ASHA marks 35 years with commemorative book and new strategy

The American Seniors Housing Association is closing its 35th anniversary year with a commemorative book on the evolution of senior living and the group’s role in shaping it. The release also points to ASHA’s 2027-2031 strategic plan as the industry faces aging demographics, changing consumer demand and pressure for more senior housing options.

Why it matters: - ASHA’s 35-year milestone lands as senior living faces rising demand from an aging U.S. population and changing consumer expectations. - The commemorative book is meant to capture how the industry evolved, where ASHA has influenced policy and research, and what priorities will matter next. - ASHA’s strategic direction could shape advocacy, affordability, research and public perception across the seniors housing sector.

What happened: - The American Seniors Housing Association published 35 Years Leading the Way at the Forefront of Senior Living to mark the end of its yearlong 35th anniversary celebration. - The book chronicles ASHA’s history, the growth of senior living, and perspectives from senior living leaders. - ASHA was founded in 1991 under the auspices of the National Multifamily Housing Council. - ASHA became an independent association in 2001. - The association said the publication includes historical milestones and industry perspectives from ASHA.

The details: - The book covers major industry shifts, including the expansion of assisted living in the 1990s, the Great Recession, the COVID-19 pandemic and the industry’s recovery. - ASHA helped lead federal advocacy during the pandemic and secured more than $500 million in provider relief funding for private-pay assisted living communities. - ASHA has worked on federal policy issues tied to housing, taxation, workforce development, health care, access to capital and regulatory oversight. - ASHA has supported state-based oversight of assisted living while backing policies that encourage investment and innovation. - The State of Seniors Housing has been published annually since 1992 and provides financial and operational benchmarks. - The ASHA 50 has ranked the nation’s largest seniors housing owners and operators since 1994. - The Seniors Housing State Regulatory Handbook compiles state licensure and regulatory requirements. - Where You Live Matters launched in 2016 as a nonprofit, unbiased digital platform that connects older adults and families with senior living communities without referral fees. - The Rising Leaders program began in 2016 to develop the next generation of senior living professionals. - The Senior Living Hall of Fame launched in 2018 to recognize leaders and visionaries in the field. - ASHA’s mission today focuses on being a trusted resource for consumers, policymakers and industry leaders while raising awareness of the benefits of senior living, advancing advocacy, and promoting research and education. - The book also includes perspectives from ASHA chairpersons. - ASHA’s about section says the group represents owners, operators, developers and investors in the seniors housing industry. - ASHA says its work covers independent living, assisted living, memory care and life plan communities. - More information is available at ASHA’s website.

Between the lines: - The commemorative book is both a history project and a positioning tool for ASHA as the sector enters another period of demographic pressure and competitive change. - The 2027-2031 strategic plan shows ASHA is trying to expand from legacy advocacy into broader efforts around trust, affordability, collaboration and public understanding. - The organization is signaling that senior living needs stronger consumer awareness as much as policy support.

What's next: - ASHA will use its five-year strategic plan for 2027 through 2031 to guide member priorities. - The plan centers on five goals, including stronger advocacy and member policy engagement, wider use of Where You Live Matters, more collaboration and thought leadership, and organizational evolution to support execution. - ASHA said it will focus on political engagement, expanding access and affordability, strengthening research capabilities and building a more proactive public understanding of senior living. - David Schless, ASHA’s founding president and CEO, said the plan provides a roadmap to amplify the organization’s work for owners and operators of the full spectrum of housing options for older adults.

The bottom line: - ASHA is using its 35th anniversary to underline its role as a policy, research and advocacy hub for senior living — and to reset the message for the next phase of industry growth.