As we approach the end of the year, we’re looking ahead to the 2025 marketing trends that will impact the 55+ and senior living clients we serve. The senior living and senior housing industries are poised for a significant shift in how they engage with the growing 50+ audience. From advances in technology to evolving consumer behaviors, staying ahead requires innovative strategies tailored to this dynamic demographic.
What’s in store? We asked our team of subject matter experts at Creating Results for their insights to predict the biggest trends shaping the future of marketing to seniors.
Product offerings and shifts in consumer behavior
As seniors are living longer, we’ll see increased consumer focus on aging in place as well as preventive care. In 2025 and beyond, communities will need to offer products that meet consumers’ desires (and budgets), and marketers will need to position those products in alignment with growing senior interest, emphasizing wellness programs, nutrition, mental health and active living.
We’re seeing that seniors are becoming more willing to spend their money/investments on themselves versus leaving it for family, and there is a stronger presence in advertising targeting solo-agers. For these individuals, content to empower older adults to engage confidently and sharing authentic testimonials/video interviews will help build the trust that’s needed to make such a big decision.
As younger seniors become more diverse and aware of the need for inclusivity, I think we will see more cultural sensitivity in 2025. Language, imagery and offers will align with local senior demographics and preferences.
Artificial intelligence (AI)
Leveraging AI marketing tools to boost effectiveness and cut costs was a hot topic in 2024. However, in 2025, marketers must brace for AI’s impact on consumer research and purchasing behaviors as AI-powered search continues to disrupt traditional inbound marketing strategies that previously relied on informational content to drive website traffic. Platforms like Google, Bing, and Perplexity now provide answers directly, reducing the need for users to click on links and causing some websites to experience a 30%+ drop in traffic since May 2024.
To adapt, companies must invest in unique expert content, case studies, and valuable resources to drive website traffic. This shift highlights the need for a fully integrated marketing strategy that attracts prospects at various stages of the sales cycle by driving direct traffic to their websites.
We’re already seeing traction in AI-powered chatbots, and our results suggest that 50+ consumers are more willing to share information about themselves with a bot than they are with a salesperson. The more we can provide an experience that answers the prospect’s questions while conveying the brand’s unique value, the faster sales conversions will become.
Digital marketing
The 50+ consumer is becoming more digitally savvy. People are more wary of ads and what they click on, so they need to be compelling. It will also be important to simplify user experiences. As more seniors become comfortable with technology, marketers will need to ensure intuitive navigation on websites, apps and digital tools. Proactively managing reviews and testimonials across platforms is already important and will become even more critical in 2025.
Social media
Younger seniors are more adept with social media and online content. Delivering short, story-based content that’s more like an Instagram story has the potential to give prospects a feel for the community and brand without feeling “salesy.” I also think augmented and virtual reality can play a larger role in providing immersive experiences that give prospects a better view of what life is like at a community through a first-person point of view.
Facebook still dominates other platforms when it comes to 50+ consumers on social media, but there does seem to be exploration of this group into other platforms such as YouTube and Instagram, with videos driving their curiosity. The increase in YouTube adoption can be attributed to seniors searching for educational content. This is a marketing trend that’s likely to continue and offers an opportunity for businesses in the 50+ space to utilize video to reach this audience.
Data usage and transparency
There is more conversation than ever before about the ethical use of data and data collection. We’ve already seen an increase in younger generations’ use of ad blockers, and cookie usage is on the decline. As consumers become more concerned about their data, it will be important for communities to ensure transparency in data collection and usage, gain explicit consent for communications and provide opportunities for consumers to express their outreach preferences, all of which will help brands build trust.