Author: Varsity Team

Everybody in senior living is talking about the workforce crisis. Fewer people entering caregiving. more older adults needing support, rising pressure on operators, care teams and families. But underneath all of those conversations is a reality the industry can’t avoid anymore: the future of caregiving and the future of immigration are becoming increasingly connected. 

For many organizations, this is no longer just a policy conversation. It’s a people conversation, a culture conversation and ultimately a care delivery conversation.

That topic drove a powerful discussion during Varsity’s quarterly Executive Roundtable last week where we were joined by Rob Liebreich, President & CEO of Goodwin Living, and Lindsay Hutter, Chief Strategy & Marketing Officer at Goodwin Living. Together, they shared how Goodwin Living is approaching immigration advocacy, workforce development and employee support at a time when caregiver demand continues to outpace supply across the country. 

Said Lindsay during the presentation, “If we as a nation didn’t welcome global workers, we would not have the hearts, the heads and the hands to care for the older adults when they are at that stage of living.”

Their conversation explored the emotional realities facing immigrant caregivers, why advocacy has strengthened trust inside their organization and how older adults themselves are emerging as important voices in the workforce conversation. Below are a few Fresh Perspectives from their discussion. 

CAREGIVING IS A WORKFORCE MATH PROBLEM, NOT JUST A POLICY DEBATE

As the caregiver support ratio continues to shrink, senior living organizations are confronting a simple reality: there are not enough caregivers to meet growing demand. Immigration is increasingly tied to workforce sustainability and long-term care access.

IMMIGRANT CAREGIVERS BRING CULTURAL INTELLIGENCE, NOT JUST LABOR

Many immigrant caregivers come from multigenerational households where caring for older adults is deeply ingrained. That lived experience often translates into stronger patience, empathy and attentiveness in caregiving environments, challenging the misconception that these roles are simply “jobs people take.”

ADVOCACY BUILDS INTERNAL TRUST AS MUCH AS EXTERNAL AWARENESS

Goodwin Living’s public stance around immigration and workforce issues strengthened loyalty and engagement among employees because team members saw leadership actively standing behind them. Values-driven advocacy became a culture-building strategy, even though that was never the original intention.

OLDER ADULTS ARE EMERGING AS A POWERFUL ADVOCACY VOICE

Residents and older adults are becoming active participants in workforce conversations because they directly understand what caregiver shortages mean for their quality of life. Efforts like the “Seniors Care for Caregivers” campaign demonstrate how resident voices can influence public awareness and policymaker attention.

THE MOST EFFECTIVE WORKFORCE STRATEGIES ARE LONG-TERM INVESTMENTS

Competitive wages alone are not enough. Organizations are pairing living wages with leadership development, continuing education, retirement benefits and mentorship programs to create long-term career pathways and improve retention across caregiving roles.

Download Goodwin Living’s Citizenship Program Playbook for practical insights on supporting immigrant team members, strengthening workforce stability and building long-term caregiving pathways inside your organization.

Families searching for senior living options often aren’t casually exploring. They’re navigating stress, uncertainty and emotional decision-making after a health event, hospital stay or major life transition. In those moments, trust, speed and guidance matter just as much as care offerings or amenities. That’s why placement partnerships are becoming an increasingly important part of occupancy growth and the overall family experience in senior living.

During Varsity’s weekly Roundtable, Matt Wilson and Lori Crabtree of Next Level Senior Advisors discussed how stronger relationships between senior living communities and placement advisors can create better outcomes for families while also supporting referrals, conversions and long-term occupancy growth. Below are a few Fresh Perspectives from their discussion. 

PLACEMENTS SHOULD BE VIEWED AS A REVENUE STRATEGY, NOT A MARKETING EXPENSE

Even one additional move-in per month can create significant long-term revenue, shifting placement partnerships from a cost discussion to a meaningful occupancy growth strategy.

FAMILIES AREN’T SHOPPING, THEY’RE IN CRISIS MODE

Most families are navigating fear, guilt and time pressure after a health event or hospital stay. Communities that simplify decisions and provide reassurance stand out quickly.

TRUST IS THE TRUE CURRENCY OF REFERRALS

Advisors build their reputation one family at a time. Poor communication, delayed responses or bad family experiences quietly damage referral relationships faster than communities may realize.

THE BEST PARTNERSHIPS ARE BUILT ON TRANSPARENCY AND SPEED

Communities that are upfront about pricing, responsive with communication and easy to work with are the ones advisors consistently recommend first.

SMALL OPERATIONAL CHANGES CAN CREATE BIG REFERRAL GAINS

Simple steps like maintaining updated profiles, assigning one advisor contact and creating a dedicated referral inbox can dramatically improve communication and conversion opportunities.

PERSONALIZATION BEATS VOLUME IN TODAY’S REFERRAL LANDSCAPE

Families don’t want endless lists of options. Advisors who narrow choices down to the best-fit communities create better experiences for families and stronger conversion opportunities for providers.

Aging rarely happens the way people expect. It arrives gradually, bringing changes in identity, relationships and perspective that can feel difficult to navigate. In a recent episode of Varsity’s Roundtable Talk, Derek sat down with bestselling author, cartoonist and former special education teacher J.J. Hubal, whose book Goodbye Old, Hello Bold uses humor and visual storytelling to explore the realities of growing older with more curiosity and courage.

In their conversation, Derek and J.J. discussed why aging often creates anxiety, how humor can make difficult topics more approachable and why reinvention becomes increasingly important later in life. J.J. also shared personal reflections on loneliness, friendship, creativity and the importance of continuing to step outside your comfort zone as you age.

Check out the full episode here.

WHAT DOES “HELLO BOLD” MEAN TO YOU?

I started the whole project at about 72 years old and I had the old part down, but I definitely didn’t have the bold part. So I’m the perfect author. I had zero bold. To me, bold is different things for different people. Sometimes it’s something very small. Sometimes it’s something very large. Most of my time was spent wallowing in self-pity that life hadn’t worked out for this reason, that reason. The whole project was really a search for bold. I didn’t start it even as a book. I certainly didn’t start it with a whole pile of bold ideas. I had absolutely nothing.

WHY DO SO MANY PEOPLE APPROACH AGING WITH ANXIETY INSTEAD OF CURIOSITY?

I think people get stuck in the negative, what didn’t go right. We also fill our minds with things that aren’t realistic anymore. There’s nobody blazing the trail for us. We’re pioneers. There are 10,000 boomers turning 65 every day and millions turning 80. You’re overwhelmed with loss and change. All loss causes change and even change you choose ends up with losses. You just have fewer people. If you’ve lost health, money, people or security, all of those things keep us stuck for a while.

WHY IS HUMOR SUCH A POWERFUL TOOL WHEN TALKING ABOUT AGING?

Humor is a powerful tool for talking about anything sensitive or difficult. Adding a cartoon takes you out of a live person saying something. It’s just a drawing. Humor makes the medicine go down easier. Reality can be a tough thing to deal with. The old humor acts like a spoonful of sugar. It lets people face difficult truths without feeling attacked or overwhelmed.

HOW IS THE CULTURAL NARRATIVE AROUND AGING CHANGING?

It’s definitely changing and it’s most evident in media and advertising. Years ago, if somebody was even 50, it was treated like they were almost ready for the grave. Now it’s becoming more natural. We’re investing less in clinging tooth and nail to old images and more in what’s next. People are experimenting more. We’ve opened up both ends of the spectrum. I see younger generations being less rigid too. There’s more freedom now to age honestly.

WHAT ARE SOME OF THE BIGGEST FEARS PEOPLE HAVE ABOUT AGING?

One of the most popular cartoons I’ve done is just a sign in a yard that says, ‘Estate Sale: Everything My Children Told Me They Don’t Want to Inherit.’ People react to it because the stuff we hang onto has emotional power. It represents pieces of our lives, our history, our memories. It’s not just about cleaning out a room. It’s about realizing the past isn’t coming back. I had to stop looking backward and understand that I was stopping any positive input into my life.

Senior living’s biggest opportunity may not be occupancy or operations. It may be human connection. The communities people truly want to be part of are the ones built around trust, culture, communication and meaningful relationships for both residents and families.

That was a major theme during a recent conversation on Varsity’s weekly Roundtable featuring Steve Moran, publisher of Senior Living Foresight and one of the industry’s most recognized voices on senior living culture, workforce challenges and innovation. During a candid Q&A, Steve shared what the industry is overlooking, where operators are getting it right (and wrong) and what senior living must do to better align with the expectations of a new generation of older adults. Below are a few Fresh Perspectives from the discussion.

CULTURE, NOT STAFFING, IS THE REAL CHALLENGE

The communities winning on workforce aren’t magically finding more people, they’re building cultures where employees actually want to stay, grow and feel valued.

FAMILY EXPERIENCE IS THE NEXT BIG OPPORTUNITY

Senior living often focuses heavily on residents while overlooking the emotional and logistical burden carried by families. Communities that intentionally support caregivers will build deeper trust and loyalty.

CONNECTION IS THE MOST UNDERSERVED NEED IN SENIOR LIVING

The biggest differentiator may not be amenities or programming, but helping residents and families form real friendships and meaningful human relationships.

TRANSPARENCY BUILDS TRUST, EVEN WHEN THINGS GO WRONG

Families don’t expect perfection. They expect honesty. Communities that communicate openly about challenges, mistakes and solutions create stronger long-term trust.

SENIOR LIVING MUST BECOME MORE ASPIRATIONAL

Most people still move into senior living as a last resort. The future belongs to communities that people choose earlier for lifestyle, purpose, connection and belonging.

LONGEVITY ISN’T ENOUGH WITHOUT QUALITY OF LIFE

The industry has become better at extending life, but it still struggles with how to support emotional well-being, cognition and purpose as people age.

THE WINNERS WILL PRIORITIZE PEOPLE OVER MARGINS

The most successful organizations over the next decade will be the ones known for exceptional care, communication, trust and human connection, not just operational efficiency.

KEY QUESTIONS

What is the biggest challenge facing senior living today?

While staffing shortages often dominate the conversation, Steve Moran argues the bigger issue is culture. Communities that create supportive, engaging workplace environments are often the ones attracting and retaining strong team members.

Why is family engagement becoming more important in senior living?

Families play a major role in the senior living experience, emotionally, financially and logistically. Communities that communicate well and intentionally support caregivers can build stronger trust, loyalty and long-term relationships.

How can senior living communities create stronger human connection?

The most impactful communities help residents and families build authentic relationships and friendships, not just participate in activities or events. Social connection may become one of the industry’s biggest differentiators moving forward.

What will define the most successful senior living communities in the future?

According to Steve Moran, the organizations that thrive long term will prioritize exceptional care, transparency, communication and human connection over simply focusing on operational efficiency and margins.

The senior living market continues to gain momentum, with strong demographic tailwinds, rising occupancy, and growing investor interest shaping a landscape full of opportunity. At the same time, evolving consumer expectations, rising costs, and shifting product preferences are pushing providers to think differently about how they grow, position, and compete.

That dynamic set the stage for Varsity’s weekly Roundtable, where Stuart Jackson, Chief Growth and Strategy Officer at Greystone Communities, shared a forward-looking view of the sector. Below are a few Fresh Perspectives from his discussion.

DEMAND ISN’T THE PROBLEM, SUPPLY IS

Demographics, occupancy growth, and investor interest are all trending up, but new inventory isn’t keeping pace due to construction costs and interest rates, creating a major opportunity gap.

SENIORS HAVE MORE MONEY THAN EXPECTED

Income and wealth levels for 75+ households have outperformed projections, with significant assets tied up in home equity, giving residents more financial capacity than many assume.

PRODUCT MUST MATCH LIFESTYLE EXPECTATIONS

Larger units, residential-style living, and hybrid models are gaining traction because boomers want spaces that feel like home, not traditional senior housing.

AMENITIES DRIVE DECISIONS

Dining, wellness, and lifestyle experiences are no longer “nice to have,” they’re essential. Variety, quality, and social engagement are key differentiators in attracting and retaining residents.

THE CONTINUUM IS EVOLVING

Demand is shifting away from traditional skilled nursing toward assisted living, home care, and aging-in-place models, pushing providers to rethink how care is delivered.

FLEXIBILITY WINS IN DEVELOPMENT

Blending product types, expanding via satellite campuses, and repurposing existing assets are all strategies helping providers grow despite market constraints.

THE REAL BARRIER IS PERCEPTION, NOT READINESS

Boomers feel younger than they are and delay moving, but increasing awareness, especially around social connection, can help drive earlier adoption over time.

Aging has long been framed as a slow narrowing of possibilities, but that perspective is beginning to shift. In a recent episode of Varsity’s podcast, Roundtable Talk, Derek sat down with Colin Milner, founder and CEO of the International Council on Active Aging, whose work has helped redefine aging as a dynamic, engaged and opportunity-filled stage of life.

In their conversation, Derek and Colin explored why changing perceptions around aging takes time, the growing importance of closing the gap between lifespan and health span and how simple behaviors like staying active and curious can have outsized impact. Check out the full episode here.

WHY HAS IT BEEN SO HARD TO CHANGE THE NARRATIVE THAT AGING EQUALS DECLINE?

It really comes down to time. It was a massive wave going in one direction, and changing that takes decades. I was told it would take 30 years to make an impact, and now, 25 years in, wellness is everywhere. Things take time to change, and many people don’t stay in it long enough to see the results.

WHAT DOES “ACTIVE AGING” MEAN TODAY?

The definition hasn’t changed. It’s about being engaged in life, in all areas of life. What has changed is the implementation. If you’re engaged, the ripple effect begins to happen. You become more socially connected, more physically active and more involved overall. Engagement drives everything.

WHAT HAPPENS WHEN PEOPLE START SEEING AGING AS GROWTH INSTEAD OF DECLINE?

Everything changes. You start looking at possibilities instead of limitations. The world opens up to you instead of closing off. When systems are in place to support that mindset, people have the opportunity to grow rather than feel like things are being taken away from them.

WHY SHOULD WE FOCUS MORE ON HEALTH SPAN, NOT JUST LIFESPAN?

If we don’t shrink the health span gap, all we’re doing is extending life and extending years of ill health. Right now, that gap is about 12.4 years. People want to live longer, but not in poor health. We have to close that gap or longevity doesn’t really mean what we think it does.

WHAT ARE MARKETERS GETTING WRONG ABOUT OLDER ADULTS?

Ageism. Most marketers are younger and not excited about creating for an older audience. But two older adults control 70 to 75% of disposable income. It’s a massive opportunity that’s still being overlooked because of outdated assumptions about what aging looks like.

Loneliness in senior living isn’t just a human challenge, it’s an operational one. As resident needs grow and staffing resources tighten, communities are being forced to rethink how care is delivered, supported and sustained. Technology is starting to play a more meaningful role, not as a replacement for human connection, but as a way to strengthen it.

That was the focus of a recent conversation on Varsity’s weekly Roundtable, where we welcomed Josh Sach, co-founder and CEO of Meela. Josh shared how his AI-powered platform functions less like a tool and more like an added team member, supporting residents through conversation while also handling repetitive tasks that free up staff time. Below are a few Fresh Perspectives from his discussion.

AI DOESN’T REPLACE CARE, IT REFOCUSES IT

The goal isn’t fewer staff, it’s better use of staff. When repetitive tasks are automated, teams can spend more time where it matters most: with residents.

SIMPLICITY DRIVES ADOPTION

Older adults don’t resist technology, they resist friction. When tools are intuitive, accessible, and actually helpful, adoption happens faster than expected.

THE CARE GAP ISN’T COMING, IT’S HERE

With 10,000 seniors aging in daily and caregiver ratios shrinking, the system won’t hold without support. Technology isn’t optional, it is the pressure valve that must be released.

CONNECTION CAN BE SUPPORTED, NOT REPLACED

Consistent conversation and engagement can measurably reduce loneliness and anxiety, but the goal is always to complement human relationships, not substitute them.

DATA IS THE NEW WORD OF MOUTH

Aggregated resident feedback turns everyday conversations into real-time insights and authentic marketing proof points without compromising privacy.

THE FIRST 30 DAYS DEFINE EVERYTHING

Transition into senior living is where isolation and attrition peak. Early signals, surfaced through conversation and survey questions Meela, create opportunities to intervene before residents disengage.

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. 

Dementia care is too often framed around what’s lost—memory, independence, identity—when in reality, the opportunity lies in recognizing what remains and how people continue to adapt. Shifting that perspective doesn’t just change care outcomes, it changes how teams communicate, how organizations train staff, and how families stay connected through moments that might otherwise feel overwhelming.

That was the focus of a recent conversation on Varsity’s weekly Roundtable, where we welcomed Teepa Snow, founder of Positive Approach to Care®. Known for her practical, human-centered approach, Teepa shared how reframing dementia from decline to ability can unlock better interactions, stronger relationships and more effective support systems across senior living. Below are a few Fresh Perspectives from her discussion.

PEOPLE DON’T STOP, THEY SHIFT

Dementia doesn’t mean someone is doing less, it means they’re doing things differently. When one pathway breaks down, the brain adapts and finds another way forward.

BEHAVIOR IS COMMUNICATION, NOT DISRUPTION

What looks like repetition, frustration or withdrawal is often a person trying to communicate, stay engaged or solve a problem without the tools they once had.

DEMENTIA ISN’T JUST MEMORY

When we treat dementia as forgetfulness alone, we miss the broader signs like language loss, confusion or physical changes and delay the support that could make a difference.

HOW YOU SHOW UP CHANGES EVERYTHING

The difference between resistance and cooperation often comes down to approach. Directing and correcting creates tension, while partnering builds trust and keeps interactions human.

SUPPORT STARTS WITH CURIOSITY

The strongest care doesn’t assume it understands the situation. It asks what’s working, what’s not and meets people where they are to tailor support that actually helps.

SKILL IS THE MISSING INFRASTRUCTURE

Dementia care isn’t something people just “figure out.” Without training, coaching and real-time reinforcement, even good intentions can lead to frustration and breakdowns in care.

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. 

When it comes to decision-making (especially when it comes to senior living options) most people believe they’re guided by logic. Carefully weighing options and choosing what makes the most sense. Neuroscience tells a more nuanced story, one where emotion plays a powerful and often immediate role.

WHY EMOTION LEADS THE WAY

The brain processes emotional information faster than rational thought. Reactions often begin with a feeling, followed by reasoning that supports it. In senior living, this dynamic is especially important. Decisions are deeply personal, shaped by identity, independence and family relationships.

WHAT PEOPLE ARE REALLY ASKING

For prospective residents and their loved ones, the journey involves more than evaluating features or comparing amenities. Questions like Will I feel at home? Will I be safe? Will I belong? sit at the center of the decision. These emotional considerations carry significant weight throughout the process.

Facts still matter. Clear information builds confidence and supports decision-making. Emotion creates connection and trust, two elements that influence whether someone takes the next step.

BRINGING EMOTION TO LIFE

For senior living brands, this means approaching marketing with intention. Focus on the lived experience within the community. Show what daily life feels like through real stories, authentic voices and meaningful moments. Highlight connection, purpose and a sense of belonging.

Visual storytelling plays an important role. Images and video communicate emotion quickly and intuitively. A shared laugh, a warm welcome, a quiet moment of comfort. These cues resonate in ways that data alone cannot.

CONSISTENCY BUILDS TRUST

Consistency strengthens emotional engagement over time. Every interaction, from digital touchpoints to in-person conversations, should reflect a tone that feels welcoming, respectful and human.

Empathy remains essential throughout. Each inquiry represents a significant life transition. When marketing acknowledges that reality and responds with care, it builds relationships grounded in understanding.

FRESH PERSPECTIVE

Emotion shapes how people evaluate, connect and decide. Senior living brands that lead with empathy and bring real experiences to life will build trust, strengthen relationships and guide more confident decisions.

Well-being is often treated as a personal responsibility, but the data tells a different story. The environments we live in, the people we surround ourselves with and the systems we design play a far greater role in shaping long-term health outcomes than willpower alone. That shift in thinking is at the core of the Blue Zones approach, which focuses on creating communities where healthier choices happen naturally and consistently over time.

Dan Buettner Jr. of Blue Zones joined Varsity’s weekly Roundtable to explore what the world’s longest-living communities can teach us about building healthier, more resilient environments. Below are a few Fresh Perspectives from his discussion.

ENVIRONMENT BEATS WILL POWER EVERY TIME

Stop asking people to make better choices and start designing environments where better choices happen automatically. Behavior change isn’t about discipline, it’s about design.

LONGEVITY ISN’T SOMETHING YOU CHASE, IT’S SOMETHING YOU LIVE IN

The longest-lived people in the world aren’t pursuing health. They’re living in communities where purpose, movement and connection are built into daily life.

SMALL CHANGES, BIG SHIFT

There’s no silver bullet. Real impact comes from a “silver buckshot” of small, consistent nudges that compound into lasting lifestyle change.

COMMUNITY IS THE ORIGINAL HEALTH INTERVENTION

Where you live and who you surround yourself with matter more than any diet or fitness plan. Social connection isn’t a bonus, it’s foundational.

WELL-BEING IS A BUSINESS STRATEGY, NOT A BENEFIT

Higher well-being drives lower costs, higher productivity and even stronger financial performance. This isn’t soft, it’s measurable and material.

THE FUTURE OF HEALTH ISN’T HEALTHCARE

A multi-trillion-dollar “well-being economy” is emerging, shifting focus from treating illness to proactively helping people live better.

SIMPLICITY IS THE UNLOCK

Healthy living isn’t expensive or complicated. The fundamentals—simple food, daily movement and meaningful connection—have been hiding in plain sight all along. 

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.