14. July 2020 - 13:00 till 16:00
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MASTER CLASS: Reframing Aging: Innovate and Communicate without Ageism Bias | Tuesday, 14. July 2020

Hands-on workshop to transform your marcomm with powerful messaging that resonates with older consumers and steers clear of ageism bias.

About this Event

Why You Should Participate

A Reframing Aging approach is essential to shape your brand, grow your company, and connect meaningfully with consumers and stakeholders of all ages.

If you aim to serve the world’s aging populations, it's worth taking a very careful look for outdated or offensive ageism that may be baked into your marketing and products. You may be using images and phrases that you “think” are positive, but may actually be patronizing to your listeners.

Language choices about older people – whether subtle or overt -- often reflect an implicit bias that can adversely impact the way your business communicates with millions of potential customers. For instance:

  • Are your business decisions based on misperceptions about aging and older people?
  • Does your product strategy reflect negative assumptions about the purchasing power, wealth, fashion, technology adoption, lived experiences, and empathy of older people?
  • Do your marketing campaigns use stereotypical narratives and images about older people that can trigger deeply ingrained, and potentially damaging, ways of thinking about aging?
WORKSHOP : Reframing Aging

This Reframing Aging Master Class is a workshop to help you shift your perceptions about the aging journey, ageism and issues important to older people, and incorporate valuable strategies in your business plans.

This proven model, developed by the FrameWorks Institute, draws on anthropology, neuroscience, socio-linguistics, and other behavioral disciplines. The resulting Strategic Frame Analysis® taps into decades of research on how people think and communicate about sweeping social issues.

Participate in this Master Class to examine your marketing/communications and:

  • Identify ageism and dominant misperceptions
  • Avoid words that can derail your messages
  • Encourage openness to new ideas
  • Invite customers to connect with your brand
  • Shape a modern and inclusive view of growing older
Bring your current marketing collateral, pitch decks, and product roadmaps, etc. to this highly-interactive workshop . . . you'll receive direct coaching by expert facilitators to analyze and refine your own materials. You'll also be a sounding board and offer feedback to fellow participants to enhance your own learning as well as build a community of peers. Class size is limited to ensure a deeper engagement with each participant.Who Should Attend
  • Innovators, entrepreneurs, marketers, designers, policymakers, and business leaders interested in expanding their markets or working on ideas that help older people, families, caregivers and communities thrive in the longevity economy.
  • Alrie McNiff Daniels, Senior Communications Officer for Tufts Health Plan Foundation, and a certified FrameWorks Institute Reframing Aging facilitator. Tufts Health Plan Foundation invests in initiatives that improve the health and wellness of the diverse communities we serve; Our vision is to honor and support communities working to be great places to grow up and grow old.
  • Cassy Baptitsa, Director of Communications, City of Boston, who led the creative direction for the City's first Age Strong public awareness campaign that dispels stereotypes about aging
  • Danielle D. Duplin, cofounder and Global Director, AGENCY: Worldwide Innovation for Living Longer and Aging Better; AGENCY is equal parts coworking at CIC, programming, and an international community of innovators to make the aging journey better for all.

*photos courtesy AgeStrong Boston