By Danielle McMurray, VP Marketing, AARP Media Advertising Network (AMAN)
The third season of the TV series “Shrinking” recently dropped – continuing its successful run thanks to a terrific ensemble cast, with actors ranging in age from their early 20s to their early 80s (I’m looking at you, Harrison Ford). No spoiler alerts here – I’m a big fan of the show. But if you haven’t seen it yet, “Shrinking” is about a therapist – Jimmy, played by Jason Segel – who decides to take an unconventional approach with his patients: brutal honesty. The show offers a fresh perspective on themes like grief and loss, forgiveness, aging, mental health, caregiving, community – basically, so many of the ways we find ourselves just trying to navigate life these days.
But where “Shrinking” really shines is its multi-generational cast and the lessons the show offers about human connection. For the marketer in me, and hopefully for marketers everywhere, those lessons are especially relevant today, particularly when it comes to strengthening relationships with the powerful 50+ demographic.
Here are three takeaways for marketers looking to build high-trust, high-loyalty brands that really connect with consumers.
Lead with Empathy to Deepen Understanding
Everyone we meet in life always has more going on than we realize. In “Shrinking,” Jimmy’s unorthodox success stems from seeing his patients as people with full, complex lives. For example, one theme “Shrinking” explores especially well is caregiver burnout.
Today, one in four Americans is a caregiver — (source: https://www.aarp.org/pri/topics/ltss/family-caregiving/caregiving-in-the-us-2025/) – that’s 63 million people, a 50% increase over the past decade. Yet many of us still don’t have the language (or the permission) to talk openly about care and its place in our lives. Deepening our sense of empathy for one another helps us begin to bridge that gap. Empathy is also essential for marketers, regardless of the topic. Invest in listening to understand a customer’s pain points and emotional drivers. Then, reflect that understanding in your campaigns and customer experiences. Do this well, and your brand will earn trust, signal respect, and create loyalty that lasts.
Build Community with Authenticity
When characters like Jimmy face difficulties and can’t find a way forward, a “chosen family” of neighbors and colleagues steps in to provide support. What makes those moments land is that the help doesn’t come from grand speeches or perfectly packaged solutions – it comes from showing up: dropping off food, sitting through the hard parts, offering rides, checking in again tomorrow. “Shrinking” also reminds us that real community requires all-in participation. People bring different strengths at different ages and stages, and support moves in all directions over time. The point is not that we need to be fixed; we simply need to feel seen and included.
For marketers, community-building starts with authenticity. Create spaces and experiences that help customers connect with your brand and with one another around real needs and shared interests. That can mean customer advisory groups, local events, loyalty communities that deliver practical value, or content that highlights customers’ stories with dignity. The goal is belonging – and belonging is a powerful driver of retention.
“Break the Fourth Wall” to Increase Engagement
Jimmy breaks traditional boundaries to create active partnerships. He doesn’t hide behind professional distance; he meets people where they are, speaks plainly, and invites them to participate in their own progress. In doing so, he turns passive “treatment” into shared accountability, which changes the energy of every interaction.
Marketers can do the same by inviting customers into the brand: sharing the “why” behind decisions, being transparent about tradeoffs, and encouraging two-way dialogue rather than broadcasting at them. When you “break the fourth wall,” you also earn permission to go deeper. Build feedback loops customers can see (e.g., “You asked, we changed”), invite co-creation, and treat service moments as relationship moments. Engagement rises when people feel like participants, not targets.
Why this Matters Now: The 50+ Opportunity
Building relationships with consumers on a human level is more important than ever for marketers seeking greater competitive advantage. And while this holds true for any consumer segment, the upside is especially significant when you consider the market-moving might of the 50+ demographic.
Adults over age 50 are a financial powerhouse. They live boldly. Buy big. Own and invest more. As a result, they outspend every other demographic across categories, ranging from automotive, travel, and home remodeling to technology, fitness, and dining. They want brands to speak with them on their terms, to recognize that they matter, and to show up with messages that help them live their best lives.
Bottom Line: Building authentic, human connections with consumers requires marketers to lead with empathy, build community, invite participation, and champion new possibilities. When these principles show up consistently in strategy and execution, brands don’t just broaden reach – they create value propositions and customer experiences that meet people where they are and build stronger relationships for generations to come.
