The Origins of the AARP Motto
Founded by retired educator Ethel Percy Andrus, AARP's identity is inextricably linked to its founding motto: "To serve, not to be served". Andrus first began her work in 1947 by establishing the National Retired Teachers Association (NRTA) to address the pressing needs of retired educators, who often faced inadequate pensions and lack of health insurance. Her vision was to create a community where retired individuals could continue to be active, productive members of society rather than simply being recipients of aid.
When the association expanded to include all retirees in 1958, becoming AARP, Andrus carried this core belief forward. The motto was not a marketing slogan but a personal philosophy that Andrus lived by and instilled in the organization. Her belief in "productive aging" was central to her life's work, challenging the prevailing stereotypes of older adults at the time.
The Three Guiding Principles
Beyond the motto, AARP was established on three key principles that still guide its efforts today: collective purpose, collective voice, and collective purchasing power. These principles were designed to empower the 50+ population and address their needs more effectively by working together.
- Collective Purpose: This refers to the shared mission of enhancing the quality of life for all as they age. It fosters a sense of community and shared responsibility among AARP's vast membership, encouraging volunteers to engage in community service programs.
- Collective Voice: With tens of millions of members, AARP has a powerful voice in advocating for social change and influencing policy. This principle drives AARP's work on issues such as Social Security, healthcare, and financial security at both the national and state levels.
- Collective Purchasing Power: This principle allows AARP to offer a wide range of discounts and branded products and services to its members through third-party providers. By leveraging the sheer size of its membership, AARP secures better deals and standards for its products.
Motto vs. Tagline: A Comparative Look
It's important to distinguish between AARP's foundational motto and its more recent brand taglines, which are developed to communicate a specific message to target audiences. While the motto remains constant, the taglines evolve to reflect changing brand strategies and audience perceptions.
| Feature | AARP Motto: "To serve, not to be served." | AARP Taglines |
|---|---|---|
| Nature | Foundational maxim; guides the organization's core ethos and internal culture. | Marketing phrases; used to position the brand to its target audiences. |
| Origin | Articulated by founder Ethel Percy Andrus and ingrained in the organization's identity. | Developed by marketing and branding agencies over time to refresh the brand's image. |
| Text | The phrase "To serve, not to be served" is a timeless expression of purpose. | Examples include: "Real Possibilities" (2013) and "Wise Friend & Fierce Defender" (2021). |
| Purpose | To define the organization's core ethos of volunteerism and selfless service. | To communicate AARP's value proposition and emotionally connect with specific demographics. |
How the Motto Guides Modern Initiatives
Despite decades of change, the spirit of "To serve, not to be served" continues to drive AARP's work. The organization's current priorities clearly demonstrate a commitment to service through advocacy and empowerment rather than just membership benefits. Here are a few examples:
- Ending Senior Poverty: The AARP Foundation, AARP's charitable affiliate, operates on the principle of helping vulnerable older adults. It provides effective solutions to combat poverty, from legal aid to food security programs, working with older adults rather than just for them.
- Empowering Family Caregivers: AARP's advocacy has led to significant advancements in supporting the nearly 48 million Americans who provide unpaid care for loved ones. The organization provides resources, information, and pushes for policies like tax credits and family leave, embodying the spirit of serving a vulnerable community.
- Fraud Watch Network: In response to the growing threat of scams, AARP developed the Fraud Watch Network to help people protect themselves. This free network uses alerts and tips to empower older adults with the information needed to avoid financial fraud, fulfilling a critical service to its members and the public at large.
- Creating Livable Communities: This initiative focuses on fostering communities with appropriate housing and safety features that allow people to age in place with dignity. AARP’s volunteers and programs promote civic engagement and community improvements, demonstrating service at a local level.
Conclusion: A Legacy of Service
What began as a personal philosophy for a retired teacher has evolved into the guiding principle for one of the most powerful and influential non-profit organizations in America. The motto, "To serve, not to be served," is more than just a phrase—it is the foundation of AARP's enduring mission. It provides a constant reminder of the organization's commitment to empowering people to live with dignity and purpose as they age, through advocacy, information, and a deep-seated belief in the power of service. The continued relevance of this founding principle ensures that AARP remains a steadfast champion for the 50+ population and society as a whole.
For more detailed information on AARP's origins and mission, explore their history page: AARP History
