Reframing Aging: Innovate and Communicate without Ageism Bias

Learn powerful messaging strategies to talk about older people in ways that inspire and resonate, and steer clear of ageism bias.

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If you aim to serve the world’s aging populations, it's worth taking a very careful look for outdated or offensive ageism that may be baked into your marketing and products.

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. You may be using images and phrases that you “think” are positive, but may actually be patronizing to your listeners. 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?

Reframing Aging will help you shift perceptions about the aging journey, ageism and issues important to older people.

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

Join to learn how to:

- 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

Presented by 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.

Hosted by 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.

Event Info

Date & Time 
Thursday, June 4, 2020 - 4:00pm to 5:30pm