, the physical activity community lost a tremendous leader.  This week, individuals and communities decided to celebrate Toni’s work by promoting Instant Recess at 4 pm ET on Tuesday, May 7^th.  Individuals were encouraged to rally their colleagues to do a short activity break.  And to make it even easier, Toni and Los Angeles Sparks created an easy, 10 minute session video you can follow.

I was at a President's Council on Fitness, Sports & Nutrition meeting on Tuesday and President’s Council member Donna Richardson Joyner led the Council and the audience in Instant Recess during the meeting.  It was a great way to get up and move and I definitely felt better when the next presentation started.  Toni was also honored at this meeting with a Lifetime Achievement Award, celebrating her commitment and dedication to the promotion of physical activity.

Even if you missed the movement on Tuesday, add it to the calendar today (and every day)!  10 minutes is an easy way to improve your health and productivity.  And, did you know, short bouts of physical activity 10 minutes or longer count toward meeting the Physical Activity Guidelines, which recommend 2.5 hours (150 minutes) of moderate-vigorous physical activity each week.

What are YOU doing to add small amounts of physical activity into your day?