Cronte Care Advisory

There is an ongoing conversation about a possible silver tsunami. As a brand, a senior living COO, or any stakeholder in the growing aging industry, you have likely asked yourself: what is next? While this insight is rooted in senior living, the principles apply across the entire longevity economy. Sandra Namirimu, MBA Who the Next Resident Is The next generation of residents is different across the entire senior living continuum. From independent living and assisted living t

Sandra Namirimu, MBA | Cronte Care Advisory The elder care industry will not survive its staffing crisis by recruiting harder. The aide role was delegated away from the executive table years ago, and the industry is still paying for that decision. I have worked the aide role, and I have sat in the rooms where it is discussed in the abstract. This piece is written from the distance between them and argues that distance is no longer one the executive level can afford. The Role

Sandra Namirimu, MBA | Cronte Care Advisory In my last post, I introduced The Red Lipstick Theory and the financial cost of flattening the 55+ demographic into a single marketing bracket. But to truly understand why legacy brands are losing this demographic, we have to look past the corporate spreadsheets. We have to look at the floor. In the coming years, a massive wave of hidden interdependence will reshape retail. The aging consumer demands independence and exclusivity; th

Sandra Namirimu, MBA | Cronte Care Advisory A study in Consumer Psychology. Small choices, Deep meaning Loyalty among aging consumers was never brand awareness. It was brand identity formed decades ago, and never asked to be re-sold. The aging demographic is poised to grow by more than 60% over the next five years. For well-prepared brands and retailers, this represents an unprecedented, high-margin revenue surge across beauty, grocery, hospitality, and apparel. How do I know

A tribute to the communities where I learned what care looks like when it is lived, not managed from a distance Before I was an advisor, I was an aide. Before I had a framework, I had a floor. Each floor I worked on left something in me that no classroom, no credential, and no conference could have given me. This is the inaugural issue of Notes from the Field, a column in which I write not as a strategist but as someone who has worked the floor, clocked long shifts, and been