Written by Jo Cranstoun, Senior Living Communication Specialist and Manager at Urbaine
Australia is on the cusp of a demographic transformation. By 2030, around 20 percent of our population is expected to be aged over 65, up from 16 percent in 2020. This “Grey Tsunami” is reshaping the downsizing, land lease, retirement living and aged care sectors. It’s a challenge, but also an opportunity to celebrate and elevate the stories of older Australians.
The senior living sector is rich with inspiring, heart-warming stories of people living in vibrant communities surrounded by the support or care they require for their personal situation. Our team thrives on uncovering these narratives for our clients, whether it’s a resident achieving a lifelong dream, a community embracing innovation in construction, or providers transforming aged care models. Sharing these stories authentically across print, online, radio, TV and digital platforms, or through industry awards, is at the heart of what we do. We’ve seen how a story can even strengthen bonds among staff, residents, and families, weaving a richer fabric for communities.
Effective storytelling is powerful. It builds trust and nurtures reputation – vital in a sector where public perception drives decisions.
When prospective residents and their families see real-life examples of residents thriving, they can picture themselves in those supportive, joyful environments. Positive media coverage and consistent messaging positions communities as trustworthy and desirable places to live and work. Through regular interactions and strong relationships with reporters and publications that focus on the sector, we’re well placed to reach key stakeholders and audiences and, importantly, help providers or residents to have a voice when it’s needed.
Senior living and aged care are not one-size-fits-all. The diversity of residents and communities requires every story and communication strategy to be unique.
Today’s prospective residents are also digitally savvy, seeking information and connection across multiple sources, which is why tailored content – and platforms – are needed to showcase why each community is special.
We are passionate about helping our clients share their stories, amplify their impact, and shape a positive future for older Australians. It’s a privilege we approach with respect and sensitivity, creativity, and a deep understanding of the sector to deliver results that matter for our clients and the communities they serve.
Photo credit: Richard Sagredo on Unsplash