Elder Planning Counselor Designation Program
Desk Reference Module 4 – Communication
& Other Timely Issues
Contents at a Glance
CHAPTER 1 – The Social Aspects of Aging 11
1 - 1 KEY OBJECTIVE FOR THIS CHAPTER 11
1-1.1 How Will This Objective Be Achieved? 11
1 - 2 INTRODUCTION 11
1-2.1 Social "Age Grading" 12
1 - 3 THE HISTORY OF SOCIAL AGING THEORIES 13
1-3.1 Early Theories 13
1-3.2 Disengagement Theory 13
1-3.3 Activity Theory 14
1-3.4 Continuity Theory 14
1-3.5 Age Stratification Theory 14
1-3.6 Critical Gerontology 15
1-3.7 The Life Course Perspective 15
1-3.8 Key Developments and Challenges 15
1-3.9 Our Approach 16
1 - 4 SOCIAL GERONTOLOGY 17
1 - 5 DEMOGRAPHY AND DEMOGRAPHIC TRENDS 17
1-5.1 The Baby Bust 18
1-5.2 Working Age Population 18
1-5.3 Elders 18
1-5.4 Rural and Urban Split 19
1-5.5 Gender Split 19
1 - 6 FUTURE ECONOMIC HARDSHIPS 19
1 - 7 POPULATION COHORTS 20
1-7.1 Canadian Cohorts 21
1-7.2 Baby Boomers 22
1-7.3 Boomers Life Experiences 22
1-7.4 Social Revolution 23
1-7.5 Life Experiences of Today's Children 24
1 - 8 BOOMER FOCUS 24
1-8.1 The Boomer as Corporate Employee 25
1-8.2 The Boomer as Consumer 25
1-8.3 The Boomer as Conservative 25
1-8.4 The Boomer as Parent 26
1-8.5 Family Structure 27
1 - 9 THE STAGES OF AGING 28
1-9.1 Pre-Retirement Stages 28
1-9.2 Retirement Stages 29
1-9.3 Stage 1: The Honeymoon (or Transition Period) 29
1-9.4 Stage 2: Full Steam Ahead 29
1-9.5 Stage 3: Midcourse Correction (The Sweet Years) 30
1-9.6 Stage 4: Automatic Pilot (The Spiritual Stage) 30
1-9.7 Stage 5: Safe Harbour (and Sunset) 31
1 - 10 EVOLVING ELDER ROLES 31
1-10.1 The Elder as Grandparent 31
1-10.2 The Elder as Retiree 33
1-10.3 The Elder as Employee 34
1-10.4 The Elder as Entrepreneur 36
1-10.5 The Elder as Volunteer 36
1 - 11 SOCIAL CHALLENGES FOR ELDERS 37
1-11.1 The Loss of Financial Independence 38
1-11.2 Other Losses 38
1-11.3 Substance Abuse 38
1-11.4 Depression 39
1-11.5 Recognizing Depression 40
1-11.6 Warning Signs of Elder Depression 40
1-11.7 The Triggers of Depression 41
1-11.8 Elder Suicide 41
1-11.9 Risk Factors 41
1-11.10 Suicide Prevention 42
1 - 12 ELDER MYTHS 43
1-12.1 Men and Women Age the Same Way 43
1-12.2 Elders Have Nothing to Contibute 43
1-12.3 Most Elders Have Some Form of Dementia 44
1-12.4 Physical Activity and Elders Don't Mix 44
1-12.5 Elders Stop Learning 44
1-12.6 Elders Are Lonely and Depressed 44
1-12.7 Elders Are Economically Disadvantaged 45
1-12.8 Elders Are All the Same 45
1-12.9 Summary 45
1 - 13 CHALLENGES OF AN AGING SOCIETY 45
1 - 14 REFERENCES 46
CHAPTER 2 - Communicating With Elders 47
2 - 1 KEY OBJECTIVE FOR THIS CHAPTER 47
2-1.1 How Will This Objective Be Achieved? 47
2 - 2 INTRODUCTION 48
2 - 3 BRAIN SCIENCE 48
2-3.1 How We Communicate 48
2-3.2 Three Levels of Communication 49
2-3.3 Elder Issues 50
2 - 4 PSYCHOLOGICAL CHANGES THAT OCCUR WITH AGING 50
2-4.1 Right-Brain vs. Left-Brain Thinking 51
2-4.2 Appealing to a Listener's Right-Brain 51
2-4.3 Right-Brain Facts 52
2-4.4 Engaging an Elder's Right-Brain 52
2-4.5 Crystallized Thinking vs. Fluid Thinking 53
2 - 5 ADDITIONAL CHALLENGES 54
2-5.1 Emotional and Social Issues 54
2-5.2 Depression 54
2-5.3 Cognitive Challenges 55
2-5.4 Literacy and Language 55
2-5.5 Conversational Challenges 56
2-5.6 Sensory Changes 56
2-5.7 Visual Communication 57
2-5.8 Hearing Issues 58
2-5.9 Out Dated Assumptions 59
2 - 6 SUCCESSFUL COMMUNICATION KEYS 60
2-6.1 Additional Communication Tips 61
2 - 7 PERSONAL COMMUNICATIONS 61
2-7.1 A Two Way Street 62
2-7.2 Key Informants 62
2-7.3 Group Meetings 62
2-7.4 Telephone 63
2-7.5 Television and Video 63
2-7.6 Radio 64
2-7.7 Public Address Systems 64
2-7.8 Non-Verbal Communication 65
2 - 8 PRINT COMMUNICATION 65
2-8.1 Tone 66
2-8.2 Vocabulary 66
2-8.3 Language Level 67
2-8.4 Presentation 67
2-8.5 Structure 67
2-8.6 Testing 67
2-8.7 Effective Design 68
2-8.8 Print Design Checklist 68
2-8.9 Plain Language Checklist 69
2-8.10 Forms 70
2-8.11 Signage 70
2-8.12 Packaging and Labelling 70
2-8.13 Photos 71
2 - 9 AUTOMATED COMMUNICATIONS 71
2-9.1 Telephone Systems 72
2 - 10 COMMUNICATION APPROACHES 72
2 - 11 PRACTICAL APPLICATION 73
2-11.1 Demonstrate That "It's Not About The Money" 73
2-11.2 Maintain Visibility 74
2-11.3 Target Your Materials 75
2-11.4 Keep It Simple 75
2-11.5 Focus on Life Goals 75
2-11.6 Words and Phrases That Work 75
2-11.7 Common Strategies 76
2 - 12 CONCLUSION 79
2 - 13 REFERENCES 81
CHAPTER 3 - Marketing to Elders 83
3 - 1 KEY OBJECTIVE OF THIS CHAPTER 83
3-1.1 How Will This Objective Be Achieved? 83
3 - 2 INTRODUCTION 83
3 - 3 SEGMENTATION WITHIN THE ELDER MARKET 85
3-3.1 Marketing to Diversity 85
3-3.2 "Value Based" Market Segmentation 86
3-3.3 True Blue Believers 87
3-3.4 Hearth & Homemakers 87
3-3.5 Fiscal Conservatives 87
3-3.6 Intense Individualists 87
3-3.7 Active Achievers 88
3-3.8 Liberal Loners 88
3-3.9 In-Charge Intellectuals 88
3-3.10 Woeful Worriers 88
3 - 4 COMMON THEMES 88
3-4.1 Core Values 89
3-4.2 Elder Motivation 90
3-4.3 Autonomy 90
3-4.4 Self-Sufficiency 90
3-4.5 Spiritual or Social Connectivity 90
3-4.6 Altruism 91
3-4.7 Personal Growth and Revitalization 91
3-4.8 Key Creative Words and Phrases 91
3 - 5 ELDER INTERESTS 92
3-5.1 Health and Wellness 92
3-5.2 Personal Finance 93
3-5.3 Spending Time With Grandchildren 94
3 - 6 ELDER MARKETING TIPS 95
3-6.1 Know The Market 95
3-6.2 Stick to the Facts 96
3-6.3 Use Life Stage Marketing 96
3-6.4 Educate the Market 96
3-6.5 Design With the Eyes in Mind 96
3-6.6 Avoid Scare Tactics 97
3-6.7 Watch Your Terminology 97
3-6.8 Demonstrate Your Credibility 97
3-6.9 Remove the Risk 97
3-6.10 Sell Up From the Heart 98
3-6.11 Provide Personalized Attention 98
3-6.12 Tap Into Their Feelings and Emotions 98
3-6.13 Make Them Comfortable 98
3-6.14 Find a Message That Works 99
3-6.15 Accommodate Their Physical Limitations 99
3-6.16 Be Sincere 99
3-6.17 Focus on Value 99
3-6.18 Build Relationships 100
3-6.19 Marketing Checklist 100
3 - 7 RELATIONSHIPS IN THE ELDER MARKET 100
3-7.1 The Benefits of Relationship Marketing 101
3-7.2 Relationship Marketing Tips 101
3-7.3 Dealing With Other Advisors 102
3 - 8 ELDER FRIENDLY MARKETING METHODS 103
3 - 9 DIRECT MAIL 104
3-9.1 The Qualified Mailing List 104
3-9.2 Successive Mailings or “Wave Marketing” 104
3-9.3 The Value of "Repetition Overload" 105
3-9.4 Direct Mailer Design 105
3 - 10 NEWSLETTERS 106
3-10.1 Newsletter Customization 106
3-10.2 E-Newsletters 107
3-10.3 How to Create Excellent E-Newsletters 107
3-10.4 E-Newsletter Frequency 109
3-10.5 Prepare for the Future 109
3 - 11 PRESS RELEASES 110
3-11.1 Press Release Topics 110
3-11.2 How to Write a Press Release 110
3 - 12 BIOGRAPHIES 111
3-12.1 Biography Content 111
3-12.2 Writing a Biography 111
3-12.3 Summary 112
3 - 13 TELEVISION AND RADIO 112
3 - 14 SEMINAR MARKETING 113
3-14.1 Reducing Prospect Fears 114
3-14.2 Seminar Costs 115
3-14.3 Seminar Format and Subject Matter 115
3-14.4 Go Big, or Go Home 116
3-14.5 Take Charge 117
3-14.6 Checklist for Seminar Planning 117
3-14.7 Summary 118
3 - 15 THE INTERNET 118
3-15.1 The Good News 119
3-15.2 Internet Benefits 120
3-15.3 Web Site "Look and Feel" 120
3-15.4 Navigation Tips 121
3-15.5 "Elder Friendly" Email Campaigns 122
3 - 16 OTHER MEDIA 123
3 - 17 DEVELOPING YOUR BUSINESS 123
3-17.1 A Business Plan 123
3-17.2 A Marketing Plan 124
3-17.3 Marketing Materials 124
3-17.4 A Plan for Networking 124
3-17.5 The Perfect Office 124
3-17.6 Over-Respond to Every Situation 125
3-17.7 Don't Delay 125
3-17.8 Take Superb Care of Yourself 125
3-17.9 Market Yourself Shamelessly 125
3-17.10 Tolerate No Distractions 125
3-17.11 Focus on Customer Service 126
3 - 18 VOLUNTEERING 127
3-18.1 Clubs, Charities and Community Organizations 127
3-18.2 Retirement and Nursing Homes 127
3-18.3 Health Care 127
3-18.4 The Benefits of Volunteering 127
3 - 19 OBTAINING ELDER REFERRALS 128
3-19.1 The Hierarchy of Leads 128
3-19.2 The Four Cornerstones 129
3-19.3 Build a Referral Alliance 129
3-19.4 Target Niche Markets 129
3-19.5 Use a Simple Process 130
3-19.6 Ask for the Referral 130
3-19.7 Enabling Referrals 130
3-19.8 When to Ask for a Referral 130
3-19.9 Key Questions to Ask 131
3-19.10 Why Do Some People Refuse to Provide Referrals? 131
3-19.11 After the Referral 131
3 - 20 CONCLUSION 131
3 - 21 REFERENCES 133
CHAPTER 4 - Elder Fraud and Financial Exploitation 135
4 - 1 KEY OBJECTIVE OF THIS CHAPTER 135
4-1.1 How Will These Objectives Be Achieved? 135
4 - 2 FINANCIAL ABUSE 135
4-2.1 Elders at Risk 136
4-2.2 Aging Men Are Victims Too 137
4-2.3 An Equal Opportunity Crime 138
4-2.4 The Perpetrators 138
4 - 3 PROFESSIONAL SCAM ARTISTS 140
4 - 4 WHY ELDERS ARE TARGETED 141
4-4.1 Homeowners 141
4-4.2 Accumulated Wealth 141
4-4.3 Personality Traits 142
4-4.4 Level of Risk 142
4-4.5 Compromised Recall and Memory 142
4-4.6 Vulnerability 143
4-4.7 Accessibility 143
4-4.8 Isolation 143
4-4.9 Health Issues 144
4 - 5 TELEMARKETING FRAUD 144
4 - 6 INTERNET FRAUD 146
4 - 7 MAIL FRAUD 147
4 - 8 DOOR-TO-DOOR FRAUD 148
4 - 9 POPULAR SCAMS 149
4-9.1 The New Best Friend Scam 149
4-9.2 Home Renovation Scams 150
4-9.3 The Grandparent Scam 150
4-9.4 Charitable Giving Schemes 151
4-9.5 Fake Cheque Schemes 151
4-9.6 Credit Card, Credit Repair, and Loan Schemes 152
4-9.7 Investment Schemes 152
4-9.8 Lottery Schemes 153
4-9.9 Prize Promotion Schemes 154
4-9.10 Magazine Promotion Schemes 155
4-9.11 "900" Number Schemes 155
4-9.12 Advance Fee Schemes 155
4-9.13 Pyramid Schemes 156
4-9.14 Nigerian Letter or “419” Fraud 157
4-9.15 “Ponzi” Schemes 158
4-9.16 Identity Theft 158
4-9.17 Recovery Room Schemes 159
4-9.18 Public Utility Scams 159
4-9.19 Anti-Aging Schemes 159
4 - 10 WARNING SIGNS 160
4 - 11 WHY ELDERS DON’T REPORT ABUSE 161
4 - 12 PREVENTING FINANCIAL ABUSE 162
4-12.1 Advice for Family Members 163
4-12.2 Advice for Professionals 163
4-12.3 Telltale Signs 164
4-12.4 Where to Get Help 165
4 - 13 FRAUD AND FINANCIAL EXPLOITATION CONCLUSIONS 165
4 - 14 REFERENCES 167
CHAPTER 5 - Elders and Ethics 169
5 - 1 KEY OBJECTIVE OF THE CHAPTER 169
5-1.1 How Will These Objectives Be Achieved? 169
5 - 2 ETHICS & ELDERS 169
5-2.1 Approaches to Ethics 170
5-2.2 Ethics Can Provide a Moral Map 172
5-2.3 Ethics Can Pinpoint a Disagreement 172
5-2.4 Ethics Doesn’t Give Right Answers 173
5-2.5 Ethics Can Give Several Answers 173
5-2.6 Ethics and People 173
5-2.7 Ethics as Source of Group Strength 173
5-2.8 Good People as Well as Good Actions 173
5-2.9 Searching for the Source of Right and Wrong 174
5-2.10 Are Ethical Statements Objectively True? 174
5 - 3 THE FOUR ETHICAL “ISMS” 174
5-3.1 Moral Realisms 175
5-3.2 Subjectivism 175
5-3.3 Emotivism 176
5-3.4 Presciptivism 176
5 - 4 ORIGIN OF ETHICS 176
5-4.1 Ethics and Ideology 179
5-4.2 Moral Absolutism 179
5-4.3 Moral Relativism 180
5-4.4 Moral Somewhere-In-Between-Ism 180
5-4.5 Ethical Fundamentals 180
5 - 5 ETHICAL DECISION-MAKING AND PROBLEM SOLVING 182
5-5.1 Recognizing a Moral Issue 182
5-5.2 Getting the Facts 182
5-5.3 Evaluating the Alternative Actions from Various Moral Perspectives 182
5-5.4 Making a Decision 183
5-5.5 Act, and Then Reflect on the Decision Later 183
5-5.6 Ethical Problem Solving 183
5 - 6 ETHICS AND MORALITY 183
5-6.1 Moral Judgments 184
5-6.2 Why Should We Care About Ethics and Morality? 185
5 - 7 ETHICS, MORALITY AND VALUES 186
5-7.1 Preferential Values 186
5-7.2 Instrumental Values 186
5-7.3 Intrinsic Values 187
5-7.4 Instrumental versus Intrinsic Values 187
5-7.5 Values – Subjective or Objective? 188
5 - 8 ETHICS AND THE ELDERLY 188
5-8.1 Code of Ethics 189
5-8.2 Common Ethical Issues 189
5-8.3 Five Critical Principles 190
5-8.3 Derivative Rules 194
5 - 9 ETHICS IN BUSINESS 195
5-9.1 Typical Ethical Scenarios In Business 196
5-9.2 The Ten Principles of Business Ethics 197
5-9.3 Ethics in Leadership 199
5-9.4 Ten Myths About Business Ethics 199
5 - 10 COMPANY ETHICS POLICY 200
5-10.1 Purpose 200
5-10.2 Pride 200
5-10.3 Patience 200
5-10.4 Persistence 200
5-10.5 Professional Standards and Codes of Conduct 200
5 - 11 MANAGING ETHICS IN THE WORKPLACE 201
5-11.1 Process 201
5-11.2 Preferred Behaviours 201
5-11.3 Handling Ethical Dilemmas 202
5-11.4 Public Decision-Making 202
5-11.5 Integrated Management Practice 202
5-11.6 Cross-Functional Teams 202
5-11.7 Value Forgiveness 202
5-11.8 Expectation Is Not Perfection 203
5 - 12 ETHICS AND THE FINANCIAL SERVICES INDUSTRY 203
5-12.1 Learn the Products Completely 204
5-12.2 Learn to Communicate Effectively 204
5-12.3 Respect the People You Are Selling to 204
5-12.4 Plan a Marketing Strategy That is Honest and Professional 204
5-12.5 Avoid Product Misrepresentation 204
5 - 13 CODES OF ETHICS FINANCIAL SERVICES 205
5-13.1 CLHIA Consumer Code of Ethics 205
5-13.2 FPSC Code of Ethics - Synopsis of Principles 205
5 - 14 ETHICS AND THE HEALTH CARE FIELD 207
5-14.1 Principle I: Respect for the Dignity of Persons 207
5-14.2 Principle II: Responsible Caring 207
5-14.3 Principle III: Integrity in Relationships 208
5-14.4 Principle IV: Responsibility to Society 208
5-14.5 The CMA Code of Ethics 208
5-14.6 Fundamental Responsibilities 208
5 - 15 ETHICS AND THE REAL ESTATE PROFESSION 209
5-15.1 The CREA Code of Ethics 210
5 - 16 ETHICS AND THE ACCOUNTING PROFESSION 211
5-16.1 Structure of CGA-Canada 211
5-16.2 CGA-Canada Code of Ethical Principles and Rules of Conduct 213
5 - 17 ETHICS AND THE LEGAL PROFESSION 214
5 - 18 PROFESSIONAL ETHICS AND FIDUCIARY RESPONSIBILITY 215
5-18.1 What is a Fiduciary Relationship? 215
5-18.2 Types of Fiduciary Relationships 215
5-18.3 The Creation of Fiduciary Relationships 215