It is easier in many ways to promote physical activities to middle-aged and older populations for a variety of reasons, but how well will they listen? If the messages are tailored precisely, they will listen very well, it turns out, despite the generation's somewhat skeptical demeanor.

Many seniors are turning attention to themselves after raising their children. Some may turn to physical activity because of medical advice to ward off chronic disease or for weight control. The effects of heart disease, asthma, diabetes, and a host of other conditions are mitigated by regular physical activity.

Others turn to physical activity to fill time or to engage socially with others after children have left home and there's more free time available. Retirement communities often market themselves as "active communities," advertising golf courses, tennis courts, a menu of aerobics, dance, yoga/pilates, and other classes that enable seniors to be physically and socially active at the same time.

Marketing to baby boomers, the World War II generation, and older seniors is good business. The wave of children born after that global conflict has been the major marketing influence at each age as they have moved through adolescence and the childbearing years of adulthood and now into their retirement years. We are only in the first few years of baby boomer retirement so the bulk of those born during those years have yet to receive their first retirement checks. As this generation marches inexorably towards their "golden" years, business marketing will be increasingly focused on tailoring their pitches to attract this cohort.

In a recent review of research by the American Association of Retired Person (AARP) into marketing to seniors, Colin Milner, CEO of the International Council on Active Aging, recommended that those who wish to market programs, services, etc. to the burgeoing seniors market do their homework first.

"[This] valuable research reinforces the need to do your homework before setting out on a communication campaign aimed at the mature market. Learn how to speak the language of older adults. Encourage them to be physically active four or more days per week at moderate intensity, and focus on your low-hanging fruit: the planners and tryers. Your success could depend on it." - Colin Milner

It is human nature to assertively press for individual choices as we age into the second half of our lives. While marketing gurus typically expect us to make economic choices based on how we identify with one sector or another of the consumer population, we humans self-diversify as we age. It becomes much harder for those who would wish to separate us from our dollars to predict accurately what car we'll buy or what beer we might drink based on our friends' choices. We just don't follow the pack the way we once did.

As boomers age, their marketing clout will be felt throughout the economy, and the fitness and wellness sectors won't be left out. Nearly one quarter of all fitness memberships belong to seniors, and more than 40% of hospital wellness center memberships, according to the International Health, Racquet and Sportsclub Association (IHRSA). Successful marketing to this generation will become a business imperative for many.

AARP's research drilled down to determine what motivates seniors to engage in physical activity and what obstacles block them from participating. The research found broad differences between those who were retired and those who were not, as well as differences between those who are habitual exercisers already and those who are sedentary. According to Milner, "they found big differences in how specific words were interpeted: Exercise was viewed as hard and difficult while physical activity was not." Neither those who exercise not those who do not equated the words "physical activity" with exercise, which many thought was too hard and difficult.

AARP Triumph Triathlon Series Was Early National Model

In 2002, AARP was worried about the Surgeon General’s declaration that more than 60 percent of all adult Americans were overweight or obese, with the 50+ population representing the most sedentary and obese segment of the adult population. Looking at demographic data stating that 80 million people would turn 50 over the following decade, AARP launched the Triumph Classic, a mini (swim-bike-run) triathlon in cities across the country. The series – a 400-meter swim, 20k bike, and 6.2 mile run - grew from six to 15 races in one year, with support from the National Park Service. The final event featured more than 500 senior triathletes competing in a national championship event in - where else? - sunny Florida.

AARP and USA Triathlon, the national governing body for the sport, joined together to offer an 8 week multisport training program that was included as part of the $30 dollar race entry fee to help seniors prepare for the short triathlon event.  The low cost and the AARP’s enormous potential for marketing the events around the country to its very own members. Triathlon has grown so extensively in the United States since then that nearly every race has its own senior “waves,” and special senior events no longer are needed.

SilverSneakers Success

SilverSneakers is a wildly popular physical activity program marketed by Healthways to various group retiree health plans nationwide or for those eligible for Medicare. Healthways is the largest independent global provider of well-being improvement solutions.

SilverSneakers is a multi-modal program that offers a fitness center membership that may be used at any participating fitness center, including YMCAs.  Program benefits include access to fitnessand conditioning classes, exercise equipment,  and customized classes along with online programs for weight loss, smoking cessation, and stress reduction. Participating health insurance companies include the AARP Medicare Supplement, Human, Kaiser Permanente, Bravo Health, some Blue Cross Blue Shield plans and many others. Silver Sneakers targeted the program to seniors to motivate them to make healthier lifestyle choices to reduce future health care costs.  According to the Silver Sneakers website, members have lowered sedentary behaviors by 70 percent with nearly half reporting physical activity at least two days per week.  With more than 40 major health plans across the country participating in the program, the program reaches more than 2 million people at no cost above usual health insurance premiums.

The AARP Triumph Triathlon Series and the SilverSneakers program are both innovative approaches to heighten physical activity among our aging population. There are countless programs and activities marketed to our seniors, a generally skeptical bunch. By doing your homework first and paying close attention to the words and style of the generational leaders, your marketing campaigns are most likely to resonate with your intended new markets.

A newfound - or renewed - commitment to health is a common sentiment each year after the holiday season of sweet treats, calorie-laden cocktails and scarce free time to stick to a fitness routine. Year after year, many people resolve to lose weight, get fit and be healthier, using the turn of a new year as motivation to turn over a new leaf. Many resolutions, made with the best of intentions, are broken almost before the New Year's Eve confetti is cleaned up, and few last until spring.

The keys to lifelong healthy habits include:

• Setting realistic expectations, based on a knowledge of the facts and of your own goals, motivation and lifestyle
• Building physical activity into your daily life and following healthy eating habits
• Understanding that you will have lapses, plateaus and changes of circumstance that need not derail your overall progress
• Knowing where to turn for factual information and personal support

Enjoyable alternatives offer healthy activity

The Physical Activity Guidelines for Americans recommends at least 150 minutes (or 2 hours and 30 minutes) of moderate-to-vigorous physical activity per week. If you're not currently physically active, this might be a great time to return to an activity you loved in the past or to get involved with a team sport. Not competitive? Don't like to run? A dance-based fitness class or yoga might be for you. Don't forget that consulting a certified trainer, exercise physiologist, or medical professional is always an important step before starting a new fitness program.

Cost need not be a concern

Financial constraints also weigh heavy on the minds of many as the new year begins. However, being healthy and fit doesn't require an expensive investment. Body weight training, or exercise that uses the body as resistance instead of equipment, was the most upwardly mobile activity on ACSM's 2013 fitness trends forecast. Body weight training can be done anywhere, including at home, and doesn't require a financial investment.

Beyond being buff - staying healthy throughout life

A desire to be fit isn't all about vanity. The most common diseases plaguing our world today are diseases caused by sedentary lifestyle - like hypertension, diabetes, and cardiovascular disease, among others. Our daily lives are becoming increasingly scheduled around sitting: sitting at work, sitting in the car during long commutes, and sitting in the evening in front of the television. Committing to a healthy lifestyle not only can help you look good and feel good, but can keep the doctor away too.

For further reading on this topic, visit: "New Year, New Fitness Habits."

Physical activity is important for all ages. Our Recommended Guidelines suggest 150 minutes of physical activity per week for adults, and 60 minutes per day for children. Inactivity resulting from increased screen time in this digital age is on the rise, so it is more important than ever to stay active.

Children are active by nature, but busy schedules and sedentary hobbies often make it difficult to engage in recommended activity. Families can help re-light the fire to play by participating in fun physical activities together. Here are a few ideas to get the creative juices flowing.

10 Activites for Families

• Take a family walk after dinner.
  
• During commercial breaks, stand up and have fun family dance breaks.
• Bring your child's favorite movie to life. For example, play your own version or Quidditch or Finding Nemo.
• Make Wednesday "Walk Backawards Wednesday." Challenge your family to walk backwards when walking or playing throughout the house.
• Have an Olympic-themed party in your backyard, complete with active events.
• Create an obstacle course or scavenger hunt.
• Make Sundays "sports day" and highlight a different sport each week.
• Ride bikes at least once a week, weather permitting.
• Go to museums instead of movie theaters for family outings.
• Have children act out their favorite book, TV show or movie.
  

What is your favorite family activity?

Childhood Obesity Awareness Month is just around the corner in September. Visit www.coam-month.org to find out what you can do to change the childhood obesity trend.

Stay Active on Campus

No college student wants to experience the "freshman 15" or the "four-year 40" - both terms for the weight gain that is all too common in the college years. In high school, many students are very physically active through sports and other activities, and they have access to more nutritious meals at home and at school. Learning how to make health and wellness a priority is an important lesson that should be taught during college. Every student should leave college with a lifelong plan for fitness.

Exercise is Medicine on Campus is bridging the gap between health care, fitness and the campus population (students, faculty, and employees) to integrate physical activity into their daily regimen and improve the quality of life on campus. The goal is for all college students to learn proper physical activity habits that they can continue throughout life. Sonoma State University used EIMC's guiding principles to create a video informing the students about campus opportunities to stay active.

Stay Active at the Office

Many adults spend most of their day sitting. A typical office worker will sit while commuting and working, during lunch and breaks, and in the evening upon returning home. In a world with an abundance of sitting opportunities, it is no wonder inactivity is on the rise.

It may be easier to become inactive on the job, but that does not mean there isn't ample opportunity to get moving in the office. So what can you do?

• Take the stairs instead of the elevator.
• Walk, run, take a class, or head to the gym at lunch.
• Get a standing desk, treadmill desk, or exercise ball in lieu of a chair.
• Walk, don't drive, to a favorite lunch spot.
• Stand when talking on the phone.

All of these activities are simple, inexpensive changes that create a healthier work environment. None is easier than increasing how often you walk. People who walk are three times more likely to reach the physical activity guidelines, even if only done 10 minutes at a time. You can easily measure your daily walking by wearing an inexpensive pedometer (often $5 or less). Aim for 8,000 to 10,000 steps per day.

For more information on the benefits of walking, check out Every Body Walk!. I challenge you to walk at least 30 minutes per day. How are you getting your activity in?