MAKING "AGING" ENGAGING

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The challenge:

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Helping an influential aging services operator, Parker, into a thought leader brand on Aging.

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The approach:

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Through new insights and category research with aging individuals, caregivers, and families we confirmed an urgent need for new perspective and leadership in this category. We developed the necessary new narrative, brand strategy, name, identity and internal training to enable this unique organization to usher in new ways to approach age/aging.

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Why it worked:

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We learned aging- especially in America-  is alienating, treated as a medical problem, and a bleak waiting period between retirement and death. However, there is TONS of room for innovation.  New generations don’t want to be put to pasture; they expect to live longer, stay relevant, and have options to stay active and involved in society. Parker’s new purpose is to make aging part of life. With new tools and platforms in place, it’s now leveraging its extensive resources, new talent and partnerships to make aging more relatable, manageable and enriching for all.

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Owler Hook:
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To change the face of aging, Parker itself needed to shed its skin and evolve from the inside out. In doing so it is taking brave steps embrace a dynamic and inspiring agenda for aging that was not about decline and indifference but rather about community, love, and innovation impacting intergenerational relationships, aging in place, age-friendly cities and more.