Tag: active aging

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

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

HUMOR OPENS THE DOOR TO HARD CONVERSATIONS

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

AGING REQUIRES LETTING GO BEFORE MOVING FORWARD

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

COMMUNITY OFTEN OUTWEIGHS CONVENIENCE

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

THE BIGGEST AGING DECISIONS START WITH CONVERSATION

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

AGING ISN’T ONE-SIZE-FITS-ALL

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

PEOPLE CONNECT WITH AUTHENTICITY

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

Aging has long been framed as a slow narrowing of possibilities, but that perspective is beginning to shift. In a recent episode of Varsity’s podcast, Roundtable Talk, Derek sat down with Colin Milner, founder and CEO of the International Council on Active Aging, whose work has helped redefine aging as a dynamic, engaged and opportunity-filled stage of life.

In their conversation, Derek and Colin explored why changing perceptions around aging takes time, the growing importance of closing the gap between lifespan and health span and how simple behaviors like staying active and curious can have outsized impact. Check out the full episode here.

WHY HAS IT BEEN SO HARD TO CHANGE THE NARRATIVE THAT AGING EQUALS DECLINE?

It really comes down to time. It was a massive wave going in one direction, and changing that takes decades. I was told it would take 30 years to make an impact, and now, 25 years in, wellness is everywhere. Things take time to change, and many people don’t stay in it long enough to see the results.

WHAT DOES “ACTIVE AGING” MEAN TODAY?

The definition hasn’t changed. It’s about being engaged in life, in all areas of life. What has changed is the implementation. If you’re engaged, the ripple effect begins to happen. You become more socially connected, more physically active and more involved overall. Engagement drives everything.

WHAT HAPPENS WHEN PEOPLE START SEEING AGING AS GROWTH INSTEAD OF DECLINE?

Everything changes. You start looking at possibilities instead of limitations. The world opens up to you instead of closing off. When systems are in place to support that mindset, people have the opportunity to grow rather than feel like things are being taken away from them.

WHY SHOULD WE FOCUS MORE ON HEALTH SPAN, NOT JUST LIFESPAN?

If we don’t shrink the health span gap, all we’re doing is extending life and extending years of ill health. Right now, that gap is about 12.4 years. People want to live longer, but not in poor health. We have to close that gap or longevity doesn’t really mean what we think it does.

WHAT ARE MARKETERS GETTING WRONG ABOUT OLDER ADULTS?

Ageism. Most marketers are younger and not excited about creating for an older audience. But two older adults control 70 to 75% of disposable income. It’s a massive opportunity that’s still being overlooked because of outdated assumptions about what aging looks like.

QUOTES

“Our vision was very simple, and that was to help change the way we age. Sounds easy—lot harder, because virtually everything we do impacts the way we age.” (Colin)

“It will take you about 30 years to have an impact… and now, 25 years in, wellness is everywhere. Things take time to change.” (Colin)

“It’s about being engaged in life, in all areas of life… if you’re engaged, the ripple effect begins to happen.” (Colin)

“We are driving change as opposed to responding to it—and we’re speaking with our pocketbook.” (Colin)

“When you see aging as growth, everything changes. The world opens up to you as opposed to closing off.” (Colin)

“No one is guaranteed longevity. We need to earn it by living a better quality of life.” (Colin)

“If we don’t shrink the health span gap, all we’re doing is extending our life—and extending years of ill health.” (Colin)

“Put on your shoes and go for a walk… get out of the house and be curious about life, and a lot of other things begin to fall into place.” (Colin)

“Curiosity is the spice of life… everyone I’ve spoken with, that has been a key element in their success.” (Colin)

“Senior living communities should be centers for discovery.” (Colin)

“Two older adults have 70 to 75% of the disposable income—and yet marketers still overlook them.” (Colin)

“No two people age the same way or at the same rate… personalization enables people to embrace their potential.” (Colin) 

NOTES

Colin Milner is the founder and CEO of the International Council on Active Aging (ICAA) and a leading voice in the global longevity movement. For more than two decades, he has challenged outdated perceptions of aging and advocated for active, engaged lifestyles at every stage of life.

The International Council on Active Aging is a mission-driven organization focused on helping older adults live better, longer lives. Through research, education and tools, ICAA supports senior living communities and organizations worldwide in advancing wellness, engagement and quality of life.

Founded nearly 25 years ago, ICAA operates in more than 50 countries and works with thousands of senior living communities. The organization provides research, benchmarking tools and guidance to help operators improve outcomes, including demonstrating the ROI of wellness programs through increased resident retention and engagement.

Milner emphasized that aging is not defined by decline but by engagement, and that staying active across physical, social and mental dimensions creates a ripple effect that improves overall well-being.

He noted that shifting perceptions around aging takes time, but meaningful progress has been made as wellness has become more widely accepted and integrated into everyday life.

Milner highlighted the critical gap between lifespan and health span, stressing that without improving quality of life, longer lifespans simply extend years of poor health.

He encouraged simple behavior changes like staying active and maintaining curiosity, pointing to curiosity as a key driver of long-term fulfillment and success.

He described baby boomers as a generation driving change, with higher expectations and greater willingness to spend on experiences and products that support quality of life.

Milner pointed out that older adults control a significant share of disposable income, yet are often overlooked by marketers due to persistent ageism and outdated assumptions.

He advocated for rethinking senior living communities as centers for discovery, where residents can continue exploring interests, building connections and redefining their capabilities.

He also stressed the importance of personalization in aging, noting that no two individuals age the same way and that tailored approaches are essential to helping people reach their full potential.

Aging has long been framed as a story of decline. Slowing down, scaling back, preparing for what’s next. But that narrative is starting to shift, driven by research, changing expectations and a growing recognition that later life can be defined by strength, purpose and continued growth.

That shift was at the center of a recent conversation on Varsity’s weekly Roundtable, where we were joined by Colin Milner, CEO of the International Council on Active Aging, to discuss The Wellness Revolution: From Decline to Potential. Below are a few Fresh Perspectives from his discussion.

DECLINE WAS A STORY, NOT A DESTINY

For decades, aging was framed around managing decline, largely because of the gap between lifespan and healthspan. But emerging science is rewriting that narrative, showing that decline isn’t inevitable, it’s modifiable.

MINDSET IS A HEALTH INTERVENTION

How people think about aging directly impacts outcomes. A positive outlook, paired with healthy behaviors, can improve both longevity and quality of life, making mindset a critical (and often overlooked) part of wellness strategy.

WELLNESS HAS A DEFINITION PROBLEM

Many communities claim to be “wellness-based,” but without a clear understanding of what wellness actually means, execution falls short. True wellness is active, intentional and rooted in whole-person outcomes, not just programming.

THE MODEL SHIFT IS FROM CARE TO POTENTIAL

Senior living is moving from a place that manages decline to one that unlocks potential. The communities leading the way are designing experiences around purpose, identity and continued growth, not just support.

THE FUTURE RESIDENT IS ALREADY DIFFERENT

Incoming generations are more health-focused, informed and expectation-driven. Communities waiting until residents “need” care risk missing the opportunity to engage them earlier through a wellness-first approach.

WELLNESS ISN’T A PROGRAM, IT’S A COMMITMENT

The communities doing this best aren’t looking for quick wins. They’re investing time, resources and energy into building cultures where wellness is fully integrated, measurable and continuously evolving.

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.