Author Archives: 3rd3rd Marketing

Two Senior Experts Share an Insider’s Guide to Confident Aging in New eBook, ‘A Good Life Anywhere’

Written by a long-term care ombudsman and a nationally recognized expert on ageism, the eBook offers practical guidance on care options, advocacy, and quality of life

LA VERNE, Calif., July 7, 2026 (SEND2PRESS NEWSWIRE) — 3rd3rd Marketing, the “Un-Senior Living Agency” that challenges ageism in marketing, and Hillcrest Senior Living, announced the launch of “A Good Life Anywhere,” a new eBook designed to empower older adults and their families to make informed decisions about care, community, and quality of life.

"A Good Life Anywhere" by Beverly Gianna and Cynthia Thurlow.
Image caption: Written by eldercare advocate and ombudsman Beverly Gianna and senior living expert Cynthia Thurlow, “A Good Life Anywhere” examines the full spectrum of care and offers practical guidance on care options, advocacy, and quality of life from professionals who are also members of the generation they serve.

Coauthored by Beverly Gianna, a long-term care ombudsman in Louisiana and a graduate of the USC Leonard Davis School of Gerontology, and Cynthia Thurlow, founder and CEO of 3rd3rd Marketing and a recognized expert on ageism in branding and communications, the eBook sets itself apart with the unique perspectives of its authors and provides an insider’s perspective on the senior living journey.

Both women are experienced professionals and members of the generation they serve, bringing together professional expertise and personal understanding of the opportunities and challenges that accompany aging.

The guide explores the full spectrum of senior living and care options while helping readers evaluate communities, advocate for quality care, explore alternatives, and access resources that support independence and well-being.

Hillcrest is home to nearly 400 residents, many of whom are solo agers and living independently, across its 50-acre continuing care retirement campus in southern California.

“We often talk to prospective residents about when is the right time to move and how to do it,” said Shirley Turner, Director of Sales and Marketing at Hillcrest. “A Good Life Anywhere is an excellent guidebook for the next step in the journey, as it outlines how to choose the right community, explore alternatives, advocate for quality care, and understand the role of the local ombudsman.”

“Living in a senior community or nursing home should never mean losing one’s sense of purpose,” said Gianna. “My work as an ombudsman, combined with my education and lived experience, has shown me how important it is for older adults to feel seen, heard, respected, and engaged in life. We hope readers will find both practical guidance and encouragement in A Good Life Anywhere.”

Beyond her formal role, Gianna is a passionate educator and local champion for older adults. She regularly speaks with families and community members, as well as with law and medical schools, about care options and future planning. One of her passions is helping future professionals understand the many ways aging intersects with their work.

Thurlow brings more than 30 years of experience in branding, advertising, and strategic leadership. As founder and CEO of 3rd3rd Marketing, known as the “Un-Senior Living Agency,” she helps organizations recognize and overcome age-based assumptions that often shape branding, hiring, customer engagement, and communications.

“People want to be understood by their values, aspirations, and experiences, not reduced to a number,” said Thurlow. “Our goal with this eBook is to provide practical information that empowers older adults and their families to make decisions with confidence and clarity.”

“A Good Life Anywhere” is available at https://www.livingathillcrest.org/ebooks/.

ABOUT 3RD3RD MARKETING

3rd3rd Marketing is the “Un-Senior Living Agency,” partnering with senior living communities and mission-driven aging services organizations globally. By dismantling stereotypes and replacing them with aspirational narratives, 3rd3rd helps organizations build authentic connections, increase engagement, and achieve lasting impact. For more information, visit: https://3rd3rd.com/.

ABOUT HILLCREST

Hillcrest is an upscale 501(c)(3) nonprofit continuing care retirement community (CCRC) centrally located in the San Gabriel Valley, less than 30 minutes from Los Angeles, Anaheim, Pasadena, and San Bernardino and at the gateway to the Inland Empire. Located in a quiet residential neighborhood just off Foothill Boulevard in La Verne, California, Hillcrest offers independent living, assisted living, memory care, and skilled nursing with an emphasis on wellness and health. For more information, visit: https://www.livingathillcrest.org/.

IMAGE link for media: https://3rd3rd.com/wp-content/uploads/2026/07/HC-038-26-A-Good-Life-Anywhere_COVER.jpg

Image caption: Written by eldercare advocate and ombudsman Beverly Gianna and senior living expert Cynthia Thurlow, “A Good Life Anywhere” examines the full spectrum of care and offers practical guidance on care options, advocacy, and quality of life from professionals who are also members of the generation they serve.

NEWS SOURCE: 3rd3rd Marketing


This press release was issued on behalf of the news source (3rd3rd Marketing), who is solely responsible for its accuracy, by Send2Press Newswire. Image, if any, was provided by the news source and not this website or the wire service. Information is believed accurate, as provided by the news source, but is not guaranteed.

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Hillcrest and 3rd3rd Reframe Senior Living Marketing at LeadingAge California Conference

Marketing Leaders Share Strategies for Building Trust and Driving Demand

PALM DESERT, Calif., May 18, 2026 (SEND2PRESS NEWSWIRE) — At the LeadingAge California conference for aging services leaders, Cynthia Thurlow, CEO and President of 3rd3rd Marketing, and Shirley Turner, Director of Sales and Marketing at Hillcrest, share real-world marketing insights, results and actionable strategies in two sessions: “No Re-Branding Required to Win Residents” on May 20 and “Inclusive Storytelling: Strengthening Trust in Aging” on May 22, 2026.

At LeadingAge California, Cynthia Thurlow, CEO and President of 3rd3rd Marketing, and Shirley Turner, Director of Sales and Marketing at Hillcrest, discuss how senior living organizations can achieve measurable growth through targeted marketing and inclusive storytelling.
Image caption: At LeadingAge California, Cynthia Thurlow, CEO and President of 3rd3rd Marketing, and Shirley Turner, Director of Sales and Marketing at Hillcrest, discuss how senior living organizations can achieve measurable growth through targeted marketing and inclusive storytelling.

Both recognized senior living marketing experts, Thurlow and Turner, discuss their approach and results in tackling the challenges senior living organizations face, including:

  • Navigating unintentional pervasive ageism
  • Positioning your product to appeal to Generation Jones, the younger end of the baby boomer generation
  • Leveraging resident-centered storytelling and strategic PR

“Today’s older adults are aging in different ways, focused on healthspan, independence and meaningful living, not simply longevity. They want a positive aging experience, on their own terms,” says Thurlow. “Senior living communities should communicate the joy of living and aging. Our presentation explores how Hillcrest exceeded its goals without changing its offerings, simply by formalizing its marketing strategy through updated positioning and messaging.”

Hillcrest’s experience offers a roadmap for communities to tailor this approach to their circumstances. With fresh messaging, targeted events and updated sales strategies, it achieved record-breaking sales in 2025.

“Working with 3rd3rd, we were able to debunk the myth that you need a full rebrand to boost census and sales,” says Turner. “We empowered our sales and marketing teams to try new approaches and unlock momentum.”

Thurlow and Turner help senior living communities break the marketing status quo by reshaping perceptions, building trust and driving demand.

“If your community is not proactively telling its story, someone else, often the media, will tell it for you,” says Thurlow. “Your organization risks being mentioned negatively in other stories if it doesn’t have a clearly communicated identity or mission.”

“Hillcrest embraced a culture-first public relations strategy that generated headlines, built awareness and impacted revenue. By incorporating PR into its marketing plan, Hillcrest established itself as a community rooted in purpose, inclusion and positive resident stories,” says Turner.

About 3rd3rd Marketing

3rd3rd Marketing is the “Un-Senior Living Agency,” partnering with senior living communities and mission-driven aging services organizations globally. By dismantling stereotypes and replacing them with aspirational narratives, 3rd3rd helps organizations build authentic connections, increase engagement and achieve lasting impact. For more information, visit: https://3rd3rd.com/.

About Hillcrest

Hillcrest is an upscale 501(c)(3) nonprofit continuing care retirement community (CCRC) centrally located in the San Gabriel Valley, less than 30 minutes from Los Angeles, Anaheim, Pasadena, and San Bernardino and at the gateway to the Inland Empire. Located in a quiet residential neighborhood just off Foothill Boulevard in La Verne, California, Hillcrest offers independent living, assisted living, memory care, and skilled nursing with an emphasis on wellness and health. For more information, visit https://livingathillcrest.org/

MULTIMEDIA:

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Image caption: At LeadingAge California, Cynthia Thurlow, CEO and President of 3rd3rd Marketing, and Shirley Turner, Director of Sales and Marketing at Hillcrest, discuss how senior living organizations can achieve measurable growth through targeted marketing and inclusive storytelling.

MEDIA CONTACT:
Shonne Fegan-Ehrhardt
3rd3rd Marketing
shonne@3rd3rd.com
847-962-9879

NEWS SOURCE: 3rd3rd Marketing


This press release was issued on behalf of the news source (3rd3rd Marketing), who is solely responsible for its accuracy, by Send2Press Newswire. Image, if any, was provided by the news source and not this website or the wire service. Information is believed accurate, as provided by the news source, but is not guaranteed.

To view the original story, visit: https://www.send2press.com/wire/hillcrest-and-3rd3rd-reframe-senior-living-marketing-at-leadingage-california-conference/

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3rd3rd Marketing President Cynthia Thurlow to Challenge Status Quo at LeadingAge Leadership Summit

The session explores a modern marketing playbook for senior living executives

SEATTLE, Wash., April 20, 2026 (SEND2PRESS NEWSWIRE) — Cynthia Thurlow, CEO and President of 3rd3rd Marketing, will join an influential panel of national marketing leaders at the LeadingAge National Leadership Summit to present “Rebuilding Your Marketing Engine with a Modern Mindset.” The session will take place on Tuesday, April 21, from 1:45 to 3:00 p.m. The summit brings together aging services providers, policy experts, and advocates to discuss technology, workforce, and housing.

3rd3rd Marketing
Image caption: 3rd3rd Marketing.

Thurlow will be joined by Timi Mafua, Senior Manager of Studio Management at T-Mobile, and another general agency panelist, bringing together perspectives from global consumer brands and leading advertising agencies that benefit operators of senior living communities and aging services.

The session will take a candid look at why many nonprofit senior living organizations struggle to innovate—not due to lack of vision, but because leadership teams and boards are often navigating immediate operational priorities, leaving limited capacity to advance modern marketing and brand strategy. It will also examine the hidden “census killers” holding organizations back, including overreliance on generic advertising, internal micromanagement, fragmented decision-making across stakeholders, building before brand strategy, and misaligned staffing investments in an increasingly complex, modern market.

Speakers will challenge the long-standing assumption that adults 60+ represent a single, homogenous audience and offer a new path forward.

Attendees will gain a practical, modern playbook for:

  • Restructuring marketing functions for agility and growth
  • Designing products and experiences aligned with evolving consumer expectations
  • Building brand platforms that generate demand and unlock innovation
  • Exploring effective nonprofit senior living marketing strategies, which challenge the assumptions that perpetuate ageism as more adults enter the “third third” of their lives

“I am hearing, and I am seeing more often that when it comes to independent living, people are ‘waiting too long’ to move in. It’s the ‘NOT YET’ mentality. While senior living is doing important work, what it needs to realize is it’s now a mature category that hasn’t consistently innovated to meet its market,” said Thurlow. “Younger Baby Boomers, in particular, don’t see themselves in what’s being offered, or how it’s being marketed. That disconnect is what’s driving hesitation, and it represents a major opportunity for reinvention. When it comes to selling ‘care’ this dynamic is exacerbated.”

Through its work with senior living organizations nationwide, 3rd3rd Marketing helps clients move beyond thinking of age as a demographic to focus on psychodemographics, including values, interests, and aspirations that more accurately reflect today’s consumer. This approach enables communities to build more meaningful connections and drive sustainable growth.

The session will also explore how leading brands outside of senior living approach marketing systems and what lessons can be applied immediately within the sector.

“In studying the senior living space, I was struck by how even a built-in customer base doesn’t guarantee growth,” Mafua said. “It’s a reminder that what got you here won’t get you there. Real differentiation takes bold thinking, the courage to change and a partner with the experience to guide you. It’s not a built-in skill for most organizations.”

The LeadingAge National Leadership Summit convenes top executives and decision-makers from across the senior living and aging services fields to explore strategies that shape the industry’s future.

About 3rd3rd Marketing

3rd3rd Marketing is the “Un-Senior Living Agency,” partnering with senior living communities and mission-driven aging services organizations in both B2C and B2B categories globally. By dismantling unintentional ageism and stereotypes, and replacing them with aspirational narratives, 3rd3rd helps organizations build authentic connections, increase engagement, and achieve lasting impact. For more information, visit: https://3rd3rd.com/.

LOGO link for media: https://www.send2press.com/300dpi/26-0312-s2p-3rd3rd-300dpi.webp

Summit Info: https://leadershipsummit.leadingage.org/speakers-2/page/5/

NEWS SOURCE: 3rd3rd Marketing


This press release was issued on behalf of the news source (3rd3rd Marketing), who is solely responsible for its accuracy, by Send2Press Newswire. Image, if any, was provided by the news source and not this website or the wire service. Information is believed accurate, as provided by the news source, but is not guaranteed.

To view the original story, visit: https://www.send2press.com/wire/3rd3rd-marketing-president-cynthia-thurlow-to-challenge-status-quo-at-leadingage-leadership-summit/

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3rd3rd Marketing Shares the Stage at National Conferences to Redefine Senior Living Engagement

The team will share key concepts, including aligning marketing with mission to strengthen brand reputation

SEATTLE, Wash., March 12, 2026 (SEND2PRESS NEWSWIRE) — 3rd3rd Marketing, the nation’s leading “Un-Senior Living Agency,” is kicking off its 2026 conference season, sharing insights into how senior living communities connect with older adults. Led by CEO and President Cynthia Thurlow, the 3rd3rd team will highlight senior living marketing strategies that challenge assumptions about aging as more adults enter the “third third” of their lives.

3rd3rd Marketing
Image caption: 3rd3rd Marketing, the nation’s leading “Un-Senior Living Agency,” is kicking off its 2026 conference season, sharing insights into how senior living communities connect with older adults and tell their stories to stand out as community benefit organizations.

“Senior living nonprofit communities face more scrutiny than ever from the press and taxing entities,” says Thurlow. “We look forward to sharing practical strategies that help mission-driven organizations celebrate aging with authenticity and tell their stories to stand out as community benefit organizations.”

The team will share key concepts, including aligning marketing with mission to strengthen brand reputation, deepen resident engagement and communicate community impact, at the following conferences:

AJAS Annual Conference | March 15-18 | San Francisco

3rd3rd’s Thurlow will join AJAS CEO Ruth Katz at the organization’s “Creating Tomorrow, Together” conference, which brings together leaders who are shaping what’s next in the Jewish aging services community. In addition, 3rd3rd’s business partners will be presenting: Stuart Hamilton, Founder and CEO of Amba, will discuss personalized care and data-driven insights; and Susan Ryan, CEO of AgingIN, will present “Empowering Leaders, Empowering Care: Building Culture” at The New Jewish Home-Manhattan, respectively.

LeadingAge SC | March 16-18 | Kiawah Island

At LeadingAge South Carolina, Amy Estridge of 3rd3rd Marketing will join Ezra Hall and Richelle Grimes of The Woodlands at Furman for “From Nonprofit to Community Benefit Organization: How Powerful Community Engagement Builds Your Brand and Protects Your Tax Status.” They’ll cover the successful launch of the Max and Trude Heller Center for Community Engagement, which helped create a structured, measurable way to connect residents and volunteers with 10 Greenville-area nonprofit organizations, including local food banks and schools.

MHS Association’s The Gathering | March 24-26

Indianapolis – At this conference, which brings together human service leaders from five faith traditions: Presbyterian, Mennonite, Quaker, Methodist and United Church of Christ, Thurlow will address how nonprofit organizations benefit from becoming known as Community Benefit Organizations along with Colleen Ryan Mallon, Frasier Life Plan Community, Chief Growth Officer and Aaron Rulnick, HJ Sims, Managing Principal.

ABOUT 3RD3RD MARKETING

3rd3rd Marketing is the “Un-Senior Living Agency,” partnering with senior living communities and mission-driven aging services organizations globally. By dismantling stereotypes and replacing them with aspirational narratives, 3rd3rd helps organizations build authentic connections, increase engagement, and achieve lasting impact. For more information, visit: https://3rd3rd.com/.

MULTIMEDIA

Image link for media: https://www.Send2Press.com/300dpi/26-0312-s2p-3rd3rd-300dpi.webp

Image caption: 3rd3rd Marketing, the nation’s leading “Un-Senior Living Agency,” is kicking off its 2026 conference season, sharing insights into how senior living communities connect with older adults and tell their stories to stand out as community benefit organizations.

NEWS SOURCE: 3rd3rd Marketing


This press release was issued on behalf of the news source (3rd3rd Marketing), who is solely responsible for its accuracy, by Send2Press Newswire. Image, if any, was provided by the news source and not this website or the wire service. Information is believed accurate, as provided by the news source, but is not guaranteed.

To view the original story, visit: https://www.send2press.com/wire/3rd3rd-marketing-shares-the-stage-at-national-conferences-to-redefine-senior-living-engagement/

Copr. © 2026 Send2Press® Newswire, Calif., USA. -- REF: S2P STORY ID: S2P133849 NOREL-3B

 

3rd3rd Marketing and AgingIN Tackle Senior Living’s Workforce Crisis

Complimentary Webinar Addresses Care Team Retention and Resilience

SEATTLE, Wash., Feb. 17, 2026 (SEND2PRESS NEWSWIRE) — As senior living communities continue to navigate workforce challenges that directly impact care quality and operations, 3rd3rd Marketing and AgingIN are partnering to present a timely webinar: “Workforce That Stays: Creative Strategies to Attract, Inspire, & Retain a Mission-Driven Team” on Friday, February 27, geared toward senior living executives, HR professionals, and community leaders looking to build a sustainable workforce.

3rd3rd Marketing and AgingIN present a complimentary webinar on strengthening care team retention and resilience in senior living
Image caption: 3rd3rd Marketing and AgingIN present a complimentary webinar on strengthening care team retention and resilience in senior living.

This practical session is designed for senior living leaders who are ready to move beyond short-term staffing fixes and build a culture where people choose to stay and feel proud to do so.

With the industry at a crossroads as it prepares for more than 15 million more people to join the 75+ age group, it is confronting a widening gap between the number of older adults and the shrinking number of available caregivers. The caregiver-to-receiver ratio, once more than six to one, will soon fall to four to one. At the same time, new construction for care settings continues to decline.

“The senior living workforce crisis won’t be solved by quick fixes or louder job postings,” said Cynthia Thurlow, President and CEO of 3rd3rd Marketing. “It’s solved when people understand why their work matters and feel genuinely connected to the mission. The webinar will provide tools and insights for communities to tell their story in a way that attracts the right people and gives them a reason to stay.”

Drawing on real-world experience, experts from 3rd3rd Marketing, which helps senior living communities globally, and AgingIN, an advocacy group focused on the evolution of eldercare, will explore how thoughtful storytelling, purpose-driven communication, and intentional culture-building can transform recruitment and retention outcomes. Attendees will gain actionable strategies to attract candidates who align with their mission, reduce burnout across care teams, and strengthen engagement at every level of the organization.

“Retention is built in the everyday moments around how leaders communicate, how teams are supported, and whether people feel seen and safe at work,” said Zoie Garza, presenter and Project Coach at AgingIN. “When organizations invest in culture with the same intention they invest in operations, burnout decreases and commitment grows. This session gives leaders practical tools they can use immediately.”

ATTENDEES WILL LEARN HOW TO:

  • Use modern storytelling to position their community as a place people genuinely want to work
  • Attract purpose-driven candidates instead of filling roles with “warm bodies”
  • Clearly communicate their organizational WHY so employees feel connected and invested
  • Build pride, belonging, and shared identity across departments
  • Create a culture where team members feel safe, supported, and heard
  • Reduce burnout, stress, and conflict within care teams
  • Understand the true financial cost of turnover and how retention protects long-term budgets

Registration is now open for this complimentary webinar.

Sign up here: https://3rd3rd.com/2026-webinars/

ABOUT 3RD3RD MARKETING

3rd3rd Marketing is the “Un-Senior Living Agency,” partnering with senior living communities and mission-driven aging services organizations globally. By dismantling stereotypes and replacing them with aspirational narratives, 3rd3rd helps organizations to build authentic connections, increase engagement, and achieve lasting impact. For more information, visit: https://3rd3rd.com/.

ABOUT AGINGIN

AgingIN is a global nonprofit dedicated to being the catalyst for person-directed living and empowered cultures in the community of one’s choice. Their consulting, technical assistance, and education services empower aging services providers to implement lasting change and transformation that is meaningful and measurable. Formerly known as the Center for Innovation, AgingIN was born from the merging of two of the most influential voices in eldercare transformation: Pioneer Network and THE GREEN HOUSE® Project. For more information, visit: https://aginginnovation.org/.

IMAGE LINK FOR MEDIA

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Image caption: 3rd3rd Marketing and AgingIN present a complimentary webinar on strengthening care team retention and resilience in senior living.

NEWS SOURCE: 3rd3rd Marketing


This press release was issued on behalf of the news source (3rd3rd Marketing), who is solely responsible for its accuracy, by Send2Press Newswire. Image, if any, was provided by the news source and not this website or the wire service. Information is believed accurate, as provided by the news source, but is not guaranteed.

To view the original story, visit: https://www.send2press.com/wire/3rd3rd-marketing-and-agingin-tackle-senior-livings-workforce-crisis/

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3rd3rd Marketing Brings ‘Un-Senior Living’ to LeadingAge Annual Conference Championing Inclusive, Age-positive Marketing in Senior Living

BOSTON, Mass., Nov. 3, 2025 (SEND2PRESS NEWSWIRE) — 3rd3rd Marketing, the nation’s leading agency redefining how senior living communities connect with older adults, showcases its “Un-Senior Living” approach at the 2025 LeadingAge Annual Conference in Boston. Through two sessions with industry partners, 3rd3rd will explore how communities can reduce ageism in marketing, increase diversity in senior living communities, and improve marketing ROI.

3rd3rd Marketing is the 'Un-Senior Living Agency' and addresses ageism in marketing today on Ageism Awareness Day, and every day.
Image caption: 3rd3rd Marketing, known as the “Un-Senior Living Agency,” challenges aging stereotypes in its “Internalized Ageism” booklet — a free resource that helps organizations identify and overcome hidden biases to strengthen marketing impact.

Known as the “Un-Senior Living Agency,” 3rd3rd Marketing has developed strategies that celebrate age with authenticity and inclusivity. The agency’s “Internalized Ageism” booklet helps organizations uncover and address subtle biases that can undermine marketing effectiveness.

According to Cynthia Thurlow, Principal at 3rd3rd Marketing, the key to effective senior living marketing lies in challenging the assumptions that perpetuate ageism.

“Ageism isn’t just an external bias; it often shows up unintentionally in how organizations communicate and market,” said Thurlow. “At 3rd3rd, we help clients see beyond the label of ‘senior’ and build marketing strategies that focus on people’s values, aspirations, and lifestyles rather than their age.”

PRESENTATIONS AT LEADINGAGE INCLUDE:

  • “Reaching Out to Solo Agers to Increase Sales and Diversity,” on November 3 at 4:30 p.m., features Cynthia Thurlow, 3rd3rd Marketing, Dr. Sara Zeff Geber, LifeEncore and author of ‘Essential Retirement Planning for Solo Agers: A Retirement and Aging Roadmap for Single and Childless Adults,’ and Shirley Turner, Director of Sales and Marketing, Hillcrest in La Verne, Calif. The discussion explores how to meet their needs.
  • “Are You Wasting Money on Marketing? Assessing Your Blind Spots,” on November 5 at 10:30 a.m., features Jessica Stewart, Senior Director of Operations, Simpson Senior Living in Philadelphia, Penn., Derek Dujardin, Creative Director, 3rd3rd Marketing and Amy Estridge, Director of Account Services and Growth, 3rd3rd Marketing. Designed for the C-suite and VP-level managers of senior living communities, this presentation tackles critical blind spots many organizations face when evaluating marketing programs and offers tools to amplify what works, adjust what doesn’t and achieve measurable results.
  • All session attendees will be entered into a drawing for a free Fresh Eyes Marketing Review (valued at $12,000).

A recent success story with Hillcrest in Los Angeles County illustrates the impact of 3rd3rd Marketing’s approach. By shifting its marketing focus from chronological age to psychodemographic and cultural identity, Hillcrest increased occupancy from 87% to 95% in just seven months.

“3rd3rd helped us change not just our message, but our mindset,” said Shirley Turner of Hillcrest. “By embracing more creativity and being even more entrepreneurial, we didn’t just fill units, we built a stronger, more diverse and connected community.”

About 3rd3rd Marketing

3rd3rd Marketing is the “Un-Senior Living Agency,” partnering with senior living communities and mission-driven aging services organizations globally. By dismantling stereotypes and replacing them with aspirational narratives, 3rd3rd helps organizations to build authentic connections, increase engagement, and achieve lasting impact. For more information visit: https://3rd3rd.com/.

Link to download the ‘Internalized Ageism’ booklet: https://3rd3rd.com/wp-content/uploads/2025/10/3rd3rd-Marketing-Internalized-Ageism-Leave-Behind-1.pdf

MEDIA CONTACTS:
Shonne Fegan-Ehrhardt
3rd3rd Marketing | shonne@3rd3rd.com
Or:
Cheri Carl
3rd3rd Marketing | cheri@3rd3rd.com

MULTIMEDIA:
Image link for media https://www.send2press.com/300dpi/25-1009-s2p-3rd3rd-300dpi.webp

Image caption: 3rd3rd Marketing, known as the “Un-Senior Living Agency,” challenges aging stereotypes in its “Internalized Ageism” booklet — a free resource that helps organizations identify and overcome hidden biases to strengthen marketing impact.

NEWS SOURCE: 3rd3rd Marketing


This press release was issued on behalf of the news source (3rd3rd Marketing), who is solely responsible for its accuracy, by Send2Press Newswire. Image, if any, was provided by the news source and not this website or the wire service. Information is believed accurate, as provided by the news source, but is not guaranteed.

To view the original story, visit: https://www.send2press.com/wire/3rd3rd-marketing-brings-un-senior-living-to-leadingage-annual-conference-championing-inclusive-age-positive-marketing-in-senior-living/

Copr. © 2025 Send2Press® Newswire, Calif., USA. -- REF: S2P STORY ID: S2P130663 NOREL-3B

 

On Ageism Awareness Day, 3rd3rd Marketing Urges Organizations to Rethink How They See Age

SEATTLE, Wash., Oct. 9, 2025 (SEND2PRESS NEWSWIRE) — On Ageism Awareness Day, 3rd3rd Marketing, known as the “Un-Senior Living Agency,” is calling attention to one of the most overlooked forms of bias in modern culture: ageism. Too often, people are defined not by who they are or what they value, but by their age. This leads to limiting stereotypes, exclusionary practices, and missed opportunities for brands to truly connect, according to Cynthia Thurlow, principal of the agency.

3rd3rd Marketing is the 'Un-Senior Living Agency' and addresses ageism in marketing today on Ageism Awareness Day, and every day.
Photo Caption: 3rd3rd Marketing is the “Un-Senior Living Agency” and addresses ageism in marketing today on Ageism Awareness Day, and every day.

THE PROBLEM: AGEISM IN EVERYDAY LIFE

According to the World Health Organization, ageism manifests in stereotypes (how we think), prejudice (how we feel), and discrimination (how we act), with internalized ageism having notable effects on our health. These biases can show up in our interactions at work, with healthcare providers, in our communities, and exposure to advertising messaging. For example, casting older adults only in frailty roles, assuming younger workers are inexperienced, or marketing products exclusively by age group, rather than by shared values and lifestyles.

The impact is real: Yale research led by gerontologist Becca Levy found that older adults with positive self-perceptions of aging live 7.5 years longer than those with negative ones. Ageist messages don’t just affect self-esteem; they affect health, vitality, and longevity.

“Ageism creeps into marketing when we assume people’s identity is defined by their birth year,” said Thurlow. “In our work, which focuses on helping elevate senior living communities, we’ve found people consistently see themselves as 20 years younger than their chronological age. They don’t want to be reduced to a number; they want to be seen for their purpose, passions, and possibilities.”

3rd3rd Marketing works with organizations to dismantle ageist narratives and build communications that affirm identity, vitality, and inclusivity. Instead of targeting by age brackets, the agency helps clients focus on psychodemographics, interests, values, and aspirations that transcend chronological age.

At Hillcrest, a progressive senior living community in Los Angeles County, 3rd3rd shifted messaging toward more nuanced stories of culture, creativity, and deeper community that appeal to anyone, regardless of age. Updated imagery and aspirational storytelling helped occupancy rise from 90% to 97% in just seven months, proving that non-ageist messaging drives both engagement and results.

A noted expert in the industry, Thurlow embraces this internally at 3rd3rd as well. When the agency decided to post a photo with the ages of some of its team members on their website a few years back, The New York Times took notice. This November (November 2-5, 2025), 3rd3rd experts and senior living clients will take the stage at LeadingAge, the national association of nonprofit aging services providers, to share how creative marketing and messaging can break down ageism and promote practices that help older adults live and thrive.

The problem of ageism isn’t confined to senior living; Thurlow sees it embedded across industries, from hiring to consumer branding.

By rethinking age-based assumptions, organizations can:

  • Attract more diverse talent
  • Build stronger client relationships
  • Create communities where people of all ages thrive

“We value wisdom and experience that comes with age, it’s to be celebrated. The third-third of our lives holds promise and meaning that we often don’t appreciate in our younger years,” said Thurlow. “We are inspired by the stories we share and the work we do to change the dynamic around aging, from using updated imagery to asking prospective residents what is important to them.”

To mark Ageism Awareness Day, 3rd3rd is releasing its educational booklet “Internalized Ageism.” The resource explores the psychology of aging and offers practical strategies for creating positive, empowering communications across sectors.

“Ageism is often called ‘a prejudice against our feared future self,’” added Thurlow. “At 3rd3rd, we know we are cultural editors based on the advertising and messaging we distribute on behalf of our clients, and we take this seriously. On this day, and every day, we invite organizations to challenge assumptions, elevate human stories, and embrace communications that empower people at every stage of life.”

ABOUT 3RD3RD MARKETING

3rd3rd Marketing is the “Un-Senior Living Agency,” partnering with senior living communities and mission-driven aging services organizations globally. By dismantling stereotypes and replacing them with aspirational narratives, 3rd3rd helps organizations to build authentic connections, increase engagement, and achieve lasting impact.

Learn more at: https://3rd3rd.com/

MULTIMEDIA:

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Photo Caption: 3rd3rd Marketing is the “Un-Senior Living Agency” and addresses ageism in marketing today on Ageism Awareness Day, and every day.

NEWS SOURCE: 3rd3rd Marketing


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