As senior housing leaders adapt to the needs and expectations of the next generation of residents, a forum of thought leaders created a new wellness narrative that appeals to older adults who want to live longer, healthier lives.
In April, the International Council on Active Aging brought together 50 thought leaders from the aging community, healthcare organizations and industry suppliers to develop a philosophy and recommendations for a culture of health.
Their research is summarized in a new report that coined a new phrase to describe the value of older people’s lives: “living better and longer.”
“Future-focused organisations need to reflect what is happening in society and make themselves more attractive to younger, healthier people,” the report says. “A new narrative that emphasises how wellbeing supports longer, healthier lives is key to changing perceptions among residents, staff, suppliers and the media from negative to positive.”
According to ICAA forum participants, the wellness approach is people-centered, prioritizes staff well-being, creates a consumer-friendly narrative and challenges the public misconception that senior living communities are the same as nursing homes.
Changing the narrative
Participants at the ICAA forum found that senior living communities are often care-oriented rather than health-oriented due to the ageist assumption that residents need help and the current financial model that generates revenue from private payments and health insurance reimbursements.
The emphasis on care over health reinforces the view that senior housing is for the sick and infirm. The report found that 50% of adults 55 and older asked about retirement communities perceived them as “outdated,” 38% perceived senior communities as “depressing,” and 38% believed all senior housing complexes were nursing homes.
“The care narrative is ineffective in illustrating how healthy lifestyles in senior living communities have the potential to slow decline and improve quality of life,” the report said.
Forum participants said changing the language was key to changing the model. The group created a narrative based on the understanding that health encompasses every area of a person’s life and reaches all aspects of a community’s operations. The language was developed for community investors, executive leadership, current and future residents, staff and external service providers.
ICAA Forum participants noted in their report that there is now more of a need than ever to influence perspectives, policies and practices and transform senior living to improve the quality of life for residents and staff. As people live longer, they will choose senior living housing based on available space and technology, and the ability to spend their leisure time in healthier, more active ways.
Participants concluded that the wellness model blends healthcare and hospitality models to help residents live better, longer lives.
“New narratives that explain the value of wellness models can inspire residents, potential residents, their families, staff and suppliers,” the report concludes. “We can proactively drive the evolution toward wellness models with care.”
