By Susan Saldibar
The NIC conference is always one of the most anticipated events of the year for the financial opportunities it fosters, namely getting investors, operators, developers, and others face-to-face to network, make deals, and get their innovation mojo working to their collective benefit.
But not all NIC experiences are equal. One could argue that it is only as fruitful as how prepared you are to hit the carpet running. Depending on what your experience has been with NIC, you consider it either a great opportunity to get back in touch and get stuff done or something you “just have to go to” each year.
Why are you going to NIC? Here’s a good reason.
For those on the “I just have to go” side of things, this might be the year to get excited. Looking over the program, I’m seeing some badly needed attention being put on understanding the mindsets of boomers and Xers and their millennial adult children who may be calling the shots. As a boomer myself, I like what I see. This industry is still struggling to unshackle itself from the (way, way) outdated mindset that old folks, like me, can be pushed into environments that don’t fit and never will.
That’s why I’m glad that …
They’re focusing on those of us who, to quote Dylan Thomas, will “not go gentle into that good night.”
Just ask a CNA, and they’ll know what I’m talking about. And they, too, know why that focus is needed.
So, here’s the session I’m most excited about:
“Aspirational Aging: Redefining the Seniors Housing Experience From Avoidance to Aspirational”
That’s a heavy lift in anyone’s book. Because you’ll find more people avoiding than aspiring to live in a senior living community. So kudos to NIC for promoting this as one of the primary sessions.
For the record, here’s what they say about it:
Join NIC co-founder Robert Kramer and MIT AgeLab’s founder and director Joe Coughlin for an eye-opening session on how Boomers and Gen Xers envision their future homes — and the surprising influence their Millennial children have on these choices. Discover how senior housing can shift from being a last resort alternative to be avoided to an exciting, aspirational lifestyle choice. Joe Coughlin will unveil the latest insights from the MIT AgeLab, followed by a dynamic conversation with Bob Kramer on what today’s older consumers truly desire in senior living communities. Don’t miss this session that redefines the future of next-gen living!
But here are three things they’re covering that got my attention:
- Leaning into what actual prospective residents want in their ideal living environment. I can’t tell you how often I read copy on an assisted living webpage that sounds like something out of a pitch session with a 1970s ad agency. NIC will take a look.
- Layering in the fact that their adult children, millennials, also have a voice. Boy, do they. I know this from personal experience. This is really important because these informed, assertive sons and daughters have needs too, especially when it comes to communication and access. Back when I was looking into senior living for my mom I had tons of questions relating to how I would be communicated with and how I could access instant updates on my mom. So, yes, adult children have a voice. And it’s a loud one.
- Looking at new positioning for senior living that taps into the lowdown of what people really want. The insights are out there, and I hope with Bob Kramer on the panel, the session takes some chances and tells it like it is. Because new positioning should mean responding to how boomers and Xers really want to live when they can’t live alone anymore. What would that environment look like? How can you reach us? What gaps need to be filled?
Honestly, I hope this session becomes a Pandora’s box of interaction. That’s what we need.
NIC, with this session, is hopefully opening the door to a ton of candid interchanges and glare from all the light bulbs going on. All kidding aside, these kinds of sessions can be watershed moments if everyone comes prepared to have old ideas challenged.
As you get ready for NIC this spring, check out all their sessions. Get ready to drop your “I go because I have to” mentality, and get excited. Have some candid conversations. Collaborate. Be exhausted by the end of the day. That’s what this industry needs.
While you’re at it, put a circle around “Aspirational Aging.” And show up. Because it deserves to be standing room only. Let’s hope it is.
