Solving aged care’s image dilemma
We need to unshackle the industry from its past and forge a more realistic and positive image, writes Kevin McCreton.
Aged care has an image problem. Fewer than one in five Australians over 50 rate aged care positively. By contrast, those proximate to the service are far more enthusiastic.
Indeed 71 per cent of residents and family members rate their or their family member’s aged care residence as 8, 9 or 10 out of 10 compared with 18 per cent of the general public rating residential aged care in Australia.
A similar difference – though not as severe – is evident comparing the public’s view of home care with users and family members proximate to the service.
These disconnects have several negative consequences including:
- a lack of trust in the system and reluctance to consider aged care
- resentment regarding the cost of aged care
- recruitment challenges for aged care providers.
Public perceptions will have been driven by factors including:
- historic underfunding
- royal commission findings and publicity
- Covid crisis challenges
- media’s tendency to focus on negative news stories.
The Albanese government promoted a strong aged care message as it came to power and has implemented several reforms. However, complications arising from the new Aged Care Act have the potential to undermine goodwill the sector is looking to build.
Speed humps can be anticipated after 1 November when Support at Home commences, creating more opportunities for negative press.
Significant challenges loom whilst there is insufficient incentive to invest in new beds, creating a logjam in hospitals around Australia. This can has been kicked down the road for decades.
The short political cycle at a federal level has meant no government has taken brave steps to facilitate capital works that are now required as a matter of urgency.
Negativity is likely to dog the sector for the foreseeable future.
In an ideal world, the general public would regularly hear better stories about the care received by older Australians in aged care homes. I’m not sure how best that can be achieved but the government, providers and industry associations all have a role to play promoting the fact that aged care does care about and for older Australians.
Australia is the lucky country in many ways. There is a lot to admire about our aged care system, particularly with improvements made in recent years.
We need to unshackle the industry from its past and forge a more realistic and positive image. The government must step up and play its part towards this end. The media also has an important role to play to be factual and balanced in its assessment of the sector.
Kevin McCreton is founder of The Catalyst Report, which produces annual consumer studies on home care, retirement living and residential aged care
Data cited in this article are based on The Catalyst Report – Home Care insights 2025 (10,000 respondents) and The Catalyst Report – RAC insights 2024 (15,000 respondents)
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Well said Kevin Perhaps it is time for the industry to consider a structured PR campaign After all if mining can do it why not aged care.
There are positive stories across the sector Do we publish these? No we sit back and wait for the next negative story which is impossible to rebut once it hits the headlines.