The way people think about aging doesn’t just shape attitudes — it shapes choices, behaviors and well-being. For senior living marketers and sales leaders, that means the words, images and subtle cues used every day can either reinforce tired stereotypes or support a more confident, age-positive view of later life.
That was the focus of a recent conversation on Varsity’s weekly Roundtable with Jennifer Smith, Director of Research at Mather Institute. Jennifer shared research on where views on aging come from, how they change over time and how they impact health and life satisfaction, with insights from Mather Institute’s Age Well Study along the way. Below are a few Fresh Perspectives from her discussion.
AGING PERCEPTIONS AREN’T FIXED — THEY’RE BUILT OVER A LIFETIME
Views on aging don’t suddenly appear in adulthood. They’re shaped slowly through childhood interactions, media cues and cultural messaging. If we want to shift perceptions, we must start by understanding the long runway that formed them.
POSITIVE VIEWS OF AGING ARE A HEALTH INTERVENTION, NOT JUST A MINDSET
The data was striking: people with positive views on aging live longer, stay healthier and even show stronger brain markers. Perception isn’t fluff, it’s a measurable health predictor on par with lifestyle habits.
EVERYDAY AGEISM IS SUBTLE BUT HARMFUL
Most people think of ageism in terms of hiring bias or medical dismissal, but subtle daily moments (“you look great for your age,” “senior moment”) chip away at confidence and reinforce decline narratives.
REPRESENTATION ISN’T JUST ABOUT VISIBILITY — IT’S ABOUT HOW OLDER ADULTS ARE SHOWN
Underrepresentation in media is only half the story. When older adults are shown, they’re disproportionately portrayed negatively. Progress is happening — AARP and Getty’s work, Dove’s campaigns — but the real opportunity is reframing aging as active, varied and fully human.
INTERGENERATIONAL CONTACT BREAKS STEREOTYPES
Programs that bring generations together do more than feel good, they reduce reliance on stereotypes and help recalibrate what “normal aging” actually looks like. Experience beats assumption every time.
THE LANGUAGE WE USE QUIETLY STEERS ATTITUDES AND BEHAVIORS
From calling someone “still active” to defaulting to “senior,” words send signals. Being intentional — using age ranges, avoiding diminishing qualifiers, and modeling respectful phrasing — shapes culture. And yes, Google search reality still matters, which means communities need to balance ideal language with discoverable language.
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.
