SXSW 2021

How Digital is Finally Prioritizing Older Adults


This year’s pandemic is hitting the older adult demographic the hardest, and has amplified the need for creative solutions and innovation. As families and friends are unable to provide for loved ones with adequate care, isolation becomes inevitable—which makes digital resources more important than ever before. By combining the efforts of older adults, professionals, caregivers, and advocates, The National Council of Aging is on a mission to improve the lives of millions of older adults. Over the past few months, Code and Theory and the NCOA have been working closely together to redesign, rebrand, and reposition the organization to tackle these societal challenges head on, and help make their mission of improving the lives of 40 million adults by 2030 a reality.

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  1. The brand’s mission—focusing on lower and middle class markets, minorities, the LGBTQ+ community, and more.
  2. The strategy behind the rebrand to foster accessibility, the digital experience to deliver personalization, and their initiatives.
  3. How this new urgency has made people more isolated, and turned digital health into a top priority.


  • Zooey Purdy, Associate Director, Product Strategy, Code and Theory
  • Ken Bracht, Chief Marketing and Business Development Officer, NCOA


Kyle Loretan, PR & Marketing Manager, Code and Theory

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