Author: Varsity Team

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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. 

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Caregiving doesn’t begin the day someone moves into senior living or needs help with daily tasks. For many adult daughters, it starts years earlier through the quiet, often invisible work of planning ahead, managing family relationships, carrying emotional burdens and constantly thinking about what’s next. While much of that work goes unnoticed, it can have a profound impact on both the daughter providing support and the aging parent receiving it.

During Varsity’s weekly Roundtable, Dr. Allison Alford, author of Good Daughtering (available on Amazon), explored the hidden realities of family caregiving, why daughters often shoulder responsibilities that others never see, and how senior living professionals can better understand and support them throughout the decision-making process. Below are a few Fresh Perspectives from her discussion.

DAUGHTERING IS MORE THAN CAREGIVING

Supporting an aging parent extends far beyond medications, appointments and daily tasks. Daughters also carry the invisible work of planning, worrying, preserving family traditions and holding relationships together. Recognizing that unseen work is the first step toward addressing it.

EMPATHY MATTERS DURING THE DECISION-MAKING PROCESS

Adult daughters are often balancing guilt, finances, family dynamics and their parent’s wishes all at once. Sales teams that acknowledge those emotions while treating both the daughter and parent with dignity build stronger trust and better relationships.

THE DAUGHTER’S ROLE EVOLVES AFTER THE MOVE

Moving into senior living doesn’t end a daughter’s responsibilities. Her role shifts from hands-on caregiving to advocacy, coordination and emotional support, helping ensure her parent continues to thrive while maintaining family connections.

AIM TO BE A “B+” DAUGHTER, NOT AN “A+” DAUGHTER

Burnout often happens because daughters feel responsible for everything. Setting realistic expectations and healthy boundaries allows them to support their parents while still making room for their own careers, families and well-being.

BECOME THE CEO OF THE CARE TEAM

Instead of trying to do every task yourself, coordinate the people around you. Delegating responsibilities to siblings, spouses, adult grandchildren and the senior living team creates a more sustainable approach and allows daughters to spend more quality time simply being a daughter.

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The following is an excerpt from Your Best Path Forward by Brad Breeding, founder of MyLifeSite and a recent guest on Varsity’s Roundtable Talk podcast. Brad has spent more than 15 years helping older adults and their families navigate senior living decisions with greater confidence and clarity. Check out his full conversation with Derek Dunham on Roundtable Talk.

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In 1950, there were just over 12 million people age 65 and over in the United States, representing around 8% of the total U.S. population. Fast-forward 60 years to the time of the 2010 census, and there were approximately 40 million people age 65-plus, representing about 13% of the total U.S. population.

At that point, as baby boomers began turning 65 at the rate of 10,000 per day, the growth of this age cohort accelerated rapidly, expanding by another 40% over the next decade alone to reach 56 million, or roughly 16% of the U.S. population. The pace of growth in the 65-plus population between 2010 and 2020 averaged about four times the annual growth rate seen over the previous six decades.

This trend is unlikely to slow down anytime soon. By 2040, the 65-plus population is projected to reach 80 million, making up nearly 22% of the total U.S. population. To put this further into perspective, it is expected that within the next 10 years, for the first time in the United States, the number of people age 65 and over will surpass the number of people under the age of 18.

Not only do older adults make up a much larger share of the population today, but they are also living significantly longer. In 1950, a 65-year-old could expect to live about 11 more years, on average. Today, most 65-year-olds can expect to live roughly another 18 years—an increase of about 60%. And of course, many will live well beyond this average, but often not without chronic health conditions requiring some form of long-term care.

This rapid growth in the older adult population, combined with their longer average lifespans, has far-reaching societal implications, placing additional strain on our healthcare systems and federal programs such as Medicare, Medicaid, and Social Security, while simultaneously reshaping the labor force and economy. It also brings significant societal challenges, particularly in the availability of paid and family caregivers to support our aging population.

AARP prepared a study in 2013 analyzing the caregiver support ratio in the U.S., which measures the number of potential family caregivers age 45 to 64 for each person age 80 or greater. At the time of the report, there were more than seven potential family caregivers for every person in the high-risk age group of 80-plus. However, the report projected that by 2030, the ratio will decline sharply to 4 to 1, and it is expected to fall to less than 3 to 1 by 2050—a time when nearly all baby boomers will be in the high-risk years of late life. If this projection holds, it will represent a nearly 60% decline in the availability of family caregivers over those 37 years.

Adding further concern to the decline in both paid and family caregiver support is the fact that the number of “solo agers”—people who are growing older without support from a spouse/partner or adult children—is simultaneously increasing in the United States. Since the caregiver support ratio referenced previously only accounts for potential caregivers age 45 to 60, it does not include most spouses and significant others, who are often the first to bear caregiving responsibilities. Yet, the number of individuals age 80-plus who are solo agers is rapidly increasing. According to the Joint Center for Housing Studies of Harvard University, there were around 4.5 million people age 80 or over living alone in 2018. By the year 2028, this number is projected to jump to nearly 7 million and then to just over 10 million by 2038.

These statistics raise an important question for our society. Where and how will older adults live and thrive? For far too long, our society has taken a mostly reactive approach to addressing the lifestyle and healthcare needs that we may face in the later years of life. All too often, individuals and families wait until a significant health event occurs before evaluating their options, shifting into crisis management mode without the resources, flexibility in schedule, physical ability, or emotional capacity to handle such a task. Yet, the above statistics make it startlingly clear that it’s more important than ever before to plan for your future, especially for those living alone or without available family caregivers.

Making a plan

While the rate of aging differs from person to person, financial planners and other professional advisors often segment retirement planning into distinct phases. Recognizing that the entire concept of retirement is being redefined, with more people choosing to work beyond the traditional retirement age of 65, planners generally view the early years of retirement as a transitional phase, often lasting about five years after someone retires from their career. This period is marked by the need to reevaluate spending habits, adjust income strategies, and settle into a new daily routine. For many, it’s also a time of rediscovery—figuring out what brings purpose, structure, and fulfillment now that work no longer defines their schedule or identity.

For a person in average to good health, the mid-retirement phase is commonly thought of as the period beginning around the early to mid-70s and lasting until the early 80s, or as long as the person remains able-bodied and high-functioning. Many individuals in this phase can live an independent and active lifestyle today, but this is likely to change as they age.

The late phase of retirement begins when a person’s health has declined to the point of requiring daily living support with little chance of restoration. Statistics from the American Association for Long-Term Care Insurance reveal that nearly 70% of all long-term care insurance claims begin after age 80. At this stage, the goal is that all the planning done during mid-retirement helps to make the transition as smooth and supportive as possible, ensuring a higher quality of life despite the potential for increasing care needs.

If you are approaching or in the mid-retirement phase, now is the time to plan for your later retirement years, while you are still active and able. Delaying important decisions about tomorrow’s needs may leave you and your loved ones facing difficult and often costly situations in the future.

One of the more important and complex decisions to consider in this planning process is where to live. The home and environment in which you live during these retirement phases play a significantly larger role in planning than many people realize and will likely impact nearly every aspect of your life and overall well-being.

Purpose of this book

Beyond motivating you or your loved ones to start planning, the primary goal of this book is to provide clear, straightforward information on the various retirement housing options- including aging in place- while also exploring the key considerations, benefits, and potential challenges of each. It is designed as a launching point to begin the research process as you contemplate the best retirement housing choice for yourself or a loved one with the understanding that even where you live today can potentially shape your future. No single choice is right for every person, and the path that is ultimately best will depend on your own unique set of circumstances and preferences.

There are numerous terms and labels used within and outside the senior living industry to describe the various living options. In this book, I will categorize each type of retirement community and clarify much of the terminology. Still, I urge you not to get too caught up in specific labels because a single term may be used in different ways by different people or organizations. By helping you understand how various retirement living options work and what to look for, you can consider how those options align with your desires and objectives without focusing so much on the labels or terminology.

As you learn about the various retirement living choices, keep in mind that paying for care and access to care are separate issues. For instance, owning long-term care insurance or having a substantial level of savings and assets will help pay for care, but it does not address the other aspect of the issue: where and how your eventual care needs will be provided and the impact it could have on your overall health and well-being.

Remember: You cannot possibly plan for every contingency because it is impossible to know exactly what the future holds, but by understanding the options, considering the pros and cons of each, and having advance conversations with loved ones, medical professionals, senior living providers, and other professional advisors, you can minimize and possibly avoid many headaches (and heartaches) in the future.

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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. 

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Artificial intelligence is quickly becoming part of everyday life, and one of its most promising applications may be helping older adults stay connected, engaged and independent. 

That was the focus of a recent session of Varsity’s weekly Roundtable featuring Assaf Gad, VP of Strategy and General Manager at Intuition Robotics, the company behind ElliQ, an AI-powered companion created specifically for older adults. Gad shared how AI companions are helping reduce loneliness, personalize support and strengthen the circle of care without replacing family members or caregivers. Below are a few Fresh Perspectives from his discussion.

AI SHOULD STRENGTHEN HUMAN CONNECTION, NOT REPLACE IT

The most effective AI companions don’t replace caregivers or family members. They make it easier for older adults to stay connected to the people, services and communities that support them.

PROACTIVE AI CAN DRIVE BETTER OUTCOMES

The biggest difference between an AI companion and a voice assistant is initiative. By learning routines and offering timely prompts, AI can encourage healthier habits, stronger social connections and greater independence.

PERSONALIZATION BUILDS TRUST AND ADOPTION

Older adults don’t need to master the technology on day one. AI that adapts to each person’s pace, preferences and comfort level creates stronger engagement and long-term adoption.

THE GOAL IS INDEPENDENCE, NOT SURVEILLANCE

Successful AI solutions give older adults more control over their lives. Consent, dignity and user choice should remain at the center of every interaction and every connection with caregivers.

AI CAN HELP CARE TEAMS WORK SMARTER

AI companions can surface timely insights, automate routine check-ins and promote community programs, allowing staff to prioritize residents who need the most attention while improving engagement across the community.

VARSITY’S FRESH PERSPECTIVE

AI companions represent one of the most promising applications of artificial intelligence in senior living because they address a uniquely human challenge: connection. While much of the AI conversation focuses on automation and efficiency, technologies like ElliQ remind us that AI can also strengthen relationships, encourage healthy behaviors and help older adults maintain their independence. 

The most successful solutions won’t replace people, they’ll help people stay more connected to one another. For senior living organizations, the opportunity extends beyond adopting new technology, it’s about thoughtfully integrating AI into the resident experience and using it to support care teams and personalize everyday interactions.

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. 

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Art has the power to do something facts and statistics often can’t: change the way people see one another. In senior living, where outdated stereotypes about aging still influence everything from marketing to everyday interactions, creativity can become a powerful tool for reshaping perceptions and celebrating the richness of later life. 

That’s exactly the focus of Meg LaPorte and Jordan Evans, co-founders of Art Against Ageism, who joined Varsity’s weekly Roundtable to share how storytelling, public art and interactive experiences are helping challenge ageism and inspire more authentic conversations about aging. Below are a few Fresh Perspectives from their discussion.

AGEISM IS OFTEN INVISIBLE UNTIL YOU LOOK FOR IT

Age bias often appears in subtle ways, from marketing imagery to everyday language. Regularly auditing communications and customer experiences can uncover hidden stereotypes.

PUBLIC ART CAN STRENGTHEN COMMUNITY CONNECTIONS

Murals and interactive installations invite engagement, generate conversation and help position senior living as an active part of the local community.

AUTHENTICITY BUILDS TRUST

Showing real residents, real experiences and everyday life creates more credible storytelling and helps families connect before they ever visit.

SMALL EXPERIENCES CAN CHANGE BIG BELIEFS

Interactive activations don’t have to be elaborate. Simple, thoughtful experiences can spark conversations that reshape perceptions of aging.

STORIES BRING PEOPLE TO LIFE

Portraits capture attention, but personal stories create emotional connection and help audiences see people instead of stereotypes.

FIGHTING AGEISM TAKES AN ORGANIZATION-WIDE EFFORT

Marketing matters, but lasting change also comes from staff, partnerships and everyday interactions that celebrate aging with dignity.

Artificial intelligence is rapidly changing the way consumers search for information, evaluate options and make decisions online. As AI-powered platforms like ChatGPT, Gemini, Claude and Perplexity become a larger part of the consumer journey, senior living organizations are beginning to ask an important question: How do we ensure our brand gets found, cited and recommended?

That was the focus of a recent session of Varsity’s weekly Roundtable featuring Jeremy Freeman, Zack Collevechio, and Dave Shoffner. The trio explored how AI is reshaping paid media, website content and public relations, while sharing practical strategies senior living organizations can use to build visibility and credibility in an increasingly AI-driven search environment. Below are a few Fresh Perspectives from their discussion.

BRAND STRENGTH IS BECOMING A COMPETITIVE ADVANTAGE

As AI helps consumers narrow their options more quickly, trusted and recognizable brands are more likely to be surfaced and recommended. Future visibility may depend less on who ranks highest and more on who has established credibility, awareness and authority in the marketplace.

FEWER CLICKS DOESN’T NECESSARILY MEAN LESS OPPORTUNITY

As AI provides answers directly within search results, website traffic may decline. However, those who do click through are likely to be further along in the decision-making process and more qualified. Success may be measured less by traffic volume and more by the quality of engagement and leads generated.

FIRST-PARTY DATA IS GROWING IN VALUE

Clean CRM data, audience insights and customer information are becoming increasingly important as AI-powered targeting and recommendation systems evolve. Organizations that invest in their data infrastructure today will be better positioned as AI becomes more integrated into marketing and consumer decision-making.

EARNED MEDIA MAY MATTER MORE THAN YOUR WEBSITE

While websites remain important, most AI citations come from third-party sources such as news coverage, industry publications, research, Wikipedia and community-driven platforms. Building credibility outside your own channels is becoming a critical part of AI visibility.

AI IS REWARDING AUTHORITY, NOT JUST CONTENT

Organizations that provide expertise, perspective and context are more likely to be cited than those simply publishing information. As AI helps users understand the bigger picture, thought leadership and trend-focused content are becoming increasingly valuable.

THE BEST AI STRATEGY MAY BE BETTER COMMUNICATIONS

One of the most encouraging takeaways is that organizations do not need to reinvent their marketing strategy. Media relations, thought leadership, speaking opportunities and strong content remain some of the most effective ways to build both human and AI credibility.

When it comes to senior living sales tours, more isn’t always better.

Many communities invest significant time and energy into creating the perfect tour route. The result is often a lengthy walk through every hallway, amenity and common area, packed with facts, features and information. While the intention is good, the experience can sometimes leave prospects feeling overwhelmed rather than inspired.

INFORMATION OVERLOAD IS REAL

During a recent Varsity Roundtable, Hoyle Koontz, Partner at The Vectre, shared a memorable term for this phenomenon: the “Gilligan tour.” Borrowing from Gilligan’s Island and its famous “three-hour tour,” Hoyle described the all-too-common practice of taking prospects on an exhaustive journey through every inch of a community, only to leave them stranded in a sea of details they’re unlikely to remember.

“Those three-hour tours are a waste of your time and likely wasting their time,” said Koontz. “Within one hour, prospects are going to forget half of it. Within a day, they’re going to forget 70 percent. Within a week, they’ve forgotten 90 percent.”

The challenge is that prospects are already processing a tremendous amount of information. They may be evaluating multiple communities, discussing options with family members and navigating the emotions that often accompany a major life transition. Adding even more information to the mix doesn’t necessarily help. In many cases, it creates confusion and makes it harder for prospects to identify what truly matters.

THE MYTH OF THE PERFECT TOUR PATH

Hoyle also challenged the idea of the so-called “optimum tour path.” Too often, communities follow a standardized route designed to showcase every feature, whether or not those features are relevant to a particular prospect. The dining room, fitness center and bistro may be impressive, but so do the dining rooms, fitness centers and bistros at competing communities.

What prospects remember is rarely the route. They remember how a community made them feel and whether they could envision themselves living there.

PERSONALIZATION BEATS PRESENTATION

Instead, the most effective tours focus on personalization. What is this prospect looking for? What concerns do they have? What aspects of community life are most important to them? By simplifying the experience and tailoring the conversation, sales teams can create stronger emotional connections and more meaningful conversations.

Rather than trying to show everything, focus on showing the right things. A prospect interested in social engagement may care more about resident interaction than square footage. Someone concerned about future care may be focused on healthcare services and peace of mind.

At the end of the day, prospects don’t need to see everything. They need to see enough to imagine themselves living there. Sometimes the shortest tour is the one that leaves the strongest impression.

FRESH PERSPECTIVES

The goal of a sales tour isn’t to showcase every square foot of a community. It’s to help prospects envision a better future. Communities that simplify the experience and focus on what matters most to each individual often create stronger connections, more productive conversations and ultimately better sales outcomes.

Consider this: 45% of LGBTQ+ older adults report a lack of companionship, and nearly half feel socially isolated. Those realities underscore why inclusive, affirming environments in senior living aren’t optional, they’re essential. As communities continue working toward more person-centered experiences, conversations around belonging, trust and cultural competency matter more than ever.

As part of Varsity’s Pride Month celebration, we caught up with Karen Cushing, Director of SAGECare Business Development and a past guest on Varsity’s weekly Roundtable. Karen has spent years helping senior living organizations better support LGBTQ+ older adults through education, advocacy and practical guidance. In this Q&A, she shares insights on inclusion, connection, Pride programming and the small actions that can make a meaningful difference.

DESCRIBE YOUR ROLE AT SAGECARE AND THE WORK SAGECARE IS DOING TO SUPPORT LGBTQ+ OLDER ADULTS. 

As Director of SAGECare Business Development, I build partnerships to expand LGBTQ+ cultural competency training across aging services, healthcare, and community providers. My work focuses on meeting organizations where they are and helping them take practical steps toward becoming more inclusive and affirming.

SAGECare supports providers with training and credentialing that improve care for LGBTQ+ older adults, ensuring they can age with dignity, respect, and a sense of belonging. This work addresses longstanding gaps, helping reduce fear and barriers rooted in past discrimination by creating environments where people feel safe being their authentic selves.

WHY DO SO MANY LGBTQ+ OLDER ADULTS STILL HESITATE TO TRUST HEALTHCARE AND SENIOR LIVING PROVIDERS? 

Many LGBTQ+ older adults approach care with caution shaped by past discrimination, including bias, denial of services, or having to hide who they were to stay safe. These experiences, rooted in a time when being openly LGBTQ+ could risk jobs, housing, or safety, still impact trust today.

Even now, gaps in cultural competency and small signals; like non-inclusive forms or assumptions, can reinforce hesitation. That hesitation is not misplaced; it’s informed by lived experience. SAGECare’s work helps rebuild trust by supporting providers in creating environments where LGBTQ+ older adults feel seen, respected, and safe being themselves.

WHY IS LONELINESS AND ISOLATION SUCH A SIGNIFICANT ISSUE WITHIN THE LGBTQ+ OLDER ADULT COMMUNITY? 

Loneliness and isolation are significant challenges for many LGBTQ+ older adults, often because traditional support systems haven’t been available or safe. While many have built strong “chosen families,” those networks can shrink over time due to loss, illness, or distance.

Stigma and fear of discrimination can also lead people to withdraw from services or even hide their identity again, making it harder to find connection. Combined with a lack of inclusive aging spaces, this can deepen isolation.

At SAGECare, we see inclusion as key to addressing this, when environments feel safe and affirming, people are more likely to connect, engage, and build a true sense of community and belonging.

WHAT ARE SOME OF THE SMALLEST CHANGES SENIOR LIVING COMMUNITIES CAN MAKE THAT HAVE THE BIGGEST IMPACT ON LGBTQ+ RESIDENTS FEELING SAFE AND WELCOME? 

Small changes can have a big impact because they signal that people are seen and belong. Inclusive language on forms, visible affirmations like Pride symbols, and clear nondiscrimination statements all help create a sense of safety.

Staff training is just as important, using chosen names and pronouns, avoiding assumptions, and showing respect in everyday interactions can build trust. Creating inclusive programming and opportunities for connection further fosters belonging.

It doesn’t have to be complex to be meaningful. Consistency, authenticity, and respect go a long way in helping LGBTQ+ residents feel safe, seen, and at home.

HOW CAN PRIDE MONTH PROGRAMMING MOVE BEYOND CELEBRATION AND CREATE MORE MEANINGFUL CONNECTION INSIDE SENIOR LIVING COMMUNITIES? 

Pride Month programming can go beyond celebration to build real connections in senior living communities. While visibility and joy matter, the greatest impact comes from creating space for storytelling, shared experiences, and meaningful conversation that foster empathy.

Pride can also serve as an entry point for education through staff training, resident discussions, and intergenerational programs that deepen understanding and support more inclusive interactions.

The key is continuity using Pride as a catalyst for year-round inclusion through ongoing programming, policies, and daily practices. When done with intention, Pride becomes more than a moment; it helps ensure LGBTQ+ residents feel seen, valued, and connected every day.

Social media is changing fast and for senior living organizations, keeping up requires more than just posting consistently. It requires stepping back to understand what’s actually shifting and why it matters. Jamil Larkins, Lead Social Media Strategist at Varsity, did exactly that as a recent guest on Varsity’s weekly Roundtable, offering marketing and sales leaders a clear-eyed look at today’s social media landscape and what it means for senior living providers.

His core message was both simple and timely: the brands that build trust through real people and genuine engagement are the ones that will stand out in an increasingly crowded feed. Below are a few Fresh Perspectives from his discussion.

SOCIAL MEDIA IS NO LONGER SOCIAL-FIRST, IT’S DISCOVERY-FIRST

Platforms have evolved from friend-and-family networks into content discovery engines. Today’s users increasingly open Instagram, TikTok and Facebook with a specific purpose, using them to search for recommendations, information and solutions rather than simply scrolling through personal updates.

TRUST IS THE NEW CURRENCY OF DIGITAL MARKETING

As AI-generated content and automated search results become more common, consumers are placing greater value on authentic human voices. Real people, real experiences, employee advocates and customer stories are becoming some of the most powerful tools brands have for building credibility and influencing decisions.

YOUR BIGGEST COMPETITOR MAY NOT BE YOUR COMPETITOR AT ALL

In a social feed, senior living communities aren’t competing only against other providers. They’re competing against every piece of content vying for attention, from national brands and sports highlights to local restaurants and family photos. Success depends on creating content that stands out in a crowded attention economy.

FOLLOWER COUNT ISN’T THE METRIC IT USED TO BE

Algorithms now determine what users see, meaning even followers may never encounter a community’s content. The discussion reinforced that discoverability, relevance and audience targeting matter more than simply growing a follower base. In many cases, most people seeing a brand’s content aren’t followers at all.

HELPFUL CONTENT OUTPERFORMS PERFECT CONTENT

Participants were encouraged to focus less on polished production and more on usefulness. Timely updates, event coverage, educational content and behind-the-scenes glimpses often resonate because they provide genuine value and make organizations feel more approachable and human.

“BE SOCIAL ON SOCIAL” IS STILL THE BEST STRATEGY

Despite constant platform changes, the most enduring lesson was surprisingly simple: engage authentically. Brands that participate in conversations, showcase real people and create meaningful interactions are the ones most likely to build trust, strengthen community connections and achieve long-term success.

Getting older is, as J.J. Hubal puts it, “a very big deal,” and pretending otherwise doesn’t do anyone any favors. What does help? A little honesty, a healthy dose of curiosity and, perhaps most powerfully, a well-timed cartoon. 

Bestselling author, cartoonist and former special education teacher J.J. Hubal joined Varsity’s weekly Roundtable recently to share the ideas behind her book, Goodbye Old, Hello Bold, a work that challenges long-held stereotypes and invites people to embrace aging with confidence and humor. Below are a few Fresh Perspectives from her discussion.

HUMOR OPENS THE DOOR TO HARD CONVERSATIONS

J.J. demonstrated how humor and cartoons can make sensitive topics like aging, loss, health and change feel more approachable. Participants were reminded that laughter can create space for honest reflection and meaningful conversations.

AGING REQUIRES LETTING GO BEFORE MOVING FORWARD

One of J.J.’s central themes was that aging well isn’t about denying reality. It’s about acknowledging what’s changed, letting go of what no longer fits and creating room for new possibilities, experiences and relationships.

COMMUNITY OFTEN OUTWEIGHS CONVENIENCE

Discussions about downsizing, aging in place and senior living reinforced that people aren’t just choosing a place to live. They’re choosing connection, purpose and belonging. For many older adults, the real value of a move is gaining community rather than simply reducing maintenance.

THE BIGGEST AGING DECISIONS START WITH CONVERSATION

Whether discussing downsizing, future living arrangements or changing family dynamics, participants were reminded that proactive conversations are far better than waiting for a crisis. Open communication creates more choices and better outcomes.

AGING ISN’T ONE-SIZE-FITS-ALL

Health, finances and relationships affect everyone differently. J.J. encouraged attendees to focus less on aging stereotypes and more on helping people navigate their own unique circumstances with honesty, flexibility and self-awareness.

PEOPLE CONNECT WITH AUTHENTICITY

The strongest themes in J.J.’s work came from real-life experiences, frustrations and observations. Participants were reminded that the most relatable stories, messages and marketing often come from genuine human experiences rather than polished talking points.

Music can do more than entertain, it can create connection, reflection and even healing. In a recent episode of Varsity’s Roundtable Talk, we talked with Stuart Malina, longtime Music Director and Conductor of the Harrisburg Symphony Orchestra and Tony Award-winning orchestrator.

In the conversation, Stuart discussed why music often resonates more deeply as we age, how live concerts create powerful shared experiences and the surprising ways music can unlock memory and emotion. Stuart also reflects on working with Billy Joel and Twyla Tharp on Broadway’s Moving Out and shares advice about creativity, confidence and defining success for yourself.

Check out the full episode here.

WHAT HAVE YOU OBSERVED ABOUT HOW PEOPLE’S RELATIONSHIP WITH MUSIC CHANGES AS THEY AGE?

The core audience of classical music is older. I would say probably averaging somewhere in the upper 60s to lower 70s. I don’t think this is a coincidence. I think that there is something about classical music that resonates perhaps a little bit more intensely with older audiences. Music speaks to everybody, but as you get older, different kinds of music will bring responses. 

I speak to a lot of people who say the same thing: I grew up and I loved the pop music of my time, and of course I still do. But now I’m beginning to understand this music a little bit better and it speaks to my heart.

WHY DO YOU THINK MUSIC BECOMES MORE MEANINGFUL LATER IN LIFE?

If there is wisdom, it’s just kind of being able to look at life with a little bit more grand perspective, and I do think that might be part of why there’s a response to not just music, but any kind of great art as you get older. 

I also think that part of it is patience. As you get older, I do think there is a greater ability to just sit back and enjoy a journey. So much of classical music is just allowing yourself to enjoy the progression of an emotional arc or the progression of a beautiful long phrase. And I do think that comes a little bit more easily when you’re older. But the last thing might even be just a practical issue, that older people just have a little bit more time.

RESEARCH HAS SHOWN THAT MUSIC CAN SUPPORT MEMORY, MOOD, AND BRAIN HEALTH. DOES THAT ALIGN WITH WHAT YOU’VE SEEN PERSONALLY?

I actually think that music is unbelievably powerful. I do think that music speaks to parts of the brain that you can’t reach in other ways. We have a great friend of the orchestra who brought her husband to concerts. He was suffering from very severe Alzheimer’s, to the degree where he really couldn’t remember anything and he didn’t remember who people were. 

She brought him to the concerts because when he walked in the concert hall, suddenly he was who he was before. He was recognizing members of the orchestra. And she said that for that one hour and 45 minutes or two hours, he was himself again. And then they would leave and it would be back to his old world. So something’s going on there.