10 Questions with

November 2004
Journal of Financial Planning;Nov2004, Vol. 17 Issue 11, p12
Academic Journal
This article interviews William D. Novelli, CEO of the American Association of Retired Persons (AARP). His personal goal was to make some important contributions to helping solve major social problems. That goal steered him in the direction of social change, and that is really what social marketing is all about. Regarding the effectiveness of social marketing, he says it has been applied all around the world, with good success. He has personally been involved in applying it to programs for family planning, diet, and nutrition, reproductive health, infant survival, and pay increases for educators. Marketing is a terrific discipline to apply to social change, but marketing is not even broad enough. The social impact agenda of AARP includes economic security, health and supportive services, livable communities, global aging, and access to information. In economic security, AARP thinks it is vital that older people accumulate adequate retirement assets and that they manage their financial decisions better. The agenda calls for all people to have affordable coverage for and access to quality health care and supportive services. AARP is also calling for nations around the globe to exchange experiences and best practices on global aging issues in order to strengthen policies as a means of economic security and quality of life for all.


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