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This week’s Roundtable guest was Jennifer Soha from LCS and featured      a conversation about marketing strategies for senior living communities.

Jennifer explored the unique challenges and opportunities in marketing rental communities versus entrance fee communities. From strategy and positioning to audience engagement, she shared insights that can help shape effective marketing approaches across different senior living models.

“People tell me all the time, ‘I’m afraid I’m giving up my freedom,’” said Jennifer. “But once they experience community life, they realize they’re actually gaining more.” 

FLEXIBILITY MATTERS MORE THAN EVER

Rental communities offer low-risk, month-to-month living with no long-term contracts or massive entrance fees. That kind of flexibility is a huge draw for older adults looking to maintain control over their finances and lifestyle—without being locked in.

AGING IN PLACE ISN’T JUST POSSIBLE—IT’S EXPECTED

With the help of health and wellness navigators, hospice care, and thoughtful support, most residents in rental communities are able to age in place. That means fewer disruptive moves and more continuity in care and comfort.

SKILLED NURSING ISN’T ONE-SIZE-FITS-ALL

 Not all SNFs are created equal, and having one on-site isn’t always the answer. Rental communities help residents navigate the right level of care—whether that’s a highly rated skilled nursing facility or a short-term rehab setting better suited to their needs.

THE NEW NORMAL? MOVING LATER IN LIFE

More and more older adults are waiting until their 90s to move into independent living, and sometimes even delaying assisted living too long. It’s a shift from years past—and a reminder of the importance of planning ahead before options narrow.

COMMUNITY LIVING NEEDS TO BE EXPERIENCED, NOT SOLD 

The best way to overcome fear around senior living is to let prospects see it for themselves. Trial stays, peer connections and firsthand experiences with active residents go a long way in shifting outdated perceptions.

MODERN AMENITIES, PRIME LOCATIONS

Today’s rental communities are newer, centrally located and designed for modern living. With updated fitness spaces, rooftop terraces, movie theaters and walkable access to shopping and culture, they’re built for lifestyle as much as care.

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.

Kiera DesChamps is a transformational sales leader, educator and strategic consultant for WellRive, a full-service move management company specializing in relocations and downsizing for older adults, including those transitioning to senior living communities. She’s was also a recent presenter in Varsity’s weekly Roundtable gathering. 

Kiera discussed what prospects are thinking as they’re driving home from a tour of your community and how communities can do more to help prospects accelerate the decision-making process and manage their senior living transition. 

Here’s a look at some lessons from Kiera’s time as a Roundtable presenter. 

INFORMATION OVERLOAD ON THE DRIVE HOME

Senior living communities often invest significant resources in marketing and in showcasing their amenities to attract potential residents. After a successful tour where prospects are impressed by the facilities and staff, the real challenge begins when they return home and face the complexities of their current reality. These include the logistics of moving, financial considerations, and family dynamics.

Kiera highlighted that communities often provide detailed packets filled with vendor recommendations and resources, and this can lead to information overload. Prospective residents find themselves with multiple packets from various communities, each containing numerous options. This can result in confusion and even paralysis, making it difficult for them to make a decision or even delaying the move due to the stress of sorting through so much information.

WE ALREADY KNOW THE BARRIERS

The barriers to transitioning into senior living are well-known – they include financial, emotional, and physical challenges. While communities provide seminars and vendor partnerships, true support extends beyond initial interactions. Kiera emphasized that discovery often uncovers overlooked issues like inconsistent communication or prospects feeling unheard.

Building genuine relationships and ensuring attentive follow-up makes a significant difference. Guiding prospects through the entire process alleviates stress, which is a vital consideration given that this transition is among life’s most stressful events. Kiera emphasized that support means active guidance, not just providing resources. Genuine help simplifies the process, ensuring prospects aren’t left to navigate it alone.

WHAT DO YOUR PROSPECTS WANT? 

Kiera posed an essential question: What do prospects really want? She stressed that understanding this requires a significant investment of time and effort. While sales roles come with many responsibilities, including tours and various tasks, going beyond the basics and embedding supportive services and partnerships early in the process can make a real difference.

Providing resources only at the end of the decision cycle can delay prospects’ choices. If communities guide prospects from the start, helping them navigate options and feel supported, it could lead to decisions being made months or even years sooner. This proactive approach benefits both the prospects and the community, by fostering trust and potentially accelerating the move-in process.

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. 

As the founder and CEO of Second Act Financial Services, Elias Papasavvas has dedicated his career to enhancing access to retirement housing and senior living. He is viewed as an authority on tailoring and delivering consumer banking programs for the elder population. Elias is known for pioneering the concept of elder care bridge loans, financial aid office for senior living operators, and point-of-sale financing for senior living, over two decades ago.

Elias was also a recent Roundtable guest, where he shared insights about how to get prospects to say yes faster and provided an in-depth update on the real estate market. He also led a discussion on the power of an organized mind and how an organized mind can help seniors and their adult children make decisions more effectively, reducing stress and delays.  The following are some highlights from that conversation. 

HOW VALUABLE IS IT TO HAVE PROSPECTS MOVE INTO A COMMUNITY ONE, TWO OR THREE MONTHS SOONER? 

Moving into a senior living community just one to three months sooner can offer significant advantages for both the community and the prospect. For the community, accelerating the move improves conversion rates, vastly improve cash-flow, and helps maintain optimal occupancy. For the prospect, a quicker move addresses urgent safety concerns, ensures access to LifeCare services before potential health changes, and prioritizes their well-being by making the transition when time is of the essence.

THE HOUSING MARKETING SEEMS STRONG, WHICH MAKES SELLING AN EXISTING HOME AND MOVING TO A COMMUNITY EASIER, RIGHT? 

In recent years, the real estate market has been favorable, with homes selling quickly. For seniors, this meant that, after visiting a community, they could list their homes and sell them swiftly — often within a week — and receive funds promptly. However, there’s a growing sense that this trend may be changing especially in the southeastern and southwestern states.

 

SECOND ACT CREATED A GUIDE THAT’S DESIGNED TO COMBAT DECISION STRESS AND LEAD TO A FASTER YES. TELL US ABOUT THAT GUIDE.

The guide helps seniors organize their finances and streamline the process of funding entry and monthly service fees. Drawing on our CPA and CFP expertise, the guide offers a clear list of key considerations and step-by-step instructions for managing financial assets. With practical, organized steps, it aims to reduce stress and make financial planning easier and more manageable. It also helps financial advisors think through funding options with their senior clients.

You can get a free copy of the guide by emailing me at elias@secondactfs.com. 

DO YOU HAVE ANY ADVICE FOR COMMUNITIES THAT MIGHT WANT TO IMPLEMENT CREDIT CHECKS AS PART OF THE PRE-SCREENING PROCESS? DO YOU HAVE A VENDOR THAT YOU RECOMMEND?

Credit checks are a valuable tool, particularly for rental situations, and it’s surprising that the senior living industry has not widely adopted them. While most credit scores of seniors moving into CCRCs are generally strong, occasionally, a few raise red flags. Implementing credit checks could help identify potential issues early and ensure a smoother process for both the community and the seniors.

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.

Recently on Roundtable we welcomed Jack York from TaleGate. As the chief storyteller at TaleGate, Jack has spent the past five years interviewing senior living residents in 38 states. He shared some of the lessons he’s learned from countless conversations at more than 80 communities, including lessons in sociology and marketing, and a look at where his senior living tour will take him in the future.

The following are some highlights from that conversation. 

HITTING THE ROAD IN SEARCH OF STORIES

TaleGate is a company driven by a shared mission: to uncover and celebrate the essence of America through the extraordinary stories of its seniors. From coast to coast, they’ve captured countless moments with seniors who have helped shape the country. Projects include documentaries that explore the lives of residents within senior living communities and a “Vintage Voices” series that travels the nation to interview centenarians.

KEY LESSONS FROM THE VINTAGE VOICES SERIES

Centenarians show there’s no single formula for longevity—some avoid smoking and drinking, while others indulge, and their exercise routines vary. What unites them is a strong desire for independence. Many also maintain a lifelong passion for learning. Additionally, being featured in documentaries holds great meaning for them, as showing interest in their personal stories can have a deeply positive impact.

RESIDENT STORIES ARE A VALUABLE RESOURCE

Communities are discovering that residents are a valuable yet often overlooked resource. Some of the documentaries created have been funded by marketing teams, recognizing the potential to leverage residents’ stories as a powerful asset for promoting their communities. Sharing resident stories is simply the right thing to do, with a solid business case to back it up.

THINK BEYOND TRADITIONAL MARKETING METHODS

Traditional marketing methods, like trade show booths and sponsored lunches, remain prevalent, yet feel outdated. There’s a growing opportunity to innovate by capturing and sharing residents’ stories in engaging ways. This approach can offer a fresh and impactful alternative to conventional marketing strategies.

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. 

If you’ve always thought social media was a young person’s game, you may want to think again. 

That’s because a new wave of senior influencers are giving content creators on TikTok, Instagram and YouTube a run for their money — or at least for their followers and brand collaborations. They’re called granfluencers, and they’re every bit as significant as their junior counterparts.

As I’ve shared recently, pop culture has no age, and social media is much the same. Just think back to 2010, when Betty White became the oldest person to host “Saturday Night Live,” thanks to the nearly half a million people who supported a Facebook campaign rallying for her to get the gig. Thinking back to her ability to cross generational lines, one could consider White to be the original granfluencer. 

Bursting with life experience, wisdom and overwhelming charisma, granfluencers have been busy creating content in all sorts of genres — from fashion and life advice to wellness and food. It’s also clear that they’re quite savvy in every way, even if it means their kids and grandkids are helping them produce video content. 

Not only are granfluencers racking up millions of followers, but they’re also shaking up social media dynamics. Marketers have noticed. And when you factor in that baby boomers control over half of the country’s household wealth, it makes a whole lot of sense for brands to expand into older demographics. 

Even better, granfluencers are actually reaching across generational lines, and there’s evidence that younger generations make up a large part of their followers. Maybe it’s because today’s young adults are drawn to the authenticity and wisdom of senior influencers, but two-thirds of Generation Z and millennials say they enjoy watching videos featuring mature adults. And a whopping 78% of Generation Z and millennials say they have gained valuable knowledge from older content creators.

But you don’t have to take my word for it. I’ve put together a list of some mature influencers that are popular among followers of all ages.

10 Granfluencers to Follow

Helen Van Winkle, @baddiewinkle

Instagram Followers: 3.1 M

Age: 95

Helen Van Winkle, @baddiewinkle

Known for her humor, innuendo and eccentric personal style, Helen fights for the legalization of medical marijuana and against ageism.

Lillian Droniak, @grandma_droniak

TikTok Followers: 13.3M 

Age: 93

As a celebrity grandma, this granfluencer can often be found discussing her love life and exes in humorous ways.

Lili Hayes, @lilihayes

TikTok Followers: 6.6M

Age: 76

An Israeli-American comedian, Lili enjoys entertaining followers by loudly ranting about life, while often sporting Supreme clothing.

Retirement House, @retirementhouse

TikTok Followers: 5.6M

Age: 70+

This group of six senior actors, collectively known as Retirement House, live together and create social media content together. 

Stanley Tucci, @stanleytucci

Instagram Followers: 4.3M

Age: 63

This actor and Italian foodie shares his travels and many delicious recipes, sometimes making them right in his own kitchen.

Barbara Costello, @brunchwithbabs

TikTok Followers: 3.9M

Age: 72

Touting herself as “everyone’s grandmother,” Babs is the internet mom and grandma you didn’t know you needed. Tune in for recipes, household tips and motherly advice.

Bo Petterson, @dadadvicefrombo

TikTok Followers: 3.5M

Age: 65

Bo offers fatherly advice on everything from buying a car to shaving, while also helping his daughter heal from a traumatic brain injury.

Joan MacDonald, @trainwithjoan

Instagram Followers: 1.9M

Age: 77

As a fitness granfluencer with a bodybuilder’s physique, Joan uses her own inspirational story to show followers of all ages that it’s never too late to put your health first and get into shape. 

George Takei, @georgehtakei

Instagram Followers: 1.4M

Age: 86

Known for his role on Star Trek in the 1960s, this actor and activist now shares content ranging from politics to pop culture.

Charlotte Simpson, @travelingblackwidow

Instagram Followers: 27.6K

Age: 68

After losing her husband of 31 years, Charlotte decided to focus on solo travel and share her experiences with the world on Instagram. She has been to all seven continents and all 50 states.

Yesterday, we celebrated our 200th Varsity Sales & Marketing Roundtable. Over 50 attendees tuned in to hear special guest John Spooner, co-chief executive officer of Greystone Communities, share his presentation, “Understanding the New Consumer Mindset.” Here are some highlights of John’s fascinating discussion.

More Than a Retirement Counselor

You may be called a retirement counselor or marketing assistant, but you have to think of yourself as the chief revenue officer. The organization won’t thrive unless you have success bringing new residents into the community.

The Three Buckets of Prospects

How many clients do you have that are sold on your community, but still won’t move forward? We put prospects into three buckets:

• Planners: They know what they want and they move through the process relatively fast.
• Procrastinators: A giant bloat in your database: They’re sold but they’re just not moving forward.
• Crashers: They wait too late, and come in after they’ve had a health scare. Now they need AL, but they really want IL.

‘I Understand and Want the Benefits of Your Community, BUT …’

The procrastinators say things like, “I couldn’t leave my home.” “Let’s talk next year.” “I’m not ready.” “I need to think about this.”

We call those F.U.D. (fear, uncertainty and doubt). Those are people that we have trouble moving through the process. Their objections are not unique. Sometimes it’s an emotional objection, sometimes it’s a financial objection. They toggle back and forth and switch to another one after you’ve got them covered. So the question is, at what point do we lose them? When the reality sets in that they have to make a decision.

Selling Senior Living Is Hard, Buying Is Harder

Selling is a difficult job. But buying is harder because prospects are coming into it without a lot of knowledge, trying to make a decision that most of them don’t want to make. That’s why you have so many people in your bloated database.

Prospects Have Created a Living Terrarium — and They Want to Stay There

We’re genetically engineered to conserve energy by minimizing energy expenditure. It’s easy to say, “I can’t move because I can’t change my doctor, my plumber, my friends.” Prospects have created this living terrarium that they are living in — they are not going to expose themselves to self-imposed chaos. They say, “I’m going to hit the easy button and live in my ecosystem.” Ecosystem equals status quo.

Battling ‘Status Quo’ Bias

Everything that prospects think or say is about seeking information that confirms their decision to do nothing and maintain the status quo. They are so fearful of making a mistake for an uncertain outcome that they can’t move forward. Simply put, their fear of messing up is more than their fear of missing out. Our job is to break the gravitational pull of that senior status quo. When you can move their status quo so that it becomes less than the community, everyone wins.

Your competition isn’t another community across town. Your competition isn’t “staying in their own home.” The REAL competition is NO DECISION. Some seniors are playing the same “no-decision” game with every community in town. They live in a constant state of indecision. You need to know how to recognize it and overcome it. They are thinking, “What if your community isn’t what I want?” Your job is to give them confidence that they’re going to go in there and be OK.

Prospects do not want to talk about you or your community. They want to talk to you about them. When you go to the doctor, you don’t want to watch a video of their latest operation, you want them to talk to you about your problem. The same goes for senior living. Don’t give a long description of the community … the choice of three entrees … the meal points program … the beautiful apartments — prospects want to talk to you about them.

Going Beyond Discovery 101 to ‘Radical Candor’

There are standard discovery questions that we all use. But it really needs to be about breaking the status quo. It’s about the art of personal engagement and addressing uncomfortable topics to give prospects personal insight. You have to learn to attack their outcome uncertainty and reframe questions to get them to understand why they have to break the status quo.

That requires radical candor. You have to challenge them by asking uncomfortable questions, like:

• Does the next five years of your life look like the last five years?
• That house isn’t working for you anymore, is it?

It might be unpleasant and it might be scary for you to be this forward, but it’s OK. The first two to three questions are difficult, but you will be surprised at the great outcomes. Don’t talk to prospects about all the contract options — talk to them about how they can break out of their little terrarium. Radical candor is about caring personally and challenging directly.

Your job is to ask and then to reframe the probing question into a statement that assures them they have the confidence to make this decision. Challenge their positions and biases, and then stand up and make a recommendation to them. You are the subject matter expert. You are the one they have turned to to help them spend the last years of their life. From your discovery, you know what is important to prospects. You can start with “This plan is a popular option” or “I personally prefer this option.” It shows that you have diagnosed their needs and have a personal recommendation. 

Indecision Junkie Recovery Program

To sum up, here are six steps to indecision junkie recovery.  

1. Own the flow of information.
2.   Employ “radical candor.”
3.   Anticipate objections and indecision.
4.   Use your discovery knowledge.
5.   Community  > Risk > Status Quo
6.   Make a personal recommendation.

What Your Community Can Offer Prospects

Security. Predictability. Safety. Dependability. Reliability. Permanence. These qualities represent what your community can offer prospects — the stuff deep down in their emotions that they’re looking for. You just need to wash away the fear by leading them through the mire and muck of “status quo bias” — giving them confidence to make a decision.

 

 

 

In another signal of the agency’s growth – and planned expansion for the future – Varsity has named Derek Dunham as the agency’s president. In his new position, Dunham will lead day-to-day operations of the company in support of its national footprint and expanding client base. 

Derek is an 18-year veteran of Pavone Group and has been a leader at Varsity since the agency was founded. At Varsity, he’s led research studies, strategic development initiatives and tactical plan implementation for countless senior living organizations and other major brands targeting the mature market. 

For Derek, the new role is an opportunity to lead clients as they transition to the next wave of retirees and their ever changing expectations. It’s also an opportunity to continue Varsity’s work in challenging senior marketing stereotypes. 

“The field of aging services is incredibly diverse and yet we see a lot of marketing aimed at older adults that’s based on the same tired stereotypes,” said Derek. “Varsity’s goal for its clients is to bring ideas to life that shatters those stereotypes. That’s what Varsity has done for the past two decades and what we’ll continue to do in the future.” 

 

 

Many times we are asked by clients to mystery shop their competitors to find out current pricing, occupancy and incentives. While these things are important to know, what’s even more important from a sales perspective is to find out about the customer experience. We want to engage in the sales process, see things from the customer’s point of view and come away with impressions and observations that help us assist our clients in creating a unique experience for their customers. Our evaluation includes things like: Were we made to feel welcome? What kinds of questions were asked? Was the presentation of the community tailored to what’s important to me or was it a generic “tour”? Was there any follow-up after the meeting? What we find, fairly consistently, is that the initial call and tour of the community are not handled well at all. 

Overwhelmingly, sales counselors are not dedicating time and attention to discovering what prospects value in life, and then demonstrating how the community can deliver on those desired experiences. With few exceptions, we get the standard tour of common areas, are shown the model apartment, then are sent on our way with a packet chock-full of information, some of which is not pertinent to a decision. On my first visit to the community, I do not need to know the extension numbers of department heads or when my trash will be picked up.

Some other common pitfalls identified during mystery shopping are as follows, along with absolutely true examples of each, which you may find shocking, or, at the very least, amusing.

Pitfall 1: Talking too much about yourself. I have learned way too much unnecessary personal information about some of the sales counselors I’ve encountered. Some examples:

• “I am one of 11 children. My mother wasn’t expected to be able to conceive and then she had two sets of triplets, two sets of twins and my brother. I’m a triplet. I’m used to sharing and cooking.”
• “According to the state, I only have four dogs, but in reality I have seven dogs and too many cats to count. Our house is in a dumping area for animals and I can’t turn them away. I have such a heart for animals.”
• “I live in an apartment here in the community. I have two cups of coffee in my apartment, then come down to my office and have another two cups. That’s it for the day unless I start to doze off at my desk.”

It’s one thing to share your experiences if they match up to those of your prospect, demonstrating that you have something in common or are in agreement about something, but these statements were unsolicited and not in response to anything I said. Please shut up, ask good questions and listen. It might help to role-play your presentation so you are more comfortable.                       

Pitfall 2: Answering unasked questions, sharing too much information or airing dirty laundry. This may be due to lack of training, nervousness or not being prepared.   

• “The residents in memory care are primarily vagrants who were dumped off here by the sheriff.” (When I asked if my forgetful mother would qualify for assisted living or memory care)
• “We had a terrible mold problem last year but it has since been corrected.” (The thought hadn’t occurred to me but now I’m worried about breathing.)
• “It doesn’t usually smell this bad here.” (Skilled nursing tour)
• “Just a heads up, it smells like raw sewage in the model cottage and we haven’t identified the cause yet.” (We toured it anyway instead of seeing another cottage.)

Even though these statements were true, they certainly didn’t make me want my mother to live there! Don’t feel the need to say something just to fill dead air. Ask questions instead of just saying whatever pops into your mind to break the silence. And plan your appointments beforehand so you don’t walk into an unfortunate situation.

Pitfall 3: Not listening and/or not recording notes in the CRM. If the sales counselor is doing all the talking, it doesn’t leave time for listening, and certainly doesn’t make the prospect feel special or understood. Examples:             

• “Your daughter can stay in our guest apartment when she visits you.” (I had stated earlier that my daughter lives near the community and I wanted to relocate to that town in order to be near her.)
• Repeated voicemails asking, “When can you come and tour our community?” (I had already been there and had a tour.)

Take good notes on what your prospect is saying to you. What’s important to them should be important to you. And make sure to add your notes into the CRM so you, or your successor, can review them prior to your next interaction with the prospect and show your sincere interest in their life and situation.     

Pitfall 4: Not closing on the next step. On many community tours, I was not brought to a closing area to go over prices, availability, questions, etc., but rather sent on my way with a packet and the parting words:

• “I hope you come live with us.”
• “Have a nice rest of your day.”
• “We strive for great reviews. Would you please go on Google and give me a positive review, mentioning me by name?”

Closing is not difficult to do. It is proposing an action that the prospect either accepts or rejects, such as, “May I call you on Tuesday to see if you have any questions?” or “Let’s set up a day for you to come in for lunch.”

Mystery shopping has really opened my eyes as to what our prospects experience when they tour our communities. Unfortunately, a bad experience at one community can shed a negative light on us all. Treat each and every prospect as if they are the most important person to you … because they are!

Even though February is the shortest month of the year, it sometimes seems like it’s never going to end. It’s cold, it’s dark, it’s dreary and it doesn’t have the advantage of December’s holiday parties to bring happiness and cheer.

But February is also packed with occasions that can help us be kind to one another and lift one another’s spirits. These holidays include Random Acts of Kindness Week (February 14 – 20),  National Write a Letter to an Elder Day  (February 26) and National Set a Good Example Day (February 26).  And don’t forget National Caregivers Day (Third Friday in February), which is a great time to thank the people giving their all to care for residents.

We can all feel a lot warmer by taking advantage of February’s many opportunities to be kind to our residents, our staff and one another. These don’t have to be grand gestures — even the smallest act of kindness can spread joy, connection and positive change around your community, and ultimately, the world.

.Here are seven things you can do to show kindness to your residents and staff during National Kindness Week.

1. Send a handwritten letter. 70% of people find letters written by hand more personal and prefer them to emails or texts. Possible items to include: a story about your life, a joke, a fun illustration or a crossword puzzle.
2. Give a compliment. Show your appreciation by praising an aspect of a team member’s or resident’s personality, character or appearance that you truly admire.
3. Plan a scavenger hunt. Hide notes with small acts of kindness written on them and have residents and staff work together to find them.
4. Leave uplifting notes. Place sticky post-it notes in shared spaces or work stations or on a resident’s door with positive messages like, “You are special,” “You add so much to the community” or “You inspire me.”
5. Set up a kindness station. Create a space where volunteers and team members can hand out balloons, give manicures, pass out cookies, serve a cup of coffee or just spend time chatting.
6. Do a small favor. Run an errand, carry in groceries, open a door, help a resident with their computer or phone, walk a dog.
7. Decorate the community. Put up flowers, posters and banners to remind people that it’s Random Acts of Kindness Week.

Don’t stop just because Random Acts of Kindness Week ends — keep the goodwill going! Check the National Day Calendar [links to: https://www.nationaldaycalendar.com] to find small holidays in every month to celebrate and keep spreading those positive feelings, because kindness has physical, mental and emotional benefits. It boosts happiness and well-being, combats depression and anxiety, lowers blood pressure, strengthens the immune system, reduces pain and promotes healthy relationships.

The more you fill this month with small acts of kindness, the less you’ll worry about the black ice, surprise snowstorms and freezing temps. You’ll be having so much fun, you may even wish that February had more than 28 days.

 

 

You’ve heard all the ageist cliches: Act your age. You’re no spring chicken. Old dogs can’t learn new tricks. You’re out of touch with society. And so many more. 

Is there any truth to these? Probably not. But here’s what we did realize about pop culture: You don’t have to be young to be relevant. 

Negative comments about aging and biases against older adults are pervasive in our lives. Which is why it’s so refreshing to see that pop culture has been debunking some of those stereotypes. Essentially, you can be mature and relevant, and we’re seeing proof of that in everything from toys to music. 

Justice for older women

Let’s talk about former Supreme Court Justice Ruth Bader Ginsburg, who was always an influential public figure throughout her career. But it wasn’t until her 80s when she truly became a pop culture icon. The film “RBG“ details her unlikely rise to stardom, including how she was lovingly nicknamed “Notorious RBG” by her fans.

Thanks to the wildly successful “Barbie“ movie, the iconic, sexagenarian brand is more popular than ever — with consumers of all ages. Most notably, director Greta Gerwig used the movie to challenge age-related stereotypes of women in the film industry. Barbie’s longevity has impacted many generations, and it’s refreshing to see that impact get updated in a positive way. For example, last fall Mattel released a limited-edition Stevie Nicks Barbie doll, whose style and dress pays homage to the 75-year-old Fleetwood Mac singer. 

Musicians don’t seem to age

Look at Mick Jagger and Keith Richards, both 80, who released their first Rolling Stones album in 18 years last fall. Yes, it’s true, society is still worshiping these octogenarian rockers — and rightfully so. Their “Hackney Diamonds” album even features guest appearances from the likes of Lady Gaga, Stevie Wonder and Paul McCartney.

Speaking of McCartney, 81, he’s another example of a musician who’s not slowing down anytime soon. Last year alone, he put out his “Eyes of the Storm” photography exhibition and accompanying book, a new podcast, finished up his Got Back tour and released the last Beatles song, “Now and Then.”

Also last year, 76-year-old Elton John completed his Farewell Yellow Brick Road tour. That’s after his relentless touring over the past 50-plus years, playing nearly 4,600 shows in 80 countries. 

At 90, Willie Nelson released his 74th solo studio album, “Bluegrass,” and was inducted into the Rock & Roll Hall of Fame. He continues to tour and perform. 

And we can’t forget how Dolly Parton stole the show when she appeared at the Thanksgiving day Cowboys-Commanders game dressed as a Dallas Cowboys cheerleader. She’s still got it at 77.

TV is the fountain of youth

This mature and relevant theme continues on TV. In fact, “Golden Girls,” four older women turned roommates, does seem to get better with age. After over 30 years since it last aired, its sassy dialogue still resonates with many, particularly millennials and the LGBTQ+ community.

There are also newer TV shows that play up older stars. “The Golden Bachelor” featured Gerry Turner, 71. Jane Fonda and Lily Tomlin were brought back into the spotlight with TV series “Grace and Frankie.” More than 30 years after the end of “Cheers,” Ted Danson is still being celebrated on TV, most recently with “The Good Place“ and “Mr. Mayor.” Michael Douglas starred in the “The Kominsky Method,” a show about an aging, once-famous actor who now makes a living as an acting coach. And even Carrie, Miranda and Charlotte are as chic as ever in “And Just Like That …“, the “Sex and the City” sequel. Only this time they’re dealing with issues like teenage kids and menopause, all while debunking media stereotypes of over-50 women. 

We’re just scratching the surface. There are endless examples of pop culture giving old age a fresh look. Maybe it’s because there’s an unprecedented population growth of people 65 and older. Or maybe society’s perspective has simply broadened to be more equitable to all ages. In any case, Jamie Lee Curtis, who won the first Oscar of her career for “Everything Everywhere All at Once” at age 64, said it best: “This word ‘anti-aging’ has to be struck. I am pro-aging. I want to age with intelligence, and grace, and dignity, and verve, and energy. I don’t want to hide from it.”