Tag: senior housing trends

The senior living industry is at an inflection point, shaped by rising demand, shifting expectations and rapid change across care, workforce and media. Recently on Varsity’s podcast, Roundtable Talk, Derek welcomed Kimberly Bonvissuto, content editor at McKnight’s Senior Living.  

During the discussion, Kimberly unpacks the arrival of the “silver wave,” the growing gap between senior living supply and demand and assisted living’s evolution into a more healthcare-driven model. The following are some fresh perspectives from the conversation. Check out the full episode here. 

MCKNIGHT SENIOR LIVING IS ONE OF THE INDUSTRY’S MOST RESPECTED PUBLICATIONS. WHEN YOU LOOK AT SENIOR LIVING TODAY, WHAT STORYLINES FEEL MOST IMPORTANT FOR OUR INDUSTRY?

I’d say the silver wave is finally here. The industry needs to find a way to address the discrepancy between supply and demand. There’s just not enough supply right now. According to NIC MAP, development rates are meeting only 25% of the pace necessary to sustain demand. Assisted living is also becoming more of a healthcare setting, and the increasing use of technology and AI is another hot topic.

WHAT’S A TREND THAT YOU THINK THE INDUSTRY IS OVERREACTING TO, AND ONE THAT’S NOT GETTING ENOUGH ATTENTION?

Going back to AI, it’s a hot topic right now, but providers need to be careful that the tech they adopt will solve the issues they’re facing. They shouldn’t be tempted by the shiny object. Not paying enough attention? Solo agers and the middle market. If providers don’t address the middle market, they’re leaving a big opportunity and money on the table.

WHAT ARE SOME OF THE MORE DRAMATIC CHANGES YOU’VE SEEN IN MEDIA ACROSS YOUR CAREER?

Social media has had a major impact on journalism, good and bad. What I find surprising is how quickly people will believe whatever they read online if it fits into their belief system. The rise of AI is also impacting journalism. But the bigger problem is the dramatic drop in trust and negative attention to mainstream media, which I find shocking and concerning.

HOW MUCH OF YOUR COVERAGE COMES FROM PITCHES VERSUS YOUR OWN IDEAS?

I would actually say it’s pretty equal. A good part of my morning every day is spent reading through email pitches and combing through websites for today’s news and going to associations. So it’s kind of a toss up.

WHAT MAKES A PITCH STAND OUT?

We have to write three stories a day, five days a week. I don’t have time to read through a long, drawn out pitch before I get to what you’re actually pitching. Get to the point right away. I prefer a quick email with a couple sentences and bullet points. And sometimes I get pitched one thing, but I take the story in a completely different direction.

WHAT DO YOU WISH PR TEAMS INCLUDED UPFRONT?

If you’re going to send me something under embargo, have someone available to talk about it immediately. Don’t tell me you’ll get back to me in a week or two. I’m either going to run with what you sent me or I’m going to move on. If you’re not ready, don’t send it.

HOW CAN PROVIDERS BUILD REAL RELATIONSHIPS WITH REPORTERS?

Be responsive. Virtually everyone is going to have an incident that draws negative attention. It’s okay to say you can’t comment, especially on pending litigation. Even better, talk about initiating an internal investigation. Create a statement you can share widely. If I know I can trust you to give me background, I can determine whether it’s truly worth pursuing.

Want to hear more from Kimberly? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.

The biggest growth opportunity in senior living isn’t at the luxury end of the market — it’s in the middle. As affordability pressures rise and expectations evolve, more older adults are looking for options that feel intentional, flexible and human, without the price tag or tradeoffs of traditional models. Yet much of the industry still isn’t designed to meet them where they are.

That tension was the focus of a recent conversation on Varsity’s weekly Roundtable, where we welcomed Matt Thornhill of Cozy Home Community for a thoughtful discussion on rethinking senior living for the middle market. Below are a few Fresh Perspectives from his discussion.

PEOPLE DON’T WANT “SENIOR LIVING,” THEY WANT A BETTER NEXT CHAPTER

Most older adults delay moving because today’s options feel like a concession, not a choice. Communities that position themselves as proactive lifestyle upgrades — not reactive care solutions — unlock demand years earlier.

CONTROL BEATS INDEPENDENCE EVERY TIME

Boomers aren’t clinging to independence, they’re protecting agency. Rigid schedules, programmed fun, and institutional rhythms erode appeal. The future belongs to models that let residents pilot their own day while still offering support.

THE ‘FORGOTTEN MIDDLE’ IS A DESIGN PROBLEM, NOT JUST A FINANCIAL ONE 

Middle-market senior living doesn’t fail because of demand — it fails because it’s designed like scaled-down luxury or dressed-up affordability. Right-sized homes, shared resources, and smarter delivery models solve more than subsidies ever will.

COMMUNITY DOESN’T HAPPEN BY ACCIDENT, IT HAS TO BE ENGINEERED

Porches that face inward, smaller clusters, shared pavilions, and intentional onboarding tools all do the heavy lifting. If connection is left to chance, isolation wins. Design is the first community manager.

OWNERSHIP ISN’T THE GOAL, FLEXIBILITY IS

Whether rental or ownership, what matters is removing friction and risk. Nonprofit-owned, rental-first models lower the barrier to entry while still delivering stability, dignity, and real “home” energy.

SERVICES SCALE WHEN PEOPLE CLUSTER

Aggregating residents makes care coordination, wellness services, and even meals more affordable and efficient. Senior living delivered as a service, not a destination, flips the cost equation and expands access.

THE NEXT WAVE OF SENIOR LIVING WILL BORROW FROM EVERYWHERE ELSE

Universities, churches, municipalities, and healthcare systems aren’t competitors — they’re partners. Adaptive reuse, shared land, and co-branded ecosystems will drive growth faster than standalone campuses ever could.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.