Author: Varsity Team

Grief is woven into the aging journey, yet in senior living it’s often the quiet undercurrent few talk about openly. Beyond the loss of a loved one, residents may be grieving a move, a change in mobility, a shift in identity or the gradual loss of independence. When those transitions go unacknowledged, they can surface in unexpected ways, from withdrawal and isolation to frustration or agitation. On Varsity’s weekly Roundtable, we explored how creative expression can offer a powerful, compassionate response to that reality.

Alison Schroeder, Creative Arts Coordinator at Goodwin Living, joined Varsity’s weekly Roundtable for an insightful conversation on how art-based programming creates space for emotion, connection and resilience. Below are a few Fresh Perspectives from her discussion.

GRIEF ISN’T JUST ABOUT DEATH, IT’S BUILT INTO THE AGING JOURNEY

From losing a spouse to losing a driver’s license, identity or mobility, grief shows up everywhere in senior living. Communities that acknowledge those quieter losses — not just bereavement — create space for deeper healing.

ART IS THE ANTIDOTE TO LOSS

Grief is about losing. Art is about creating. That shift from absence to expression restores agency, purpose and momentum, especially when so much else feels out of control.

RITUALS EXIST FOR DEATH, NOT FOR TRANSITIONS

We have funerals for loved ones, but no ceremony for stopping driving or moving to assisted living. Creative programming can become the missing ritual that helps residents process life’s unmarked transitions.

PROCESS MATTERS MORE THAN PRODUCT

In memory care and skilled nursing especially, the goal isn’t a perfect painting, it’s engagement. Like exercise, creative practice builds emotional strength even if there’s no masterpiece at the end.

CELEBRATION IS A FORM OF THERAPY

Art shows, books, talks and festivals don’t just showcase talent, they validate identity. Publicly honoring residents’ creative work transforms private struggle into shared pride.

SUPPORT CREATES BREAKTHROUGHS

Creative transformation rarely happens alone. Whether it’s interns, therapists, fellow residents or staff, community collaboration amplifies impact and turns individual expression into collective healing.

Varsity’s Roundtable is 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. 

The biggest growth opportunity in senior living isn’t at the luxury end of the market — it’s in the middle. As affordability pressures rise and expectations evolve, more older adults are looking for options that feel intentional, flexible and human, without the price tag or tradeoffs of traditional models. Yet much of the industry still isn’t designed to meet them where they are.

That tension was the focus of a recent conversation on Varsity’s weekly Roundtable, where we welcomed Matt Thornhill of Cozy Home Community for a thoughtful discussion on rethinking senior living for the middle market. Below are a few Fresh Perspectives from his discussion.

PEOPLE DON’T WANT “SENIOR LIVING,” THEY WANT A BETTER NEXT CHAPTER

Most older adults delay moving because today’s options feel like a concession, not a choice. Communities that position themselves as proactive lifestyle upgrades — not reactive care solutions — unlock demand years earlier.

CONTROL BEATS INDEPENDENCE EVERY TIME

Boomers aren’t clinging to independence, they’re protecting agency. Rigid schedules, programmed fun, and institutional rhythms erode appeal. The future belongs to models that let residents pilot their own day while still offering support.

THE ‘FORGOTTEN MIDDLE’ IS A DESIGN PROBLEM, NOT JUST A FINANCIAL ONE 

Middle-market senior living doesn’t fail because of demand — it fails because it’s designed like scaled-down luxury or dressed-up affordability. Right-sized homes, shared resources, and smarter delivery models solve more than subsidies ever will.

COMMUNITY DOESN’T HAPPEN BY ACCIDENT, IT HAS TO BE ENGINEERED

Porches that face inward, smaller clusters, shared pavilions, and intentional onboarding tools all do the heavy lifting. If connection is left to chance, isolation wins. Design is the first community manager.

OWNERSHIP ISN’T THE GOAL, FLEXIBILITY IS

Whether rental or ownership, what matters is removing friction and risk. Nonprofit-owned, rental-first models lower the barrier to entry while still delivering stability, dignity, and real “home” energy.

SERVICES SCALE WHEN PEOPLE CLUSTER

Aggregating residents makes care coordination, wellness services, and even meals more affordable and efficient. Senior living delivered as a service, not a destination, flips the cost equation and expands access.

THE NEXT WAVE OF SENIOR LIVING WILL BORROW FROM EVERYWHERE ELSE

Universities, churches, municipalities, and healthcare systems aren’t competitors — they’re partners. Adaptive reuse, shared land, and co-branded ecosystems will drive growth faster than standalone campuses ever could.

Varsity’s Roundtable is 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. 

A 93-year-old William Shatner stealing the spotlight in a Super Bowl commercial for Raisin Bran. A Toyota spot built around a quiet, emotional bond between a grandfather and his grandson. Before a single kickoff, this year’s Big Game ads are already sending a clear signal: aging isn’t being sidelined, it’s being centered. (The ads are also being tracked for America’s votes on Pavone Group’s national commercial poll, SpotBowl.) 

For senior living and aging services brands, that matters. These moments reflect a broader shift in how older adults are portrayed in culture. Not as an afterthought, but as vibrant, relevant and emotionally rich. To unpack what this means for marketers, we sat down with Robinson Smith, Varsity’s Executive Creative Director, to talk about Super Bowl advertising, representation and what brands still get wrong (and right) when marketing to older adults.

WHAT STANDS OUT TO YOU ABOUT SEEING WILLIAM SHATNER IN A SUPER BOWL AD AT 93?

It’s powerful because it’s normal. Shatner isn’t presented as fragile or inspirational, he’s just himself. Confident, funny, present. That’s what resonates. Older adults don’t want to be portrayed as exceptions or symbols. They want to see themselves as relevant participants in culture, not footnotes. That spot works because it doesn’t make age the punchline, it makes presence the point.

THE TOYOTA SPOT FOCUSES ON A GRANDFATHER AND GRANDSON. WHY DOES THAT KIND OF STORYTELLING WORK SO WELL?

Because it’s relational, not transactional. It’s not about age or features or milestone, it’s about connection. Those stories cut across generations. For senior living brands, that’s a reminder that we’re not just marketing to residents, we’re marketing to families. When you show aging as part of a shared story, not a separate one, people lean in emotionally.

WHAT DO SUPER BOWL ADS GET RIGHT ABOUT AGING THAT SENIOR LIVING MARKETING SOMETIMES MISSES?

They show life, not logistics. Super Bowl ads lead with emotion, personality and humanity. Senior living marketing often leads with amenities, floor plans and checklists. Older adults don’t wake up thinking about square footage. They think about purpose, connection and independence. The ads that work understand that, and trust the audience to feel first, then rationalize.

IS HUMOR STILL EFFECTIVE WHEN MARKETING TO OLDER ADULTS?

Absolutely! Older adults have a great sense of humor, especially about themselves. What doesn’t work is humor that talks down or relies on stereotypes. The best humor invites them in. It says, “You’re in on the joke.” Many Super Bowl advertisers understand that nuance better than most categories.

WHAT’S THE BIGGEST MISTAKE BRANDS MAKE WHEN TRYING TO BE ‘AGE-INCLUSIVE’?

They overcorrect. They either avoid age entirely or lean so hard into “senior” cues that it becomes limiting. Age-inclusive doesn’t mean ageless. It means being honest. Show real people, real energy, real complexity.

WHAT SHOULD SENIOR LIVING MARKETERS TAKE AWAY FROM THIS YEAR’S SUPER BOWL ADS?

That culture is giving us permission to evolve. The audience is ready. Families are ready. Older adults are already there. The brands that win won’t try to look younger, they’ll try to look more human. That’s the opportunity and it’s a big one.

The fastest-growing digital audience isn’t Gen Z, it’s older adults who helped build the internet and now expect technology to work for them. As more consumers age online, the gap between how brands market and how older adults actually engage continues to widen, and the brands that close it will win attention, trust, and loyalty.

That was the focus of Varsity’s weekly Roundtable, where we welcomed Ginna Baik, Director of AgeTech at AOL, for a timely conversation on marketing to the OG’s of the internet. 

Drawing on nearly 16 years in age tech and her recent consumer-focused work, Ginna challenged common misconceptions about older adults and shared what truly resonates, from age-inclusive brand cues to integrated technology that removes friction and supports independence and connection. Below are a few Fresh Perspectives from her discussion.

DON’T AGE THE BRAND BY TRYING TO LOOK “SENIOR” 

Older adults don’t see themselves as old, and brands that lean into dated visuals, language, or stereotypes immediately lose relevance. Marketing that overemphasizes amenities, gray hair, or dependency unintentionally signals decline instead of vitality.

THE FASTEST-GROWING DIGITAL AUDIENCE IS ALREADY ONLINE — AND THEY EXPECT MORE 

The OGs of the internet were early tech adopters and now expect digital experiences to be intuitive, useful, and human. Treating technology as an add-on rather than a core lifestyle enabler creates friction and erodes trust.

ACTIVE AGERS CARE MORE ABOUT LIFESTYLE THAN AMENITIES 

Patios, fountains, and floor plans don’t sell the future. Longevity, wellness, independence, and connection do. Amenities matter, but only when they’re framed as tools that support how people want to live.

TECHNOLOGY SHOULD BE INTEGRATED, NOT CHECKED OFF 

A “technology page” isn’t a strategy. Smart homes, voice tools, and automation only create value when they’re woven into everyday life, workflows, and storytelling — not treated as a feature list.

AI IS VALUABLE WHEN IT REMOVES FRICTION, NOT WHEN IT ADDS FLASH 

The real promise of AI isn’t novelty, it’s optimization. When applied correctly, AI reduces manual work, supports staff, and improves outcomes — freeing people to focus on care, connection, and experience.

THE FUTURE OF SENIOR LIVING EXTENDS BEYOND THE COMMUNITY WALLS 

With the vast majority of older adults aging at home, growth depends on hybrid models, partnerships, and services that reach into the home. The opportunity isn’t just move-ins, it’s relevance.

Varsity’s Roundtable is 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. 

Retirement isn’t a finish line. For today’s older adults, it’s a transition into a new phase defined less by rest and more by meaning. As people live longer, stay healthier and remain mentally engaged well into later life, retirement is being redefined as an opportunity to contribute, create and stay connected.

Across the senior living and aging services landscape, one thing is clear: today’s seniors don’t see themselves as “slowing down.” They see themselves as redirecting energy toward what matters most.

FROM CAREERS TO SECOND ACTS

Many retirees are pursuing second careers, consulting roles, or entrepreneurial projects that allow them to apply decades of experience without the rigidity of full-time work. Others are investing time in volunteering, mentoring younger generations, or supporting causes they care deeply about.

Research consistently shows that older adults who engage in purposeful activity experience higher levels of life satisfaction, emotional well-being, and cognitive health. Purpose-driven aging isn’t just aspirational, it’s foundational to longevity and quality of life. For senior living communities, this means residents aren’t just looking for amenities; they’re looking for opportunities to stay useful, valued, and engaged.

CREATIVITY, CONNECTION, AND CONTRIBUTION

Creative pursuits are also playing a major role in redefining retirement. Writing, art, music, teaching, and community leadership give older adults new ways to express themselves and stay socially connected. These activities foster identity and belonging, two things that become increasingly important with age.

Technology has accelerated this shift. Virtual learning platforms, remote work, and online communities make it easier for seniors to stay active and involved, regardless of physical location. This challenges outdated assumptions about technology adoption and reinforces the need for senior living marketing to reflect reality, not stereotypes.

WHAT THIS MEANS FOR SENIOR LIVING MARKETERS

For marketers, the implications are significant. Messaging centered on “taking it easy” or retreating from life often misses the mark. Today’s older adults respond more strongly to narratives about growth, autonomy, purpose and contribution.

Senior living marketing strategies should highlight real resident stories, meaningful programs, and opportunities for engagement beyond leisure. Show how communities support second acts, lifelong learning, volunteering, and creativity. When brands align with how seniors see themselves, trust builds faster, with residents and their families alike.

Redefining retirement isn’t about rejecting leisure. It’s about expanding what retirement can be. And the communities that recognize this shift are better positioned to connect, convert, and create long-term value.

VARSITY’S VIEWPOINT

Today’s seniors aren’t stepping back from life, they’re stepping into what’s next. Marketers should move beyond passive retirement messaging and spotlight purpose, contribution, and growth. Authentic storytelling around real engagement is what drives relevance, trust, and meaningful connection.

Growth in senior living isn’t being held back by a lack of technology, it’s being strained by how that technology is used. As automation accelerates, many organizations are discovering that more outreach doesn’t automatically lead to more trust, more engagement or more move-ins. The real challenge is learning how to balance speed and scale with empathy, intention and human connection.

That tension was at the center of Varsity’s weekly Roundtable, which featured Lucas Hayes, founder and former President and CEO of Enquire. Drawing from his experience building one of the most widely adopted CRM and engagement platforms in senior living, Lucas shared why today’s growth strategies must shift from volume-driven tactics to trust-centered conversations. Below are a few Fresh Perspectives from his discussion.

THE REAL GROWTH PARADOX IS TOO MUCH AUTOMATION, NOT TOO LITTLE

AI has accelerated outreach, but more messages, more emails and more calls don’t translate to more move-ins. Excessive automation creates digital noise that overwhelms prospects at the exact moment they need clarity, calm and human reassurance.

AN INQUIRY IS A TRUST EVENT, NOT A LEAD EVENT

Most prospects reach out during moments of fear, guilt, health decline or caregiver burnout. That first interaction isn’t about speed or scripting, it’s about earning trust when emotions are high and decisions feel heavy.

INTENTIONAL CONVERSATIONS OUTPERFORM HIGH CALL VOLUME EVERY TIME

“Spray and pray” outreach has proven ineffective in senior living. Fewer, better conversations rooted in listening, personalization and curiosity create stronger momentum than aggressive call frequency or scripted pitching.

THE PHONE IS COMING BACK, BUT NOT THE WAY IT USED TO

Voice engagement is regaining importance because it signals real commitment and care. The future isn’t AI-powered robo-calls, it’s human conversations supported by automation that handles transcription, follow-ups and CRM documentation behind the scenes.

FACE-TO-FACE STILL CLOSES, BUT EMOTION DOES THE SELLING

Digital research and phone calls set the stage, but in-person tours remain the highest-converting step. Tours should be treated as emotional experiences that provide peace of mind, not feature-driven walkthroughs of amenities.

THE MOST IMPORTANT SALES METRICS ARE HARDER TO MEASURE, BUT MATTER MORE

Speed and volume still have value, but quality, clarity and anxiety reduction are what truly move prospects forward. Rethinking incentives around these person-centered outcomes is essential in a more human-centered sales era.

Varsity’s Roundtable is 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. 

Season 1 of Roundtable Talk set out to challenge everything we think we know about aging and ended up reframing what’s possible across an entire lifetime. Check out the recap episode here. 

Across more than 20 conversations, Varsity’s aging and longevity podcast brought together gerontologists, policymakers, innovators, artists, journalists, and senior living leaders who are reshaping how we live, work, and contribute as we age. From public health and technology to purpose, creativity, and community, each guest added a vital layer to a more hopeful, human-centered narrative of longevity.

The season opened with cultural icons and truth-tellers like Garrison Keillor and Mo Rocca, who reminded us that humor, curiosity, and engagement don’t fade with age—they sharpen. Terry Farrell brought a deeply personal perspective on reinvention and authenticity, while Diane Harris and Dr. Sara Zeff Geber tackled the realities of solo aging, financial longevity, and planning for independence without fear.

Leading voices in aging science and public health—including Dr. Linda Fried, Dr. Louise Aronson, Dr. Kerry Burnight, and Dr. David Katz—challenged ageism head-on, reframed frailty and wellness, and made a compelling case for focusing on health span, not just life span. Their insights made it clear that aging well isn’t accidental—it’s systemic, behavioral, and deeply connected to how we design communities and care.

Innovation emerged as a recurring theme through conversations with Rick Robinson, Laurie Orlov, Dr. Tom Kamber, and Rob Liebreich, who explored how technology—from AI to digital literacy to cognitive health tools—can support independence, connection, and dignity when designed with older adults, not just for them.

The season also spotlighted bold models for aging with purpose and belonging. Andrew Carle and Lindsey Beagley explored university-based retirement communities and lifelong learning as antidotes to isolation. Barbara Sullivan highlighted the power of grassroots villages. Bridget Weston showed how older adults are fueling entrepreneurship through mentorship, while Brian Fried proved creativity and invention have no expiration date.

Rounding out the season, industry leaders like Larry Carlson, Scott Townsley, Marvell Adams Jr., Peter Murphy Lewis, and Dr. Robyn Stone confronted the hard truths facing senior living, caregiving, workforce sustainability, and inclusion, offering both critique and optimism for what comes next.

For a growing share of adults, aging without children isn’t a hypothetical. It’s a planning reality that challenges many of the assumptions baked into financial, estate and senior living models today. Questions around decision-making, care and responsibility don’t disappear without heirs, they become more urgent. Yet too often, those questions go unaddressed until a crisis forces them into the open.

That was the focus of a recent conversation on Varsity’s weekly Roundtable, where we welcomed Dr. Jay Zigmont, Founder and Chief Visionary of Childfree Trust and Childfree Wealth. Dr. Zigmont shared insights on how life, financial and estate design must evolve for childfree and permanently childless adults. Below are a few Fresh Perspectives from his discussion.

THE “FIDUCIARY VOID” IS A GROWING PLANNING RISK, NOT A NICHE ISSUE

Roughly one-quarter of U.S. adults are childfree today, and that share is growing fast among younger generations. Without a default next of kin, decision-making gaps around medical care, finances and housing are becoming one of the most overlooked risks in retirement and aging planning.

AGING WITHOUT CHILDREN REQUIRES EARLIER, MORE INTENTIONAL PLANNING

For childfree clients, waiting until retirement age is often too late. Long-term care planning, including how care is funded and who makes decisions, needs to begin by the mid-40s to avoid crisis-driven outcomes and court involvement later on.

FRIENDS ARE A VALUABLE OPTION, BUT NOT A SCALABLE SOLUTION

Naming a trusted friend can work in the short term, but multi-year care needs, cognitive decline and complex paperwork create an unsustainable burden for most non-professionals. A professional fiduciary serves as a necessary backstop when personal networks can no longer carry the weight.

SENIOR LIVING COMMUNITIES ARE ABSORBING RISK THEY DON’T ALWAYS SEE

Allowing residents to move in without fully executed and current estate plans creates exposure for both residents and operators. Decision-making ambiguity isn’t just a legal issue, it’s an operational and ethical one that surfaces during medical events, transitions or decline.

CHILDFREE ADULTS REPRESENT BOTH AN UNDERSERVED AND HIGH-VALUE MARKET

Childfree adults, especially women, are among the highest net-worth demographic groups in the country. They are actively seeking intentional community, but current senior living messaging rarely reflects their lives, priorities or social structures.

PROFESSIONAL FIDUCIARY SUPPORT IS SHIFTING FROM LUXURY TO NECESSITY

What was once only accessible to ultra-wealthy households is becoming essential infrastructure for solo agers. Membership-based models that combine documentation, decision-making authority and emergency response signal a broader shift toward proactive, lifelong support rather than reactive crisis management.

Varsity’s Roundtable is 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. 

Experience has become the most powerful differentiator in senior living, and it no longer begins after move-in. Today’s prospects and families expect to understand daily life, feel emotionally confident, and see proof of culture long before they make a decision. Technology now plays a central role in shaping those early impressions, helping communities move beyond selling floor plans to selling what life actually feels like.

That was the focus of a recent conversation on Varsity’s weekly Roundtable with Ryan Galea, CEO of Go Icon. Ryan shared how senior living communities can use technology to personalize the prospect journey, strengthen trust with families, and bring the resident experience to life earlier in the sales and marketing process. Below are a few Fresh Perspectives from his discussion.

EXPERIENCE IS NO LONGER POST-MOVE-IN, IT STARTS AT FIRST TOUCH

Life enrichment has shifted from a resident-only function to a front-line sales and marketing asset. The way a community engages prospects before move-in—through programming previews, apps, tours, and follow-ups—now shapes perception, trust, and conversion just as much as traditional marketing does.

WORD OF MOUTH HAS BECOME THE MOST EFFICIENT GROWTH ENGINE

Happy residents and families aren’t just a sign of success—they’re the strongest acquisition channel. When experience is strong, referrals increase, occupancy improves, and marketing costs drop. Experience isn’t a “soft” metric anymore; it’s measurable, scalable, and financially impactful.

THE ‘NETFLIX EFFECT’ HAS RAISED THE BAR FOR PERSONALIZATION

Prospects and families now expect communities to understand individual preferences, lifestyles, and values before move-in. Generic messaging falls flat. The communities that win are the ones that show—not tell—what daily life will look like for this person, not just any resident.

TECH IS MOST POWERFUL WHEN IT BUILDS EMOTIONAL CONFIDENCE

The best tools aren’t about automation for its own sake, they reduce anxiety, friction, and uncertainty. From family apps to preview experiences, technology works when it helps prospects feel informed, connected, and reassured during an emotional decision-making process.

SALES, MARKETING, AND LIFE ENRICHMENT CAN’T OPERATE IN SILOS ANYMORE

Programming choices, branding consistency, resident ambassadors, and feedback loops all influence sales outcomes. When marketing helps shape life enrichment—and life enrichment fuels marketing—the result is a more authentic, aligned, and compelling story for prospects.

TRUST IS BUILT THROUGH PROOF, NOT PROMISES

Social proof, real resident voices, personalized interactions, and thoughtful gestures like tailored gifting all reinforce credibility. Prospects don’t just want claims, they want evidence that a community listens, cares, and follows through.

Varsity’s Roundtable is 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.

Longevity isn’t the prize if the years aren’t lived with joy, purpose and real connection. In a recent episode of Varsity’s podcast, Roundtable Talk, Derek talked with Dr. Kerry Burnight, a nationally recognized gerontologist, author of the New York Times bestselling JoySpan, and a longtime leader in aging research, policy and elder abuse prevention.

They unpacked why joy is deeper than situational happiness, how many strengths actually improve with age, and why most of the aging experience is shaped more by choices than genes.

The following are some fresh perspectives from the conversation. Check out the full episode here. 

WHAT INSPIRED YOU TO WRITE JOYSPAN?

I had been a gerontologist for more than 30 years, and for the first 20 I worked with people in the roughest situations—elder abuse, financial exploitation, profound loneliness. I realized we were waiting too long. The research shows us what fortifies people for long lives, but that information wasn’t getting out in a readable, everyday book. I wanted to fortify people internally the way we try to fortify our bodies externally.

WHY DO YOU BELIEVE JOY IS A CRITICAL MEASURE OF AGING WELL?

Lifespan is how long you live, healthspan is how many of those years are healthy, but something was missing—the well-being component. The American Psychological Association defines joy as well-being and satisfaction. Joy isn’t toxic positivity. Happiness is circumstantial, but joy can exist even in challenge because it’s inside out. And I don’t know any older adults who haven’t had significant challenges.

WHAT ARE THE BIGGEST MISCONCEPTIONS PEOPLE HAVE ABOUT JOY AND AGING?

One misconception is that aging well is about luck or genetics. Research shows genetics only predict about 13 to 25 percent of our aging experience. Most of it is up to us. Another misconception is that joy has to look like a big smile. It doesn’t. Joy can be quiet contentment. And another is that you’re just born with it—that there are Eeyores and Tiggers. What I’ve seen is that people can learn this.

HOW DO YOU DEFINE AND MEASURE “JOYSPAN”?

The measures come from decades of research on psychological well-being, but one thing was missing—adaptability. When I brought that in, it became clear there are four components people who thrive in longevity share. They are verbs, not traits: growing, connecting, adapting, and giving. People who invest in those areas tend to enjoy very long lives.

Want to hear more from Dr. Burnight? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.