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ASA Presents A National Forum on Business and Aging Click here to pre-register for this event America is slowly recovering from the greatest financial crisis since the Great Depression, but our current economy is far from stable. Businesses and organizations acrossall sectors are trying to find marketplace footing while consumers struggle with dwindling paychecks and ongoing layoffs. Business leaders must learn to navigate through these shifting economic seas and the downturn in consumer spending. They must be responsive to older consumers’ attitudes about nearly all aspects of life—from work and play, to health, family and finances. They must be risk-takers whodare to chart a new strategic course inan unpredictable marketplace to effectively serve the growing population of older adults. The National Forum on Business and Aging, led by author/entrepreneur Helen Dennis, will feature an opening session with visionary gerontologist Ken Dychtwald. The Forum also will offer five powerhouse panel sessions—from capitalizing on the aging boom and understanding the attitudes of older consumers to how technology and social media applications intersect in the business marketplace and in elders’ lives.
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10:00 –10:15 AM
Gerontologist and author Ken Dychtwald will offer insight into our current global population shifts and what these mean for businesses and marketers. How will the “age wave” impact the consumer marketplace? Do people now want to live traditional, linear lives, or more flexible, cyclic lives? How does either lifestyle choice affect brand loyalty? Dychtwald will reveal exactly how companies should rethink their product mix, branding, marketing and selling strategies to effectively reach the new generation of “middlescent” adults. He will offer an insider’s list of key marketing lessons—strategies that can be applied across diverse industries. 
Most older Americans are focused on their personal health and well-being, work-life and income management. These are the critical concerns for aging adults who are seeking a higher quality of life. This presentation will offer a grounded perspective on our current economy and its effects on elders, and will provide examples of how companies are successfully reaching today’s elder marketplace. The outlook for the future and how to identify and leverage marketplace opportunities for business growth and prosperity will be discussed. 
1:30-2:30 PM
The new uses of technology in aging are shaping the medical marketplace, the delivery of healthcare and, most importantly, our communities. This session will outline how new technology, applications and trends are changing the way aging consumers access and receive care—and how this creates opportunities for both established and emerging businesses.
From bold, new start-up groups to well-established operations, companies now are bringing bright ideas and new products to market to meet the needs of aging Americans. This panel of business leaders, who are changing lives with their innovative products and services, will discuss how they brought their products to market—and the differences those products are making in the lives of older adults.