Tag: older adults

Aging rarely happens the way people expect. It arrives gradually, bringing changes in identity, relationships and perspective that can feel difficult to navigate. In a recent episode of Varsity’s Roundtable Talk, Derek sat down with bestselling author, cartoonist and former special education teacher J.J. Hubal, whose book Goodbye Old, Hello Bold uses humor and visual storytelling to explore the realities of growing older with more curiosity and courage.

In their conversation, Derek and J.J. discussed why aging often creates anxiety, how humor can make difficult topics more approachable and why reinvention becomes increasingly important later in life. J.J. also shared personal reflections on loneliness, friendship, creativity and the importance of continuing to step outside your comfort zone as you age.

Check out the full episode here.

WHAT DOES “HELLO BOLD” MEAN TO YOU?

I started the whole project at about 72 years old and I had the old part down, but I definitely didn’t have the bold part. So I’m the perfect author. I had zero bold. To me, bold is different things for different people. Sometimes it’s something very small. Sometimes it’s something very large. Most of my time was spent wallowing in self-pity that life hadn’t worked out for this reason, that reason. The whole project was really a search for bold. I didn’t start it even as a book. I certainly didn’t start it with a whole pile of bold ideas. I had absolutely nothing.

WHY DO SO MANY PEOPLE APPROACH AGING WITH ANXIETY INSTEAD OF CURIOSITY?

I think people get stuck in the negative, what didn’t go right. We also fill our minds with things that aren’t realistic anymore. There’s nobody blazing the trail for us. We’re pioneers. There are 10,000 boomers turning 65 every day and millions turning 80. You’re overwhelmed with loss and change. All loss causes change and even change you choose ends up with losses. You just have fewer people. If you’ve lost health, money, people or security, all of those things keep us stuck for a while.

WHY IS HUMOR SUCH A POWERFUL TOOL WHEN TALKING ABOUT AGING?

Humor is a powerful tool for talking about anything sensitive or difficult. Adding a cartoon takes you out of a live person saying something. It’s just a drawing. Humor makes the medicine go down easier. Reality can be a tough thing to deal with. The old humor acts like a spoonful of sugar. It lets people face difficult truths without feeling attacked or overwhelmed.

HOW IS THE CULTURAL NARRATIVE AROUND AGING CHANGING?

It’s definitely changing and it’s most evident in media and advertising. Years ago, if somebody was even 50, it was treated like they were almost ready for the grave. Now it’s becoming more natural. We’re investing less in clinging tooth and nail to old images and more in what’s next. People are experimenting more. We’ve opened up both ends of the spectrum. I see younger generations being less rigid too. There’s more freedom now to age honestly.

WHAT ARE SOME OF THE BIGGEST FEARS PEOPLE HAVE ABOUT AGING?

One of the most popular cartoons I’ve done is just a sign in a yard that says, ‘Estate Sale: Everything My Children Told Me They Don’t Want to Inherit.’ People react to it because the stuff we hang onto has emotional power. It represents pieces of our lives, our history, our memories. It’s not just about cleaning out a room. It’s about realizing the past isn’t coming back. I had to stop looking backward and understand that I was stopping any positive input into my life.

QUOTES

“One day I was young and I went to bed. I woke up. I was old. That’s how it happens. Suddenly, without warning, you’re there.” (J.J.)

“It was really a search for bold. I didn’t start it even as a book. I certainly didn’t start it with a whole pile of bold ideas. I had absolutely nothing.” (J.J.)

“Everybody’s got a story. Everybody’s got stuff. You can’t base a relationship on sharing your victim story, or at least not very long or successfully.” (J.J.)

“I think a thumbnail definition of bold is facing reality and stepping up and doing what you need to do.” (J.J.)

“Getting older is a very big deal. Anyone who says it happened in a different way or that getting old is no big deal is a liar, liar, pants on fire.” (J.J.)

“Humor is a powerful tool for talking about anything sensitive or difficult.” (J.J.)

“As long as you’re fighting the word old, you’re never going to move forward.” (J.J.)

“Every time someone dies, it’s like a small library burning down.” (J.J.)

“Fear of the future and longing for the past can keep you stuck in place.” (J.J.)

“The good news is your world can get bigger much faster than it took for it to shrink.” (J.J.)

“Nobody was going to rescue me. I had to make this happen.” (J.J.)

“Be careful who you invest time in. How many viable years do I really have left? I don’t have a lot of time to make big mistakes with.” (J.J.)

NOTES

J.J. Hubal is a bestselling author, cartoonist and former special education teacher whose work explores aging through humor, honesty and visual storytelling. Her book Goodbye Old, Hello Bold encourages readers to rethink aging, embrace change and approach later life with more curiosity, courage and self-awareness.

J.J. Hubal is the author of Goodbye Old, Hello Bold, a visually driven book that blends cartoons, essays and reflections on aging. Through humor and deeply personal observations, the book addresses topics like loneliness, grief, reinvention, friendship and resilience while encouraging readers to embrace the realities of growing older.

Hubal spent decades working as a special education teacher before fully embracing writing and cartooning later in life. She has published cartoons and essays for years, with many of her cartoons focused on aging, memory, relationships and the realities of later life. She currently lives in Savannah, Georgia, where she continues writing, drawing and speaking about aging, creativity and personal growth.

J.J. said aging often creates anxiety because people become overwhelmed by loss, change and unrealistic expectations about what later life is supposed to look like.

She described “bold” as facing reality honestly and stepping up to do what needs to be done, even when the actions are small or unnoticed by others.

J.J. explained that humor helps people approach difficult conversations about aging because cartoons and comedy create emotional distance while still communicating truth.

She shared that many of the cultural narratives around aging are shifting, including the growing acceptance of using the word “old” openly and honestly.

J.J. talked about how loneliness became a turning point in her own life and inspired her to actively seek new friendships, experiences and communities.

She discussed the importance of staying open to reinvention later in life and said even small steps, like attending an art class or joining a group, can dramatically expand someone’s world.

J.J. emphasized that many fears around aging stem from clinging too tightly to the past instead of creating space for new experiences, relationships and possibilities.

She encouraged people to think proactively about aging by preparing emotionally, socially and practically for future changes rather than waiting until challenges become crises.

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.

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 following is a guest blog entry from Larry Carlson. Larry is an advisor, board member, and author of Avandell: Reimagining the Dementia Experience. A longtime CEO in senior living, he now writes and speaks about helping older adults finish strong — living with purpose, vitality, and impact in their third age.

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Evelyn begins every morning with a ritual. She walks to the garden courtyard just after sunrise, coffee in hand, and tends to the flowers she planted last spring. “It’s funny,” she said one day, “I thought I was just helping the staff with the garden. But these mornings…they help me.”

Her comment captured something profound: legacy isn’t built at the end of life — it’s lived in the everyday choices that give it meaning.

Legacy Is Not a Monument

When people hear the word legacy, they often think of something grand — a foundation, a building, a name etched on a wall. But legacy, in its truest form, is about influence that outlasts effort.

It’s the ripple effect of kindness, wisdom, and faithfulness that shapes others long after we’re gone. For older adults, that legacy is expressed not through what they’ve achieved, but through how they continue to live now — through mentoring, listening, volunteering, or simply showing up with grace.

Why This Matters for Our Field

If you work in senior living, you’re surrounded by legacy every day — though it doesn’t always announce itself. It shows up in quiet acts:

• A retired teacher helping a neighbor relearn to read after a stroke.
• A group of residents teaching English as a second language to staff who are new to the country.
• A widow leading a grief group because she knows the terrain of loss.

These aren’t “programs.” They’re expressions of purpose. And when communities make space for this kind of living legacy, they move beyond hospitality — they become incubators of meaning.

From Activities to Agency

Most communities excel at creating activities. Fewer help residents create agency. Agency doesn’t mean expecting residents to carry the weight of running a community. It means honoring their capacity to contribute — to lead where appropriate, to share what they know, and to shape the life of the community in ways that give meaning to their days.

When residents are given the chance to lead, share, or shape what happens next, something shifts. They stop being consumers of experiences and start being co-creators of community life. That’s when vitality and belonging grow — and when marketing gains authentic stories that resonate with prospects and families alike.

Ask yourself:

• Are our residents seen as participants, or as partners?
• Do we celebrate what they still give, or mainly what they receive?
• How often do we invite them to shape the story of the community itself?

The answers to those questions reveal whether we’re truly helping people finish strong.

The Power of Storytelling

Living the legacy daily means telling stories that show what purpose looks like in real life.It’s the resident who teaches art again after decades away, the couple who celebrates their 60th anniversary surrounded by friends, or the quiet volunteer who prays over every new arrival.

These stories remind prospects — and team members — that senior living isn’t about ending well; it’s about living fully.

Closing Thought

Legacy isn’t a line in an obituary. It’s a daily practice.

Every day, we have the chance to help someone rediscover meaning, contribute to others, and live with vitality. When our communities nurture that kind of purpose, we’re not just offering care — we’re helping people write the most meaningful chapter of their lives.

That’s the heartbeat of Finishing Strong.

About the Author

Larry Carlson is an advisor, board member, and author of Avandell: Reimagining the Dementia Experience. A longtime CEO in senior living, he now writes and speaks about helping older adults finish strong — living with purpose, vitality, and impact in their third age.

The following is a guest blog entry from Larry Carlson. Larry is an advisor, board member, and author of Avandell: Reimagining the Dementia Experience. A longtime CEO in senior living, he now writes and speaks about helping older adults finish strong — living with purpose, vitality, and impact in their third age.

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When Margaret toured the community, she wasn’t looking for a swimming pool or a dining venue. She was searching for something she couldn’t quite name — a place that felt alive.

“I don’t want to just move somewhere,” she said. “I want to belong somewhere.”

That line stopped me cold. Because in those few words, Margaret captured the emotional core of every senior living decision. Beneath the surface questions about cost, care, or square footage lies something deeper: What will this next chapter make possible?

From Transaction to Transformation

For years, our industry has measured success by occupancy numbers, conversions, and closing ratios. But older adults aren’t just customers — they’re people navigating one of life’s most personal transitions.

Today’s generation doesn’t want to be sold a lifestyle; they want to be guided toward a renewed sense of purpose, belonging, and vitality. That shift — from selling units to guiding journeys — changes everything. It calls us to approach marketing not as persuasion, but as partnership.

Start with Empathy

Guiding begins with listening. It’s about asking deeper questions:

• What does thriving look like for you now?
• What do you still want to contribute or experience?
• What would make this move feel meaningful — not just comfortable?

When we pause long enough to hear the story behind the inquiry, we stop trying to fill vacancies and start helping people envision a future they can believe in. That’s when trust forms — and when connection turns into commitment.

Purpose Is the New Differentiator

Amenities can be copied. Purpose cannot. Communities that help residents connect their gifts and passions to something larger than themselves stand out in a crowded marketplace. They become places where:

• Residents lead, not just attend.
• Marketing highlights impact, not just activities.
• Staff speak the language of mission, not just service.

When marketing reflects that kind of authenticity, it attracts more than prospects. It inspires teams and reminds everyone why this work matters.

A New Kind of Conversation

The next time you sit down with a prospective resident, listen not for what they want, but for who they’re becoming. Because what we’re really offering isn’t just a new address — it’s a new beginning. We’re not helping people move in; we’re helping them move forward.

Closing Thought

Selling fills units.
Guiding changes lives.

When we reframe our role from closing deals to opening doors of purpose, we honor both the people we serve and the calling behind this work. That’s what finishing strong looks like — for residents, and for all of us who serve them.

About the Author

Larry Carlson is an advisor, board member, and author of Avandell: Reimagining the Dementia Experience. A longtime CEO in senior living, he now writes and speaks about helping older adults finish strong — living with purpose, vitality, and impact in their third age.