Category: Fresh Perspectives

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

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

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

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

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

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

It’s no secret — I love comic books. I collect everything Batman-themed and find myself inspired by the art and the story of superhero fiction. If you’ve participated in one of our branding presentations, you’ve experienced my passion, as we use Superman and Batman as examples of brand archetypes. I proudly take credit for that analogy!

“But, Rob, what do comic books have to do with aging?” you may ask.

Our favorite superheroes are timeless and never seem to age. Batman and Superman have managed to stay young forever, even though they debuted when my grandparents were children. Recently, however, some comic book writers have begun toying with the idea of what would happen if some of the most well-known superheroes got older.

Let’s start with my favorite superhero of all time: Batman. In “The Dark Knight Returns,” Frank Miller’s classic four-part miniseries, we meet a 55-year-old Bruce Wayne, who comes out of retirement to fight crime. The story may seem a little familiar, as the writers admit to being inspired by the “Dirty Harry” film “Sudden Impact,” released in 1983. Frank Miller has also noted that the story is a reflection of his own experiences with aging. In the book, Batman has to deal with the limitations that aging have caused, all while trying to guide and mentor younger heroes looking to take up a mantle similar to his. So influential was “The Dark Knight Returns” that it has been credited as one of the driving forces that created the Dark Age of Comic Books, characterized by a grim, seedy version of comic realism.

Another hero that everyone knows — and that I enjoy — is Wolverine, of X-Men fame. In 2008, he got his very own aging story, entitled “Old Man Logan.” In this tale, superheroes have been wiped out, and Logan has remained under the radar, hiding his famous claws and superpowers. But, after some urging from Hawkeye, who is now blind, Logan sets out on a cross-country adventure to deliver a package to the new capital of the United States, under the rule of the Red Skull. Throughout the series, Logan and Hawkeye encounter other aged superheroes, struggling to find their place in a world that is only looking to destroy them. It’s another gritty tale that weaves the aging process into a broader story.

The previous two stories posit the question, “What if a superhero aged?” But, in 1996, DC Comics asked a much larger question — one that is suddenly pertinent to the aging services space: What is the “succession plan” for superheroes? The story starts with the Justice League stepping down from their roles as superheroes after the general public endorses a new hero named Magog. Magog isn’t afraid to kill in the name of justice, thus violating the unwritten superhero code of ethics up to this point. This blurring of morality leads to “heroes” causing wonton destruction. Superman and the Justice League return to service to corral the out-of-control heroes, putting the team in conflict with Batman. During Superman’s decade-long absence, Batman has been training the next generation of heroes. The manner in which the now aging Batman and Superman go about training the next generation is a focal point of the story, with both sides making blunders along the way. If you’re going to pick up one comic book series to read, I highly recommend snagging the collected edition of “Kingdom Come.” It’s a fantastic story, with truly outstanding art.

At Varsity, we pride ourselves on having a fresh perspective on aging. Personally, I find it fascinating when unexpected mediums deal with the topic of aging. Yes, sometimes their depictions can be a little cliché, but other times — such as in the comics I mentioned — we get a different look. All of these varied viewpoints keep me refreshed and excited as I take on the challenge of creative development for our clients across the country.

Excelsior!

Last week, part of the Varsity team was in Denver, Colorado attending the “Pioneering a New Culture of Aging” conference hosting by Pioneer Network. It was an excellent event that certainly helped to reshape some of our thoughts around aging. We came away refreshed and invigorated; we are ready to bring forth these new ideas in our work. As we look back on the event, we identified three major points that everyone can benefit from.

1. Collaboration and transparency

The spirit of collaboration and transparency among the “Pioneers” creates an incredibly opportunity for transforming the way we view aging. This event convened a unique mix of aging services professionals. Each person brought with him or her an attitude of activism, directed at making a difference in the aging experience. Theirs is a mindset that promotes a willingness to share best practices in a way too many conferences miss.

2. Substantial shifts required

Often, when we think about change, we view it through a lens of policy and procedure. This event reminded us that culture change initiatives also require substantial shifts in programming, physical environments and mindsets. Our space needs thought leaders from across multiple disciplines, and not just traditional aging services professionals, to impact society’s views on aging.

3. Age of fear

As our friends at Janska displayed their amazing garments during Tuesday night’s fashion show, they reminded us of the importance of treating older adults with dignity. The items were, of course, fabulous – but so were the faces of the residents modeling the garments. Treating aging adults with respect and dignity isn’t as difficult as we sometimes make it seem. Get over your fear of what aging does to the human body and connect emotionally with someone you consider “old.”  You’ll be rewarded in countless ways!

We genuinely enjoyed our time at the conference and heartily recommend this event to anyone who has an interest in aging services. Until next year, we encourage everyone to keep making those subtle, daily improvements that can change how we view aging.

The 2018 LeadingAge Tennessee Annual Conference & Vendor Showcase is now in the books, and it was a great event. Gwyn Earl and her team deserve major kudos for pulling off a fine event. We, at Varsity, were pleased to host the conference Lounge, as well as to exhibit during the Showcase. In between these times, we took the opportunity to check out some of the sessions and engage with our colleagues in the volunteer state. As is tradition here at Varsity, we’ve wanted to look back on three major themes we picked up from the event and share them with all of you who may not have been able to attend.

1. The need for conscious communication has never been greater.

For us, Dr. Donna Van Natten was an excellent addition to the conference line-up. She specializes in nonverbal communication and led a couple of sessions on that topic. Of course, the Varsity team made for easy pickings as she provided examples of both positive and negative nonverbal cues. While this information is great in the business world, it also has major applications for those working directly with residents. Being conscious of your nonverbal communication — and being able to read the nonverbal communication of others — could make the difference between a good interaction and a great one. When was the last time you thought about how the placement of a chair in the room could help someone make an important decision? Dr. Van Natten has, and her excellent session really made us think about our communication strategies.

2. The death of the dining room

Much discussion was had around changes to the dining experiences created by providers. One of this year’s LeadingAge TN Innovation Awards went to a provider that dramatically changed the dining experience for its residents. Gone was the dining room, institution meal trays and bland plate covers. The provider replaced this service with localized dining stations throughout the community, manned by chefs who prepared foods mere steps from residential areas. Now, residents wake up to the smell of bacon sizzling and warm maple syrup, completely changing how they dine. This is a trend that we are seeing nationwide, with more intimate and customizable dining experiences being provided to those in assisted living and higher levels of care. It’s heartwarming to see the changes developed in the independent living space being transferred to other campus areas, as well as the level of impact this is having on resident satisfaction.

3. Retirement as a destination

If you haven’t been to Nashville recently, you may be unaware of how much it has become a tourist destination. One of our Varsity team members described it as the Times Square of the South. This rang especially true as we heard stories from providers describing how new residents were moving great distances to a community in Tennessee. From the Northeast to Los Angeles, people are retiring to Tennessee in droves. While some of these people may not be moving directly into Life Plan Communities, many are opting for 55+ communities that could easily lead to a provider’s doorstep. Tennessee is an especially attractive place for retirement — warm summers, mild winters, beautiful scenery, thriving food scenes and fantastic entertainment options all combine for a great independent retirement lifestyle. This, coupled with the recent influx of young families to the area, could create a retirement boom as older adults decide to move closer to their younger family members. Many providers with which we work rely on the local community within 20 miles of their property for most of their new residents. However, if a campus is appropriately positioned, with some creative marketing, it could go from a regional provider to a national retirement destination.

Once again, we want to thank all of our friends for a great conference experience in Franklin, Tennessee, and we wish all the best to the providers of that great state as they continue to live “Life on Purpose” as members of LeadingAge.

It’s August. The summer temperatures are soaring, and families are working to squeeze in one last vacation before school starts. For us at Varsity, August marks the last leg of the summer conference season. Our team has crisscrossed the country, visiting LeadingAge and aging service conferences from coast to coast. Like you, we learn something new at every one of these events. We also get excited about what the future holds and how we can be part of it. Then, winter rolls in, our daily workload increases, and those big ideas get bogged down in a mental mire from which they rarely return.

In speaking with a colleague, I was asked, “How do you keep yourself and your team inspired and excited long after a LeadingAge conference is over?

It’s a challenge we all struggle with — and one that I’ve been thinking more about since having that question posed.

Perhaps one of the best tactics I’ve used is our series of “takeaway” articles from each event. Sure, they are informative for our clients and friends, but they also provide me with a handy reference to remember what we found most exciting at each event. Over the course of the year, our team keeps track of these takeaways and looks for larger, nationwide trends. Then, as the year closes, with conference season far behind us, we gather and discuss the global trends that we have noticed. We distill the most important points that then become part of our business mindset going forward. For us, regular check-ins like this help to keep the conference energy up and to remind us of what we are excited about.

Therein lies the best and most difficult way to reengage your team members and build their excitement. You have to give them a time and an opportunity to be excited. You need to carve out a half day or a full day of time wherein they can ignore their daily tasks and get excited about the future and share their conference experiences. Doing this three to six months after an event is perfect, as it allows your team members to reflect on what they’ve heard and also see how it relates to your business.

For instance, we recently wrote about hybrid homes here on this blog. This is a concept that first came to us more than a year ago. As we’ve heard more about it, our team has gotten more excited. This excitement has led us to connect and grow our relationship with RLPS Architects. The company’s work helps to drive excitement in our team. Likewise, our marketing abilities help its team understand how the mature market is using the spaces it creates. By coming together to talk about those we serve, we energize each other between major events.

You simply can’t do everything, though. Conferences can offer hundreds of great, innovative ideas, but the reality is that most organizations can only handle one, maybe two, of these ideas at a time. By engaging with your team members and letting them decide which idea excites them most — and figuring out how to execute that idea — you can really keep the conference energy flowing through personal buy-in.

Over the next few weeks, our team is hitting the road for Florida, Colorado and Tennessee — you can be sure that we’ll be posting takeaways from all of these events. Just like you, we are working to harness these ideas to build our team, with the plan to better serve our clients, and through them, their residents.

A conference is a once-a-year event. It’s up to you to harness that excitement and energy for the remainder of the year to inspire your team.

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

For our first article in the series, we examined a rapidly growing population in the United States — Latino Boomers and seniors. In our second article, we looked at the changes that LGBT seniors are driving in the marketplace.

In this, our third article, we talk about America’s largest growing ethnic demographic – Asians.

If you were to walk into an average not-for-profit Life Plan Community in America, you would likely not find a large population of Asian-Americans. They are conspicuously absent on most campuses, even as other ethnic groups grow and prosper. Many Life Plan Communities now openly celebrate and welcome diversity, yet we continue to see low numbers of Asians moving to senior living communities. This leads us to wonder: Why is this the case, and what could a smart aging services organization do to tap into this market?

According to the latest Pew Research numbers, the Asian population in America has grown by 72 percent since the year 2000. That growth rate is faster than any other ethnicity, including Hispanics. However, as Westerners, we need to remember just how diverse the Asian population actually is. China, Japan, Korea and Vietnam are the most well-known countries of origin, but the largest growth is coming from lesser-known nations, such as Nepal, Burma, Laos and Bhutan. The cultures of these countries are incredibly diverse, yet in America, they all get lumped into one category: Asian. Aging services providers need to keep this in mind if they wish to tap into this market. Becoming educated about lesser-known Asian cultures — especially those who are providers in or near large cities — could create a profitable niche market for communities.

Of course, there are other challenges that a study of geography and culture can’t address. For instance, it is widely known that Asian families place a great deal of value on children caring for their parents as they age. Children are expected to welcome their parents into their homes if need be, or to stay with them if they require additional attention and care. Culturally, this is what is expected of the family, and there can be great shame placed upon a child that does not appropriately fulfill his or her filial duties.

Obviously, this is in stark contrast to the types of living options offered by retirement communities, making it a hard sell for many Asian families; however, cultural expectations and perceptions are changing. In China, for instance, nursing care is becoming more common because of the one-child-per-family policy. It is very difficult for a single child to care for two aging parents. The focus is shifting away from being personally responsible for caring for one’s parents to planning and funding their care by others. In this case, the child is still fulfilling his or her duties by providing for the parents — even if not by doing it him or herself.

This model is important for western providers to keep in mind as they market to the Asian population. There are still strong culture mores in place surrounding parents and aging. If your organization can find a way to creatively address this issue and reach into the Asian market, you’ll be way ahead of your competitors. This is exactly what Aegis Living is doing in Seattle.

In 2017, Aegis realized that there was a huge, untapped market for senior living services that catered to Asians. Its new community, called Aegis Gardens, sits at the epicenter of the Asian population in Washington, with more 90,000 Asian Americans living within 25 miles of the campus. Aegis is designing the community with Asian aesthesis in mind, including hiring a feng shui expert to help in the planning. The community is going to be a high-end marvel, dedicated to reaching a niche market that is being underserved.

This idea will not work everywhere, however. In today’s market, there is great value placed on luxury branded products. While the Seattle market might be able to support a luxury Asian-inspired community, most Asian-Americans cannot afford luxury. According to a 2017 Huffington Post article, Asian-Americans are roughly 1.5 times more likely to be classified as poor than are their Caucasian peers. Between 2009 and 2014, just as the Asian population was booming, so, too, were their poverty rates — which shot up 40 percent in this five-year period. This is why affordable housing developers are also eying the Asian market.

Not far from the luxury Aegis community in Seattle, a nonprofit named Kin On is expanding its presence. Kin On also focuses on Asian-Americans, choosing affordability and care over luxury. The community has existed for more than 30 years and now has a thriving population of Asian residents. Kin On ensures a mix of staff members that can speak Asian languages and provides Asian-inspired meal choices and activities that specifically appeal to the culture. As a not-for-profit community, Kin On concentrates on providing great care to residents that may not have other culturally appropriate options.

We don’t expect aging services providers to go out and develop completely new model communities that cater to a small niche population — especially if their locality doesn’t have one — however, just as with our other articles in this series, we think it behooves providers to get educated about diversity and provide more than the just the base level of cultural understanding.

Sources:

http://www.pewresearch.org/fact-tank/2017/09/08/key-facts-about-asian-americans/

https://www.huffingtonpost.com/2014/02/25/what-other-cultures-can-teach_n_4834228.html

https://www.voanews.com/a/asian-americans-turn-to-retirement-homes-for-elders/2955452.html

https://www.huffingtonpost.com/entry/elderly-asians-almost-15-times-more-likely-to-be_us_589ccaa5e4b061551b3e089a

What do you call a single-family, detached or semi-detached residence at your community? Is it a villa, a cottage, a townhouse or something else entirely? I’ve worked with aging services providers that have built homes that are exactly the same, in two different locations, calling them a villa in one community and a cottage in another. Outside of the physical location of the structures, they were identical in every way.

This led us to wonder ­— are we, as aging services marketers, confusing potential residents because of the language we use to describe our products?

Let’s go back to the basics. What’s the definition of each of these housing types? For the purpose of consistency, we’ll utilize dictionary.com as our point of reference for our definitions.

Villa — a country resident or estate; in British parlance, it can also denote a semidetached dwelling house, usually suburban

Cottage — a small, usually one-story, modest dwelling that could be owned or rented, sometimes as a vacation home

Townhouse — a house in the city, especially as distinguished from a house in the country owned by the same person; one of a row of houses joined by common sidewalls

Condominium — an apartment house or other multi-residence complex in which the residences are individually owned but with shared responsibility for common areas

Bungalow — a cottage of one story; popular during the first quarter of the 20th century, usually having one and a half stories, a widely bracketed gable roof and a multi-windowed dormer, frequently built of rustic materials

Mew(s) — a place of retirement; chiefly British; a street having small apartments

Carriage house — a small home, usually part of a larger estate, adjacent to a main house

I’ve found all of these terms used to describe residences in one community or another. Objectively, many of these residences were very similar, the only major difference being whether they were detached residences or not.

Put yourself in the shoes of Boomer or seniors that are attempting to compare options and services. They may be trying to decide whether your 1,700-square-foot villa is comparable to another community’s 1,700-square-foot cottage. Or maybe they are considering a 1,200-square-foot carriage house or townhouse. Do the descriptors “cottage” or “bungalow” equate to “small” in their minds, or does “villa” make them think of a memorable trip to Tuscany? The sheer brainpower it takes to sift through all of the options could be staggering.

Throughout the years, branding has shown us that the best-selling products are those that can be described simply and that can easily show their value. Can you say that about the residence mix at your community? Perhaps your community isn’t even the challenge, but other campuses surrounding yours are using different language in an attempt to position themselves in the market. How could this trend be helping or hurting your marketing efforts?

This post is somewhat rhetorical. We don’t have a succinct answer to the problem; rather, we want to ask the question and start a conversation. How much does the language we use matter? Does it create confusion in the marketplace simply because we want to make a product sound more appealing? What will we be calling our senior living residences of the future?

All I know is that, as long as I’m not living in a tiny house, I think I’ll be okay.

At Varsity, we often get asked, “What’s the next big thing in senior living?” One trend that we keep hearing about is the “hybrid home.” After seeing the growth of this model over the last year or so, we believe that it’s going to become a part of the product mix for many communities over the next decade. Now’s the time to learn about this innovation in home design and find a way to work it into your next community expansion or remodeling!

Hybrid homes are generally three- to five-story structures. On the ground floor is a covered parking area for the vehicles of the residents and a larger community room for the whole building. The remaining upper floors provide residences. Each floor contains four or more units, with a central shared common area. The units are spacious and designed so that each has a corner, with plenty of windows and sunlight. The shared central area becomes a community gathering spot, where neighbors can socialize, hold parties, watch the big game and more. The design does not include any corridors, making it feel much less like a traditional apartment community. In this way, hybrid homes provide the best of both apartment and cottage living, making them an attractive addition to many campuses.

The hybrid home concept has been championed by RLPS Architects of Lancaster, Pennsylvania, which is continuing to have success with these units. Currently, the company has at least seven projects that are utilizing the hybrid home concept, with more on the horizon. Just this month, the residents will be moving into their new hybrid homes at The Langford at College Station in Texas. As this unit type becomes more ubiquitous in our space, we fully expect the demand for them to rise. Those communities that adopt these models early will be well-placed for future success.

This also leads us to wonder why hybrid homes have proven so popular so quickly. In our minds, it reinforces one of the major selling points of retirement living: community. Senior living sales professionals know that lifestyle and community are the most important factors in making a sale. While potential residents may fuss about amenities, floor plans and price, we know that if a person is sold on the spirit of the community, he or she will adjust his or her desires. Hybrid homes offer a new way to establish an “esprit de corps” for senior living providers, making it a very attractive and easy-to-sell option.

We took this question to Jodi Kreider, one of the partners at RLPS. Her thoughts definitely mirrored our own:

While the key ingredients of a hybrid home, like outdoor connections and small-scale community, are consistent, the final design solution is unique to each project based on community vernacular, site densities and consumer expectations in a particular market.

Many of our clients have turned to hybrid homes, not only to provide a new housing option on their campus, but also because they work well for incremental growth. These buildings are smaller than a traditional apartment, so there’s less marketing time and more financing options, allowing them to be phased in as they sell.

We definitely encourage you and your organization to review the hybrid home concept and see if there is a way to make it work for your organization. Capital construction projects come few and far between for most communities. Plan now to include hybrid homes in your future projects so that you aren’t left behind when your competitors do.

Photos courtesy of RLPS.

Sources:

https://www.rlps.com/project-keywords/hybrid-homes/

Let’s face it: Instagram is generally considered a young person’s game. Certainly, the demographics of the platform would agree, as only 15 percent of all Instagram users are over the age of 45. If one looks at users 55+, that number plummets to a measly 6 percent. There was a time when Facebook had similar user statistics, but today, it is a platform embraced by all ages. Just as Facebook “matured” by adding older users to its base, so, too, is Instagram.

On the vanguard of this maturation are fashionistas, such as Lyn Slater. She operates an Instagram account named “Accidental Icon,” where she shares her latest fashion finds. Today, she has more than 500,000 followers who look to her for inspiration, in both fashion and aging. Her photos are what you would expect from a trendy social media star, but with a twist. Slater embraces her grey hair, making it a key part of her style. She doesn’t shy away from her age; rather, she welcomes it. And she’s not alone.

There is an increasing trend, both on Instagram and other platforms, of women who have stopped trying to fight aging and have learned to love it. Iris Apfel serves as another great example of this movement. While she may be nearing her 100^th birthday, her fashion choices belie her age. Apfel spent her life in the fashion industry and sees no reason to tone down her avant-garde personal style. With her signature glasses, round and large on her face, she continues to drive fashion forward as she shows others that age isn’t a factor in her happiness.

The examples that Slater and Apfel are setting aren’t just being viewed and applauded by the fashion scene. Women are being inspired by their posts and taking action to make themselves feel better. If you search #AccidentalIcon on Instagram, you’ll find dozens of pictures of regular, everyday women who are trying out new fashion choices, changing up their hair styles and reimagining who they are. They aren’t conforming to the age-based stereotypes that society is imposing on them; instead, they are making choices that make them feel good and reflect their personal values, interests and beliefs.

As a marketing and branding agency that specializes in working with older adults, we see huge potential in movements like this one. Communities all over the country want to show that they are “active and vibrant.” Slater and Apfel are the epitome of this idea, but women like this exist in every community. We bet that you can think of at least one woman in your community right off the top of your head who is an “accidental icon.” Don’t just try to use your #AccidentalIcons for marketing; raise them up as proud members of a greater community that is actively changing the way the world looks at age and beauty. Their success, fulfillment and happiness will do more to market your community than any advertisement will.

Sources:

https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/

https://www.thestar.com/life/2018/06/20/instagrams-glamourous-grandmas-are-taking-on-aging-with-audacity.html

When you think of LEGOs, what comes to mind?

You probably conjure up an image of small, multicolored plastic pieces that are used by children to build structures and vehicles for play. Perhaps you also remember trying to pick the tiny parts out of the carpet or stepping on an errant brick in the middle of the night, causing much more pain than one would expect. LEGOs have become an integral part of childhood for most American children. It’s a product that crosses social barriers and provides a unique play experience for kids of all ages.

We say “all ages” because the LEGO company has been embracing a new market, called “AFOLs” — adult fans of LEGOs. If you were to do a quick internet search, you would find a large and growing community of adults that are passionate about LEGOs; they dream up and construct magnificent and complex models, all built of LEGO bricks. Seeing the dedication of this community, and the potential for revenue, LEGO has been creating and marketing very advanced building kits, sometimes branded with pop culture properties, that appeal specifically to adults. Recent products have included TRON, The Beatles, the original Ghostbusters, architectural marvels from around the world and more. It truly is a golden age for the little LEGO brick.

However, the idea of “adult fans” isn’t just limited to younger adults. Increasingly, we’re seeing older adults that show a passion for LEGOs. From a purely objective standpoint, LEGO is a fantastic way for adults to keep working their fine motor skills, utilize spatial reasoning and engage in a creative exercise for the mind. Around the world, people are beginning to realize that spending a little time playing with LEGOs can be great for any age.

Lori Burdoo used to curate a Facebook Page called “Good Gifts for Senior Citizens.” On her Page, someone suggested LEGOs. This inspired her to look at the product from a whole new angle. She was especially interested in how LEGOs could benefit people challenged with memory loss. She notes that nearly anyone can use LEGOs, as the bricks come in multiple sizes. Even those with arthritis or other motor impairments can manipulate the larger bricks. Then, Lori discovered some of the more adult-focused sets LEGO had created in recent years, such as the Birds set, the more finely detailed LEGO Architecture series and the LEGO Ideas collection.

LEGO Ideas started in 2008 as a way for users to submit their own LEGO designs to the company in an effort to get LEGO to sell their creation officially. The platform works much a like a petition page, with people able to signify their support for specific builds. If a user-submitted build reaches 10,000 supporters, LEGO will officially review the product for creation. Currently, 23 entries have been turned into official LEGO products. Sadly, however, one product did not generate enough support — “Senior Builds.”

Senior Builds posited the ability of LEGO to have a creative impact on an older audience. It cites the brain stimulation that others have discovered, along with the ability to hone manual dexterity. To be fair, the project was not well-fleshed out, but the germ of an idea is there. Could LEGO design a set to be specifically marketed to older adults, challenging them appropriately? It does seem like a very interesting idea!

At Varsity, we live the idea of “fresh perspective.” As a creative director, I value the lessons that can be learned from creative play, no matter the age. My desk is home to many toys from my favorite pop culture properties. I know that I will continue to enjoy creative experiences for the rest of my life, so I can only imagine that the current generation of community residents feels the same way.

LEGO: It could just be the next big thing in senior living activities!

Sources:

https://goodgiftsforseniorcitizens.com/2016/05/06/legos-for-seniors/

https://ideas.lego.com/projects/e328c678-1ba6-4dda-a7e8-835f520802e7