The following is a recap from Varsity’s Roundtable, a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.
Ageism often shows up in ways we don’t even recognize, from everyday language to the images and messages used to portray older adults. Challenging those stereotypes starts with rethinking our own assumptions about aging and embracing a more realistic, inclusive picture of growing older.
Ashton Applewhite, activist, internationally recognized ageism expert, and author of the book This Chair Rocks: A Manifesto Against Ageism joined Varsity’s weekly Roundtable to explore how ageism shapes our attitudes, influences health and well-being and affects the way senior living communities communicate with older adults. Below are a few Fresh Perspectives from her discussion.
AGEISM OFTEN HIDES IN EVERYDAY LANGUAGE
Phrases like “senior moment” or “I don’t feel old” can reinforce negative assumptions about aging. Recognizing ageism starts with questioning the stereotypes and judgments behind our words.
SENIOR LIVING MARKETING NEEDS A MORE AUTHENTIC PICTURE OF AGING
Images of healthy, active older adults can challenge stereotypes, but showing only physically fit residents creates unrealistic expectations. Communities should represent the full diversity of aging, including people who use mobility aids.
HIDING THE REALITIES OF AGING CAN MAKE FEARS WORSE
Avoiding conversations about disability, dementia and loss can reinforce the fears senior living organizations hope to overcome. Acknowledging these realities while celebrating the opportunities of later life creates a more balanced picture of aging.
OUR BELIEFS ABOUT AGING CAN AFFECT OUR HEALTH
Research suggests that people with more accurate, less fear-based attitudes toward aging experience better health outcomes, greater resilience and increased longevity. Negative stereotypes can discourage people from seeking treatment or adopting healthy behaviors.
CHALLENGING AGEISM STARTS WITH OUR OWN ATTITUDES
Recognizing our own biases, building meaningful relationships across generations and approaching ageist comments with curiosity rather than confrontation can help break down stereotypes and change how we think about growing older.
VARSITY’S FRESH PERSPECTIVE
Senior living marketing has spent years challenging negative perceptions of aging by showcasing active, independent older adults. But in trying to make aging look more appealing, have we created a new set of stereotypes?
The opportunity for sales and marketing teams is to tell a more complete and authentic story. That means celebrating the freedom, connection and possibilities of later life without hiding the realities that come with it. Prospects don’t need a picture of perfect aging. They need to see a community where they can continue living a meaningful, fulfilling life, whatever aging looks like for them.
