Tag: age-inclusive marketing

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.