Independent communications and ageing strategy consultancy

Bridging research, policy, technology and public understanding of ageing and health

Independent advisory and communications support for organisations working with complex evidence, ageing populations and public trust. Led by Rachel Lankester – gerontologist, senior communications specialist and public engagement practitioner.

Why Larchmaker

Larchmaker is an independent consultancy led by Rachel Lankester, a gerontologist and senior communications specialist with over 25 years’ experience across financial services, media, publishing and purpose-led organisations.

I hold an MSc in Gerontology and an MBA in Management of Innovation, and I aim to work in an applied way at the intersection of ageing, health, technology, policy and communication. My work focuses on helping organisations translate complex evidence into clear, credible narratives and engagement strategies, particularly where issues are sensitive, contested or have real-world consequences.

Alongside senior in-house, agency and independent communications roles, I have founded and led initiatives focused on ageing, menopause and evidence quality, and have contributed to national and international policy and media discussions around public trust, misinformation and research integrity.

In addition to consultancy, I also work directly with families as an Elder Care Doula, helping them navigate the practical and emotional realities of an older relative's changing needs.

Where My Work Is Most Useful

My background in senior communications, gerontology and public engagement means my work can be most useful in contexts where evidence, people and systems intersect, particularly when clarity, credibility and trust matter.

In practice, this includes work with or alongside:

Research institutes and universities, especially where insight needs to be translated for policy, practice or public audiences
Charities, NGOs and foundations working on ageing, health, equality or social impact
Policy and public bodies, including those engaging with ageing populations, work, health and digital inclusion
Health, wellbeing and ageing programmes, where communication has ethical and practical consequences
Technology and innovation teams, particularly those developing or deploying products and services for older people and diverse user groups

Across these settings, I’m able to help organisations think clearly, communicate responsibly, and engage more effectively with the people and communities their work affects.

Increasingly, my focus is on work at the interface of academic research, technology development and public policy in the context of ageing societies.

Focus Areas

Strategic narrative, research and policy communication

Helping organisations articulate complex evidence clearly and responsibly for policymakers, practitioners, media and public audiences.

Ageing, health and digital inclusion insight

Applying gerontological insight to questions of access, usability, adoption and trust, particularly in technology and health contexts.

Elderly women sit around a table, talking.

Public engagement and stakeholder dialogue

Designing communication and engagement approaches that support understanding, dialogue and informed decision-making.

Programme and initiative support

Providing part-time, interim or project-based support for programmes, partnerships or pilots where coordination, clarity and judgement are required.

Selected Work

MenoClarity – improving evidence, trust and public discourse

MenoClarity is an independent initiative I founded to address growing concern about the quality and reliability of public information about menopause.

The core problem has not been a lack of voices, but a lack of shared standards. Clinicians, academics, journalists and practitioners are often working in parallel rather than together, contributing to confusion, mistrust and the spread of misinformation.

Through MenoClarity, I convened contributors from across disciplines to work collaboratively on questions of evidence, interpretation and communication. My role focused on coordinating expertise, facilitating challenge and ensuring that outputs were accurate, accessible and responsibly framed.

Alongside this collective work, I have carried out independent analysis of widely cited research claims that were later shown to have significant methodological flaws. This work was subsequently referenced in the Australian Senate as an example of the level of verification required when large-scale claims about women’s health are used to inform policy and funding decisions.

The initiative has contributed to national and international conversations about menopause, including engagement with the UK APPG on Menopause and discussion in national media, including the BBC, particularly around evidence, misinformation and public trust.

While focused on menopause, this work reflects a broader approach to applied gerontology, research translation and responsible communication, especially where health, evidence, technology and policy intersect.

Working with Families

Elder Care Doula

You never expect to become the person looking after your parent. Until one day, you are.

It might begin with a fall, a hospital admission, increasing forgetfulness, a diagnosis, or simply the feeling that something has changed.

Suddenly you're making phone calls you never expected to make. You're trying to understand health and social care systems, coordinate support, make difficult decisions, manage family dynamics and work out what comes next — often while processing your own emotions and trying to carry on with everyday life.

Most people find themselves navigating this without a map. You don't have to.

What is an Elder Care Doula?

An Elder Care Doula walks alongside families as an older relative's needs begin to change.

I don't replace doctors, nurses, social workers, solicitors or financial advisers. My role is different.

I help you understand what's happening, think clearly about your options, make confident decisions, coordinate support, and hold space while you adjust to one of life's most challenging transitions.

Sometimes that means helping you make sense of the next steps after a hospital admission.

Sometimes it's talking through whether your parent can continue living independently.

Sometimes it's helping you prepare for difficult conversations with family members.

And sometimes it's simply having someone who understands what you're going through.

How I can help

Every family's situation is different, but I can help you:

Understand the bigger picture when everything feels overwhelming
Think through practical decisions and priorities
Navigate health and social care systems with greater confidence
Understand what questions to ask and who to speak to
Coordinate support and identify where specialist advice is needed
Prepare for important conversations with family members or professionals
Make sense of changing needs and plan ahead
Feel less alone as you navigate an unfamiliar and often emotional journey

Why this work matters to me

Alongside my professional work, I have spent the past several years navigating my own mother's changing needs. Like many families, I've experienced the uncertainty of hospital admissions, arranging care, advocating within health and social care systems, balancing practical responsibilities with emotional ones, managing family dynamics and learning that caring for an older parent is rarely a single event—it is a journey that unfolds over time.

My academic background in gerontology helps me understand the evidence and the systems. My career in communications and mentoring has taught me how to listen, ask good questions and help people think clearly. My lived experience reminds me that, behind every decision, there is a family trying to do the best they can. Bringing those three perspectives together is what inspired me to develop the role of Elder Care Doula.

A calm voice when you need one

You don't have to know all the answers. You don't have to understand every service or every acronym. You don't have to carry the weight of every decision on your own. Sometimes the most valuable first step is simply talking things through with someone who understands both the practical realities and the emotional impact of caring for an older relative.

If you're navigating a change in an older family member's needs and would value thoughtful, independent support, I'd be happy to have a conversation.

Arrange An Initial Conversation

Credentials

MSc Gerontology, University of Southampton

Dissertation (Literature Review) on the digital exclusion of older people
Research presented at the British Society of Gerontology Annual Conference 2025

MBA, Management of Innovation, Imperial College
Contributor to national and international policy and media discussions
Host: Magnificent Midlife Podcast - 200 interviews on issues relating to ageing
Author: Magnificent Midlife: Transform Your Middle Years, Menopause and Beyond - recommended in The New York Times
Fluent in Mandarin Chinese and Spanish, with working proficiency in French

Feedback

Working with Rachel was a joy and a breeze. She quickly established good working relationships with the team and clients. Her wealth of knowledge, experience and expertise across a broad range of PR disciplines are deployed with collaborative grace. And she can do all that in Mandarin too!

Chris Salt

Co-Founder, Headland Consultancy

Rachel is always full of energy and ideas and is great fun to work with. She is a good listener who also speaks her mind. She gets us to think laterally with an instinct for what will work and what won’t. We value Rachel’s advice and involve her in all our major marketing and strategic planning projects.

Hugh Elder

Partner, Gordon Dadds

Contact

If you’re exploring work that sits between ageing, evidence, technology and public understanding, and would value thoughtful, senior input, I’m happy to have a conversation.

Email: rachel @ larchmaker.com
LinkedIn: Rachel Lankester