Opening Doors to Aging Services

Now Is the Moment to Introduce the Aging Services Sector

As the nation’s population grows older and our field is increasingly stretched from the resulting demand, the aging services sector has never been more important to the lives of Americans. But the public doesn’t understand the array of services that you and our sector offer. And potential aging services professionals may not view the sector as an option for a meaningful career.

Opening Doors to Aging Services is a national-local LeadingAge initiative to introduce the aging services sector to millions of Americans–and to shift perceptions positively. The initiative provides clear, research-backed strategies and tested messages to apply throughout your communications. You can help consumers understand the vital, quality services you deliver and showcase the sector to potential aging services employees by using Opening Doors guidance in your ongoing work.

“We have the chance to reshape how we view ourselves and, specifically, how the public views us,” said LeadingAge Board Chair Mike King, CEO and president of Volunteers of America.

It’s easy to get started! Watch this short video for an overview. Then explore the research, communications strategies, tested messages and other assets on!

Want to see how other members are using the Opening Doors guidance? Check out this Inspiration Guide for examples.

Additional learning is available on the LeadingAge Learning Hub: a Spotlight of three QuickCasts and four workshops (webinars) that will help you adopt Opening Doors.

“I’m incredibly proud of this groundbreaking initiative and think you will agree that Opening Doors is truly a gift to the field,” LeadingAge President and CEO Katie Smith Sloan told members at the 2021 Annual Meeting & EXPO.

Also available to members: a LeadingAge-created public service campaign, offering assets describing the full sector, as well as provider-specific versions ready for your customization. All materials were derived using the Opening Doors strategies. Dozens of turnkey creative assets–digital ads, fliers, postcards and more–from our new  Keep Leading Life public service campaign are available to you. Take a look!

All of this valuable information is provided free to LeadingAge members. It is time to reset the narrative about aging services–and Opening Doors is our roadmap to doing so!

The Strategy 
The Research
The Resources