Tag: resident engagement

Consider this: 45% of LGBTQ+ older adults report a lack of companionship, and nearly half feel socially isolated. Those realities underscore why inclusive, affirming environments in senior living aren’t optional, they’re essential. As communities continue working toward more person-centered experiences, conversations around belonging, trust and cultural competency matter more than ever.

As part of Varsity’s Pride Month celebration, we caught up with Karen Cushing, Director of SAGECare Business Development and a past guest on Varsity’s weekly Roundtable. Karen has spent years helping senior living organizations better support LGBTQ+ older adults through education, advocacy and practical guidance. In this Q&A, she shares insights on inclusion, connection, Pride programming and the small actions that can make a meaningful difference.

DESCRIBE YOUR ROLE AT SAGECARE AND THE WORK SAGECARE IS DOING TO SUPPORT LGBTQ+ OLDER ADULTS. 

As Director of SAGECare Business Development, I build partnerships to expand LGBTQ+ cultural competency training across aging services, healthcare, and community providers. My work focuses on meeting organizations where they are and helping them take practical steps toward becoming more inclusive and affirming.

SAGECare supports providers with training and credentialing that improve care for LGBTQ+ older adults, ensuring they can age with dignity, respect, and a sense of belonging. This work addresses longstanding gaps, helping reduce fear and barriers rooted in past discrimination by creating environments where people feel safe being their authentic selves.

WHY DO SO MANY LGBTQ+ OLDER ADULTS STILL HESITATE TO TRUST HEALTHCARE AND SENIOR LIVING PROVIDERS? 

Many LGBTQ+ older adults approach care with caution shaped by past discrimination, including bias, denial of services, or having to hide who they were to stay safe. These experiences, rooted in a time when being openly LGBTQ+ could risk jobs, housing, or safety, still impact trust today.

Even now, gaps in cultural competency and small signals; like non-inclusive forms or assumptions, can reinforce hesitation. That hesitation is not misplaced; it’s informed by lived experience. SAGECare’s work helps rebuild trust by supporting providers in creating environments where LGBTQ+ older adults feel seen, respected, and safe being themselves.

WHY IS LONELINESS AND ISOLATION SUCH A SIGNIFICANT ISSUE WITHIN THE LGBTQ+ OLDER ADULT COMMUNITY? 

Loneliness and isolation are significant challenges for many LGBTQ+ older adults, often because traditional support systems haven’t been available or safe. While many have built strong “chosen families,” those networks can shrink over time due to loss, illness, or distance.

Stigma and fear of discrimination can also lead people to withdraw from services or even hide their identity again, making it harder to find connection. Combined with a lack of inclusive aging spaces, this can deepen isolation.

At SAGECare, we see inclusion as key to addressing this, when environments feel safe and affirming, people are more likely to connect, engage, and build a true sense of community and belonging.

WHAT ARE SOME OF THE SMALLEST CHANGES SENIOR LIVING COMMUNITIES CAN MAKE THAT HAVE THE BIGGEST IMPACT ON LGBTQ+ RESIDENTS FEELING SAFE AND WELCOME? 

Small changes can have a big impact because they signal that people are seen and belong. Inclusive language on forms, visible affirmations like Pride symbols, and clear nondiscrimination statements all help create a sense of safety.

Staff training is just as important, using chosen names and pronouns, avoiding assumptions, and showing respect in everyday interactions can build trust. Creating inclusive programming and opportunities for connection further fosters belonging.

It doesn’t have to be complex to be meaningful. Consistency, authenticity, and respect go a long way in helping LGBTQ+ residents feel safe, seen, and at home.

HOW CAN PRIDE MONTH PROGRAMMING MOVE BEYOND CELEBRATION AND CREATE MORE MEANINGFUL CONNECTION INSIDE SENIOR LIVING COMMUNITIES? 

Pride Month programming can go beyond celebration to build real connections in senior living communities. While visibility and joy matter, the greatest impact comes from creating space for storytelling, shared experiences, and meaningful conversation that foster empathy.

Pride can also serve as an entry point for education through staff training, resident discussions, and intergenerational programs that deepen understanding and support more inclusive interactions.

The key is continuity using Pride as a catalyst for year-round inclusion through ongoing programming, policies, and daily practices. When done with intention, Pride becomes more than a moment; it helps ensure LGBTQ+ residents feel seen, valued, and connected every day.

Social media is changing fast and for senior living organizations, keeping up requires more than just posting consistently. It requires stepping back to understand what’s actually shifting and why it matters. Jamil Larkins, Lead Social Media Strategist at Varsity, did exactly that as a recent guest on Varsity’s weekly Roundtable, offering marketing and sales leaders a clear-eyed look at today’s social media landscape and what it means for senior living providers.

His core message was both simple and timely: the brands that build trust through real people and genuine engagement are the ones that will stand out in an increasingly crowded feed. Below are a few Fresh Perspectives from his discussion.

SOCIAL MEDIA IS NO LONGER SOCIAL-FIRST, IT’S DISCOVERY-FIRST

Platforms have evolved from friend-and-family networks into content discovery engines. Today’s users increasingly open Instagram, TikTok and Facebook with a specific purpose, using them to search for recommendations, information and solutions rather than simply scrolling through personal updates.

TRUST IS THE NEW CURRENCY OF DIGITAL MARKETING

As AI-generated content and automated search results become more common, consumers are placing greater value on authentic human voices. Real people, real experiences, employee advocates and customer stories are becoming some of the most powerful tools brands have for building credibility and influencing decisions.

YOUR BIGGEST COMPETITOR MAY NOT BE YOUR COMPETITOR AT ALL

In a social feed, senior living communities aren’t competing only against other providers. They’re competing against every piece of content vying for attention, from national brands and sports highlights to local restaurants and family photos. Success depends on creating content that stands out in a crowded attention economy.

FOLLOWER COUNT ISN’T THE METRIC IT USED TO BE

Algorithms now determine what users see, meaning even followers may never encounter a community’s content. The discussion reinforced that discoverability, relevance and audience targeting matter more than simply growing a follower base. In many cases, most people seeing a brand’s content aren’t followers at all.

HELPFUL CONTENT OUTPERFORMS PERFECT CONTENT

Participants were encouraged to focus less on polished production and more on usefulness. Timely updates, event coverage, educational content and behind-the-scenes glimpses often resonate because they provide genuine value and make organizations feel more approachable and human.

“BE SOCIAL ON SOCIAL” IS STILL THE BEST STRATEGY

Despite constant platform changes, the most enduring lesson was surprisingly simple: engage authentically. Brands that participate in conversations, showcase real people and create meaningful interactions are the ones most likely to build trust, strengthen community connections and achieve long-term success.

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. 

Grief is woven into the aging journey, yet in senior living it’s often the quiet undercurrent few talk about openly. Beyond the loss of a loved one, residents may be grieving a move, a change in mobility, a shift in identity or the gradual loss of independence. When those transitions go unacknowledged, they can surface in unexpected ways, from withdrawal and isolation to frustration or agitation. On Varsity’s weekly Roundtable, we explored how creative expression can offer a powerful, compassionate response to that reality.

Alison Schroeder, Creative Arts Coordinator at Goodwin Living, joined Varsity’s weekly Roundtable for an insightful conversation on how art-based programming creates space for emotion, connection and resilience. Below are a few Fresh Perspectives from her discussion.

GRIEF ISN’T JUST ABOUT DEATH, IT’S BUILT INTO THE AGING JOURNEY

From losing a spouse to losing a driver’s license, identity or mobility, grief shows up everywhere in senior living. Communities that acknowledge those quieter losses — not just bereavement — create space for deeper healing.

ART IS THE ANTIDOTE TO LOSS

Grief is about losing. Art is about creating. That shift from absence to expression restores agency, purpose and momentum, especially when so much else feels out of control.

RITUALS EXIST FOR DEATH, NOT FOR TRANSITIONS

We have funerals for loved ones, but no ceremony for stopping driving or moving to assisted living. Creative programming can become the missing ritual that helps residents process life’s unmarked transitions.

PROCESS MATTERS MORE THAN PRODUCT

In memory care and skilled nursing especially, the goal isn’t a perfect painting, it’s engagement. Like exercise, creative practice builds emotional strength even if there’s no masterpiece at the end.

CELEBRATION IS A FORM OF THERAPY

Art shows, books, talks and festivals don’t just showcase talent, they validate identity. Publicly honoring residents’ creative work transforms private struggle into shared pride.

SUPPORT CREATES BREAKTHROUGHS

Creative transformation rarely happens alone. Whether it’s interns, therapists, fellow residents or staff, community collaboration amplifies impact and turns individual expression into collective healing.

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 following is a guest blog entry from Larry Carlson. Larry is an advisor, board member, and author of Avandell: Reimagining the Dementia Experience. A longtime CEO in senior living, he now writes and speaks about helping older adults finish strong — living with purpose, vitality, and impact in their third age.

————-

Evelyn begins every morning with a ritual. She walks to the garden courtyard just after sunrise, coffee in hand, and tends to the flowers she planted last spring. “It’s funny,” she said one day, “I thought I was just helping the staff with the garden. But these mornings…they help me.”

Her comment captured something profound: legacy isn’t built at the end of life — it’s lived in the everyday choices that give it meaning.

Legacy Is Not a Monument

When people hear the word legacy, they often think of something grand — a foundation, a building, a name etched on a wall. But legacy, in its truest form, is about influence that outlasts effort.

It’s the ripple effect of kindness, wisdom, and faithfulness that shapes others long after we’re gone. For older adults, that legacy is expressed not through what they’ve achieved, but through how they continue to live now — through mentoring, listening, volunteering, or simply showing up with grace.

Why This Matters for Our Field

If you work in senior living, you’re surrounded by legacy every day — though it doesn’t always announce itself. It shows up in quiet acts:

• A retired teacher helping a neighbor relearn to read after a stroke.
• A group of residents teaching English as a second language to staff who are new to the country.
• A widow leading a grief group because she knows the terrain of loss.

These aren’t “programs.” They’re expressions of purpose. And when communities make space for this kind of living legacy, they move beyond hospitality — they become incubators of meaning.

From Activities to Agency

Most communities excel at creating activities. Fewer help residents create agency. Agency doesn’t mean expecting residents to carry the weight of running a community. It means honoring their capacity to contribute — to lead where appropriate, to share what they know, and to shape the life of the community in ways that give meaning to their days.

When residents are given the chance to lead, share, or shape what happens next, something shifts. They stop being consumers of experiences and start being co-creators of community life. That’s when vitality and belonging grow — and when marketing gains authentic stories that resonate with prospects and families alike.

Ask yourself:

• Are our residents seen as participants, or as partners?
• Do we celebrate what they still give, or mainly what they receive?
• How often do we invite them to shape the story of the community itself?

The answers to those questions reveal whether we’re truly helping people finish strong.

The Power of Storytelling

Living the legacy daily means telling stories that show what purpose looks like in real life.It’s the resident who teaches art again after decades away, the couple who celebrates their 60th anniversary surrounded by friends, or the quiet volunteer who prays over every new arrival.

These stories remind prospects — and team members — that senior living isn’t about ending well; it’s about living fully.

Closing Thought

Legacy isn’t a line in an obituary. It’s a daily practice.

Every day, we have the chance to help someone rediscover meaning, contribute to others, and live with vitality. When our communities nurture that kind of purpose, we’re not just offering care — we’re helping people write the most meaningful chapter of their lives.

That’s the heartbeat of Finishing Strong.

About the Author

Larry Carlson is an advisor, board member, and author of Avandell: Reimagining the Dementia Experience. A longtime CEO in senior living, he now writes and speaks about helping older adults finish strong — living with purpose, vitality, and impact in their third age.

Wellness in senior living is not a checklist. It’s personal, it changes over time and it’s shaped as much by connection and purpose as it is by health metrics.

That theme drove a recent conversation on Varsity’s weekly Roundtable with Kyle Robinson of Wellzesta, an all-in-one engagement platform that connects residents, staff and families while supporting wellness and day-to-day communication. Kyle shared practical ways to think about engagement as part of both the resident experience and the prospect journey. Below are a few Fresh Perspectives from her discussion.

WELLNESS ISN’T A PROGRAM — IT’S A PERSONALIZED JOURNEY

Wellness showed up repeatedly as something deeply individual and constantly evolving. It’s not about checking boxes or showcasing amenities, but about understanding what matters to each person and meeting them there, across physical, social, emotional and environmental dimensions.

SOCIAL CONNECTION MAY BE THE MOST UNDERRATED HEALTH DRIVER IN SENIOR LIVING

While physical wellness often gets top billing, socialization emerged as a cornerstone of longevity, happiness and cognitive health. The contrast between Babo and Mimi made it clear: connection, purpose and engagement can radically shape how people age, even in similar environments.

DATA ONLY MATTERS IF IT TELLS A HUMAN STORY

Metrics on their own aren’t compelling. What makes them powerful is how they help communities explain what life actually feels like, what’s working and where residents are thriving or drifting. Used well, data becomes a storytelling tool for residents, prospects and staff alike.

TECHNOLOGY WORKS BEST WHEN IT AMPLIFIES AUTONOMY, NOT CONTROL

The most effective tech wasn’t framed as something staff “manage,” but something residents use to explore, connect and lead their own experiences. From wellness scoring to AI-powered interest matching, the shift is toward enabling choice and self-direction.

CARE TRANSITIONS CAN QUIETLY ERODE IDENTITY IF CONNECTION ISN’T PROTECTED

Mimi’s move to a higher level of care revealed a subtle but important truth: even when physical needs are met, changes in routine, environment and social engagement can affect how someone feels about themselves. Supporting identity and connection during transitions is just as critical as clinical care.

STAFF WELLNESS AND RESIDENT WELLNESS ARE DEEPLY LINKED

The conversation widened to include staff burnout and personal well-being, acknowledging how much caregivers and teams give every day. Supporting wellness isn’t just about residents, it’s about sustaining the people who make community life possible.

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 following is a guest blog entry from Larry Carlson. Larry is an advisor, board member, and author of Avandell: Reimagining the Dementia Experience. A longtime CEO in senior living, he now writes and speaks about helping older adults finish strong — living with purpose, vitality, and impact in their third age.

————-

Dave slid into the booth across from me at a diner just off the interstate. He wrapped his hands around the coffee mug, stared at it for a long moment, and finally said, “I thought retirement would feel free. But most days… I just feel numb.”

I set down my fork and asked, “What’s going on?” “It’s not money,” he said. “We’re fine there. It’s just… I’ve drifted into a routine. Golf. TV. A few volunteer things here and there. But it feels like I’m just filling time — not really living it.”

That conversation has stayed with me for years because Dave’s story is not unusual. In fact, it’s a warning. Many people enter their later years expecting a sense of freedom but instead discover the subtle pull of drift. That quiet drift — the slow slide into comfort without real purpose — is what I call coasting. It’s the opposite of finishing strong.

WHY THIS MATTERS IN OUR FIELD

If you work in senior living, you see this reality every day. Many older adults enter a new chapter of life without a clear sense of purpose. They’ve achieved career milestones, raised families, and handled responsibilities… but now they’re unsure what comes next. As marketing and sales professionals, you’re not just presenting floorplans and amenities. You’re often the first person who can help them see the possibility of a meaningful next chapter.

THE HEART OF FINISHING STRONG

Finishing strong isn’t about staying busy or packing in more activities. It’s about:

• Choosing purpose over drift
• Nurturing relationships over routines
• Building vitality — not just longevity
• Continuing to contribute rather than retreat

For many of the people you serve, that requires re‑imagining what their next chapter can look like — a vision that includes both community and purpose.

THE MARKETING OPPORTUNITY

Here’s the reality: most prospective residents (and often their adult children) aren’t ust looking for a safe place to live. They’re searching — sometimes without even realizing it — for a reason to keep leaning forward. That’s especially true for the new generation of older adults. Many of them spent their lives leading businesses, shaping organizations, or building teams. When they move into a community, they’re not looking to be merely entertained. They want to continue living with influence and impact — to use their experience and gifts in ways that matter.

For communities, that shift is both a challenge and an opportunity. It means going beyond programs and amenities to create meaningful ways for residents to contribute — helping them live out their legacy while strengthening the community as a whole. When your conversations and messaging speak to that deeper need for purpose and impact — not just features — it resonates. You’re no longer simply selling; you’re helping them envision a future they can invest themselves in.

A QUESTION WORTH ASKING

So here’s the challenge — for those you serve and for ourselves as well: Are we coasting or are we finishing strong? That single question can spark a shift — in a prospective resident who feels adrift, or in a professional who’s been running hard but hasn’t paused to think about what really matters in the long run.

CLOSING THOUGHT

Every conversation you have as a marketing or sales professional can be more than a transaction. It can be an invitation — to live with purpose, to stay engaged, to finish strong. Helping people see that possibility is one of the most meaningful contributions you can make in this field.