Assignment
As a result of the First National Conference on Aging, the Lincoln Foundation decided to investigate more thoroughly the problems of aging to find out how serious they were. In order to carry out the project, the group asked Dr. D. M. Kramer to give an introductory report on existing conditions. In his report Dr. Kramer indicated that during the first half of the twentieth century Western civilization had developed around a childcentered world, but that in recent years there has been an increased interest in the problems of the aged. The United States, because it has been required by voters to become paternalistic, is gradually assuming responsibility for the care of its aged. 51 52 The consumer As time goes on, the problems of aging become more poignant. In 1850, about 2.6 per cent of the population was 65 years old or more. In 1950 this same age group made up 8.2 per cent of the population and accounted for 12,322,000 persons. It has been estimated that by the year 2000, 13.2 per cent of the population in the United States will be over 65. Even by 1980, 40 per cent of the population is expected to be 45 or more years old. When issues on an election ballot are based on age, they are usually decided in favor of those over 40 years of age because this group comprises the majority of the population. The field of geriatrics is very similar to that of pediatrics simply at the opposite end of the life span.
Although the type of adaptation is different and the medical problems vary considerably, the same basic problem, of making adjustments to new situations that present themselves each day, must be dealt with. Until recent years little had been done to analyze the later years of life, because of their complexity and the difficulty and lack of interest in studying them. A child has many years ahead of him in which to benefit by the efforts expended on him, whereas the mature person has a comparatively short life expectancy. However, if the goal is to "add life to years and not merely years to life," it is an economic and social necessity to examine the later years with considerable care. In the nineteenth century it was relatively common for boys of 16 or 18 to raise families; today, it is quite uncommon. Because many young men and women continue their education for years beyond the period of compulsory education, their economic dependency has been extended. These young people also resent as a burden the dependency of older age groups because it is felt generally that they have little to contribute to society. The problem of aging resolves itself, therefore, into four main issues:
1. How can these older persons be kept economically independent?
2. How can they live near their friends?
3. How can they be kept mentally alert and growing?
4. How can they be protected and cared for so that they will be able to adjust to new situations?
In 1900 the average man lived only one or two years after retirement; today he lives about 10 years. However, only one-third of the Lincoln Foundation 53 people who reach the age of 65 are able to support themselves and are not dependent upon the earnings of others. What is the cause of this? Those who should be retired early because of poor physical condition are often permitted to work until they reach the normal retirement age, whereas many able bodied men are forced to retire as soon as they reach 65. Pensions, social security, and savings are inadequate in most instances to meet the increased cost of living and medical expenses. The decreased value of the dollar is another contributory factor. The average person cannot save enough to support himself after he retires. Psychological aspects of retirement present many problems as well. People who have nothing to live for seem to die prematurely.
Retirement often brings unhappiness because people are forced to change their habits and are frequently separated from their friends. Recent experiments by members of the educational profession in group living and retirement have shown how necessary it is to keep friendship patterns intact. An older person becomes insecure when his confidence in his earning power, physical stamina, and social desirability is shaken. If he can face his problems realistically and seek the best solution to them, he may make a successful adjustment. If not, his anxiety will be expressed in somatic symptoms and apprehension concerning his future. Women fear old age more than men do because of the emphasis in our culture on woman's appearance, attractiveness to the male, and need for security. This fear is accentuated by lack of flexibility or unwillingness to accept changes
Older persons tend to be lonely. They often lack social interest and become self-centered and introspective. They live in the past and find it increasingly difficult to live amicably with others. This type of behavior, found to a lesser extent in children and young adults, is not impossible to overcome. The many medical problems of old age are being handled as a medical specialty to a considerable extent today. Actually, the prevention of chronic disease during the aging years should begin even before the birth of a child. Although physical health is important, to enjoy it one must maintain good mental and emotional health as well. The preventive medical aspects of geriatrics are no different from those of preventive medicine in any other field. They depend upon procedures to obviate chronic disease, early recognition of the condi- 54 The consumer tion, and the securing of adequate, prompt treatment and rehabilitation. In reviewing the various studies made on the problems of the aging, one is impressed with the lack of consideration for prevention of problems found in the aging process. It seemed that all efforts were directed toward extinguishing the fire and none toward preventing it.
QUESTIONS
1 . Why is the study of geriatrics important to marketing executives?
2. A cannery that distributes baby food nationally is planning an advertising campaign emphasizing the reasons why individuals over 65 should eat this food. What do you think of such a campaign? 3. What kind of products will appeal to this older group of individuals in the market?
4. How important is the market of people over 65 to the manufacturers of (a) baked goods; (b) canned foods; (c) beauty preparations; (d) furniture; (e) clothing; (f) houses; (g) shoes; (h) medicine; (i) television sets; (j) watches; (k) typewriters; (1) books; (m) gardening equipment; (n) "do-it-yourself" equipment; (o) automobiles; (p) hardware and paint?
5. What recommendations would you advance as to how we might develop a program to make these older persons more self-sufficient?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.