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New Name and Vision for
Age-Friendly Business®

Professionals in Canada who hold the Certified Senior Advisor (CSA) designation are changing the name of their designation to Certified Professional Consultant on Aging (CPCA)® and more important, changing the way business is conducted with the 50+ population.

"This is an exciting and empowering new development," says Rhonda Latreille, founder of the Age-Friendly Business® Group of Companies. "By purchasing rather than renewing the rights of use for the CSA content, we have the ability to create courses and programs that relate to specific needs for our maturing population in Canada, while at the same time building a distinct and independent identity within a dynamic global initiative."
According to Latreille, "Age-Friendly Business® was inspired by the Age-Friendly City Initiative endorsed by the United Nations and embraced by cities throughout the world." The Age-Friendly Business® vision was introduced at the International Federation on Ageing Conference in Melbourne this May. During her presentation at this conference, Latreille pronounced that "It is now time to ensure that the Age-Friendly City Experience extends beyond municipal infrastructure to embrace all aspects of community life and interaction - especially in business and commercial practices... We believe that people of all ages deserve a place in our communities and businesses where they are welcome, acknowledged, safe and respected - and when this happens - everybody wins."

Certified Professional Consultants on Aging (CPCA)s® are professionals who have taken a comprehensive 24 module course about the health, social, and financial aspects of aging. Dr. John Crawford, VP Education, and a retired professor of Gerontology refers to the curriculum as "Gerontology 101 for business - taking cutting edge research and translating this into best practice for professionals serving the 50+." All CPCAs® must achieve a 75% or higher on a final exam and agree to abide by a rigorous Code of Professional Responsibility overseen by an independent Board of Standards. Since the beginning of 2004 in Canada, 3000 professionals have taken the CSA now CPCA training.

In closing, Ms. Latreille affirms, "Our new logo - a purple wave (representing the age wave) is becoming a symbol of service excellence for the 50+ market. Everyone has a role to play in protection of the public - companies, regulators, independent professionals and educators - and we all must begin to work together to rally around our shared objectives. We believe that with our Age-Friendly Business® educational programs, with increased awareness, and with a will to make a difference, a history of age-discrimination and one-size fits all service is becoming a thing of the past."

"I have attended far too many workshops, seminars and conferences to mention in my 20 year career, but I have never been so honoured to have been part of a workshop as I now am after being here for the last three days. The information was invaluable, the presenters unsurpassed and the hearts behind it all have truly changed my life forever."
Aaron Ruston

"I highly recommend this course. It is stimulating and thought provoking. The people running the course are first rate, they have integrity. The course has changed my views in several areas, not an easy thing."
Randy Wright

"The key ingredient that stands out with the leaders of this organization is their passion and enthusiasm. They have prepared my mind for senior advocacy."
Garry Toy

"I am very impressed with the content and of the material covered through this course. The presentations were exceptional. I am delighted to be associated with this academy/organization."
Rhonda MacKenzie

"Bravo! Your enthusiasm, passion and commitment are delicious!"

"This course was definitely a life altering experience, and I thank you for giving me the opportunity to be part of such a great organization."
Mike Langlois

"Thank you for the opportunity to learn and share my values with your organization."
Kathy Ajas

"This has to be the best organized course I have ever taken. I really appreciated the 10 min breaks every 50 minutes."
Gerry Rochon