Below are examples of personas (fictional characters) that are representative of how people with various characteristics may view the aging services sector. These characteristics include gender, age, race, geographic setting, and income.

Cathy

  • Female
  • 65+
  • White
  • Rural
  • Makes Less than $50k

Meet Cathy

  • She is retired.
  • It’s important to her that she has good mental health, good physical health, and independence.
  • She is more likely to have used (or have an immediate relative who has used) aging services in the last 12 months than a woman of her same age and income level living in an urban setting. However, she has no experience with aging services.
  • She has not provided unpaid care to an adult relative or friend in the last 12 months.

Views

  • She is skeptical of the sector.
  • She strongly disagrees that older adults are treated well in the United States.
  • She strongly disagrees that the amount of money the government spends on older people is too high.

Preferred Messengers

  • Medical professionals
  • Families of people using aging services
  • People currently using aging services

Media Habits

  • She spends more than four hours online a day.
  • Cable TV and Network TV are her main sources for general news.
  • Streaming TV and Cable TV are her main sources for entertainment.
  • Cable TV is her main source for health & wellness.

Jonathan

  • Male
  • 65+
  • Black
  • Urban
  • Makes Less than $50k

Meet Jonathan

  • He is employed full-time.
  • It’s important to him that he has good mental health, good physical health, independence, and financial security.
  • He has not used (or has an immediate relative who has used) aging services in the last 12 months.
  • He has not provided unpaid care to an adult relative or friend in the last 12 months.

Views

  • He has a positive view of the sector.
  • He generally thinks older adults are treated well in the United States.
  • He does not believe the amount of money the government spends on older people is too high.

Preferred Messengers

  • Medical professionals
  • Families of people using aging services
  • Professional caregivers

Media Habits

  • He spends more than six hours online a day.
  • Cable TV, Network TV, and Streaming TV are his main sources for general news.
  • Streaming TV and Cable TV are his main sources for entertainment.
  • Digital newspapers/websites and Cable TV are his main sources for health & wellness.

Jim

  • Male
  • 48
  • White
  • Suburban
  • Makes between $50-100k

Meet Jim

  • He is employed full-time
  • He has not used (or has an immediate relative who has used) aging services in the last 12 months.
  • He has not provided unpaid care to an adult relative or friend in the last 12 months.
  • It’s important to him that he has good mental health, good physical health, and independence

Views

  • He has a somewhat skeptical view of the sector.
  • He thinks older adults are treated well in the United States.
  • He does not think the amount of money the government spends on older people is too high.

Preferred Messengers

  • Families of people using aging services
  • Medical professionals
  • People currently using aging services

Media Habits

  • He spends more than four hours online a day.
  • Cable TV and Network TV are his main sources for general news.
  • Streaming TV and Cable TV are his main sources for entertainment.
  • Digital newspapers/websites and Cable TV are his main sources for health & wellness.

Patricia

  • Female
  • 45
  • Hispanic
  • Urban
  • Makes more than $50k

Meet Patricia

  • She is employed part-time.
  • It’s important to her that she has good mental health, good physical health, independence, and financial security.
  • She provides unpaid care to her adult relative (within the last 12 months)
  • She has used (or has an immediate relative who has used) aging services in the last 12 months

Views

  • She has a favorable view of the sector.
  • She somewhat disagrees that older adults are treated well in the United States.
  • She strongly disagrees the amount of money the government spends on older people is too high.

Preferred Messengers

  • Families of people using aging services
  • Medical professionals
  • Professional caregivers
  • People currently using aging services

Media Habits

  • She spends more than six hours online a day.
  • Cable TV and Network TV are her main sources for general news.
  • Streaming TV and Cable TV are her main sources for entertainment.
  • Digital newspapers/websites and Cable TV are her main sources for health & wellness.

Arthur

  • Male
  • 77
  • White
  • Urban
  • Makes more than $100k

Meet Arthur

  • He is retired.
  • It’s important to him that he has good mental health, good physical health, independence, and financial security.
  • He has provided unpaid care to his spouse (within the last 12 months).
  • He has an immediate relative who has used aging services in the last 12 months.

Views

  • He has a favorable view of the sector.
  • He’s compelled by the message: “We need quality care and services as we age, from basic help with daily chores and active lifestyle programs to medication management and other medical care. Dedicated aging services professionals provide top-quality support at home or in other healthy and safe environments.”
  • He agrees that older adults are treated well in the United States.
  • He disagrees the amount of money the government spends on older people is too high.

Messengers

  • Families of people using aging services
  • Medical professionals
  • Professional caregivers
  • People currently using aging services
  • His family members

Media Habits

  • He spends more than four hours online a day.
  • Cable TV and Network TV are his main sources for general news.
  • Streaming TV and Cable TV are his main sources for entertainment.
  • Digital newspapers/websites and Cable TV are his main sources for health & wellness.

Ellen

  • Female
  • 53
  • Suburban
  • Makes more than $100k

Meet Ellen

  • She is employed full-time.
  • It’s important to her that she has good mental health, good physical health, and independence.
  • She has not provided unpaid care to an adult relative within the last 12 months.
  • Her immediate relatives have used aging services in the last 12 months.

Views

  • She has a favorable view of the sector.
  • She somewhat disagrees that older adults are treated well in the United States.
  • She strongly disagrees the amount of money the government spends on older people is too high.

Preferred Messengers

  • Medical professionals
  • Families of people using aging services
  • People currently using aging services
  • Professional caregivers

Media Habits

  • She spends more than six hours online a day.
  • Cable TV and Network TV are her main sources for general news.
  • Streaming TV and Cable TV are her main sources for entertainment.
  • Digital newspapers/websites and Cable TV are her main sources for health & wellness.

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