BOSTON, June 15 (AScribe Newswire) -- As some of the demands that have commanded attention in mid-life recede, baby boomers will have the potential to become a social resource of unprecedented proportions by actively participating in the life of their communities. But will they participate? Compared to their parents' generation, the so-called "Greatest Generation," boomers have done less by every measure of civic engagement, including rates of voting and joining community groups.
This and related questions are examined in a report released today by the Harvard School of Public Health--MetLife Foundation Initiative on Retirement and Civic Engagement. The Report identifies strategies to expand the contributions of boomers to civic life. MetLife Foundation provided $1 million to fund the Initiative.
Based in part on a national conference convened by the Initiative, and commissioned background papers, the Report distills insights of key thinkers on the implications of aging boomers on society and ways to channel their skills and interests to strengthen local communities.
The Report will serve as a planning tool for national, state, and local policymakers and program directors.
The Report also will provide the foundation for a national media campaign being developed by the Harvard School of Public Health to: stimulate a public dialogue about the meaning and purpose of the later years; work with the entertainment and advertising industries to rethink images of aging; encourage journalists to cover aging in new ways; and motivate boomers to volunteer.
"Baby boomers have an important opportunity to redefine aging and the productive role that people can play in later life by becoming involved in our communities,"said Sibyl Jacobson, MetLife Foundation President and CEO. "We are pleased to support this Report, which will stimulate thinking about the impact that boomers can have on our society as they reach retirement and the benefits they will receive from volunteering."
"This Report is a call-to-action for all sectors of society to develop plans for tapping the time, energy, and talents of millions of older boomers to strengthen local communities," said Jay Winsten, Associate Dean of the Harvard School of Public Health and Frank Stanton Director of the School's Center for Health Communication. The Center, which is directing this Initiative, previously created a national media campaign that made the "designated driver" an integral part of American culture.
Key observations in the Report include:
Boomers say they will volunteer, but may need a push.
Given that boomers have been far less civically engaged than the Greatest Generation at every stage to date, it is not clear to what extent they will fill their parents' shoes through volunteer activity in their retirement years. Although close to one-third of boomers say they expect to participate in community service after retirement, there is a difference between intentions and actions, and boomers may need encouragement. Large-scale efforts may be needed to recruit boomers as volunteers.
Contrary to conventional wisdom, more people volunteer in mid-life than in retirement.
Generally, the percentage of people who volunteer reaches a peak in mid-life, not in retirement. Volunteering in this peak period is associated with having more, rather than fewer commitments. However, individuals who do volunteer during their early years of retirement do so with greater frequency than mid-life volunteers. Boomers are likely to continue working longer than their predecessors, and to move gradually towards retirement; if they remain in the workforce longer, they may stay connected to social networks that foster volunteering.
Current language related to aging is obsolete.
Words like "work," "retirement," "volunteer," and language related to aging, may serve as barriers to redefining the meaning and purpose of one's later years. New language, imagery, and stories are needed to help boomers and the general public re-envision the role and value of elders. The entertainment industry, given its role in storytelling across the social spectrum, may be the most promising vehicle for conveying alternative images of aging and portraying individuals of all ages participating in community life. In addition, the advertising industry can play a key role by offering alternatives to the narrow set of existing images that reflect current social attitudes toward aging.
Organizations may need retooling to attract and retain boomer volunteers.
Existing voluntary or charitable institutions may need to be revamped to absorb boomer volunteers and take account of their interests and preferences. Public and private funders should recognize that volunteers are not free; they carry many associated costs. Many local agencies will not have the resources for professional volunteer management, so new mediating institutions, or third parties, may be needed to handle recruitment, training, and referral of boomers. This function will be especially important if boomers, as expected, look for customized volunteer opportunities that match their skills and interests.
Intergenerational programs deserve attention.
Initiatives that bridge the generations should build community by integrating the old with the young, transmitting knowledge and experience to future generations and re-enforcing the value of people of all ages. Studies have found that young people in such programs show measurable improvements in school attendance, attitudes toward school and the future, and attitudes toward elders. Adult volunteers report substantial benefits to themselves: the satisfaction of sharing their experience, feeling useful, and giving back to the community.
MetLife Foundation
MetLife Foundation's work in the area of aging focuses on Alzheimer's disease, mental fitness, civic involvement, and public awareness of age-related issues today. Civic-engagement projects include the National Council on Aging Initiative, which will use new models of volunteer programs to meet the interests of today's retirees and the MetLife Foundation Older Adults Enrich America Community Awards, which celebrate the accomplishments of volunteers age 55 and older. MetLife Foundation also funded the Giving and Volunteering survey series of the Independent Sector, including four special reports on older adults. For more information about the Foundation, please visit the Web site at www.metlife.org.
Center for Health Communication of the Harvard School of Public Health
The Center has created a series of national media campaigns to promote the adoption of healthy behaviors. The Center's National Designated Driver Campaign demonstrated how a new social concept--the designated driver--could be rapidly introduced through mass communication, promoting widespread adoption of a social norm that the driver does not drink. The Center's Harvard Mentoring Project, a national media campaign conducted in collaboration with leading media companies and nonprofit organizations, recruits volunteer mentors for at-risk youth. The Center is planning a national campaign to change public attitudes toward aging and motivate boomers and retirees to engage in community service. More information about the Center is available at www.hsph.harvard.edu/chc.
To receive a copy of "Reinventing Aging: Baby Boomers and Civic Engagement," please contact:
Center for Health Communication
Harvard School of Public Health
677 Huntington Avenue, Suite 329
Boston, MA 02115
Telephone: 617.432.1038
Fax: 617.731.8184 Email: chc@hsph.harvard.edu
The report is also available at www.ReinventingAging.org.
For more information or assistance, please contact:
Terri Mendoza, Harvard School of Public Health, 617.432.1038, tmendoza@hsph.harvard.edu
Caroline Campanelli, MetLife, 212.578.6675, ccampanelli@metlife.com
Media Contact: Terri Mendoza, Harvard School of Public Health,
617.432.1038, tmendoza@hsph.harvard.edu
Caroline Campanelli, MetLife, 212.578.6675,
ccampanelli@metlife.com
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