LeadingAge NC

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May 6, 2019 - May 9, 2019


Marriott Resort & Spa at Grande Dune


Diversity Journey: National Research and Lessons Learned from Communities Seeking to Enhance Resident Diversity

Rob Love, Love & Company, President & CEO
Suzanne Pugh, Aldersgate United Methodist Retirement

Presentation Date:
May 7, 3:45-4:45p

Session Description:
Increasing diversity in senior living communities—including diversity of ethnicity, sexual orientation and other factors—has been an increasing priority for boards, management teams and residents for several years. Yet with so much attention on the subject, minimal progress has been achieved, particularly in increasing ethnic diversity. Why?

Love & Company  explored this question by:

  • Researching national demographic trends related to diversity in the aging population
  • Surveying more than 1,600 diverse households nationwide that were over age 65 and had the economic means to afford living in a Life Plan Community
  • Interviewing representatives of communities that have undertaken diversity initiatives, to better understand both success stories and lessons learned

In this interactive session, we begin by presenting key findings from the national demographic research, including how diversity in the population that is age- and income-qualified to live in a Life Plan Community compares to the overall population, how members of the major ethnic groups (Caucasian, African American, Asian and Hispanic) perceive Life Plan Communities, and the reasons members of those ethnic groups have for considering or not considering moving to a community.

As we highlight key findings from the national research, we will pause and gain “boots on the ground” insights from individuals and organizations as to how these findings compare to their experiences. Our panelists will include:

  • A senior living sales consultant who, as the head of marketing and sales in a community, was successful in attracting a diverse base of residents to that community
  • CEOs of two organizations that have placed a major focus on enhancing diversity in their communities

This proprietary research, coupled with the insights from the panelists, culminate in the sharing of practical steps that senior living leaders can use to begin positioning their organizations to be successful in attracting a more diverse resident base.