Applied Continuity Theory of Normal Aging
This above all; to thine own self be true.
~ William Shakespeare
Aging in Place
The problem with academic fields like Gerontology (and countless others) is the concepts are often so lofty and the language so inaccessible, they become well…oddly enough, “purely academic.” What that means is they are negative, or of no practical relevance having only theoretical interest and little real-world application.
The language of the educated can be a privileged code like in medicine or law, spoken by professionals to other professionals. We’ve all experienced it; “What did he just say?” For example:
Amicus curiae, Latin for “friend of the court.” It is advice formally offered to the court in a brief filed by an entity interested in, but not a party to, the case. That will be $500 please…
My point is this, the professions can leave the rest of us in the dark on some concepts that might actually help us mere mortals. For example, a Gerontological theory derived by Dr. Robert C. Atchley called “Continuity Theory of Normal Aging” is a good one to have a working understanding of because it has wide application.
Translation
Let me translate the theory by offering the definition, and then applying as I see it.
Older adults will make adaptive choices in an attempt to maintain existing internal and external structures. And they do this by using strategies tied to their past.
I like to think of the Theory as CONTINUNITY OF SELF, that is, hanging on to some aspects of who you have always been—an enduring self-concept if you will. When I see boomers wearing high-top Chuck Tayor Converse sneakers, this is a terrific example of Continuity Theory.
Internet Search: Are high top Converse still cool?
They’re going to be trendy for as long as shoes are around.” Making appearances everywhere from city streets to red carpets, high-top Converse fit seamlessly with any and every aesthetic: feminine, masculine, cottagecore, grunge, glam, emo, dark academia, It Girl, punk, indie sleaze — the list is never-ending. Oct 17, 2022
Cool at any age or gender, Chuck Taylors for boomers are meaningful objects from their past (childhood) that are now hip and maintain a semblance of continuity from the past to the present. Internally they feel a warm nostalgia wearing them, externally they are telling the world hey, I’m hip. It works!
What’s Important and Applicable
Aging equates to loss and change, by definition; loss of roles, loss of health or physical capacities, loss of peers, loved ones, colleagues, and other once stable structures in life. Knowing this and understanding older adults will employ strategies from their past (Chuck Taylors) to make adaptive choices to hold on to some unchanging aspect of the self, can be a powerful insight.
Now, can you see why “hanging on to home” (aka Aging in Place) is so important to older adults? Home acts as a form of continuity of self when all else is changing around them—home as self.
Think about being in sales or marketing and you’re wanting to serve this Baby Boomer demographic, who by the way controls MORE than half of the U.S. wealth ($78.1 Trillion). Offering a product or service that takes into consideration The Continuity Theory of Normal Aging is an unfair competitive advantage.
Just a word to the wise, avoid ageism tropes, or selling too much nostalgia. Remember seeing a Dead Head Sticker on a Cadillac should remind you, don’t look back you can never look back.
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Lifetime Artist have a strong Continuity of Self that we can all learn and profit from, and this will be my next Book Topic.
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