How “Edgy Agers” Are Redefining Aging and Changing Perceptions
Aging is often associated with limitations, decline, and stereotypes. However, a growing number of older adults, known as “edgy agers,” are breaking away from these misconceptions and redefining what it means to grow older. They are embracing new activities, advocating for social change, and remaining active participants in society. This shift is not only influencing how we view aging but also how businesses and communities cater to this demographic. In this blog post, we’ll explore how edgy agers are leading the charge, backed by research, statistics, and real-world examples.
What is an Edgy Ager?
The concept of edgy agers emerged as a response to traditional views of aging that pigeonhole older adults into passive roles. This group of seniors, often aged 60 and above, refuses to be defined by numbers. They remain engaged, continue to work, volunteer, and even take up new challenges later in life.
The shift is more universal than you might think. Older adults today are staying in the workforce longer and breaking traditional stereotypes about aging. According to a report by Columbia University’s Mailman School of Public Health, the median job tenure for workers aged 55-64 is over 10 years, compared to just 3 years for workers aged 25-34. Additionally, many employers prefer to hire older workers for their experience and strong work ethic. The same study concluded that older workers tend to stay in jobs longer and take fewer days off compared to their younger counterparts.
Active Lifestyles and Pursuit of New Passions
One of the most significant trends among edgy agers is their commitment to maintaining an active lifestyle. Many are involved in fitness activities that were once considered the domain of younger generations. From marathon running to yoga, edgy agers are proving that physical fitness is achievable and sustainable at any age.
Take, for example, Paul Tasner, who started his company, PulpWorks, at the age of 66 after a 40-year career. His sustainable packaging business has since won multiple awards and recognition. Stories like Tasner’s challenge the notion that entrepreneurship is only for the young and highlight the potential of older adults to innovate and influence industries.
Challenging Social Perceptions and Media Representation
The influence of edgy agers extends beyond their personal pursuits. They are also at the forefront of changing social perceptions and media representation of older adults. Campaigns and organizations advocating for the representation of older adults in advertising and media are gaining traction. For example, the Ageism Activism movement by the World Health Organization (WHO) as well as The Age Without Limits Campaign seeks to combat age-related stereotypes that prevail in media and popular culture.
A recent study also found that when older people were exposed to negative messages about aging, their mental health took a noticeable hit. However, initiatives like Dove’s ‘Pro Age’ campaign and L’Oréal’s partnership with older models and influencers like Helen Mirren are making strides in reversing this trend. These efforts ensure that older adults are depicted as vibrant, empowered individuals rather than mere symbols of decline.
Transforming the Senior Living Industry
The rise of edgy agers is also prompting a transformation in the senior living industry. Traditional retirement communities are no longer sufficient for this group of older adults who want more than just a place to live. Instead, they’re looking for environments that foster growth, connection, and enrichment.
From Passive Living to Active Communities
The senior living sector is seeing a surge in active adult communities, which provide a blend of independent living, recreation, and continued learning opportunities. These communities are designed to support the ambitions of edgy agers by offering amenities such as fitness centers, cultural events, and volunteer programs which aligns with the WHO’s recommendations around active aging.
Moreover, many senior living communities are incorporating technology and innovative programming to appeal to the tech-savvy older adult. Whether through virtual learning platforms or opportunities to engage in advocacy, these facilities are moving away from the traditional model of senior care to one that aligns with the interests and expectations of today’s older adults.
Read: Why Active Aging Is a Critical Part Of Modern Senior Living
How Senior Living Communities Can Support Edgy Agers
Older adults’ needs are changing, and senior living communities’ need to adapt to this shift by tailoring their services accordingly. Updating marketing strategies, using technology more effectively, customizing your content, and even adjusting programs are but a few ways to go about doing this. Because this transformation not only calls for a new way of reaching edgy agers, but also improved amenities and services that meet the expectations of today’s older adults.
Use Technology to Break Barriers
Technology adoption is not just limited to personal health and communication. Older adults are using technology to break barriers in education and career development. Online learning platforms report increased enrollment of older adults, demonstrating a continued commitment to learning and skill development.
Additionally, platforms like Facebook have seen higher engagement from older adults, as they use these tools, whether it be for recreational use or for professional purposes. These platforms are also becoming vital avenues for senior living sales teams to connect with this engaged demographic.
Highlight Lifestyle and Personal Growth Opportunities
Unlike previous generations, edgy agers are more interested in communities that promote an active and engaged lifestyle. Sales teams should emphasize the community’s ability to facilitate continued personal development. This can include wellness workshops or even social opportunities and volunteerism. Highlighting these elements in marketing materials and tours can resonate more deeply with older adults who value ongoing learning and engagement.
Adjusted Programs and Improved Amenities for Edgy Agers
To fully cater to edgy agers, communities have to go beyond traditional senior living services by offering innovative and tailored programs. These programs should focus on holistic wellness that addresses not just physical health but also emotional and intellectual stimulation.
For example, creating flexible fitness programs that offer varying levels of intensity can accommodate residents with different mobility needs while still promoting an active lifestyle. Improved amenities are also crucial. Communities could also perhaps consider adding features such as coworking spaces for residents who are still professionally active or tech-friendly common areas for digital learning or virtual events. One of our previous articles actually explains the role of technology in active aging and how it can be used as a tool to enhance human connection. Equally important are personalized nutrition plans and access to nature-based activities like gardening or walking trails, which can significantly enhance a resident’s experience.
Develop Targeted Content that Reflects the Interests of Edgy Agers
Many older adults are pursuing second careers, new hobbies, or active volunteer roles well into their later years. Sales teams should curate content that aligns with these pursuits. For instance, blog posts, newsletters, and social media updates could focus on stories of residents who have achieved new milestones or participated in volunteer programs after joining the community.
This content should be relatable, upbeat, and reflective of the resident’s voice, avoiding stereotypes that portray older adults as passive or disengaged. Sharing stories about how the community supports residents’ ambitions, whether through networking events, fitness challenges, or social clubs, can make edgy agers feel understood and welcome.
Wrap Up
The edgy agers of today are setting a new standard for aging. They are embracing new roles, engaging in advocacy, and pushing boundaries that were once seen as fixed. Now is the time for senior living brands to act. Embrace the opportunity to connect with this vibrant demographic by implementing strategies that align with their values and lifestyle choices.
Is your community ready to take the next step in capturing the attention of edgy agers? Get in touch with CCR Growth today for expert guidance on enhancing your sales and marketing strategies to resonate with this growing segment of older adults.