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AvivaSA’s CSR Project called “Live Life to the Fullest at Every Age”

AvivaSa shared the results of the “Visions and Realities of Old
Age in Turkey” research, which was the first step of its corporate
social responsibility (CSR) project called “Live Life to the Full-
est at Every Age”. The research was conducted in cooperation
with YADA Foundation (Foundation About Life) to represent the
perceptions of Turkey. The results indicated that “Turkey is not
ready to get old” and “There is a highly negative perception of
old age and old people.” The company also announced that they
launched a portal with the same title of “Live Life to the Fullest
at Every Age” CSR project.

AvivaSa, a subsidiary of Aviva and market leader in Turkey, in-
itiated the CRS Project called “Live Life to the Fullest at Every
Age” with “Visions and Realities of Old Age in Turkey” research,
which was a first in Turkey.

Conducted in cooperation with YADA Foundation and under the group of 50 and 65+, this age group (35-49) are more optimistic
consultancy of Assoc. Prof.Dr. Özgün Arun, faculty member at about the fact that old people can do other things on the list. Age
the Department of Gerontology of Akdeniz University; the re- groups over 50 are stricter about seeing old people doing those
search revealed striking results, which were made public during things. Nearly all of those activities are regarded as more inap-
a press conference. The research was done through surveys in 12 propriate for old women than old men. Attending courses and
cities with 2400 people representing Turkey half of whom were certificate programs is the only activity that is regarded more ap-
younger than 65 and half of whom were older than 65. The strik- propriate for old women compared to old men. Research results
ing results of the survey can be summarized in two facts: “Turkey indicate that the roles cast for old people by the society are highly
is not ready to get old” and “We have a highly negative percep- limited. On the other hand, survey participants who are older than
tion of old age and old people.” 64 are the strictest age group and believe that those activities are
certainly not appropriate for old people. This indicates that old
Turkish people’s perceptions of old age and old people are people are more negative about old age than other participants.
negative
According to the question which was asked to understand whether
the participants were subject to any discrimination due to their
Perceptions of ageing and old people are highly negative in Tur- ages, participants older than 64 were subject to discrimination
key. More than half of the notions that came to the minds of more than other age groups. More of them said “Yes” to the fol-
participants when they thought about old age and old people were lowing phrases compared to the participants from the age group
negative. Only 25% of notions about ageing were positive and of 50-64: “I was subject to discrimination or maltreatment” and
23% were neutral, while 27% of notions about old people were “I had to quit my job due to the discrimination I suffered from.”
positive and 21% were neutral. According to the open-ended Participants older than 64 do not believe that they will be as
responses of participants, ageing and old people generally had productive as they used to be even if they had the chance, and
the negative connotations of sickness, health problems, death, do not want to work even if they were given the opportunity. Ac-
biological losses, economic problems and dependency on others. cording to the experts, this finding indicates that old people are
Positive connotations included tranquility, family, dreams, happi- unaware of the discrimination they are subject to. They say old
ness, dignity, experience, grandchildren, spare time for hobbies. people normalize the fact that their participation in life is limited
Plus, according to the research results, participants think that without recognizing that they are actually being externalized by
“someone over approximately 52 years old cannot be considered the society.
as young” and “someone over 64 should be considered as old.”
From individual benefit to social benefit
The roles cast for old people are highly limited
Fırat Kuruca, CEO of AvivaSa, explained why they needed to have
As to the roles cast for old people by society, we see that old peo- this CRS project and research during the press conference organ-
ple are associated with a limited number of roles: When survey ized to announce the results of the research. “Making the future
participants were asked “Which of the following are not appro- of our customers better and beautiful from today and letting them
priate for an old man or woman?”, they responded that going live in the moment are among our most important targets through
out at nights, having a full-time job, flirting, going into politics, products we develop for individual pension and life insurance seg-
travelling alone were inappropriate for both old men and women. ments. But at AvivaSa, we have never found it enough to just do
Attending courses or certificate programs are relatively regarded our jobs. With our CRS Project “Live Life to the Fullest at Every
as more appropriate. According to the survey, participants be- Age”, we aim to carry the individual benefits we try to create with
tween 35 and 49 years old regard working at a full-time job is our products and services to a bigger and larger social benefit,”
the most inappropriate thing for old people. Compared to the age
Fırat Kuruca said.