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Soon, older adults will have access to a breakthrough new tool to improve their quality of life. Mohammad Mahoor, PhD, director of the computer vision and social robotics laboratory at the University of Denver, has spent the last decade working with his students to create and refine an amazingly lifelike, socially assistive robot named Ryan, which can provide deep social interaction and companionship to people living alone.

Designed to address challenges of aging — like dementia, depression and loneliness — this “companionbot” can recognize faces and emotions, express feelings, hold conversations and remember individual comments for future interactions to build a relationship over time. Ryan’s face is expressive and lifelike; she can turn her head to react to voices and movement, and her torso contains a screen for playing music and games, watching videos, looking at photos and doing other activities. Ryan’s next iteration will also have active arms so she can coach people in light exercises to improve their physical fitness.

In a pilot study, six residents at Eaton Senior Communities in Lakewood, Colorado, had 24/7 access to Ryan in their apartments for a period of 4–6 weeks. Ryan was customized for each participant, with photos for an album, daily schedules, favorite music and topics of interest for YouTube video searches. Participants could call Ryan by the name of their choice.

Observations, interviews and analyses revealed that the residents established rapport with the robot and greatly valued and enjoyed having a companionbot in their apartment. They also believed that the robot helped them maintain their schedule, improved their mood and stimulated them mentally. One user shared that, “She [Ryan] was just enjoyable. We were SAD to see her go.”

After the staff at Eaton Senior Communities told me how thrilled the residents were with their experiences with Ryan, I spoke with Dr. Mahoor about his invention.

 

 Wayne: Why did you create Ryan?

Dr. Mahoor: We wanted to address the needs of older people living with dementia, loneliness and depression. There is a shortage of caregivers, and care is expensive — Ryan is a great form of companionship. She can help seniors lead better lives at home.

 

Wayne: Can you talk about the testing process?

Dr. Mahoor: The first round of testing, in 2016, was a six-month, piloted study at Eaton Senior Communities. All of the features were not ready, the cognitive games were simple, and the speech recognition had some glitches — but we received very positive feedback. After making changes, we did two more pilot studies this year. One focused on how Ryan can help people with dementia through cognitive behavioral therapy. The second pilot study was totally autonomous. Users had half an hour of interaction with Ryan for 3–4 weeks to test the emotion recognition technology.

 

Wayne: Were there any surprises when people first began interacting with Ryan?

Dr. Mahoor: At first, we had a fear that people wouldn’t like Ryan. But even in the early stages, they reacted very positively. We noticed that the more time they spent talking with Ryan, the more they enjoyed it, and they wanted her to tell them more stories and jokes — even gossip! When we took the robot away from one of the residents, he literally cried. The bond was so strong that he was very sad. It was really surprising for me that a robot could make such a huge impact on people’s lives. I didn’t expect that much of a connection between machine and human.

 

Wayne: What challenges did you face when test-driving Ryan?
Dr. Mahoor: One of the challenges is that you have to be patient because multiple people cannot talk to Ryan at the same time — you have to take your turn so that she can listen and understand you.

 

Wayne: What kinds of results have you had?

Dr. Mahoor: When we measured mood and depression before, during and after phase one of our study, we found that Ryan significantly improved users’ moods and lessened their depression.

 

Wayne: What’s next for Ryan?

Dr. Mahoor: We received a National Institutes of Health (NIH) grant for phase one, and now we are in transition to phase two. NIH has approved our next grant from a scientific perspective. Now it just needs to approve the budget. Phase two would be a grant of over a million dollars to help us study Ryan’s impact on the progression of dementia.

 

Wayne: How unique is Ryan?

Dr. Mahoor: There are other robots out there, but this is the first one developed with features customized to help with depression and dementia through social conversations, games and other interactions.

 

Wayne: When will Ryan be available on the market?

Dr. Mahoor: We are very close; I’m hoping by the end of the year. We’ve started working with investors to begin production. Users love Ryan, the feedback has been positive, and we’ve made improvements. It’s time to go to market to fulfill our mission of helping the health care industry.

 

Wayne: How much will she cost?

Dr. Mahoor: Manufacturing each Ryan costs thousands, so to make her more cost-effective, we have a subscription-leasing plan in mind. The cost would be about $400 per month for individuals, but if a corporation wanted to lease multiple Ryans, the rate would adjust. One Ryan can be reprogrammed to serve multiple residents.

 

Wayne: What would you say to people who worry that robots will take over the world?

Dr. Mahoor: Ryan is going to complement the time and support of caregivers and help make their lives easier — not take over and replace them.

 

Wayne: Are you surprised at where you are today?

Dr. Mahoor: Yes. When we first started several years ago, I didn’t think we’d be in a position to commercialize the invention; I didn’t think we’d be a startup meeting with investors. I’m so happy about our progress. For us to be in a position to bring a robot to market that’s going to improve health care and impact people’s lives for the better is amazing.

 

Learn more about Dr. Mahoor’s companionbot, Ryan, at Dreamfacetech.com.

 

 

Eaton Senior Communities is home to 164 residents and, occasionally, a socially assistive robot called Ryan, now being developed at the University of Denver. In a series of posts, I’m talking to people involved in this fascinating project and getting their perspectives on how this lifelike “companionbot” may transform the lives of seniors living with depression and dementia.

Today, I’m talking to Diana Delgado, executive vice president and chief operating officer of Eaton Senior Communities.

 

Wayne: How did the robot pilot study come about?

Diana: Back in 2014, we received an inquiry through our Contact Us page. It came from the assistant of Mohammad Mahoor, PhD, a professor of electrical and computer engineering at the University of Denver, reaching out to senior housing communities to see if any would be interested in a pilot project for companion robots for the elderly. We were the only senior living community that responded to his request, and in the beginning, Eaton was the sole pilot project site.

 

Wayne: Why do you think you were the only community to respond?

Diana: I know that, at most communities, we all get bombarded with spam emails. You tend to just hit the delete button. Our community is good at reading emails, and we thought, “Should we at least explore it a little?” When we heard more about it, we thought it was a very innovative idea and that our residents would be interested in it — and they are!

 

Wayne: What surprised you about the residents’ reaction to the project?

Diana: We didn’t expect people to bond with the robot, but they did. Our residents were not only excited to be part of creating this whole project, but they expressed that they missed the robot when it was removed. That just goes to show how open-minded people of any age can be when embracing new technology.

 

Wayne: Was Ryan the same for each resident?

Diane: No. What was nice is that the team customized the robot to the resident. Family pictures and favorite movies were uploaded that they could watch on a screen on the robot’s torso. One resident liked cooking shows, so they were included in her case. Ryan could give reminders to take medications, play games, make conversation; she was truly a companion. The residents could also name the robot whatever they wanted, and it was unisex, so they could make it a male or a female. One man named it after his wife, Annie. Another woman named hers “Isabelle.” One woman wanted it to be a man, whom she called “Jasper,” because she said women were too hard to live with. Each of them got to add little personal touches, like a scarf or a hat. They felt like the robot was a friend.

 

Wayne: How does Ryan help people with memory issues?

Diana: If residents have short-term memory issues and forget that they’ve said something, Ryan can remind them that they’ve already said that — it’s a way to propel the conversation forward so they don’t get fixated on that one question.

 

Wayne: How can Ryan help caregivers?

Diana: Ryan can give caregivers time to take care of their own needs. We’ve had one instance with a sister of a resident who felt that she could take an extra hour to do her errands and not feel so guilty because she’s seen the positive impact that Ryan has been making in her brother’s life.

 

Wayne: From your perspective, what was the value in having the robots at Eaton?

Diana: The team listened to what residents had to say and improved robot interactions based on that. Residents gave input about some of the facial expressions, the hair, the voice. They see real value in being heard and being listened to — they love that they’re contributing to the future of robotics.

 

Wayne: What qualities does a community need in order to take part in projects

like these?

Diana: It has to be able to embrace some innovative ideas. I guess I would say I attribute our participation to a culture of curiosity.

Stay tuned for more posts about Ryan, the companionbot. 

 

 

Now that the holidays are over, my resolution to spend less money on gifts next year is in full swing. It’s not surprising that a recent survey tells us that shoppers spent more than $850 million — a 5.1 percent increase in holiday spending from 2017. One of the most-talked-about best sellers was the smart speaker: For the third straight year, Amazon’s best-selling product was the affordable Echo Dot. Interestingly, several commercials depicted Boomer and senior parents using smart speakers to connect with their children and grandchildren — like this spot about a grandmother connecting with her family, and this one, featuring a daughter interacting with her dad as she cooks.

When it came time to buy my Boomer mom a gift, I fell for the marketing hype myself. I know Mom loves listening to music in the kitchen, and seeing her old-school boom box made me think it was time for an upgrade. I got her the Amazon Echo Dot, influenced by the commercials that made using it seem so easy. Although my mother is quite averse to technology, I had a hunch she’d be comfortable with the Dot. I was right. Once I got her set up with it, she loved it. “It’s so easy to use — you just talk to it!” Mom said.

I caught up with Mom again after the holidays to see if her experience was still going well and asked her how she was using the gift. “Right now, just for music,” she said. (Mom likes to listen to country songs while she’s cooking.) “But sometimes I ask Alexa what the weather is.”

“What do you like best about the Dot?” I asked. “The ease of using it,” my mom said. “It’s hands-free. I can change volume, change music, easily. I don’t have to yell. I just talk, and she listens.”

One of my co-workers’ parents also got a smart speaker system for Christmas. Her report? Her parents like having it play music but don’t see it playing a large role in their lives. “My dad may ask about the weather, but he still goes into the kitchen to watch the weather on TV,” my co-worker said. “He’s not going to say ‘turn on the lights.’ He’s going to flip a switch.”

My mom is a little more adventurous. Although she’s sticking to music and weather for now, she said that she’s interested in using the Echo Dot for other home tasks as well. “If I had the hook up, I would use it to work lighting for more efficiency,” she told me. “I’d also like to use it to put the garage door up and down.”

I’m glad that my mom’s getting comfortable with voice assistance now — in case she needs more help later to make her life easier and safer, whether that means turning on lights in the middle of the night or saying, “Call 911” to summon help in an emergency.

According to this recent survey of industry leaders, the trend to voice will move forward faster than we can imagine. If, in turn, that can give older adults more of a voice in their lives, I think that’s a good thing.

 

 

 

Last year, a piece I wrote regarding substance use and abuse in the senior population was published at McKnight’s Senior Living.

The response was so overwhelming that we’ve continued the dialogue with a second McKnight’s Senior Living article, with hopes that further conversations will be inspired around this growing challenge for older adults. To read it, click here.

 

 

 

 

Once in awhile at Varsity, we view current entertainment through the filter of aging services marketing. This past weekend, I binged out on “The Kominsky Method,” a trending Netflix series starring Michael Douglas as Sandy Kominsky, a former Hollywood A-lister turned acting coach, and Alan Arkin as Sandy’s longtime agent and best friend Norman Newlander. Produced by sitcom sultan Chuck Lorre (“Two and a Half Men”), the show also features a star-studded cast, including regulars Danny DeVito, Nancy Travis and Lisa Edelstein, with guest appearances by Jay Leno, Ann-Margret and Patti Labelle.

The eight episodes I watched dealt with death, drug addiction, ageism and cancer and still managed to be laugh-out-loud funny — at least I thought so.

One reviewer wasn’t so enamored of the show. He thought the jokes were tired and that there was too much focus on peeing habits. Sandy’s need for frequent urination, including watering the hedge in his date’s yard, dominates more than one episode.

The reviewer makes a valid point, although for me, the humor somehow works. The portrait of Michael Douglas’ character with an enlarged prostate is a refreshing contrast to the usual list of invincible aging male stars jumping from planes in action movies.

One mystery the show did clear up for me is why some men I know frequently pee in hedges and bushes, as well as behind large trucks in parking lots. I always thought it was a macho need to “mark your territory,” but it turns out that it’s just a male health condition that worsens with age.

During the hedge scene, I picked up the phone and called my Uncle Tony (who has been dealing with a slow-growing prostate cancer) and asked him to tune in and give his opinion. He binged through all eight episodes. My uncle’s favorite part? Sandy and his lack of steady flow had him laughing out loud.

Beyond the humor, Uncle Tony explained, it was great to see an important subject being given prominent attention. In a lighthearted way, the show drives home the point that even famous people aren’t immune to this health issue, which impacts 50 percent of men over 50 and 90 percent of men over 80 and can be associated with prostate cancer. Every time the great Sandy Kominsky makes another trip to the bathroom, it underscores the need for diagnosis and treatment of prostate conditions. Sandy’s reluctant visit to his urologist is funny, of course (imagine a white-coated Danny DeVito wielding the power of a rubber glove), but a more serious message clearly comes through: If you’re having symptoms, get checked.

Other serious themes are also cloaked in humor, including the ever-prevalent issue of ageism. One example: Norman’s assistant comments that it’s great for him to be back at his job running a talent agency after his wife’s death, comparing him to her grandpa, who keeps his mind active by doing the daily crossword.

In spite of the stereotypical perceptions of those around them, the older characters forge ahead as contributing, working members of society — even if they’re sometimes reduced from their former glory. (For instance, Elliott Gould, in a hilarious guest turn as an erstwhile movie icon, accepts a cheesy commercial hawking reverse mortgages.)

Whether you find the humor funny or not, “The Kominsky Method” definitely takes on some important issues. Is a season two renewal in its future? Stay tuned! In the meantime, you can learn more about prostate cancer detection and treatment by visiting the Prostate Cancer Foundation.

We’re willing to bet that, if you were to ask the residents of most retirement communities about their biggest disappointment at their community, it would probably boil down to one of two things: the communication or the food. Aging services providers have been working to get better at both of these challenges, but food continues to be a perennial gripe for residents. Interestingly, this challenge isn’t just being felt in the senior living space. Recognizing that Baby Boomers are in control of an incredible amount of expendable income, all kinds of foodservice providers are pivoting their models to appeal to America’s wealthiest generation.

This has caused some restaurant owners to start thinking like aging services groups by changing their culture and advertising to become more appealing to the aging Boomer set. They’ve quickly learned that “senior” discounts and references to age are turnoffs. Instead, they’ve caught on to key Boomer trends, such as healthy menu options, new takes on old favorites and interactive experiences, such as cooking classes and wine pairing dinners. In a recent article in Restaurant Business Magazine, it was reported that 44 percent of Boomers prefer a restaurant with a mix of both familiar and new foods. The article goes on to suggest pairing familiar proteins with more adventurous side dishes to create a happy medium.

Yet, for all of the adventurousness that some Boomers may be embracing, there is still one core belief of Boomer diners: the need for value. Sixty-three percent of Boomers say it is an important factor, with 55 percent saying that low prices are key. In the real world, this often manifests as the repeat customer with a consistent order. If Jack knows that he likes a specific dish, and he feels it is a good value for the price, he may settle into a rhythm of ordering it over and over again. Sure, the repeat business is great, but Jack isn’t likely to try anything new on the menu. This puts operators in a bind — do you change the menu up to attract new customers, or do you keep it the same to ensure repeat business? This usually boils down to a personal choice for the operators.

Within the senior living space, we see similar challenges as these. Some residents desire more variety in the meals offered, while others are unhappy that their favorite menu item has been taken out of rotation. Marketers that are looking to attract younger residents want to show off innovative, gourmet dining techniques; meanwhile, older residents just want their comfort food favorites on the menu. Culinary service employees in senior living find themselves stuck between this rock and a hard place, trying to create menus that are appealing to everyone, while still being innovative and flavorful — all within budget considerations. It’s a different challenge than most restauranteurs usually face!

In recognition of this challenge, a new association was recently formed. The Senior Dining Association (SDA) is the first organization focused specifically on serving older adults, both at public venues and in residential communities. Of course, every good association needs a conference and expo, so the SDA will be hosting its first-ever such event, March 17 to 20, in Charlotte, North Carolina. The event purports to bring together experts in senior dining and culinary experiences, with workshops, demonstrations, product innovations and, of course, lots of free samples!

Food is integral to daily life for residents of aging services providers. Foodservice teams are given a double challenge of not only keeping up with the trends of food in society, but also finding a way to adapt those trends to their residents and communities. At Varsity, we’re excited to see how the greater community is taking notice of the purchasing power of Boomers. In that same vein, we’re also looking forward to seeing what kind of impact a new professional organization will have on our space.

Either way, we know there will be tasty results!

Sources

https://www.masslive.com/entertainment/index.ssf/2018/11/restaurants_seek_to_appeal_to.html

https://pos.toasttab.com/blog/baby-boomers

During 2018, we have undertaken an ongoing blog series in which we take a look at the opportunities and challenges faced by the diverse groups of Boomers and seniors being served by today’s aging services providers.

For our first article in the series, we examined a rapidly growing population in the United States — Latino Boomers and seniors. In our second article, we looked at the changes that LGBT seniors are driving in the marketplace. For our third piece, we talked about America’s largest-growing ethnic demographic: Asians.

Now, for our final article in this series, Wayne Langley is considering the challenges faced by African-American seniors in today’s society.

Over the last decade, the African-American population in the United States has celebrated some amazing strides, while also being forced to come to grips with incredible lows. From the high of electing an African-American president, to facing racial violence in American cities, to challenging relationships with the police force, African-Americans are still struggling for equality in many ways. Unfortunately, one of the areas of continued inequality is income while aging.

In January of this year, Bloomberg published a report about the retirement crisis facing African-Americans. Its analysis showed that the average Caucasian family has more than $130,000 in liquid retirement savings, such as cash, retirement savings accounts and IRAs. Startlingly, the average African-American family has less than one-sixth of that amount saved (or about $19,000) — and this isn’t a new trend. The racial wealth gap has been growing since at least the 1960s and isn’t showing any signs of slowing. As retirement living options become increasingly more expensive — and more luxury-focused — the ability of African-Americans to move into such residences is slimming.

Ashton Verdery and Rachel Margolis studied some of the risk factors facing African-Americans in retirement. They published their findings in October 2017, and the outlook was grim. Their report notes that African-Americans have a much higher instance of life-altering illnesses, such as diabetes, high blood pressure and cancer. Obviously, this leads to the need for increased acute care as this population ages. Within the African-American community, it can be a cultural expectation that family members will step up to the plate and help take care of aging relatives; however, there is an increasing trend in older African-Americans aging without any relatives to provide this support, especially in light of the trend of “grey divorce,” which has steeper rates of occurrence in the African-American demographic.

Verdery’s report specifically touches on the implications for long-term care based on the findings. “Having family members come in and check, or someone double-checking what doctors are doing, is a beneficial thing,” says Verdery. “We may need to have more programs that check on people, particularly those without family.” As aging services marketers and providers, we know the importance of an involved family; not only do they help loved ones make good decisions, but they also act as watchdogs to ensure that proper care standards are being maintained. Without a family member or advocate network, aging African-Americans could be at greater risk for neglect.

Another point relating to aging African-Americans and retirement living is the rate of homeownership. The Washington Post reported that the rates of African-Americans who own their own home are at the lowest in recent memory. In fact, in 2015, the rate of African-American homeownership was the same as it was nearly 50 years earlier! In our space, it is common knowledge that most potential residents will need to leverage the sale of their home to be able to afford to make the move to a Life Plan Community. If one doesn’t own a home, a Life Plan Community could be terribly far out of reach.

Aging services providers who value diversity and inclusion may need to rethink some of their financial models if they want to appeal to and include a larger African-American population in their communities. Certainly, this is going to be a vibrant market in the coming years, and the provider that figures out how to best serve it could stand to reap major rewards. Yet our fear is that unscrupulous organizations, aiming to make a quick dollar, will look to provide seemingly affordable solutions that fail to cover the minimum standards. This, in turn, could lead to African-American seniors being placed into an especially precarious position as they age.

Sources:

https://www.bloomberg.com/diversity-inclusion/blog/retirement-crisis-facing-african-americans/

https://www.nextavenue.org/old-black-alone-grim-forecast/

http://www.pnas.org/content/114/42/11109.full

https://www.washingtonpost.com/news/get-there/wp/2018/04/05/black-homeownership-is-as-low-as-it-was-when-housing-discrimination-was-legal/?noredirect=on&utm_term=.ee67dce46d2b

“The Cool Kids,” a new sitcom on FOX, stars an ensemble cast of characters residing at Shady Meadows Retirement Community. The official, published premise of the show is “Three guy friends in a retirement community are the top dogs until they’re blown out of the water by the newest member of the community, a female rebel who’s ready to challenge their place — it’s high school with 70 somethings.” As an aging services marketer, this show was sure to catch my eye. Recently, I sat down and binged the first several episodes, looking at it from not just an entertainment perspective, but also in light of my experiences with senior living.

The show’s cast includes some well-known comedic actors — David Alan Grier, Martin Mull, Leslie Jordan and Vicki Lawrence. Even the team members of the community are well-cast, including Artemis Pebdani as Allison, the community’s executive director, and Charlie Day as Chet, one of the maintenance technicians. This gave me high hopes for a funny, insightful show about life in a senior living community. After watching the first three episodes, I’m staying positive but am also mildly perturbed.

Let’s start with the positives. The program does have some pretty funny moments, showing just how unique and interesting life at a community can be. It does a good job of capturing some of the internal politics that occur when people live in such close proximity. Sure, there are some of the expected jokes, but if you look beyond the low-hanging fruit of easy laughs, the show has the potential to poke some good-hearted fun at the world of aging services. Unfortunately, the reliance on the easy laughs is where the writing takes a nosedive.

The first few episodes contain nearly every “old person” comedy trope in the books, up to and including the urn of a deceased friend falling, breaking and spreading ashes everywhere. There are many references to senior sexuality, making the male characters seem like lechers. Meanwhile, when Margaret shows signs of sexuality, she’s immediately shut down because of being “too old.” Of course, there are jokes about medications, aging in general and life in the community. I was especially disappointed in the portrayal of the community’s management as being iron-fisted and deaf to the needs of the residents. This isn’t the kind of portrayal aging services professionals need.

In the end, the show has some real potential, but the writing and direction of the early episodes rely too heavily on expected comedy. The characters aren’t shown as well-rounded people; rather, they’re given singular motivations that vary only a little with each episode. I could easily see how this show could become something special and unique, like “The Office” was for corporate America or “Parks & Recreation” was for public servants. But until the writers, directors and producers take a fresh look at aging, the show is going to be doomed for its use of age-old gags that haven’t aged well at all.

It’s summertime. You’re visiting your favorite community pool or, perhaps, a waterpark. You choose to take your family to these places because they have trained, supervised lifeguards. Sure, sometimes they are a little young, but it’s an extra layer of safety. As you dip your toe into the water, you look up to the lifeguard’s tower where you find a surprise waiting for you: In the chair, where you would normally find a tanned and lean teen or 20-something sits a woman who could easily be your own mother. She’s obviously in good shape and is keeping an eye on the water, ignoring the shocked look that you surely have on your face.

Water recreation centers around the country are embracing the “grey wave” that has come into their labor force.

A recent article from the Washington Post provides some excellent insight on this topic, but the facts it cites shouldn’t be a surprise. According to the Bureau of Labor Statistics, fewer teenagers are seeking employment, with only 35 percent of people 16 to 19 holding down a job. That’s down from 52 percent only 20 years ago. The jobs that have been traditionally held by teens are now being subsumed by adult workers — whether they are just trying to make ends meet or are looking for a little extra cash on the side.

If you look at the challenge from the employer side, hiring older adults to fill these positions makes good business sense. They are generally more reliable. They usually have their own transportation. They can work through a whole summer season and don’t need to quit early to return to school. Swimming is also a popular exercise method for older adults, as it is easier on the joints. This means that many older adults are capable swimmers, making them prime candidates for lifeguarding roles. This change from teens to seniors in water safety roles serves as an interesting example of how the labor market is adapting.

Today, teens and 20-somethings are being pulled in many different directions. Where once they were expected to hold down a job, now schools and recruiters are looking for a more diverse extracurricular portfolio. Sure, having a part-time job is important, but don’t forget to play at least one (if not more) sports, participate in student government, engage in some kind of educational activity (such as tutoring younger students) and more. All of these extra activities add up, leaving the student workforce both harder to engage and harder to rely on during peak times.

This is where the older adult workforce is really finding a niche. As younger workers choose to concentrate on schooling or career-building, entry-level service jobs are getting tougher to fill. Older workers are prime candidates for these positions — whether they are unskilled and trying to make it through retirement or are well-off and looking for something different to do after spending 30 years in a fast-paced career. Lifeguarding is just one avenue that Boomers and seniors are taking. At Varsity, we believe that other industries are going to start experiencing a wave of older workers. If they choose to embrace it, it could be great for business. Should they choose to ignore it, they might be drowning in their own shortsightedness.

How do you define “seniors” for the purpose of marketing a product or service?

Are they age 55 and over?

Past the age of 62?

65 and up?

Our society has created several colloquial break points in age that serve to denote when someone becomes a “senior.” But, as aging services marketers, we know that the views of a 55-year-old are very different than the views of a 75-year -old. Heck, would you lump a 25-year-old person into the same demographic as a 45-year-old? Probably not! Yet, a significant number of marketing platforms do just that.

Take Google Ads, for instance. This platform is responsible for delivering most search engine marketing ads, sometimes abbreviated SEM (or PPC, for pay-per-click.) Within Google Ads, you can target your messaging to specific age ranges. These are:

• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65+

This provides a real challenge for those working in our space. If someone is retiring at 62, they are lumped in with people who are only 55, and might be several years away from retirement. Alternatively, someone who just turned 65 will not be receiving ads that could be meant for a far older crowd. This really makes marketing products to so-called “seniors” very hard, as Google’s arbitrary age break doesn’t follow standard societal conventions.

Google isn’t alone in this, however. Facebook uses the same arbitrary age break points that Google does. In fact, most online (and even some offline) marketing services use these categories. This puts us in a quandary – how do we, as people working in this space – advocate for our needs and still find success in the meantime.

At Varsity, we are taking a two-pronged approach. First, we are beginning to advocate to our partners for more granular demographics, especially for those in the over-65 category. At least give people over 65 the same 10-year break points that others get! We are also gathering demographic and psychometric data for those over the age 65. This data will continually impact our digital marketing strategies. We are always learning and trying to work smarter for our partners, and this kind of data forms a cornerstone of our success.

We are calling on other senior living marketers to advocate for this change as well. The more voices that can be heard, the better! 65+ isn’t an age. It isn’t a mindset. It’s an arbitrary demarcation that doesn’t represent the vibrancy, intelligence and diversity that older adults show.

We hope you’ll join us in making our voices heard and providing a “fresh perspective” to our media partners.