Changing the words associated with the elderly category to modify the representations of old age and improve elderly care is one of the strategies advocated by many actors at local, national, and supranational levels. Education and training, particularly continuing education, provide ways for circulating a selected language to ensure a culture change. Based on a threefold empirical study of two major private training organisations in the field, this article explores the cognitive and social issues of such semantic changes. The analysis shows that language renovation, at the interface between activism and market rationale, has the potential to create communities and modify the trajectories of the individuals trained, while risking overlaying existing norms and terms.