Author: Varsity Team

The future of senior living may depend as much on what happens beyond a community’s walls as what happens inside them. As providers look to serve more older adults and strengthen their role in the broader community, many are rethinking how campuses connect with the neighborhoods around them. That means creating places that encourage everyday interaction, celebrate local identity and make senior living a more visible, welcoming part of community life.

Those ideas were the focus when Max Winters, Senior Designer at RLPS Architects, joined Varsity’s weekly Roundtable to explore how thoughtful design can strengthen community connections, support healthier aging and help senior living organizations build meaningful partnerships beyond their campuses. Below are a few takeaways from his discussion.

DESIGN COMMUNITIES, NOT JUST CAMPUSES

The future of senior living isn’t about recreating everything behind campus walls. The strongest communities connect residents to the neighborhoods around them, strengthening both quality of life and the communities they serve.

SOCIAL CONNECTION HAPPENS IN EVERYDAY MOMENTS

Small interactions like a conversation with a barista, seeing familiar faces or gathering in welcoming public spaces play a meaningful role in healthy aging. Designing for those everyday connections can improve both physical and cognitive well-being.

BUILD PLACES THAT WELCOME EVERYONE

Mixed-use developments, public restaurants, shared gathering spaces and adaptive reuse projects create natural opportunities for residents and neighbors to interact, making senior living an active part of the broader community instead of a destination apart from it.

A STRONG SENSE OF PLACE CREATES STRONGER PARTNERSHIPS

Communities with a clear identity rooted in their history, culture and local character are better positioned to build partnerships, attract visitors and create experiences that feel authentic rather than generic.

CULTURE SHOULD LEAD, BUILDINGS SHOULD FOLLOW

Lasting transformation begins with programming, operations and organizational culture. As communities evolve, the need for new or redesigned spaces becomes much clearer—and much more effective.

VARSITY’S FRESH PERSPECTIVE

The future of senior living isn’t about building bigger campuses. It’s about building stronger connections. Communities that open their doors to neighbors, celebrate their local identity and create opportunities for everyday interaction will be better positioned to attract future residents and strengthen the communities they serve.

For sales and marketing leaders, that starts with thinking beyond occupancy. Every partnership, event and shared experience is an opportunity to reinforce your community’s role as a vibrant, connected part of the neighborhood.

Growth doesn’t stop with age, but it often begins with stepping outside your comfort zone. That was the topic in a recent episode of Varsity’s Roundtable Talk. In that conversation, Derek sat down with award-winning journalist and bestselling author Chris Ballard to discuss his new book, The Plunge, and what cold-water immersion can teach us about resilience, health and aging.

Chris explored the science behind cold plunging, why swimming is one of the best lifelong activities, how embracing discomfort can build resilience, and why confidence comes from taking action, not waiting until you feel ready. He also shared lessons from reporting on extraordinary people who continue to challenge themselves well into later life.

Check out the full episode here.

WHAT HAPPENS TO THE BODY DURING COLD EXPOSURE?

At first, your body reacts as if it’s facing a threat. Adrenaline surges, your heart rate increases and you become extremely alert. But after about 90 seconds, something remarkable happens. Your body shifts into a calmer, more controlled state. Researchers have found it’s one of the few ways to become both highly alert and deeply calm at the same time. Over time, regular cold exposure may also help improve resilience and lower overall stress levels.

SHOULD WE INTENTIONALLY SEEK DISCOMFORT AS WE AGE?

Absolutely. The key is choosing healthy forms of discomfort instead of letting life simply become more comfortable. Whether it’s cold exposure, exercise or trying something completely new, those small, intentional challenges build resilience. As we age, it’s easy to settle into routines, but growth usually happens just outside of them. The challenge doesn’t have to be dramatic. It just has to push you a little beyond where you’re comfortable.

WHY IS SWIMMING SUCH A GOOD ACTIVITY AS WE AGE?

Swimming checks so many boxes. It’s easy on the joints, which becomes increasingly important as we get older, but it still provides a terrific cardiovascular workout. The water also creates gentle compression that improves circulation, and because you’re horizontal, there are additional cardiovascular benefits. Unlike many sports, swimming can adapt to different body types and fitness levels, making it something people can enjoy well into their 80s and 90s.

WHAT’S A REALISTIC WAY TO ADD MORE ADVENTURE TO LIFE?

Pick something that scares you just a little and try it. It doesn’t have to be skydiving or swimming in icy water. The goal is simply to step outside your routine. Novelty keeps us engaged, gives us something to work toward and reminds us we’re still growing. The more often you challenge yourself, the more natural it becomes to keep seeking new experiences.

IF THERE’S ONE LESSON YOU HOPE PEOPLE TAKE AWAY FROM YOUR REPORTING, WHAT IS IT?

Never underestimate yourself. I spent three years reporting on people who continually surprised themselves by trying new things later in life. That became my own experience as well. It’s easy to think, “I’m too old for that,” or, “That’s not who I am anymore.” But we often discover new abilities and new purpose only after we’re willing to step outside our comfort zone.

Gardening can do much more than brighten a landscape. Research shows it can help older adults stay active, eat healthier, find purpose and enhance overall well-being, making it a valuable opportunity for senior living communities.

Laurel Mertz, Senior Research Analyst at the Mather Institute, joined Varsity’s weekly Roundtable to share findings from the organization’s new national study on gardening and healthy aging. She discussed the benefits of gardening, common barriers to participation and practical ways communities can create more accessible, engaging gardening experiences for residents. Below are a few Fresh Perspectives from her discussion.

GARDENING SUPPORTS HEALTHY AGING IN MULTIPLE WAYS

Older adults who garden reported higher levels of gratitude, life satisfaction and purpose, along with more physical activity, healthier eating habits and a stronger connection to nature.

GARDENING MAY BE THE “SNEAKY EXERCISE” OLDER ADULTS NEED

Gardeners reported spending nearly five hours a week gardening during the growing season. Activities like digging, weeding and harvesting can help older adults stay active without feeling like they’re exercising.

INTEREST IN GARDENING EXCEEDS PARTICIPATION

Many older adults who don’t currently garden are interested in community gardens, hydroponics and other gardening experiences. For many, the barriers are confidence, space and accessibility—not a lack of interest.

MAKE GARDENING ACCESSIBLE TO EVERYONE

Raised beds, container gardens, hydroponic systems, gardening mentors and beginner-friendly programs can help overcome common barriers and make gardening possible for more older adults, regardless of physical ability or experience.

TURN GARDENING INTO A COMMUNITY EXPERIENCE

While Mather’s national study didn’t find stronger social outcomes among gardeners, community-based gardening programs, shared spaces and group activities create opportunities for connection, engagement and meaningful resident experiences.

Finding the right senior living community starts long before someone schedules a tour. On an episode of Varsity’s Roundtable Talk, Derek talked with Brad Breeding, founder of MyLifeSite, author of Your Best Path Forward and a nationally recognized expert on helping older adults and their families navigate senior living decisions.

Brad shared why so many families struggle to compare community options, the questions people should ask themselves before beginning a search, and how financial concerns often go far beyond monthly costs. He also discussed the growing influence of adult children, why community culture matters more than flashy amenities and the trends he believes will shape the future of senior living.

Check out the full episode here.

WHAT MAKES NAVIGATING SENIOR LIVING SO CONFUSING FOR FAMILIES?

There are so many different options, but from the outside many of them look the same. Independent living, assisted living and life plan communities can differ significantly in services, pricing and long-term value. Then you add the industry’s terminology, much of which is used differently from one community to another. It’s a lot for families to sort through, especially when they’re making a decision they’ve never faced before.

WHAT ARE THE BIGGEST FEARS PEOPLE HAVE WHEN CONSIDERING SENIOR LIVING?

Cost is one of the biggest concerns, especially what the decision might mean for someone’s estate. Beyond that, many people worry they’re making their final move. They wonder if they’ll like the community or regret the decision after selling their home and leaving familiar surroundings. That’s why spending time in a community and getting to know the people before moving is so valuable.

WHAT ROLE DO ADULT CHILDREN PLAY IN THE SENIOR LIVING DECISION?

Many adult children have firsthand experience with caregiving and understand how emotionally and physically demanding it can be. The question isn’t simply, “How do I care for my parents?” It’s, “What’s the best way to care for them?” Sometimes that’s providing support yourself. Other times it’s helping them find a community that can meet their needs while allowing you to focus on being a son or daughter.

WHERE SHOULD SOMEONE BEGIN WHEN THEY START LOOKING AT SENIOR LIVING?

Start by asking what’s most important to you and why. What concerns do you have? What gives you peace of mind? Once you’ve answered those questions, you can evaluate the different options available. The goal isn’t simply to compare communities. It’s to find the option that best aligns with your priorities and future plans.

WHAT ARE SOME OF THE BIGGEST MISCONCEPTIONS ABOUT THE COST OF SENIOR LIVING?

Many people assume senior living is simply expensive, but it’s more complicated than that. Different communities include different services and use different pricing models. Especially with life plan communities, it’s important to look beyond the entrance fee and consider the lifetime value, future care costs and overall financial picture.

WHAT DO TODAY’S OLDER ADULTS REALLY WANT FROM SENIOR LIVING?

People often assume they’re looking for luxury amenities, but that’s rarely what I hear. They want a place that’s well managed, where they feel respected, connected and comfortable. They want flexibility, meaningful relationships and confidence in the organization. When I ask residents what they like most about where they live, the answer I hear most often is simple: the people.

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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.

Every one of us is aging, yet most of us think of it as something that happens to other people later in life. Recently on Varsity’s Roundtable Talk, Derek sat down with writer, editor and Oldster founder Sari Botton to explore why growing older is a lifelong experience. 

Through her writing and community, Botton is helping reshape the conversation around aging by bringing together perspectives from every generation. In their conversation, Derek and Sari discuss why our youth-obsessed culture fuels fear of aging, how intergenerational conversations can replace anxiety with optimism, and why there is no universal timeline for life’s milestones.

Check out the full episode here.

WHAT DOES IT MEAN THAT “EVERYONE IS AN OLDSTER”?

I’ve been thinking about what it means to get older since I was about 10 years old. Throughout life, we’re constantly leaving one version of ourselves behind to become the next. We leave grade school for middle school, high school for college, one job for another, one relationship for the next. 

Every stage brings its own expectations, questions and even grief. That’s why I say everyone is an oldster. Aging isn’t something that suddenly begins at 65. It’s something we experience throughout our entire lives, whether we’re thinking about careers, relationships, children or changes in our bodies.

WHAT WOULD YOU SAY TO SOMEONE WHO FEELS LIKE THEY’RE RUNNING OUT OF TIME?

I’d encourage them to ask, “What can I still do?” We don’t know how much time any of us has, but we can be intentional with whatever time remains. Rather than focusing on opportunities you may have missed, think about the goals that are still possible today. It’s never too late to pursue something meaningful. Maybe it won’t happen exactly the way you imagined years ago, but you can still make room for the things that matter most to you now.

DOES GETTING OLDER GIVE PEOPLE MORE FREEDOM TO REINVENT THEMSELVES?

Absolutely. I hear from people all the time who reinvent themselves later in life. They retire, discover interests they never had time to pursue, start new careers, develop creative passions or simply realize they finally have permission to try something different. One of the biggest lessons I’ve learned through Oldster is that there is so much possibility in getting older. We often focus on what aging takes away, but we don’t talk enough about everything it can make possible.

HOW CAN WE COMBAT AGEISM AS A SOCIETY?

I think ageism largely comes from ignorance. People don’t really know what older adults are like or how capable they continue to be. That’s why I’m committed to making Oldster an intergenerational conversation. When people share their stories across generations, they begin to understand one another. Younger people realize that someone in their 60s or 70s is still living a full, engaged life, while older adults gain a better understanding of younger generations. The more we hear one another’s experiences, the more empathy we build and the less room there is for ageist assumptions.

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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.

Fraud has become one of the fastest-growing crimes in America, fueled by AI, stolen data and increasingly sophisticated scams. In a recent episode of Varsity’s Roundtable Talk, Derek talked with Kathy Stokes, director of fraud prevention programs at AARP, and Matt Mazenko, general manager of Nomorobo, about how consumers can stay one step ahead.

Together, they discussed why scammers prey on emotion, how AI is making fraud more convincing, why older adults aren’t the only targets and the simple habits and technologies that can dramatically reduce your risk. They also explained why reporting fraud is critical to protecting others and driving broader solutions.

Check out the full episode here.

WHAT HAS CHANGED ABOUT SCAMS IN RECENT YEARS?

Kathy Stokes: The biggest shift began during COVID, when everyone moved online. At the same time, organized crime transformed fraud into a massive global industry. Scam compounds in Southeast Asia now employ tens of thousands of people, many of them victims of human trafficking, whose sole purpose is to steal money from consumers around the world. This isn’t just an individual problem anymore. It’s a family problem, an economic problem and a national security issue.

Matt Mizenko: These organizations operate like sophisticated businesses. They have managers, quotas, bonuses, scripts and playbooks. AI has made them even more effective by helping them analyze personal information exposed in data breaches. Instead of asking for information, scammers now call already knowing details about you, immediately creating urgency and putting you on the defensive.

WHY ARE TODAY’S SCAMMERS SO EFFECTIVE?

Kathy Stokes: Criminals have always understood how to manipulate emotions. That’s been true for thousands of years. What has changed is technology. They can now scale those tactics, personalize them and reach millions of people. Nearly every successful scam includes three ingredients: an unexpected contact, a heightened emotional response and a sense of urgency that pressures people to act before they have time to think.

WHY DO SCAMS SEEM TO TARGET OLDER ADULTS?

Kathy Stokes: The biggest misconception is that scams only happen because older adults experience cognitive decline or aren’t tech savvy. That’s simply not true. Older adults are targeted because that’s where much of the accumulated wealth is. But criminals are targeting everyone. The danger of believing it’s only an older adult problem is that everyone else lets their guard down.

WHAT ARE THE BIGGEST RED FLAGS PEOPLE SHOULD WATCH FOR?

Kathy Stokes: If you don’t recognize the number, let it go to voicemail. Even answering for a few seconds tells scammers they’ve reached a real person, making your number more valuable and more likely to be sold to other criminals.

Matt Mizenko: If something feels urgent, emotional or too good to be true, slow down. Don’t be afraid to hang up and verify the situation yourself by calling a trusted number. Whether it’s a grandchild in trouble or someone claiming to be from your bank, take a step back before acting.

HOW SHOULD FAMILIES TALK ABOUT SCAMS WITH OLDER LOVED ONES?

Kathy Stokes: Simply telling someone not to answer the phone or click suspicious links isn’t enough. Give them context. Explain that fraud is now one of the biggest crimes in the country and that families need to protect one another. Make it an ongoing conversation where everyone shares new scams they learn about rather than treating it as a lecture.

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.