Most senior living communities are still making the same mistake. They’re spending time, money, and effort marketing to the senior who will live in the community. But what if the senior isn’t the one making the final decision?
In today’s world, the real customer is their adult child. Specifically, members of Generation X and Elder Millennials. These are the people researching online, scheduling tours, comparing reviews, and making the emotional and financial commitment to move mom or dad into your care. If your marketing doesn’t speak directly to them, you’re missing the mark. And you’re probably losing move-ins because of it.
Gen X is Leading the Caregiving Charge
The average age of someone entering assisted living is 85 years old. The average age of their adult children? Between 43 and 58. That’s squarely Gen X territory. Add in older Millennials who are already stepping into the caregiving role, and you’ve got a powerful, often overlooked audience making most of the decisions.
This generation isn’t just helping their parents pick a community. They’re managing finances, reviewing medical care, vetting reviews, and building trust with your staff. They’re doing it all while juggling their own families, careers, and burnout. That means they don’t have time for outdated websites, confusing information, or unclear messaging.
They want answers fast. They want transparency. They want a brand that understands how hard this decision is.
The Marketing Disconnect
Here’s the hard truth: most senior living marketing is written for seniors, not their kids. It’s filled with dated language, stock photography, and vague promises about “golden years” and “retirement living.” That messaging doesn’t connect with Gen X. It alienates them.
This is the generation that grew up on MTV, managed life before and after the internet, and built careers during economic uncertainty. They are skeptical, savvy, and very good at spotting fluff. If your website reads like a brochure from 1998, they’re going to bounce. If your call to action is buried, or your contact info is hard to find, they’ll move on to your competitor.
What Gen X Actually Wants
They want a fast, mobile-first website that works on their phone. They want to schedule a tour in two clicks. They want photos that reflect real life, not generic shots of old people playing bingo. They want to know your staff is kind, your communication is honest, and your pricing isn’t buried behind a form.
They’re not looking for a fantasy. They’re looking for someone they can trust with the most important decision they’ve ever made for their parent.
Modernize or Fall Behind
Marketing to seniors made sense 20 years ago. It doesn’t work today. If you’re not actively targeting Gen X and Elder Millennials, you’re talking to the wrong audience. Worse, you’re telling the right audience that you don’t understand them.
At Brunch Club Media, we specialize in helping senior living communities modernize their marketing so they can actually connect with the people who make the decisions. From websites and social content to SEO and lead funnels, we help you meet Gen X where they are.
Because if you’re not marketing to them, your competitors will.
