Opening Doors to
Aging Services


The aging services sector has never been more important to the lives of Americans. As our population grows older and the number of family caregivers shrinks, many families find themselves struggling to meet the needs of the older adults they love. At the same time, the COVID-19 pandemic and prominent care economy debates in Washington have put a national spotlight on older adults and their professional caregivers. With more eyes on the field, we have a significant opportunity to proactively define the aging services sector for millions of people across the country. That’s why LeadingAge launched Opening Doors to Aging Services, an initiative to help older adults and their families better understand how aging services deliver the care and support that many of us will need to lead a fulfilling life as we grow older.

Now is the time for us to reset the narrative, proactively telling the story of aging services—and Opening Doors to Aging Services offers first-of-its-kind resources to inform and align efforts across the sector. You can find all our work here, including:

  • Original Research: This initiative began with a robust research program to ensure our work is grounded in sound information about current perception.
  • Communications Strategy: Using the learning, we created an overarching communications framework, including strategic direction, messaging, and other guidance to maximize effectiveness and ensure that efforts build toward the same outcome. The strategy is available to anyone in the field, and allies can tap into this open-source strategy to develop your own efforts.
  • Campaign Resources: Aligned with the Opening Doors strategies, LeadingAge developed Keep Leading Life, a public service campaign to raise awareness of the breadth of available aging services. More than 90 customizable creative assets are ready and available for members. Download the assets and begin to get the message out!

Watch this short video for highlights of the Opening Doors to Aging Services initiative and why the moment is right for it!

Want to Learn About Adopting Opening Doors?

Ready to use Opening Doors research, messaging, and other guidance in your own work? Check out these online sessions in the LeadingAge Learning Hub. Use the Getting Started Checklist to dive right in. And see how members are implementing the guidance in real life!

Strategic Overview

Share info about Opening Doors to Aging Services using our Strategic Overview.

About LeadingAge

LeadingAge represents more than 5,400 nonprofit aging services providers and other mission-minded organizations that touch millions of lives every day. Alongside our members and 36 state partners in 41 states, we use applied research, advocacy, education, and community-building to make America a better place to grow old.

Not A Member?

The landscape of aging services is changing. Membership with LeadingAge means joining a network of mission-driven leaders committed to supporting, enabling, and empowering people to live fully as they age. Learn more about our mission to expand the world of possibilities for aging. 

Interested in learning more about the benefits of LeadingAge membership?