Feel Young and Live Life to the Fullest

As we age, it’s important to maintain the zest for life. Ageing healthily includes staying physically healthy as well as maintaining a sense of purpose.

Change is difficult irrespective of what age you are at but elders should continue to rediscover themselves. While growing old you experience many changes including loss of friends, family, health, career, independence and financial support. Most important factor at this time is to understand that sense of loss needs to be balanced with positive ingredients. This will help you age well.

There are many common thoughts that elders have about ageing:

• Old age will bring to me poor health and I will be dependent on others.There are some diseases that are common in older adults but many elders age healthily by eating a healthy diet, exercising and managing stress by looking at positive ingredients in their life in spite of loss of career, friends and family.
•  Memory loss is inevitable part of ageing. This is not true as brain is such an organ that it can be trained and new learning can take place at any age. There are many things that can be done to keep the memory sharp throughout your life.
• Older adults cannot learn new things. This is not true. If you believe in yourself and you set up a positive environment for yourself, you can learn at any age.

Healthy ageing means finding activities that you enjoy. Most important thing is to begin doing something. It could be investing time in a long-neglected hobby, learning something new (playing an instrument, learning a new language), getting involved in your community activities, spend time with nature (gardening, fishing), join a book club, visit a museum; the possibilities are endless and can vary as per your interests. The important thing is to find activities that are both meaningful and enjoyable. Taking time out to nourish your spirit is never wasted.

India ageing faster: Are the national marketers equipped to address this under-served market?

After three decades, the Indian demography will be very different from today. By 2050, the grey population will double. We will essentially see a projected 326% increase in the number of people aged between 60 and 80 by the year 2050 (from the year 2000) and a 700% increase in the number of people older than 80 in India as per the report by UNFPA.

Have the marketers realized this? Post 50 years, they have at least another 20-30 years of life ahead. For 30 years of their lives, they have stayed active, engaged in activities, earned their livings and taken care of their children and suddenly for the rest of the 30 years they have no activities to do. They have nothing to look forward to when they start their day. Every person feels a sense of achievement when they complete a task or a responsibility. We need to involve the elders for them to live with a sense of pride.

There are products and services that cater in specific to children, youngsters, middle aged people, working men, working women, housewives; but are their products that fulfill the need of the elders? We have activity groups for all age brackets but we do not have activity groups for the old age groups. India is ageing rapidly and it is also suggested by experts that in order to keep up with the rapidly graying demographic profile, India must urgently invent new models, essentially to keep seniors active and productive.

Many senior citizens have a lot of enthusiasm and courage to contribute to society and remain active at times of their mild illness as well. They tend to move towards looking out for activities to keep themselves engaged and thereby healthy. There are many different determinants that lead to active ageing such as personal, behavioral, social, economic and health. Some of these cannot be managed by the society but there are some factors that can be helped with, so that the elders can move forward actively.

HelpAge India through its AdvantAge Card program is all set to empower the 50+ by building this group for elders to interact and age by living a meaningful life.

Success so far.....

Conceptualized in January 2012, the program was launched in April 2012. In this short span of 5 months, the program has notched up more than 102,000 members. More than 550 Associates including hospitals, clinics, pharmacies, hotels, travel companies and professionals such as doctors, lawyers as well as retail outlets providing a wide range of goods from apparel to fruits have joined the program.

528 Senior Citizen Associations across 22 states of India have come together using this program platform. 25 offices of HelpAge across India are actively recruiting members and associates. Also, the website has succeeded in drawing in more than 700 volunteers for this program who have begun the work of enrolling members and associates.

In the short duration of five months, the website has already impacted the lives of more than 100,000 members. Today, countless volunteers and associates have joined in a joyous celebration of the program and its principles of Active Ageing.

About the AdvantAge movement

Currently HelpAge India serves the under privileged elderly through various services in the areas of financial assistance and medical help. It also supports grass roots NGOs across India working for the welfare of elderly.

However even the more privileged senior citizens in India need assistance and emotional support. They face problems of shrinking incomes post retirement, consequently reduced consumption, lack of assistance in performing outdoor chores, lack of peer group companionship, avenues for intellectual stimulation, lack of available paid and un-paid occupations and most importantly the crushing loneliness of old age.

HelpAge India is attempting to create an umbrella movement for retirees and those about to retire to address there emotional and physical assistance needs. This movement looks to provide the means to stretch the disposable income by making available a host of discounted product services and facilities. It would provide a social platform to allow the members to interact within the group and also access training, vocational, occupation and other opportunities. 

It's time to celebrate your age...

If you are fifty years or more, come enrol yourself as an AdvantAge Card member and enter  a new world that offers you a range of products and services at prices specially discounted for you! Discover a community of likeminded people to network with and pursue common interests...