Advocate urges ‘revalorization’ of aging as Holland’s older population grows

Jill Versteg, president and CEO of Evergreen Commons, told TEDx Makatawa that communities should shift how they think about aging from decline to “human optimization.” “Revalorization is when a practice, a tradition or an object once formerly disregarded or devalued, now being given new value,” she said.

Versteg outlined three drivers of revalorization: cultivating a growth mindset that treats learning and adaptation as lifelong, strengthening social belonging and networks, and supporting purpose‑driven engagement among older adults. She cited research linking healthy relationships and purposeful living to better health outcomes and longevity, and she noted local demographic trends: she said the 65+ age group was the fastest‑growing cohort in Ottawa County over the previous decade.

Versteg asked communities to treat older residents as assets—mentors, entrepreneurs and talent that can contribute to economic, nonprofit and civic life—and to plan programs and places that support intergenerational engagement. “This community is filled with experienced and trailblazing older adults whose channeled purpose can be the fuel behind business leaders, nonprofit work, education, and startups,” she said.

Ending: She closed by asking the audience to imagine Holland as a “revalorization of aging zone” and to begin reframing language and programs for longer, healthier lives.