Digital 52 4️⃣3️⃣ - Empowering Seniors through Community, Impact, Coworking, and Collaborative Partnership: The story of Senior Planet.
Today’s story will take you to New York City. What’s there? A very unique brand that has been using the coworking model to support and positively impact a particular age group: The Elderly.
Business Models - Education - Niche communities
Read the full story of Senior Planet on page 166 of "Around The World in 250 Coworking Spaces".
As we always say “Coworking is the same dish everyone cooks differently”. In the realm of coworking spaces, some target a broad audience, while others focus on a more specialized approach. Today's narrative centers around the Elderly and coworking, but it extends beyond that scope. It delves into themes of positive impact, education, growth, and, above all, community. What sets this story apart? While coworking is not the central activity of its business; it is its “secret ingredient” used for a specific purpose. And in the case of Senior Planet, that purpose is clear: providing a safe and inclusive space for the Elderly to gather, learn, and thrive together. How did it all come together? That's what you are about to discover.
➡️ A little refresher
Who’s behind the featured space?
Meet Thomas Kamber, Executive Director of Older Adults Technology Services (OATS) by AARP, the mother company of Senior Planet.
In 2004, OATS Tom Kamber and a group of dedicated volunteers launched the organization with a mission to help older adults learn and use technology so they could live better in the digital age.
Discover more on Senior Planet’s “why” below:
➡️ Key Figures
- Opening year: 2012
- Size when they started: 1 course offered in a housing project on Gates Avenue in Bedford Stuyvesant, Brooklyn
- Size today: 3 Senior Planet centers (New York City, Plattsburgh, and Denver) and over 312 partner sites across the United States
➡️ A little tour around Senior Planet
➡️ Behind-the-scenes
Things you didn't read in aw250cs.
Senior Planet is not only a cost-free community in terms of financial membership, but it also embodies the essence of freedom and inclusivity. Here, “free” extends beyond monetary aspects to embrace a space that respects and values individuals regardless of their gender, race, color, or nationality. The only requirement to be part of the community is to be at least 60 years of age.
Find out below!
"Not every potential partner will become a long-term supporter, and it's essential to accept that reality."
Tom Kamber, Executive Director of Older Adults Technology Services (OATS) by AARP
➡️ Senior Planet Today
During the pandemic, the well-being of the Elderly was particularly vulnerable, prompting us to reflect on Senior Planet's role as a community. A recent conversation with Tom shed light on how Senior Planet navigated the last three years. The insights we gleaned from him surpassed our expectations, serving as a powerful reminder that unwavering focus on a clear mission can overcome any obstacles on the path to achieving goals. Read on for an uplifting dose of motivation and resilience.
💫 Exploring new avenues to grow their positive impact
The pandemic served as a catalyst for Senior Planet to transition its activities to an online format, a direction that Tom and his team had already been considering before the outbreak. Rather than reverting to offline operations once the pandemic subsided, Senior Planet leveraged the knowledge gained during that time to elevate its online impact to unprecedented levels.
In 2021, Senior Planet joined forces with AARP, the American Association of Retired Persons, to amplify its mission and extend its impact beyond its previous capabilities. This partnership opened doors to a vast community of 38 million individuals, and its target audience, and brought transformative opportunities to Senior Planet. Discover the incredible impact this collaboration had on Senior Planet as you read further!
💬 I’d like to start by asking you: what’s new at Senior Planet since September 2021?
Since September 2021, we have made tremendous strides at Senior Planet, experiencing significant growth in our programs and outreach. Over this period, our efforts have resulted in a notable increase of 25% to 50% in the number of people benefiting from our insights and services. Last year alone, we successfully served 360,000 individuals, both online and in person, while also forging numerous partnerships to expand our licensing programs. Initially, we had around 25 to 50 partner sites in the country, but now that number has soared to an impressive 312 sites, highlighting our substantial expansion.
Notably, we have broadened our scope by offering programs in various languages, such as Chinese, thereby delivering a diverse range of trainings and content to a global audience. This multicultural approach has been a significant factor in our success. Moreover, we are proud to announce the opening of our new center in Miami, which will commence operations in October of this year. This strategic move allows us to establish a strong presence in the region and initiates our new program site, promising exciting prospects for the future.
Suzanne, a valuable member of our team, has been recognized and awarded for her contributions by esteemed organizations. Furthermore, we've partnered with influential entities like the American Society on Aging, where I currently chair their Advisory Council on Innovation. Our collaboration with these partners has been instrumental in supporting other entrepreneurs and organizations in the aging sector, enabling them to develop innovative programs and initiatives.
Another significant development that has shaped our trajectory is the federal government's commitment to digital equities and inclusion work. The government is investing billions of dollars to support organizations striving for digital equity, and we're thrilled about the potential opportunities to receive some of this funding. In line with this, we are actively assisting states in planning and executing their digital equity projects, reaffirming our dedication to making a meaningful impact in this area.
💬 How do you actually choose the locations you want to develop Senior Planet at?
I used to work in geographic information systems analysis, specializing in top spatial statistics. Our team approached the AARP (The American Association of Retired Persons) research department with a unique request: to rank all counties in America. To achieve this, we utilized Pixariables and implemented a weighted system for the variables. The key factors included the number of people aged 60 and above, the poverty rate, the number of impoverished seniors, the population of people of color over a certain age, whether the county was considered innovative, and the presence of AARP members.
Additionally, we considered the broadband gap, which resulted from a separate project comparing internet access percentages between those aged 18 to 64 and those aged 55 and older. This gap served as an important variable in our ranking equation. Counties with higher broadband gaps by age obtained a higher position in the ranking.
After running the analysis, we excluded counties where AARP already had ongoing work, like New York, Denver, and Montgomery County, Maryland. This process left us with a select few candidates, and Miami emerged among the top 10. Consequently, we chose Miami as our focal point.
We follow a rational approach that considers crucial factors and relevant data to make an informed decision.
💬 Covid has had a tremendous impact on the Elderly, what has it meant to you guys at Senior Planet? How did you cope with the pandemic?
During the pandemic, our work received significant attention, emphasizing the critical need for older people to have online access. We had long argued that internet connectivity for seniors was not just an option but an essential right. Unfortunately, the pandemic highlighted the consequences of this lack of attention, as people without internet access faced serious risks, including difficulty obtaining vital information like vaccine details and self-care guidance.
Many older adults were forced to go outside, exposing themselves to risks due to the absence of digital support and social connections, which can impact longevity. The pandemic served as a wake-up call, illustrating the worst-case scenario we had been warning about for years.
Despite the challenging circumstances, some older adults managed to get online using their own resources, but there remains a significant digital gap. The crisis underscored the essential nature of internet access for older individuals.
Interestingly, during the pandemic, a substantial shift occurred in our program delivery.
Before the pandemic, 90% to 95% of our traffic was in-person, but now, approximately 80% of our traffic is digital.
This shift has significantly strengthened our digital presence, allowing us to conduct a wide range of programs online.
The pandemic shed light on the urgent need for digital inclusion for older adults and prompted us to adapt our services to a more robust online platform. The focus on digital accessibility has become even more essential, ensuring we provide support and resources to those who may have been previously underserved.
💬 You now have many online courses, was this driven by the pandemic? How did you manage the organization around it all?
At the outset of the pandemic, we underwent a series of changes in response to the situation. We swiftly shifted our focus to digital delivery and asked our staff to adapt to working entirely online, maintaining the same commitment and hours as before. Our trainers quickly learned the necessary skills for online teaching, and we began experimenting with remote classes within a few weeks of Covid's onset.
While initially rudimentary, we continuously improved our systems through iterative changes, enhancing our Zoom classes, training formats, and evaluation processes.
Despite numerous small adjustments rather than a single grand project, we successfully transitioned all our programs to digital delivery in the US in English. It was a challenging time, but we managed it collectively, and our dedicated team ensured we retained our exceptional trainers and provided quality services to our participants.
Throughout this process, we made strides in innovation, with the help of our director of innovation leading the Excellence Project. This initiative focused on maintaining the high quality of our programming, evident in our consistently high net promoter scores in the 80s and 90s.
By collaborating effectively and demonstrating patience, we navigated the shift to online programs seamlessly. This adaptability allowed us to grow without laying off any staff members. It was a direction we were already moving towards, but the pandemic accelerated our progress, prompting us to become more proactive in expanding our online classes.
The AARP transition during Covid acted as another catalyst, ultimately strengthening our organization. Our dedicated team's resilience and commitment, along with strategic adaptations, enabled us to weather the challenges and emerge even stronger with a successful online model.
💬 Your target audience is not on the internet hence let me ask, how do you raise awareness about what you are doing with Senior Planet towards them?
A significant portion of our traffic at Senior Planet is driven by word of mouth. Older adults communicate with each other, sharing positive experiences with our programs. When one person has a great experience, they often spread the word to friends, neighbors, and family members. This network effect results in a chain of referrals, contributing to a substantial portion of our visitors.
Moreover, our affiliation with AARP has been instrumental in attracting more participants. With 38 million members, AARP provides referrals to Senior Planet, and our trainers contribute tech tips to their magazine.
This partnership has further solidified our reputation as a go-to resource for technology assistance and guidance on thriving in the digital age.
To expand our reach and awareness, we engage in strategic advertising efforts on platforms like Facebook and Google, as well as other online channels. We also prioritize press coverage, resulting in features in major newspapers such as The Wall Street Journal, The New York Times, and even international publications like Vogue Japan and El Globo in Brazil.
Through these various approaches, we maintain a strong presence and serve approximately 400,000 visitors annually. Our reputation as a reliable and valuable resource for navigating technology and the modern digital world continues to grow, attracting individuals seeking support and knowledge.
💬 Speaking of your members, you mention on your website that you are “aging with attitude”, can you develop the idea behind this?
Aging with attitude means approaching life with confidence, doing things your own way, and feeling good about it. Unfortunately, many people face discouragement and barriers due to age-related biases, which can be unfair and counterproductive.
At Senior Planet, we celebrate aging and embrace the possibilities that come with it. We eagerly look forward to getting older ourselves and cherish the time spent with older individuals as they embark on incredible journeys.
When we encounter a 70 or 80-year-old who wishes to start a new venture, explore online dating, pursue athletics, engage in art, or any other exciting endeavor, we are genuinely thrilled and eager to support their aspirations. Our mission is to help them achieve their goals and live life to the fullest.
The phrase “aging with attitude” perfectly captures our ethos. It embodies a spirit of defiance against societal expectations, where we refuse to be limited by what others believe we can or cannot do. We relish being true to ourselves, living life as we see fit, and doing so openly and publicly. Embracing this attitude creates an environment where everyone can age confidently and authentically.
Aging with attitude represents freedom, empowerment, and being one's best self. It is about breaking free from the confines of stereotypes and living life with passion and purpose. When we embrace this attitude, we not only inspire ourselves but also create space for others to thrive and age gracefully. Together, we form a movement, an organization, and a community dedicated to building a better way to age – one filled with enthusiasm, openness, and the courage to be ourselves.
➡️ Reflections on building Senior Planet
💬 If you could do one thing differently in the journey of Senior Planet what would it be?
When reflecting on my journey with Senior Planet, I find it challenging to pinpoint specific changes I would make. Like any endeavor, we have faced challenges and learned from them. Some funders we pursued did not end up providing support, but such experiences are valuable learning opportunities.
Not every potential partner will become a long-term supporter, and it's essential to accept that reality.
One notable example is a major technology company that we invested a significant amount of time and effort into trying to secure funding from. While we were initially disappointed when they didn't contribute, looking back, I realize I wouldn't devote as much time to pursuing a single entity in the future. Instead, I would diversify our approach, seeking different resources and building a broader network of donors.
Overall, the journey with Senior Planet has been about learning and trying different approaches. Innovation often involves taking risks, and not every endeavor will be successful. But if nothing fails, it means we are not truly pushing the boundaries of innovation.
While we have encountered challenges along the way, I can't point to any specific regrettable decisions. It has been a process of continuous learning and improvement. Moreover, I must acknowledge the element of luck in our success. Starting in New York City, which offers numerous opportunities, played a significant role in our growth. Additionally, our incredible staff members exceeded our expectations with their talent and dedication.
In retrospect, any negative experiences have been balanced out by positive surprises that surpassed our wildest hopes. As we move forward, we remain open to embracing new challenges and learning from them to continue making a positive impact.
💬 What has been your biggest learning out of bringing to life AND growing Senior Planet?
Over time, my journey with Senior Planet has gone through different phases of learning and growth. Initially, I delved into the intricate aspects of aging, truly appreciating the nuances and layers that make getting older such an exciting and enriching experience. This continuous learning process about aging remains an ongoing pursuit.
In the second phase, I focused on building a stronger organization and a cohesive staff. I have improved in identifying and nurturing talented individuals, supporting their growth, and fostering teamwork to achieve our goals. Listening to the team's needs and aspirations has been crucial in creating a collaborative and productive work environment.
More recently, our exciting partnership with AARP has presented new challenges and learning opportunities. As part of a larger corporation with a two-billion-dollar operation, 2,000 staff, and a significantly larger budget, I've had to adapt and enhance my skills to navigate within this corporate setting. Learning to work with the intricacies of a big company, including risk management and extensive policies, has been an enlightening experience.
This type of work within a large organization is often referred to as intrapreneurship, a blend of being an entrepreneur within an existing company. It has been an enjoyable and fulfilling endeavor, and these days, my focus lies on mastering this role and exploring the possibilities it presents.
Each phase has brought its unique set of challenges and rewards, further fueling my passion for creating a positive impact on the lives of older adults.
💬 What would be your best advice to someone thinking about opening a coworking space focused on the Elderly?
Ensure that participation and joining processes are incredibly easy and almost friction-free. Older adults, in particular, can be sensitive to barriers that discourage their engagement. Whether it's difficulty accessing a building, ineffective advertising, or high costs, any obstacle can become a significant deterrent for them.
Additionally, older individuals have a keen eye for quality services. If a coworking space fails to provide excellent support, technology, or facilities, they will notice it quickly. Older adults hold a higher standard when it comes to the services they engage with, and their expectations need to be met.
To attract and retain older participants, it's essential to create a seamless and accessible experience. By removing barriers and delivering exceptional services, we can make them feel welcome and appreciated, encouraging their active involvement and fostering a positive environment for everyone involved.
💬 If you could chat with coworking operators now, what would you like to ask them?
💬 And if you could chat with members of coworking spaces?
I am highly interested in exploring the customer profile of older adults and delving into their distinct characteristics without referencing any disabilities they may have. When designing a product or service for this demographic, I often contemplate the positive and intriguing attributes that represent older customers. I'm excited to conduct a workshop on this topic in the fall.
The question I frequently ask is, “If you were developing a psychographic of older customers, what would the list of characteristics look like?” I challenge participants to create a set of positive attributes that connect people to older individuals and make them want to be part of their group.
By focusing on the unique qualities that stem from being older, rather than statistics about their age cohort or any disabilities they may have, we can gain a deeper understanding of older adults as customers. Their experiences, wisdom, life stories, and contributions to society hold a significant fascination for me.
💬 Last but not least, where would you want to bring Senior Planet next?
Senior Planet has come a long way and is currently experiencing a growth phase, akin to a person in their early 20s. We have expanded our reach, with programs now available in 26 out of 50 states, connecting people from different parts of the country. Our presence is being recognized in various states, such as Louisiana, as they mention Senior Planet in their Internet report.
This maturation phase is a significant milestone, but there is still more to accomplish. We are steadily building toward our vision of being present in all 50 states, having a thousand partner sites, and establishing a national funding framework for long-term sustainability. Despite these advancements, we acknowledge that we are still learning how to navigate this new growth and manage a larger team.
Join us in Rome next week 🇮🇹
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