The senior living industry is experiencing a renaissance in public perception and expectations. Historically, senior living communities have been viewed as nursing homes, emphasizing hands-on nursing care and assistance for daily activities. But according to a recent study, nearly two-thirds (62%) of people 65+ in the United States rate their health as “good” or “excellent.” While healthcare is still an important consideration, an increasing number of older adults are entering senior living communities for other motivations, such as engagement and community.
The International Council on Active Aging (ICAA) is at the forefront of reshaping how society views aging, working to empower older adults and helping senior living providers reframe their services to align with this shift. With the ICAA Conference and Expo just around the corner in November, we wanted to revisit the takeaways from the ICAA Forum we attended in the spring.
LifeLoop’s CMO Paige Mantel and CRO Marcus Banks contributed their insights and expertise to the forum’s outcomes report, which outlined actionable strategies for senior living providers to promote wellness across their communities. Here, we expand on the key insights from the forum and discuss how senior living communities can integrate holistic wellness into their operations to foster a thriving, engaged, and healthy environment for both residents and staff.
Promote staff wellness
Staffing is one of the most critical challenges facing senior living community leaders today. According to our latest Tech Report, 84% of senior living operators identify staff shortages and retention as their primary concern—a figure that rises to 93% for leaders managing 20 or more communities. High turnover rates are not only disruptive to community operations but also costly, with the expense of replacing an employee ranging from one-half to two times their annual salary when factoring in recruiting, onboarding, and training.
Staff members, from activity directors and nurses to transportation providers and receptionists, are the backbone of senior living communities. They’re the essential caretakers and service providers who interface directly with residents and family members, ensuring resident safety, wellness, and engagement. In order to care for residents, it’s essential to care for staff members.
While many senior living employees find their work deeply rewarding, the job often comes with significant physical and emotional demands. Heavy workloads combined with limited support can lead to stress, burnout, and ultimately turnover as staff seek less demanding roles elsewhere. Addressing these issues is key to retaining a stable and engaged workforce.
One effective way senior living leaders can promote staff wellness is by easing their workloads. Investing in solutions that automate manual tasks and streamline operations can add ease and efficiency to staff’s workdays, especially when a community is understaffed.
Additionally, leaders can foster a culture of wellness by offering flexible schedules and wellness programs that prioritize both physical and mental health. Providing benefits that support staff in maintaining a healthy work-life balance shows a commitment to their well-being, which in turn leads to greater job satisfaction and retention.
Offer holistic wellness programs
With an increased focus on holistic wellness, communities can set themselves apart by emphasizing engagement programs that meet residents on a physical, mental, emotional, and spiritual level.
Physical
Expanding beyond traditional remedial healthcare practices, there’s a newfound emphasis on preventative, value-based care with a focus on longevity. This encompasses physical exercises that promote mobility and flexibility, as residents seek to extend their active life. A variety of nutritional offerings will also be in high demand, with dining options that cater to plant-based, gluten-free, and dairy-free diets.
Mental
There’s an established body of research that demonstrates how certain mentally stimulating activities can slow or prevent cognitive decline in older adults. Activities for stimulating cognitive function in memory care residents can include music, arts, physical activity, socializing, and games.
Emotional
Communities can promote emotional wellness in residents by offering evidence-based therapeutic and self-care programs. This can include mindfulness techniques such as meditation, and relational activities that form deeper connections among residents.
Spiritual
In a Pew Research Center survey of people aged 65 or older, 65% of respondents reported that religion is very important in their life. Many faith-based senior living groups already incorporate religion into their programming, offering activities like scripture reading and prayer. Non-traditional forms of spiritual engagement, such as meditation and yoga, can also be attractive offerings.
Holistically-enriching wellness programs have been proven to result in positive resident outcomes, including reduced isolation, slower rates of cognitive decline, and healthier vital signs. Promoting these programs during tours can demonstrate your community’s commitment to resident wellness.
Shifting the wellness narrative
The trend of senior living communities adopting wellness-based business models is projected to grow. In their 2024 Wellness Programs and Places Report, the ICAA found that 71% of communities report that by 2030 they will be based in a wellness lifestyle, with options for care (as opposed to 29% who report they will be a community based in care, with offerings for a wellness lifestyle).
Reflecting a wellness-based business model in your community’s narrative is critical for aligning the values of your community with the expectations of residents, families, and staff. The narrative communicates your organization’s commitment to holistic wellness, making it more than just a selling point—it becomes a core element of your brand identity. Creating this narrative requires intentional collaboration between leadership, staff, and residents, ensuring that everyone within the organization feels ownership over the message and its impact.
To effectively communicate a wellness-based approach, it’s important to know your audience and craft a message that speaks to their needs and expectations. Each stakeholder—whether a resident, staff member, or family member—will have different interpretations of wellness, so it's essential to address their perspectives. For residents, this may mean highlighting the opportunities for engagement and a fulfilling lifestyle. For staff, the message might focus on how a wellness-centric approach benefits the work environment and enhances their role in the community. Download the ICAA Forum Outcomes Report to dive deeper into structuring your community’s wellness narrative for each stakeholder.
Incorporating a wellness-based business model into your community’s identity not only enhances the lives of your residents but also drives staff engagement and builds trust with families. By presenting wellness as more than just medical care, together we can shift perceptions and create a new narrative where seniors are empowered to lead fulfilling, rich lives.
Join us at the upcoming ICAA Conference and Expo in Raleigh, North Carolina! Whether you're a senior living community operator, activity professional, or a senior wellness advocate, this event is your opportunity to connect with industry pioneers, explore cutting-edge solutions, and gain invaluable insights to bring back to your organization. Join us as we come together to reimagine active aging and empower older adults to live healthier, more fulfilling lives.
