August 24, 2020

Episode 1:10 Colin Milner on the Move to a “Wellness” versus “Care” Model

30 minutes

As founder of the International Council on Active Aging® (ICAA) and Active Aging Week, and the Journal of Active Aging, Colin is the known in senior living circles as the “guru of wellness.” has been advocating for a new paradigm in aging for more than 30 years. Get an insider’s point of view into top trends in senior living, including a “wellness” versus “care” model, on-demand services, personalization, Covid-19 new normal, and much more!

About Colin

Colin Milner is CEO of the International Council on Active Aging® (ICAA) and founder of the active-aging industry in North America. Milner is also a leading authority on the health and wellbeing of the older adult and has been recognized by the World Economic Forum as one of “the most innovative and influential minds” in the world on aging-related topics. An award-winning writer, Milner has authored more than 300 articles and contributed a chapter to the World Economic Forum book Global Population Ageing: Peril or Promise?

His expertise has been sought by organizations around the world, including the World Health Organization, the White House Conference on Aging, the National Institute on Aging, New Balance and the European Commission. He is the publisher of the Journal on Active Aging and has authored more than 300 articles on fitness, wellness, and the business of healthy aging.

Key Takeaways

The ICAA 7-dimensional wellness model focuses on the ability to understand, accept and act upon the capacity to lead a purpose-filled and engaged life. In doing so, we can embrace our potential within all the areas of Wellness to optimize life's possibilities.

Nearly 60% of ICAA members expect to move to a “wellness” versus “care” model in the next five years. But wellness in many cases has become a marketing mantra. Properties have to be committed to the wellness movement. (An example is a hotel that promotes a full-service spa, only to find a hot tub with a massage room.)

On-demand, more flexible services in senior living is a huge trend. Residents want what they want when they want it. Services have become more personalized across the board, enabled by technology.

There is a huge need to educate the public on the differences between various levels of senior housing options, and to rid the industry of the “nursing home” stigma.

Senior communities come together to celebrate their residents during Active Aging Week October 5-11, 2020. Activities range from nature walks, to hot air balloon rides, to the world's biggest seated exercise class. Register here to become a host site.

The ICAA Virtual Conference, Leadership Summit and Expo October 27-28 and November 5-6, 2020, is a live learning experience. A must-attend for any person or organization embracing opportunities associated with aging well.

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By Nancy Griffin

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