Author: Varsity Team

In our recent Sales and Marketing Roundtable, experts Onawa Gigliotti and Samantha Adler from SEA Conflict Consulting illuminated how conflict, while inevitable, can foster innovation and stronger teamwork, especially in senior living sales. Their strategies focus on building communication and trust to improve team dynamics.

They shared fresh perspectives on mediation and conflict resolution, highlighting the power of open-ended questions and cultural awareness. These techniques help transform disputes into opportunities for creative solutions and enhanced collaboration, promoting a positive and cohesive work environment.

UNPACKING MEDIATION, DEESCALATION, AND CONFLICT RESOLUTION

Understanding the unique roles of mediation, deescalation, and conflict resolution is essential for fostering effective communication and lasting solutions. Mediation focuses on facilitative dialogue, deescalation addresses immediate tension, and conflict resolution tackles core disagreements, each promoting proactive conflict management.

EMBRACING OPEN-ENDED QUESTIONS FOR EFFECTIVE COMMUNICATION

Utilizing open-ended questions in conflict and negotiation settings invites comprehensive dialogue. Techniques such as “Tell me more” and active listening help clarify issues. These open-ended techniques foster mutual understanding, transforming potentially negative interactions into constructive exchanges.

CULTURAL AWARENESS IN MEDIATION ENHANCES UNDERSTANDING

Acknowledging cultural differences is crucial in mediation. By remaining open-minded and using broad questions, mediators can avoid misinterpretations and ensure respectful, inclusive dialogues. This approach helps address systemic issues like classism and racism, fostering effective conflict resolution.

TRANSFORMING CONFLICT INTO OPPORTUNITY

Conflicts, often viewed negatively, can become productive brainstorming opportunities with the right skills and mindset. Emphasizing transparency and openness can turn disagreements into opportunities for innovation and stronger connections, promoting a positive conflict resolution approach.

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 food and beverage world is evolving fast—but not everything trending on TikTok deserves a spot on your menu. In a recent Roundtable session, Sonya Cooper, Senior Brand Strategist with Pavone Group’s food and beverage agency quench, shared highlights from the 2025 Food & Beverage Trends report. 

Her focus? Helping senior living professionals distinguish between fleeting fads and meaningful trends with staying power. Through twelve insightful trend themes, Sonya explored how emerging consumer behaviors—driven by transparency, personalization, and sustainability—are shaping expectations and creating new opportunities for innovation in dining.

ADAPTIVE DINING IN SENIOR LIVING ENHANCES RESIDENT WELLNESS

Monitoring and responding to dining trends in senior living is crucial for enhancing resident satisfaction and well-being. By integrating trends like personalized nutrition and functional foods into meal programs, senior living facilities can cater to evolving dietary preferences and health needs, fostering a vibrant and health-focused dining experience. 

CONSUMER TRENDS FOCUS ON TRANSPARENCY AND PERSONALIZATION

Modern consumers demand transparency about food sourcing and ethics, driving innovations in packaging and clear labeling. There’s a growing preference for clean labels and convenient, sustainable options like refilleries. Personalized nutrition, fueled by genetic testing and customizable meal kits, empowers consumers to tailor diets to their lifestyles. Additionally, the “Second Chance Foods” trend highlights sustainability by repurposing food waste, underscoring a commitment to environmental responsibility.

EMOTIONAL FOOD TRENDS

Today’s consumers are drawn to the emotional experiences food offers, inspired by social media’s global flavor exposure. “Snackification” leads eating habits with flexible snacking options, while “Culinary Passports” introduce diverse international flavors. The “Mini Revolution” offers convenient, portion-controlled mini items, and “Branded Fusion” boosts engagement through creative brand partnerships. “Experiential Dining” transforms meals into immersive experiences, with boomers particularly eager for adventure in dining.

PHYSICAL WELLNESS FOOD TRENDS

The “Body” category trends focus on the physical benefits of nutrition, adopting a holistic view of health beyond weight loss. “Gut Health” emphasizes the microbiome’s role, with Americans seeking gut-friendly foods across various categories. The “Appetite Adjustment” trend sees changes in eating habits due to GLP-1 drugs, pushing demand for nutrient-dense, low-calorie options. “Dream State” centers on enhancing sleep, with foods playing a role. Lastly, “Smart Sips” highlights the growth of functional beverages offering energy, immunity, and mental clarity.

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.

As the co-founder of the National Investment Center for Seniors Housing and Care (NIC) and founder of Nexus Insights, Bob Kramer has been called a “disruptive force” in the field, always challenging us to think differently about aging, housing and care.

In the newest episode of Roundtable Talk, Bob challenged the prevailing negative perceptions of aging, describing ageism as a prejudice against our future selves. He also highlighted the significant, yet overlooked, potential of older adults in the workforce and addresses the epidemic of loneliness.

The following are some fresh perspectives from the conversation. Check out the full episode here. 

WHAT ARE SOME OF THE BIGGEST MISCONCEPTIONS THAT AMERICANS HAVE ABOUT AGING?

I think first and foremost, and this has really come about sort of since World War II and really with the boomers, and that is aging is bad. Aging is something to be feared. Aging is something negative. I spend a lot of time teaching on college campuses, and I like to point out that ageism is prejudice against our future selves. I’ll have students write down what age they think they’ll live to, and then I show them that statistically, over half of them will live to 100. I tell them, if you don’t work to change these ageist stereotypes, you’ll be consigned to irrelevance for the last third of your lives.

WHAT TRENDS ARE YOU SEEING IN HOW SENIOR LIVING IS EVOLVING?

A lot of the trends we’re seeing now were accelerated by COVID. The pandemic pushed our field out of the 20th century into the digital age. Older adults and their families discovered on-demand services—healthcare, groceries, anything delivered where they live. Consumers today are more sophisticated and savvy. They’re not just asking how many years they’ll live—they’re asking if those will be thrive years. They want environments that add life to their years, not just years to their life.

HOW WILL TECHNOLOGY AND DATA SHAPE THE FUTURE OF AGING SERVICES?

Technology and data are absolutely transformative. Senior care will always be a high-touch field, but it also needs to be high-tech. The role of technology is to enable staff to work to the limits of their license instead of being buried in paperwork. AI and data can help identify which residents are most at risk each day, allowing caregivers to prioritize time and attention. That’s how we turn data into actionable care—predictive, preventative, and personalized.

WHY DO YOU TAKE ISSUE WITH THE TERM “SILVER TSUNAMI”?

Because it’s deeply ageist. Nobody ever thinks of a tsunami as a good thing—it’s an unmitigated disaster. So when we call the aging population a “silver tsunami,” we’re framing longevity as a problem instead of one of humanity’s greatest achievements. It turns the longevity bonus into a longevity curse. We should be asking, how do we make the most of increased longevity, both for individuals and society?

HOW WELL IS U.S. POLICY ALIGNED WITH THE NEEDS OF AN AGING POPULATION?

We’re not aligned at all. The public sector alone can’t meet the needs ahead. We need to incentivize private sector solutions and empower nonprofit and community organizations. Right now, both government programs and market dynamics are pushing people into what I call the “forgotten middle”—too rich to qualify for subsidies but too poor for private pay. That’s unsustainable, and the pressure on local and state governments will only grow over the next decade.

WHAT GIVES YOU THE MOST HOPE ABOUT THE FUTURE OF AGING IN AMERICA?

The value of the contributions older adults want to make—and the fact that society needs them. Whether it’s workforce participation, volunteering, or supporting preventative health, older adults will be central to addressing the challenges ahead. Necessity and opportunity are coming together, and that gives me real hope.

Want to hear more from Bob? 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.

AI is rapidly reshaping the digital marketing landscape, and few people are better equipped to break it down than Zack Collevechio, Senior Data Scientist at WildFig and Pavone Group. In this week’s Roundtable, Zack explored how artificial intelligence is transforming everything from SEO strategy to paid search execution. 

He walked attendees through the shifting terrain of search behavior, zero-click results, and how AI-generated overviews are upending the traditional rules of engagement between content creators and search engines. With the line between organic and paid traffic blurring, organizations need to rethink how they measure success and capture value in a more intent-driven, conversational digital environment.

AI TRANSFORMS SEO STRATEGY

With AI advancing beyond keywords, SEO now focuses on understanding user intent and delivering conversational results. As AI becomes integral, adopting strategies that align with AI’s interpretative capabilities is crucial.

ZERO-CLICK SEARCHES REDEFINE TRAFFIC METRICS

AI-driven zero-click searches are rising, where users find answers directly in search results without site visits. This shift mandates new ways to measure engagement and brand visibility as traditional click-through metrics decline.

PPC’S STEADFAST ROLE IN A CHANGING LANDSCAPE

Despite AI’s impact on SEO, PPC remains less affected as it targets decision-ready consumers. Integrating PPC with AI solutions like Performance Max campaigns ensures continued relevance and effectiveness.

OPTIMIZING DOMAIN AUTHORITY BEYOND SPENDING

While PPC spend might influence domain authority slightly, the real impact comes from established web presence, traffic, and high-quality backlinks. Building credibility with authoritative sources boosts trust with search engines.

EXPANDING SEARCH HORIZONS WITH AI PLATFORMS

As AI platforms gain traction as search engines, maintaining updated UTM tracking and leveraging industry tools to monitor AI-driven traffic becomes vital. Staying on top of these shifts ensures maximum visibility.

CONVERSATIONAL AND STRUCTURED CONTENT IS KEY

In the era of AI, crafting content that is both conversational and structured enhances accessibility and relevance. Ensuring AI can effectively interpret and present your content is essential for maintaining a strong web presence.

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.

With so much uncertainty in today’s economy, senior living leaders are facing critical questions about how to safeguard their missions while staying financially resilient. Ryan Young, Vice President and Financial Advisor with the SY Group at Morgan Stanley, joined Varsity’s Roundtable to help make sense of it all. 

Drawing on his work with both institutional and private clients—including CCRCs and in-home care providers—Ryan explored the intersecting forces of inflation, employment trends, investment behavior, and public policy, including key takeaways from the “One Big Beautiful Bill.”

From the influence of mega-cap tech stocks to the surprising resilience of international markets, his message was clear: volatility is here to stay, but so is opportunity, for those ready to adapt.

NEW LEGISLATION DEMANDS NEW STRATEGY

Policy shifts like the “big beautiful bill” could impact Medicaid reimbursements, labor costs, and philanthropy. Organizations need to assess how these changes will affect reserves and start adapting now—before financial pressures hit home.

DIVERSIFICATION ISN’T JUST SMART—IT’S CRITICAL

A handful of tech giants are driving market performance, but that kind of concentration is risky. For nonprofits and institutions, a well-balanced portfolio offers a safer path through uncertainty.

RESERVES NEED TO BE STRESS-TESTED

With rising costs, potential funding cuts, and donor fatigue, organizations should model out their reserves over the next 10–20 years. The goal: ensure long-term sustainability while staying true to your mission.

MARKET VOLATILITY IS HERE TO STAY

We’ve seen three bear markets in five years—two of them short but dramatic. The lesson? Financial planning must account for fast-moving downturns and equally swift rebounds.

TARIFFS COULD STIR UP SURPRISE INFLATION

Businesses are bracing for the ripple effects of delayed tariffs. While inflation hasn’t hit hard yet, it’s likely coming. The challenge is predicting when and where it shows up.

RATE PRESSURE IS HITTING SENIOR LIVING HARD

High interest rates are making it tough to invest in or expand senior living facilities. Relief could come if rates drop, but for now, real estate and healthcare remain under financial strain.

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.

This week’s Roundtable spotlighted Varsity Media Director Jeremy Freeman, who offered a fresh, practical take on how a full funnel media strategy can help communities generate not just more leads, but better ones. 

Jeremy broke down the realities of today’s fragmented media landscape, emphasizing that success doesn’t come from chasing the latest trend or relying on one magic bullet. Instead, it’s about thoughtful layering: building awareness, nurturing interest, and creating enough touchpoints to guide the right people from curious to committed. With clear, real-world examples and data-backed advice, he showed how effective media planning bridges the gap between brand visibility and actual move-ins.

Media strategy isn’t static, it’s a living, learning process. And when done right, it can be one of your most powerful tools for driving measurable results.

MULTI-CHANNEL MARKETING ISN’T OPTIONAL—IT’S ESSENTIAL

Gone are the days when a single channel could drive results. Today’s media landscape requires layered strategies that span TV, digital, direct mail, and more. When done right, this surround-sound approach leads to significantly higher lead quality and conversion.

MEDIA STRATEGY STARTS WITH THE MOVE-IN

Effective planning begins at the end—understanding who your residents are and how they got there. By reverse-engineering the journey, communities can identify which channels and messages work best at every stage, from awareness to action.

EVERY TOUCHPOINT MUST DO DOUBLE DUTY

Branding and lead generation aren’t separate goals, they work together. Whether it’s a video ad or direct mail piece, each message should build brand familiarity and drive the next step, like a form fill, RSVP, or website visit.

OLD MEDIA STILL WORKS—JUST USE IT STRATEGICALLY

TV, radio, print, and direct mail haven’t been replaced, they’ve been joined by digital. These channels still spark awareness and trust, especially in older audiences. Smart marketers blend formats based on message type, frequency needs, and budget.

YOUR CRM IS THE REAL SOURCE OF TRUTH

Forget gut feelings, data should drive your media decisions. UTM tracking and CRM integration reveal which channels actually deliver quality leads. That insight helps refine strategies, allocate budgets, and avoid wasting time on what doesn’t work.

STAY VISIBLE, EVEN WHEN TIMES ARE TOUGH

During downturns, the instinct may be to pull back, but staying present keeps your brand top of mind. Even low-level spending helps preserve awareness, while competitors who go dark struggle to recover when the market rebounds.

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.

What does it take to age well together? On Varsity’s Roundtable Talk, Barbara Sullivan, National Director of the Village to Village Network, shared how the growing “village movement” is helping older adults stay independent while staying connected, redefining what it means to age in place.

Derek and Barbara discussed how villages serve the “missing middle,” the vital role of volunteers, and creative partnerships with senior living, healthcare, and faith-based groups. Barbara also shared how villages combat social isolation and her vision to expand the movement.

The following are some fresh perspectives from the conversation. Check out the full episode here. 

HOW DO YOU EXPLAIN THE CORE PHILOSOPHY BEHIND THE VILLAGE MOVEMENT?

You know, the village model was created to serve that missing middle, the middle class. It started up in Boston about 25 years ago. It’s an alternative to aging at home — aging in your community — with practical, community-driven support services. Most of the villages are volunteer first, so it’s about neighbor helping neighbor, keeping people active, engaged, and independent.

WHAT INSPIRED THE FOUNDING OF THE VILLAGE TO VILLAGE NETWORK, AND HOW HAS IT EVOLVED SINCE THEN?

The founding was in Boston, when a group of homeowners in the Beacon Hill section said, “We love our homes and neighborhoods — how do we stay here?” Affordability was a factor, too. They opened in 2002, and by 2007, The New York Times wrote about the movement, and it exploded. You saw villages popping up everywhere — Washington, D.C., California, Chicago — all building on that same model of community and independence.

HOW DID YOU FIRST GET INVOLVED WITH THE VILLAGE MOVEMENT?

In 2007, I was an assisted living administrator in Northern Virginia when a group of homeowners approached me about starting a village. My company wasn’t thrilled — they wanted people to move into the community, not stay home — but I fell in love with the model. I joined their board, and by 2010, I was running the village. My passion for older adults really came from my father, who chaired the House Select Committee on Aging. I grew up visiting nursing homes with him — that’s where I caught the bug.

WHAT MAKES THE VILLAGE MODEL DIFFERENT FROM TRADITIONAL SENIOR LIVING COMMUNITIES?

Number one, people are living in their own homes — and more importantly, in their own communities. Villages help people stay independent and live on their own terms. Some people will still need to move into senior living, and that’s okay — we often partner with those communities. We share programs, sponsor events together, and build on each other’s strengths. It’s not competition — it’s collaboration.

WHAT DOES “THE MISSING MIDDLE” MEAN, AND WHY DOES THE VILLAGE MODEL MATTER FOR THAT GROUP?

The “missing middle” are people who can’t afford life-care communities but also don’t qualify for government services. They’re independent but might need small supports — like a ride, help around the house, or connection to community programs. Villages connect those dots. They help people find what’s already in their community and bring purpose back through engagement and volunteering.

WHAT ARE YOUR HOPES FOR THE FUTURE OF THE VILLAGE MOVEMENT?

In five years, I’d love to add 500 villages — a hundred a year. Realistically, that’s a stretch, but we can aim high. We already have about 150 villages that are more than ten years old, which shows the model works. I see more partnerships ahead — with healthcare systems, senior living, and organizations like LeadingAge. We’re here to stay, and the future is about scaling and sustainability through collaboration.

Want to hear more from Barbara? 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.

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. 

In our most recent Roundtable, we were joined by Andy Edeburn, Managing Partner of Elder Dynamics, for a fast-paced, insight-rich conversation about the future of aging services. 

With decades of experience and a finger firmly on the pulse of industry trends, Andy walked us through the demographic, economic, technological, and cultural forces that are reshaping senior living. From the looming surge of older adults to the rising power of managed care and AI, his message was clear: the status quo won’t hold. Providers that want to remain competitive must be bold, strategic, and willing to rethink how they serve tomorrow’s older adults—starting now.

THE CUSTOMER WAVE IS A STRATEGIC WAKE-UP CALL

The aging population isn’t just growing—it’s surging. With tens of thousands of boomers turning 80 every day by the 2030s, this isn’t a temporary spike. It’s a century-long trend that demands scalable, future-ready solutions—not short-term fixes.

EXPERIENCE BEATS AMENITIES EVERY TIME

Today’s seniors—and their adult children—aren’t impressed by billiard tables or woodshops. They want a lifestyle that reflects purpose, health, and connection. Providers must shift from offering amenities to designing meaningful, personalized aging experiences.

THE MIDDLE MARKET IS THE NEXT GREAT DISRUPTOR

A massive segment of middle-income older adults is emerging—too wealthy for subsidies, too strapped for private-pay options. Serving them isn’t just a social imperative, it’s a business opportunity waiting to be claimed by creative, cost-effective models.

PROACTIVE CARE IS THE NEW POWER MOVE

Chronic conditions are the rule, not the exception. Organizations that prioritize early identification, care coordination, and healthspan improvement will own the future. It’s not about treating illness—it’s about managing wellness before crisis hits.

DIGITAL TRANSFORMATION ISN’T OPTIONAL—IT’S THE PLAYBOOK

AI, automation, and data-driven personalization aren’t “nice to have.” They’re becoming core to marketing, operations, and engagement. If you’re still using callback sheets, you’re competing with machines that work 24/7. Time to upgrade.

SCALE + CULTURE = THE NEW COMPETITIVE EDGE

Growth through mergers and affiliations isn’t just about size—it’s about efficiency, diversity, and resilience. But legacy nonprofits must move faster, shed outdated assumptions, and position their values with data-driven clarity to stay competitive.

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. 

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. 

As today’s older adults seek more autonomy, flexibility, and ease in daily life, concierge services are emerging as a powerful differentiator in senior living, and few understand that better than Hersh Fernandes, CEO and co-founder of Dorvie. 

In a recent Roundtable, Hersh discussed how simplifying everyday tasks for residents isn’t just a value-add, it’s a strategic sales and marketing advantage. Dorvie’s platform, which blends human-centered service with smart tech, is proving that concierge support can drive occupancy, ease move-ins, and free up internal teams to focus on what matters most.

A CONCIERGE IS MORE THAN A SERVICE, IT’S A STRATEGIC ADVANTAGE

Dorvie isn’t just a convenience tool; it’s a meaningful differentiator that supports sales, operations, and resident satisfaction. By streamlining life’s logistics, it becomes a powerful asset in converting leads and improving the move-in experience.

EFFICIENCY IS BUILT THROUGH HUMAN CONNECTION

Rather than a self-serve app or automated interface, Dorvie pairs members with real concierges. That human touch doesn’t just feel better, it leads to smoother logistics, quicker issue resolution, and stronger engagement.

TECH + TRUST = SCALABLE CARE

Dorvie blends technology with real human service to deliver scalable, trusted support. With a national vendor network and real-time dashboards, the model proves that you can maintain high standards even at scale.

STAFF AUGMENTATION THAT EMPOWERS, NOT REPLACES

Dorvie doesn’t replace in-house teams, it helps them. By taking non-core tasks off their plate, internal staff can focus on higher-value work without burning out or overextending themselves.

SERVICE FLEXIBILITY DOESN’T MEAN LACK OF STRUCTURE

While Dorvie is flexible about which resident groups receive services, it’s not an à la carte, opt-in model. This ensures cost-efficiency without sacrificing individual choice. Residents can still say “yes” or “no” to specific services offered.

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. 

This week’s Roundtable featured a powerful and timely conversation with Christopher Ridenhour, President & CEO of Inspired2Results!, 

Christopher challenged us to rethink what it really means to build inclusive communities. Rather than focusing on checklists or corporate initiatives, he encouraged attendees to start with the basics: human connection, daily intention, and a genuine commitment to valuing the voices and experiences of everyone in a community—residents, team members, and leadership alike.

INCLUSION STARTS WITH SMALL, DAILY ACTIONS

You don’t need a formal initiative to build an inclusive culture. Simple moments, like showing interest in someone’s story, lay the groundwork for trust and connection across teams.

VALUE AND APPRECIATION ARE UNIVERSAL CURRENCIES

Diversity goes beyond race or background, it’s about honoring experiences and perspectives. When people feel valued, they’re more likely to contribute meaningfully.

IF YOU’RE NOT FILLED, YOU CAN’T FUEL OTHERS

Like a battery without charge, people can’t energize their teams if they’re drained themselves. Authenticity and care must be practiced—not just preached—to create culture that lasts.

DON’T DIY DEI—IT TAKES REAL COURAGE AND SUPPORT

Doing the work of inclusion alone often leads to burnout or stalled progress. Creating real psychological safety takes shared effort, consistent leadership, and a willingness to lean into discomfort.

RELATIONSHIPS BUILD THE BRIDGE TO BELONGING

When there’s equity and trust in a relationship, there’s space for honesty, growth and even grace when mistakes happen. Connection makes inclusion real.

START WITH ONE BITE-SIZED GOAL

Instead of trying to fix everything at once, focus on a small, meaningful step. Whether it’s changing how you run a meeting or reaching out to a colleague, action builds momentum.