In early 2021, LeadingAge embarked on a research initiative aimed at better understanding public views and perceptions of the aging services sector. Of course, many factors shape perceptions of the sector, so we explored everything, from the media and political landscape to the opinions of leaders and influencers to the views of the general public. The results paint a complex picture of a sector that is not well-understood, but has the potential for meaningful public support. 

This report is a snapshot of findings from: a landscape analysis; two national public opinion surveys; a series of in-depth interviews with stakeholders from the field and adjacent sectors; a survey of LeadingAge members; and a set of focus groups composed of potential consumers and family members of aging services, current consumers and family members, as well as current and prospective staff.