Author: Varsity Team

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. 

The Broadway stage doesn’t just reflect life, it reshapes how we see ourselves, each other, and the possibilities that come with every new chapter. In a recent episode of Varsity’s podcast, Roundtable Talk, Derek sat down with Jerry Mitchell, two-time Tony Award-winning director and choreographer, whose Broadway credits include Hairspray, Kinky Boots, Legally Blonde, and most recently Boop and The Devil Wears Prada on London’s West End.

In their conversation, Derek and Jerry explored how live theater uniquely connects audiences across generations, and what it means to stay creatively relevant over a 45-year career. The following are some fresh perspectives from their conversation. Check out the full episode here.

HOW DO YOU SEE STORYTELLING IN THEATER SHAPING THE WAY PEOPLE UNDERSTAND THEIR OWN LIVES?

Well, theater has the great ability to bring people together in a dark space without anything to distract them. So everyone’s there to hear the same story at the same time. And when they leave the theater, they walk away with that story. It’s a very, very special and unique experience that can only happen with that particular group of people you happen to show up with. It’s a very powerful tool to communicate with people.

HAVE YOU NOTICED DIFFERENCES IN HOW YOUNGER AND OLDER AUDIENCES CONNECT TO YOUR WORK?

I find that audiences do connect in different ways. Young kids responded to a high school story in a way that was truly magical because they are living it. They were so much wiser to what was going on. And then the parents respond to the adult version—how do you care for a child who is different than you and you don’t have the tools? Watching parents and grandparents cry at that emotional journey is really wonderful.

WHAT KEEPS YOU MOTIVATED TO KEEP REINVENTING YOURSELF?

I’m inspired by people I’ve looked up to my entire life who are still working. Even those who are gone, their work still exists and I go back and watch it. But I’m also inspired by the younger generation and the way they see the world. Watching young performers have their Broadway debut is magical. I remember my own debut at 20. It was something I had worked toward, and when it happened, it was such a milestone.

HOW DOES CREATIVITY FUEL LONGEVITY, BOTH PERSONALLY AND PROFESSIONALLY?

I mean, it is what keeps you young, isn’t it? Being able to work. As a dancer and choreographer, my life is based on physical work. I’m in the studio or the gym. As I get older, I have great associates who do what I used to do, but I’m still very active. Dancers are athletes. The maintenance is part of your daily process. I’ve been doing it for 45 years on Broadway, and that physical engagement keeps you going.

WHAT HAVE YOU LEARNED ABOUT THE BODY’S ABILITY TO ADAPT OVER TIME?

The body is an incredible instrument that can do incredible things. What I’ve learned as I’ve aged is that diet and exercise work much better together than separate. The food you eat and how you fuel your body is as important as how you use it. That fuel will help you with longevity without question.

Three hundred conversations in, and the spirit of connection is stronger than ever! Varsity’s 300th weekly Roundtable featured yet another thoughtful exchange, this time with nationally recognized downsizing expert and former Hoarders host Matt Paxton. 

“Downsizing should be an opportunity to share your generational stories and move to a better life. It should not be this overwhelming daunting task,” said Paxton during his conversation with the group. 

As a guest on Varsity’s weekly Roundtable, Paxton talked about the emotional side of downsizing. Why it’s never really about the “stuff,” but about the memories and meaning behind it. He shared practical ways to help people move forward, from starting small to focusing on what truly matters, all while honoring the past. Below are a few Fresh Perspectives from his discussion.

IT’S NEVER ABOUT THE STUFF, IT’S ABOUT THE STORY

What people hold onto isn’t clutter, it’s identity, memory and meaning. Until you address the emotional connection, you can’t unlock the move.

PEOPLE ARE STUCK BETWEEN PAST AND FUTURE

Many prospects aren’t resisting the move, they’re paralyzed by memories of the past and fear of making the wrong decision, keeping them from living in the present.

START SMALL TO BUILD MOMENTUM

Downsizing doesn’t begin with big decisions. It starts with small, non-emotional wins that create progress and confidence to keep going.

DON’T RECREATE THE OLD LIFE, CREATE A NEW ONE

The goal isn’t to replicate a former home inside a community. It’s to embrace a new chapter, new space and new experiences.

MOST “VALUABLE” ITEMS AREN’T ACTUALLY VALUABLE

Families often overestimate resale value. Outside of things like gold, most furniture and household items have limited financial return.

SERVICE AND TRUST DRIVE EVERYTHING

Whether working with residents or prospects, success comes from leading with empathy, building trust and helping people move forward, not just moving their stuff.

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.

The desire to age in place is changing how older adults engage with senior living—and challenging communities to rethink when and how they connect with future residents. As a result, models like continuing care at home (CCaH) are gaining attention as a way to extend care beyond the campus while building earlier relationships.

On Varsity’s weekly Roundtable, Dr. Amanda Young, CEO of M.A. Longey Consulting, shared insights from her experience launching and operating these programs, including how they’re evolving and where they fit within the broader continuum. Below are a few Fresh Perspectives from her discussion.

EARLIER ENTRY POINT, STRONGER FUTURE PIPELINE

CCaH doesn’t cannibalize independent living demand, it captures prospects earlier. By engaging individuals years before they’re ready to move, communities can build relationships, strengthen waitlists, and ultimately convert more residents over time.

EDUCATION IS THE GROWTH BOTTLENECK

Interest in the model is growing, but adoption lags due to confusion. Consumers don’t know what it is, leaders don’t fully trust it, and the lack of a physical product makes it harder to explain, turning education into the biggest growth constraint.

THIS IS A NEW BUSINESS, NOT A SIDE HUSTLE

Programs that struggle are often under-resourced. Success requires dedicated staff, marketing investment, and leadership alignment because this isn’t an add-on, it’s an entirely new line of business with its own operational and financial model.

THE MODEL EXPANDS YOUR REACH—WITHOUT BUILDING

With demand for senior living far exceeding supply, continuing care at home offers a scalable way to serve more older adults without major capital investment. It extends your mission beyond your campus and into the broader community.

FLEXIBILITY IS THE FUTURE OF THE MODEL

The traditional life care structure isn’t reaching the middle market, but innovation is underway. Hybrid models, care coordination-only options, and waitlist-based programs are reshaping the offering to be more accessible and financially realistic.

RETHINKING THE CONTINUUM AS A CONNECTED JOURNEY

The most effective organizations don’t treat at-home and community living as separate choices. They position them as connected steps, allowing individuals to enter earlier, stay longer, and move seamlessly when the time is right. 

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. 

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The following is Part 2 of a two-part series (see part one here) exploring how pharmacogenetic (PGx) testing can help senior living communities navigate medication conversations and support more personalized care. The series is written by Dr. Troy Veale, CEO of PHD Laboratory, a healthcare innovator with more than 25 years of experience in behavioral health and over a decade in laboratory science focused on advancing precision medicine and improving patient outcomes.

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In Part 1, we explored why medication conversations matter in senior living environments. In Part 2, we turn to the clinical side of pharmacogenetic (PGx) testing, what it is, what it is not, and why it holds particular relevance for aging populations.

WHAT PGx TESTING ACTUALLY EVALUATES

Pharmacogenetic testing analyzes specific genes that influence how medications are metabolized. Using a non-invasive cheek swab, laboratories evaluate genetic markers related to drug-processing enzymes, particularly those that impact common prescriptions used in aging adults.

Results may indicate whether an individual is likely to:

• Metabolize a medication too quickly (reducing effectiveness)
• Metabolize it too slowly (increasing side effect risk)
• Process it as expected
• Benefit from alternative medication classes

The goal is not to dictate therapy but to provide additional data to support provider judgment.

WHY AGING POPULATIONS BENEFIT FROM PERSONALIZATION

Older adults are more susceptible to adverse drug reactions for several reasons:

• Decreased liver and kidney function
• Changes in body composition
• Multiple coexisting health conditions
• Polypharmacy (use of multiple medications)

Research consistently shows that adverse drug events are a leading cause of emergency department visits among older adults. Even when medications are appropriately prescribed, genetic variation can influence response.

PGx testing brings that variability into clearer focus.

ADDRESSING COMMON MYTHS

Myth 1: PGx testing is only for complex cases.
In reality, many commonly prescribed medications,  including those for cardiovascular health, depression, pain, and neurology — have pharmacogenetic considerations.

Myth 2: Stable patients don’t need this information.
Even stable residents may benefit from minimizing long-term risk or identifying lower-risk alternatives.

Myth 3: It replaces physician expertise.
PGx testing enhances decision-making. Providers interpret results within the context of medical history and clinical presentation.

Myth 4: It is invasive or risky.
The test requires only a simple cheek swab.

BENEFITS ACROSS STAKEHOLDERS

For providers:

• Additional prescribing insight
• Support for medication adjustments
• Alignment with evidence-informed care

For senior living teams:

• Stronger educational positioning
• Confidence in discussing holistic care
• Alignment with preventative models

For families:

• Greater transparency
• Reduced uncertainty
• Peace of mind

Medication conversations become proactive rather than reactive.

PRIVACY, COVERAGE AND NEXT STEPS

Your DNA is used only to analyze how your body processes medications. PHD Laboratory does not sell, share, or store your DNA for any other purpose. We are CLIA and COLA certified and fully compliant with HIPAA privacy laws, ensuring your genetic information is protected and confidential at all times.

PGx testing is covered by Medicare Part B for eligible patients and may also be paid for using FSA/HSA funds, CareCredit, or private pay options.

For questions, educational information, or to order a PGx test, please visit the PHD Laboratory website or email info@phdlaboratory.com.