Era of the wellness CEO?
I have a few simple questions for you. Your answers may have a profound effect on whether your organization is truly “wellness centric.” Here we go:
? Does your CEO have a clear understanding of wellness?
? Does your CEO know the value wellness brings to the organization?
? Is your CEO committed to investing in the people, places and policies needed to make wellness more than an organizational buzzword?
If you answered “no” to these questions, you will face challenges in building a well-ness culture within your organization. You can expect to encounter these challenges whether your organization is a seniors center; active-adult community; independent living, assisted living or continuing care/life-plan community; long-term care residence; medical wellness center; fitness club; spa; wellness center; YMCA or parks & recreation department.
According to ICAA survey reports over the past few years, however, I believe we are finally seeing the rise of the wellness CEO. What makes me think so? Here are a few reasons:
? The ICAA State of Wellness 2019 survey report notes that 58% of respondents across all types of organizations believe everyone at their organization works together in a wellness culture. This level of coordination is unlikely without the CEO’s buy-in.
? Across all types of organizations, 81% of State of Wellness survey respondents have incorporated wellness into their planning over the past two years (2017–2018)—84% of senior living respondents specifically. Looking ahead, 71% of all respondents’ organizations intend to incorporate wellness into their planning over the next two years (2019–2020). Such a significant move toward wellness does not happen without buy-in from the top. This commitment reflects the fact that among a subset of CEOs and upper management responding to a 2018 ICAA survey, 91% believe wellness is an extremely (56%) or very (35%) important strategy for growing a business.
No matter the kind of setting or organization in which you work, a shift is taking place. One segment experiencing this change is senior living, which additional data supports. For example:
? The 2018 ICAA Active-Aging Industry Trends Survey shows that just under 60% of 267 respondents who work in a 50+ community (including life-plan/CCRC, independent living with or without memory care and nursing, or assisted living communities) believe their com-munity will be based in a wellness life-style, with options for care, by 2023. This consequential change is driven by CEOs and their teams. If you think about what has to take place in these circumstances, this kind of shift simply doesn’t occur without the CEO’s backing.
? According to the 2018 ICAA survey report (“Visions of the future”), 72% of respondents working in senior living communities expected to be based in a wellness lifestyle “feel their leadership considers wellness through all the dimensions is a must have….” In addition, 85% of respondents in such communities say their “organization gives wellness a high or essential priority.”
Despite these promising results, we still have some way to go before we can celebrate the transition of the healthcare and hospitality CEO into a wellness CEO. Why? Truly embracing wellness includes a rise in investments in the people, places and policies to support this vision. Unfortunately, investments are still lacking within many organizations and segments.
So, what can we all do to make this change happen faster?
In the last issue of the Journal on Active Aging?, we addresses this issue with comprehensive guidelines for a wellness-based model, included was an accompanying worksheet to help you assess where your organization stands, in regards to wellness. Even if you feel that your organization is progressing well in developing a wellness culture, you will still find valuable guidance for creating your own blueprint for a wellness-based community. While the guidelines talk about senior living communities, most of the recommendations apply broadly.
Through doing industry research, organizing the ICAA Forum on this topic and developing the practical guidelines for creating a wellness-based community, ICAA seeks to help our industry close the gap. We trust this information will move us all closer to the day when the wellness CEO is the norm.
To learn more about the International Council on Active Aging visit www.icaa.cc