Fall 2006

Graying Business: The Bryan School prepares students to meet the demands of baby boomers

For Jennifer Purrington, the study of business and gerontology is not an abstraction. The Bryan School and gerontology student has worked in nursing homes since she was in high school.

“I got interested in it when I was in high school,” the South Dakota native said. “As a student, I coordinated an adopt-a-grandparent program at a nursing home. I enjoyed being around older adults so much, I continued to volunteer.”

That led her to pursue her certified nurse’s assistant licensure while she was getting her undergraduate degree in special education and gerontology at Winona State University in Winona, Minn.

She continued her education as the first student in the MS in Gerontology/MBA program, a new, dual-degree master’s program jointly offered by the Bryan School and the Gerontology Program at UNCG.

“This new, 57-hour dual degree is the first of its kind in the state,” said Dr. Sheldon Balbirer, MBA program director. “The program pools the talents and resources of two well-established programs at UNCG that are collaborating to produce a graduate degree to meet the needs of the aging population of the U.S.”

Indeed, there is great need. The baby boomers, who are beginning to retire now, account for a huge proportion of the population. According to the U.S. Census Department, the population of those aged 65 or older in North Carolina will increase from 969,000 to 2.2 million by 2030. 

That increased population also means an increased demand for those who can care and prepare businesses to meet the needs of this growing market.

“It would certainly be advantageous for businesses to really consider this older population, which is going to make up such a significant part of the population,” Purrington said.

Aside from the size of the generation, this population is different from the traditional perception of retirees because they will be a more healthy, vibrant and active group, said Dr. Janice Wassel, director of the gerontology program. As a result, businesses that cater to retirees will have to adapt to this diverse group.

Purrington, for example, served an internship with the Hartford Insurance Co., which has already begun to adapt to this population: The company has a special division to serve aging baby boomers.

Other businesses and professionals came to the UNCG campus last April for the “Aging is Good Business” conference, which explored how businesses could serve this population.

“No one else, really, has applied these two disciplines,” Purrington said. “Everything you learn in the business classes can be applied to a business that serves older adults. And everything you learn in the gerontology classes can be applied to the business side of serving these adults.”

“We will prepare these students for the future of doing business with aging baby boomers who have unique tastes and demands,” Wassel said.