"What we recognize is that it's important for us to be there earlier, and it's important for us to be there at these important life moments-whether or not it's your first job, when you're planning for a family, when you start to think about retirement and saving,"
"That's when you need to really understand the resources that AARP can offer."
"Where do we get the best return on our mission and the best return on our investment?"
AARP aims to reposition itself to reach members earlier in life and to broaden perceptions beyond being solely for retirees. Membership is open to adults 18 and older, and the organization seeks to be present at key life moments such as first jobs, family planning, and retirement saving. Initiatives include a new brand strategy, advising employers on intergenerational workforces and preventing age discrimination, partnering with Indeed to match older workers to jobs, supporting retirement preparation, and advocating for a family caregiver tax credit. A triage approach guides priorities to maximize mission and investment returns.
Read at Fast Company
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