What Is AARP Called Now?

The landscape of aging is dynamic, and because the organizations that serve old people must keep up with it. AARP or American Association of Retired Persons, which was rebranded in 1999, has a history behind this change that this article focuses on, explaining how it was done as well as defining why it did so.

A well-known organization that offers diverse resources and advocates for elderly people, AARP has been around for a long time. It started in 1958 by focusing on retired educators. The reason for its expansion was to increase the range of older adults it could address.

Nonetheless, its name “American Association of Retired Persons” soon became limiting as demographics changed and membership began to diversify. Let’a learn more about What Is AARP Called Now?

What Is AARP Called Now

What Is AARP Called Now?

In 1999, the organization decided to drop most parts of its name and only retained the acronym “AARP.” Here are some key factors that led to this decision:

A. Changes in demographics and membership

As time passed, other individuals outside traditional retirement age began participating in AARP’s membership who were still working or involved with work places.

Use of retirees only did not seem appropriate, since AARP members were active and energetic.

B. Reasons behind the decision to rebrand

  • The original title ‘American Association of Retired Persons’ appeared quite restrictive and outdated.
  • They wanted a new term that would better describe their changing mission and target market.
  • This new name should be shorter to make it easily recognizable by many at first glance.

C. Unveiling the new name and logo

By 1999, AARP had fully embraced its acronym as its sole brand label.

Along with changing its name came a more modern symbol showing restarts as well future intentions.

What AARP Is Called Now?

A number of important messages were conveyed by the new name of AARP.

See also  Does AARP Membership Include Roadside Assistance?

Ease of remembering and pronouncing: The acronym “AARP” is short and easy to remember as well as pronounce.

Future orientation: The new name moved away from being restricted by the term “retired” to adopt a more forward-looking approach.

Inclusiveness: Retired, working part-time or fully engaged in the workforce, AARP wanted to be an organization that represents everyone within the 50+ age group; with a focus on both young and old populations.

1. Explanation of the rationale behind the new name

Many members after reaching retirement still worked, either voluntarily or for pay, according to AARP leadership.

The new title was meant to indicate a variety of interests and lifestyles of its growing membership base.

Irrespective of whether they are retired or not, it shows AARP’s dedication to helping individuals lead their best life ever.

2. Reception and feedback from members and the public

Members have mixed feelings regarding this rebranding campaign.

Some long-serving members felt emotional because they missed the original name, while others wondered why there should be any changes at all?

On contrast, some people received it well, recognizing that AARP had undergone major shifts in terms of its emphasis area.

Finally, this name attracted a bigger number of people towards this organization, hence positioning it for future purposes successfully.

3. Comparison with other similar organizations and their names

Organizations dealing with older persons usually maintain descriptions such as ‘senior’ or ‘retired’, e.g., Senior Services (Formerly known as National Retired Teachers Association).

However, unlike most similar organizations which have specific names like “National Retiree Teachers Association” or “Senior Services,” AARP’s move towards using a generic title indicates that its target market has changed significantly.

AARP’s rebranding provides a lesson of adapting to changing demographics and member needs. In this case, AARP managed to remain an important resource for the future by adopting a more clear and inclusive name which was still relevant for all persons aged 50 plus.

See also  AARP. Org Reaches 29M. An All-Time High!

The American Association of Retired Persons (AARP) has been a pillar organization for senior citizens for decades.

However, in 1999 the organization made a bold move, dropping ‘retired’ from its name so that it became simply AARP. For such a small change, one could expect nothing less than questions and debates about what informed such decision. This paper will discuss the effects of rebranding on AARP, explain its mission and changing initiatives, and explore how people viewed this marked transformation.

Effects of Name Change

Name change in such an established organization can be risky nature. Let us consider some possible consequences that arose from AARPs choice:

1. Effect on Existing Members
So, existing members would not feel abandoned by the company; it dispelled their fears about it deserting them with their problems through emphasizing that they were dedicated to their cause of serving those who are over fifty years old.

2. Shifting Demographics
This new name acknowledged that seeing that many people above fifty years are still being actively involved in work life and have quite fulfilling lives too.

Did you know? The year before the change of name saw 78 million baby boomers age into fifty-year-olds in America alone, thereby leaving no doubt about an urgent need to have another name that reflected a broader audience.

3. Potential to Attract New Members
Therefore, this is why the company altered its name because it wanted to appeal more to younger clients who were joining retirement age soon.
However, instead of “retirement,” whereas in reality life after fifty is full of possibilities and opportunities.

Consider this: Thus, the new name suggests that unlike AARP’s previous emphasis on retirement, a sense of purpose remains even in old age.

4. Shift in Perception and Relevance
In turn, AARP aspired to be seen as an active organization enabling people to live their lives fully at their golden years.

See also  What Are The 5 Key Behaviors Of AARP?

Below is a table illustrating potential changes in perception:

  • Before Name Change
  • After Name Change
  • Focus on retirement as an end point
  • Focus on post-50 life as a time of opportunity
  • Stereotypical image of retirees
  • Emphasis on active and engaged older adults
  • Passive membership benefits
  • Dynamic and evolving initiatives promoting well-being

5. Challenges and Opportunities Associated with the Rebrand

As such, AARP had to ensure that it did not stray away from its main goal of assisting senior citizens.
This required effective communication to existing members regarding the new identity of the brand including how it would benefit them and information about new memberships that could come through.

However, this was also a rebranding process that opened up fresh opportunities for AARP:

  • Modernization: This meant reshaping images to appeal to older persons who are tech-savvy.
  • Expanding advocacy: This will open doors for the company to advocate for issues affecting those over 50 beyond just retirement issues.

On one hand, there were challenges associated with changing its name while on another hand; it created an opportunity for further growth so that AARP could continue serving its clients satisfactorily.


The conclusion for the blog article titled “What Is AARP Called Now?” would summarize the key points discussed in the article and provide a final thought or recommendation to the readers.

It could emphasize the importance of understanding the evolving nature of organizations like AARP, highlight any significant changes or rebranding efforts undertaken by AARP, and encourage readers to stay informed about such updates to make the most of their membership benefits.

Leave a Comment

A Letter from Charles Devault

I'm Charles Devault, your dedicated guide to maximizing your AARP membership benefits. With a passion for empowering members and a background in customer service, I'm committed to ensuring your AARP journey is enriching and hassle-free.

Whether you're exploring membership perks or utilizing resources for retirement planning and healthcare, count on me to provide the support you need. From discounts and advocacy to community engagement, I'm here to help you make the most of your AARP membership.

Thank you for choosing AARP, and I'm eager to assist you in accessing all the advantages and opportunities our membership offers.

Best regards,
Charles Devault