One recent survey reported in Forbes points out that three central stereotypes of seniors are propagated by marketing: a lack of ability to use technology, physical weakness, and mental inferiority. Each of these, by the way, is a highly inaccurate portrayal of reality, according to the data.


Most “Active Agers,” the term for 55+ persons “mentally, socially, and digitally active,” are technologically competent and heavy online shoppers. Regarding physical weakness, 95% of this group exercise at least weekly, 29% practice daily, and 45% exercise at least a few times per week. This survey had nearly half the respondents saying they felt portrayed by advertising as mentally inferior. Their very response to the advertising belies the stereotype. And senior living professionals know better than anyone that it’s not true. As senior living marketers, we can lead the way to counter ageistic messaging by example.


Ageism is insidious. You’ll hear ageist jokes in the meeting room, where you’d never hear sexist or racist jokes. An observation like, “There were a lot of old people at the grocery store today,” implies that the progress was slow and the parking lot treacherous with older drivers. It’s a “casual comment,” probably said without any particular malice toward seniors – seniors themselves may even tell it. Like other prejudices, ageism may be so ingrained in a person’s thinking that they might not recognize it. Ageism can be directed at others: Older adults will be called “honey” at the checkout counter or baby- talked by associates when they engage with residents. Ageism can also be self-directed: “I hate getting old. Old people are a nuisance.”


Counteracting Ageism and Stereotyping


Research suggests three strategies to reduce or eliminate ageism – policy and law, educational activities, and intergenerational interventions. Senior living providers can affect policy through professional organizations. But education, training, and interaction are more immediate and can be implemented now.


As employers in senior living, we should be able to recognize such behavior in employees and easily counter it with training. (How hard is it to stop saying “old” and “elderly”?) If the topic, and the personal stakes, are


taken as seriously as they are with workplace harassment, why would it be any harder to train for anti-ageism? The same goes for residents. We can instill and practice positive self-image through messaging and even more formal presentations.


In marketing messages, perhaps change phrases f rom “as seniors age, they need socialization” to “as we age, we still need social connections.” It’s not us vs. them. In everything we do in senior living, remember we are all aging.


Multigenerational interaction has proven to be the single most effective strategy. Life Enrichment Coordinators already spend much of their time organizing events and activities that connect the resident community to the community at large. These could also promote positive perceptions if so designed. Visiting family members, and younger children especially, are exposed to the most positive experiences of aging, as well as the sadder realities. Their chances of growing up without negative stereotypes and the fear of aging are much better than the average if the community and staff are living the best example.


All of this suggests that senior living providers already have much groundwork for combatting ageism. A purposefully designed program could channel existing skills, resources, and expertise, and additional applied research could quickly lead to a real awakening.


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