Age Inclusion Memes

AARP's strategy on LinkedIn centers on addressing topics crucial to our vision for the future of work, such as building an age-inclusive and multigenerational workforce. A key tactic is the development of content and resources that empower older adults in the job market and further our efforts to combat workplace age discrimination.

THE CONCEPT:
Social media users increasingly want to see content that is both relevant and relatable when browsing their favorite platforms, and LinkedIn is no exception. Our challenge: How to tackle serious topics in an engaging, relatable and unexpected way.

We developed a series of three original meme-style posts, leveraging a format that is immediately recognizable to social media users and commonly used to convey relatable themes or practices. Each post was designed to highlight the challenges faced by older workers with the goal of sparking conversations around the value older adults bring to the workforce. The memes weren’t just relatable and engaging; they challenged age-related stereotypes and brought awareness to some of the barriers older workers face in today’s job market.

THE RESULTS:
The memes resonated with a broad audience, generating nearly 29,000 engagements and achieving an engagement rate 3x higher than we typically see on LinkedIn.

But the success of this campaign goes beyond the numbers; it sparked meaningful discussions around workplace inclusion, particularly regarding age, and demonstrated that creative, accessible content can be a powerful tool in driving awareness and changing perceptions about age in the workplace.