ENGAGE MORE OLDER ADULTS IN WELLNESS PROGRAMS

WITH LANGUAGE THAT TARGETS VIEWS OF AGING

This research report explores how tailored messaging about aging can increase older adults’ interest and motivation in joining in wellness-related programming like fitness classes and book clubs.

Researchers examined older adults’ reactions to messages that promoted positive aging; reduced negative views of aging; or emphasized diversity in aging. Their findings provide a roadmap for engaging specific audiences for different types of programming.

IN THIS RESEARCH REPORT, YOU’LL LEARN:
  • how to use messaging to engage a greater percentage of the older adults you serve
  • a relatively low-cost way to potentially impact the wellness behaviors of people
  • how to tailor existing promotional materials to motivate your intended audience

FROM THIS RESEARCH REPORT

"Different age messages may be more effective at increasing motivation for different types of programs."

MESSAGE MATTERS REPORT COVER
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MESSAGE MATTERS:
USING MESSAGES ABOUT AGING TO PROMOTE WELLNESS AMONG OLDER ADULTS