How do you motivate older adults to be more physically active? Lean on the principles of marketing in the hospitality service industry with social interaction, subtle behavioral cues and environmental support, according to the results of a new study.

Research from Texas A&M explored how aging, viewed through the hospitality consumer lens, can influence physical activity among older adults. The findings, published in The Service Industries Journal, could have broad implications for senior living providers, as well as other business sectors trying to engage with older adults.

The researchers conducted four studies that blended cognitive aging theory with marketing theory, or encouraging product visualization. The data suggested that physical activity was best encouraged by placing older adults in a physically active state while they are viewing physical activity marketing materials.

The investigators found that older adults were more motivated to exercise when they didn’t feel like they were putting much effort into it, along with visual cues provided through health promotion materials. “Postural proximity,” they said, activates the body and brain in a way that encourages people to engage.

“It’s not just what you say; it’s the physical state people are in when they encounter your message,” study co-author Babak Taheri, PhD, told Texas A&M AgriLife magazine. He is a professor in the Department of Hospitality, Hotel Management & Tourism.

Conversely, the study found that traditional techniques, such as high-impact visuals, had little effect on motivation. Older adults, the study found, were most likely to be active when the activity felt achievable and fit into daily routines, such as gardening, walking or running errands. 

Social support, such as group exercise classes, plays a “crucial role” in promoting and sustaining physical activity among older adults by providing encouragement, resources and companionship, the study suggested.

The investigators concluded that service industries — in the healthcare, wellness, fitness, nutrition and technology sectors — have a broader opportunity to “meet older adults where they are” by creating environments that feel safe, socially rewarding and mentally accessible.

“Confidence is key,” Taheri told AgriLife. “Older adults don’t need flash. They need experiences that feel familiar, doable and rewarding.”