IT’S US, NOT THEM.

IT’S US, NOT THEM. Older adults are not a special-interest group. In fact, we all are aging; and we all should hope to become older adults. Though the advantages of embracing “aging” as an all-inclusive process that we all experience resonates with an ever-increasing segment of society, further enlightenment is required for a few professional sectors still lost in the dark ages.

WITHIN ACADEMIA AND MEDICINE. In academia and medicine, the approach that seems most reasonable is the one put forth by Dr. Robert N. Butler in his book The Longevity Revolution. “I favor an academic specialty of geriatrics rather than a practice specialty. ... All doctors should have a basic training and knowledge to care for older adults.” This addresses the practicality of growing old rather than the stereotypes, and does not perpetuate the misconception that aging is an illness.

WITHIN THE WORKFORCE. More than simply repurposing them as greeters and publicity hires, many businesses now recognize the value of recruiting and retaining older employees for their experience, mentorship and exemplary productivity. It’s a maturing trend, one that hopefully will be validated by a positive impact on the bottom line.

WITHIN NEWS MEDIA. Media outlets are heading in the right direction. Local “senior” tabloids are expanding content to include news, entertainment and healthy living sections to balance the plethora of medical supply, aging services and estate planning advertorials.

One local television station produces a series titled “Sensational Seniors.” In fact Eskaton residents have been profiled on multiple occasions -- an artist, a model ship builder, a marathoner and a MENSA member, among others. With Eskaton’s encouragement and the station’s best of intentions, the stories focus on what these sensational older adults are doing, not what they’ve done.

Also notable, The Sacramento Bee, which regularly covers issues related to the aging process (independent living, remote caregiving, assistive technologies) assigns one of its premier staff writers, Anita Creamer, to such stories. Better still, The Bee often features the pieces on the front page of the Sunday edition for readers of all ages to appreciate.

WITHIN ADVERTISING AND ENTERTAINMENT. Stereotypes in advertising, marketing and entertainment are fading as well. These industries are more responsive than most to follow the dollar. It is becoming increasing clear that older adults, and particularly the 78 million Boomers, buy as much or more stuff than any age group, and have as much or more time to watch TV and see films.

WITHIN POLITICS. The California State Assembly has a standing committee, Aging & Long-term Care. In the State Senate, Aging & Long-term Care is a Health subcommittee. Neither body is particularly aggressive with attempting to expand in scope or authority. And certainly their subordinated influence hardly reflects the vast real-world impact their designations suggest.

Sooner rather than later the Legislature needs to acknowledge the broader context of “aging” concerns and either upgrade the stature of these committees or, perhaps more appropriately, intentionally integrate their agendas into those of the multiple other committees with influence over these issues.

WITHIN PUBLIC OPINION POLLING. For starters, it would good to scrutinize the intentions and survey instruments for public attitude surveys about aging. More emphasis needs to be placed on the interpretation and eventual application of the findings. Too often the wrong questions are asked and wrong people surveyed; and then the answers become the basis for bad decisions and flawed initiatives.

Polls should be our servants, not our masters. For example, it does not make sense to ask healthy middle-aged adults whether they desire to live in an older adult community or age-in-place. Better to ask them when their circumstances -- age, health, access to caregivers, etc. -- are more applicable. Or, to really hammer this point home, ask us, the individuals currently residing in older adult communities whether they aspired to this lifestyle when they were younger and healthy. And, besides, as any ambitious public relations professional up to the challenge will encourage: Public opinion is malleable and can be influenced by campaigns based on goals that represent the public interest.

WITHIN CONFERENCES. The laggards in the us-not-them movement, ironically, are the very organizations and conference planners who represent older adults. Workshop presenters and panels of authorities routinely offer their keen insights on what older adults need today and will want in the future. Yet, with one quick glance around the room -- at attendees and presenters -- it becomes painfully evident that the subjects of these insights are not represented. Yet they are accessible and certainly not lacking of opinions ... and no doubt would agree that information is best when it comes “straight from the horse’s mouth.”

WITHIN OURSELVES. Call it indifference, condescension, denial or any other aspect of ageism, but characterizing older adults as “them” is at very least counterintuitive.  As The Beatles so profoundly suggested, “We are you and you are we and we are all together.”  This spirit of inclusivity is something for everyone who is aging -- for us -- to embrace in anticipation rather than hindsight.