In this conversation, Sara Robertson, CEO of The Arbors and The Ivy and founder of the Aging Parent Solution, discusses the challenges families face when caring for aging parents.
She emphasizes the importance of education, empathy, and community support in navigating the complexities of senior care. The discussion highlights the role of marketers in providing resources and guidance to families before they reach a crisis point, as well as the emotional pain points that adult children experience.
Sarah shares insights on the financial challenges facing the sandwich generation and the need for a proactive approach to senior living marketing.
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A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
It Is Our Responsibility: Lighting the Way Through Aging & Care
(with Sara Robertson)
July 15, 2025 • Episode #28
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
It Is Our Responsibility:
Lighting the Way Through Aging & Care
with Sara Robertson
July 15, 2025 • Episode #28
Clip 1 (37 sec.)
Most families don’t know the questions to ask—until it’s too late. This clip explores why proactive education is critical and how senior living providers can help families stop, think, and plan before crisis strikes.
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Clip 2 (53 sec.)
Waiting until the crisis is already here? Too common. In this clip, Sara Robertson shares how free tools, guides, and education can reach families before the emergency and empower smarter decisions.
Clip 3 (51 sec.)
Caring for kids, working full time—and now managing aging parents? The sandwich generation is overwhelmed. This clip spotlights the emotional toll and the urgent need for support and planning before burnout hits.
“A brand isn’t a logo , it’s a promise. And when that promise is lived consistently by every person in your organization — that's when the brand becomes real.”
Sara Robertson
Chief of Strategy
Masonicare
Key Takeaways
- Families often bury their heads in the sand regarding aging.
- Marketers must meet families where they are emotionally.
- Education before a crisis is crucial for families.
- The sandwich generation faces unique challenges in caregiving.
- Financial preparedness for aging is lacking among baby boomers.
- Community support can alleviate feelings of isolatio
- Empathy in marketing is essential for connecting with families.
- Resources should be shared freely to help families navigate care.
- Communication among family members is vital in caregiving decisions.
- Preventative measures can improve quality of life for seniors.
- 00:00 Growing Up in Senior Living
- 03:03 The Role of Marketers in Senior Living
- 06:09 The Aging Parent Solution: A New Resource
- 08:50 Understanding the Sandwich Generation
- 11:42 Navigating Financial Challenges in Senior Care
- 14:48 The Importance of Education Before Crisis
- 17:57 Emotional Pain Points for Adult Children
- 21:03 Building Community and Support
- 23:41 The Need for Empathy in Care
- 26:44 Creating Resources for Families
- 30:04 The Future of Senior Living Marketing
More clips from this episode are available here.
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