Tag: barbara sullivan

QUOTES

“The village model was created to serve that missing middle, the middle class.” (Barbara)

“Most of the villages are volunteer first, so it incorporates neighbor helping neighbor.” (Barbara)

“Villages connect the dots. They start in a community. It’s very organically grown from the community.” (Barbara)

“At the end of the day, we all want purpose.” (Barbara)

“People are living in their own homes. More importantly, people are living in their community.” (Barbara)

“We are not silos anymore. We cannot just be in this community and not serve everyone.” (Barbara)

“Money should not be an option. We want to make sure we reach all the underserved and underreached populations within a community.” (Barbara)

NOTES

Barbara Sullivan is the National Director of the Village to Village Network and a longtime advocate for aging in place. With a background in nonprofit leadership, long-term care administration, and gerontology, she has been involved in the village movement since 2007.

The Village to Village Network supports the creation and sustainability of grassroots, volunteer-driven communities—or “villages”—that empower older adults to remain in their homes while staying engaged, connected and supported by neighbors.

Barbara first became involved in the village movement after assisted living residents in Northern Virginia asked her to help start one. 

Her early career influence came from her father, a Congressman and elder law attorney, which helped shape her understanding of aging policy.  

The village model serves the “missing middle”—those who are too wealthy to qualify for public assistance but not wealthy enough for private senior living options.

Villages rely heavily on volunteers and grassroots support to help older adults stay independent, engaged and connected.

A major strength of the model is its flexibility—villages can range from 14 square blocks to 14 square miles and adapt to their communities’ needs.

The COVID-19 pandemic highlighted the importance of villages in combating social isolation and ensuring continuity of care.

Programs like GoGo Grandparent and partnerships with organizations like Goodwin Living help expand access to transportation and cognitive wellness.

Most villages charge modest or no dues and offer scholarships or “pay what you can” memberships to remain inclusive.

Villages build strategic partnerships with healthcare systems, faith communities, and public agencies to extend their reach and impact.

Barbara hopes to see 500 more villages created in the next 10 years and emphasizes the importance of community-based solutions in meeting the demands of an aging population.

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. 

What if the future of aging isn’t tied to a physical place, but to the strength of a community? That’s the guiding vision behind the Village Movement, now celebrating its 25th anniversary. 

Barbara Sullivan, National Director of the Village to Village Network, joined Varsity’s weekly Roundtable to explore how this grassroots model is reshaping the aging experience across the country. Villages empower older adults to remain in their homes, stay socially connected, and access critical support, all through member-driven networks that reflect the values and needs of their local communities.

AGING IN PLACE IS A MIDDLE-INCOME SOLUTION, NOT JUST A LUXURY

The village model was created to serve those caught in the “missing middle”—people who aren’t wealthy enough for private care but don’t qualify for public support. It’s a practical, community-driven way to age at home affordably.

THERE’S NO ONE-SIZE-FITS-ALL VILLAGE—AND THAT’S A STRENGTH

Every village looks different because every community is different. From small social groups in urban neighborhoods to multi-thousand-member networks with staff and partnerships, villages flex to meet local needs.

PARTNERSHIPS BEAT SILOS—ESPECIALLY AFTER COVID

Villages are discovering new strength through collaboration with senior centers, housing providers, care organizations, and even Medicare Advantage pilots. The more they partner, the stronger their impact.

VOLUNTEER-FIRST DOESN’T MEAN UNDER-RESOURCED

Villages may be grassroots, but that doesn’t mean disorganized. Many have boards, staff, or structured partnerships, all while keeping volunteers at the core of their mission and services.

TECHNOLOGY ISN’T A BARRIER—IT’S A BRIDGE

COVID proved older adults can adapt. Villages that helped members use smartphones and telehealth tools saw lasting benefits in independence, connection, and care coordination.

DATA IS THE NEXT FRONTIER FOR GROWTH

With no major study since 2015, the new Village Impact Project aims to capture who’s being served, how, and where. That data will be key to shaping the movement’s next 25 years.