Tag: middle market

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. 

The LeadingAge PA Annual Conference is an annual highlight for the Varsity team and this year’s event was no exception. It’s always a pleasure to meet with friends and clients and make new connections. 

We also pay close attention to the trending topics overhead at shows like LeadingAge PA. Here’s a look at four conversations we found ourselves in the middle of during our time in the Poconos: 

CONSOLIDATION – We’re seeing more affiliations, mergers and acquisitions (or at least hearing about them) than ever before, including for-profit skilled nursing systems taking over not-for-profit faith-based SNFs. The mergers and acquisitions market for the senior living industry is incredibly active and shows no signs of slowing. 

WORKFORCE DEVELOPMENT – Reducing or eliminating agency support continues to be a priority as communities recognized the importance of developing a skilled workforce and maintaining a stable team to meet the needs of residents.

REIMBURSEMENTS – The delicate balance between providing top-notch healthcare services and managing financial resources is a tightrope walk that retirement communities navigate with precision and care. Keeping pace with reimbursements for the healthcare end of the continuum is a big part of that daily struggle. 

MIDDLE MARKET STRATEGIES – The middle market is a growing older adult population and we’re seeing more conversations around strategies to target and serve those who fall into that often overlooked gap. There are some unique models that are working well. It’s a market that Varsity is intimately familiar with and one that we’ll continue to develop strategies for in the future.