Abstract:

In a program designed to provide information on age stratification & social gerontology to executives & professionals who provide products & services to older people, 119 registrants received training in 4 workshops: retail, advertising, finance, housing, profit/nonprofit interfaces) designed to: (1) increase awareness & knowledge about aging; (2) demonstrate how sociological knowledge can be translated into various occupational spheres; & (3) encourage participants to apply the training in their own work settings. Results of pre- & postprogram questionnaires indicate that: 82% of the Rs had increased awareness of the market potential of older consumers; & 50% had designed or implemented new products, programs, or services for those aged 55+. These findings suggest that training in practical sociology, such as this series on aging, may be highly effective among portions of the business & professional community, not only increasing awareness of the changing demographic profile of U.S. society, but also stimulating development of new goods & services that benefit older people.