MODULE 4 DESCRIPTION – Communication & Other Timely Issues 

Chapter 1 – The Social Aspects of Aging 

The EPC will learn and describe how the various age cohorts will play a major part in the future shaping of Canada’s aging population, by affecting the social and economic experiences of the elder that will shape how Canada ages. 

The EPC will work more effectively with their elder clients and prospects by using the knowledge that they have acquired in their study of Gerontology, Aging Theories, Family Structures, Changes and Losses in Later Life, and Future Challenges. 

Chapter 2 – Communicating with the 50+ Ages 

The principles of effective communication apply to all ages. However, the way that we think and process information changes as we mature. To reach the elder listener with a message that will resonate, it is important to understand four key elements that the communicator must possess in order to ensure that the listener understands the message:

• Recognizing the role that emotion plays in how the elder processes information and makes decisions

• Learning how to effectively reach the listener’s ‘hot buttons’ by understanding their issues

• Being able to effectively ‘tell your story’ in a way that will not only get your point across but be positioned to move your listener to action.

This chapter will provide you with an outline of the skills to allow you to become an effective communicator with elders.  

A common trait among successful people is their ability to be an effective communicator. This is no different when dealing with the elder population.  

The EPC will cover topics such as stressing communication skills and how to listen and respond to the needs of elders with verbal, technological, and print mediums.  

Chapter 3 – Marketing to Our Aging Society 

The EPC will learn why the elder market will be ‘the market’ of the future to work in, regardless of what services or products they offer. When they begin to work in this market, only then will they experience growth in this segment of their client base.  

Factors such as demographics and future trends will be looked at in detail, in terms that the EPC can understand and appreciate. This chapter will challenge the EPC to look at their own business structure and see if it will meet the future needs of the elder generations. Various methods of distribution such as direct mail, referrals and the Internet will be studied with the intent of future utilization in dealing with this increasing segment of the population.  

The participant will also be introduced to the art of seminar selling in order to generate many results and cut back on the number of one-on-one interviews that otherwise would be required to close the same amount of sales. 

Chapter 4 – Elder Fraud, Abuse & Ethics 

Con artists tend to focus their attention on the most vulnerable members of a society.  Elders who are isolated socially, who have financial challenges, or whose health is failing make excellent targets.  This chapter is designed to provide a quick primer on elder Elder Fraud and offer some suggestions on how to defend against it.

More often than not, the best defence is to simply live by the following motto: “If it sounds too good to be true, it probably is!”

Ethics and codes of ethics are largely concerned with protecting the weakest members of society.  Without ethics and codes of ethics, it would be relatively easy for the strong and the able to take advantage of the poor, the disabled, the cognitively challenged - and the elderly!  For the elderly, a discussion of ethics is not merely an academic ercise - it is vital to their well-being.  They need to know that the people they encounter with regularity (e.g., medical professionals, accountants, lawyers, sales men, financial planners, etc.) are going to act with their best interests in mind. 

The following material will provide you with a solid working knowledge of ethics and their social importance.

Chapter 5 – Putting It All Into Perspective 

The Canadian Initiative for Elder Planning Studies (CIEPS) has endeavored to provide you, the student with some knowledge that will not only provide some invaluable insight into the elder population, but also enhance your relationship within your community and the people with whom you do business.  

The time that you have spent to achieve your Elder Planning Counselor designation will ultimately be part of your value-added proposition that you can pass on to the elders that you interact with. 

This designation is about people helping people. It is about helping you to proactively position your practices or businesses to make them even more ‘elder friendly.’ The EPC designation program that you have just completed has used some traditional approaches and strategies as we studied in our aging society, and the impact that it will have on our futures.   

Even with this said you have just begun an ongoing process—one that will require you to keep on top of changing times and future visions.  

Elders have a completely different set of issues, concerns, and values that need to be understood and appreciated as a total package. Any concerns can be solved appropriately if they are effectively addressed.  

Our elder citizens or elders are an invaluable source of experience and knowledge for younger generations. They are the heart of the family and the foundation of your communities.

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