Argentum Logo_RGB2

(ALEXANDRIA, Va.) – Argentum, the voice of America’s senior living communities, has unveiled a new strategic vision aimed at extending the success of the past three decades in offering older Americans non-institutional long-term care now and well into the future.

The vision is built on the foundation of People. Trust. Choice.

“The pandemic changed the senior living industry, challenging our communities, both residents and staff, like never before but at the same time instilled a sense of duty and accomplishment in how we protected lives and built resiliency. As we emerge from this time, Argentum and its partners launched a strategic planning process to assess where we have been and identify where we are going,” said James Balda, Argentum president and chief executive officer.

Argentum stressed that the strategic vision seeks to lift the sector as a whole and is not dedicated to the association’s membership. “Our plan is to engage, develop, and support 2 million career opportunities in the profession,” Balda said. “The goals are also to improve policymaker perceptions of the senior living industry and to increase access to the senior living product.”

The three big ideas — people, trust, and choice — are what the industry needs to get right to be successful. Crafted over the course of a year under the leadership of the Argentum Strategic Planning Task Force, the Strategic Plan benefits from the wisdom of hundreds of Argentum members and other stakeholders who participated in interview sessions at events and in other venues, Balda said.

Briefly, the plan intends to:

Develop Our People

Expand the pipeline and retention of qualified and diverse talent to meet the needs of a growing senior population.

Measure What Matters

Demonstrate our value and maintain trust with residents, families, workers, partners, policymakers, and the public through data, transparency, and best practices

Tell Our Story

Advocate and increase our impact as the voice of the senior living industry.

Increase Access

Facilitate the curation of new solutions and offerings to improve access to senior living communities.

Read more on the plan and view related videos here.

About Argentum:

Argentum is the leading national association exclusively dedicated to supporting companies operating professionally managed, resident-centered senior living communities and the older adults and families they serve. Since 1990, Argentum has advocated for choice, independence, dignity, and quality of life for all older adults. Argentum’s programs and initiatives are driven by its membership. For more information about joining Argentum, please visit Learn more at


Media Contact:

Patrick Connole, Content Director & Editor
ARGENTUM | Expanding Senior Living
703-599-7412 |

Stay Connected

Get updates on the latest news impacting senior living through our Argentum Daily newsletter.



Forgot Password
Create an Account