When we hear the words “elder abuse,” we probably think of dramatic situations that occur somewhere else, or to someone we don’t know. But elder abuse is often far more subtle than we realize. Elder Abuse Awareness Month is an important opportunity for senior living organizations to address a topic that is often misunderstood and rarely discussed.

What is elder abuse?

Elder abuse is an intentional or negligent act by any person that causes harm or a serious risk of harm to an older adult.

While conversations about elder abuse can feel uncomfortable, avoiding those challenging conversations doesn’t make the issue go away. Elder abuse can take the form of psychological manipulation, neglect, financial exploitation, social isolation or a gradual loss of personal dignity and autonomy. 

Communities may be hesitant to discuss elder abuse because they worry it will create fear or reflect negatively on their organization. Or maybe the topic feels too sensitive and should be addressed by families or loved ones rather than a community. The reality is that thoughtful education builds trust. Having conversations centered on rights, advocacy and resources show a community’s commitment to resident well-being and safety rather than creating fear.

Elder Abuse Isn’t Always What People Expect 

According to the World Health Organization, research shows the prevalence of abuse of older people across communities has gone up since the COVID-19 pandemic. In the United States, studies suggest that rates in the community may have increased by up to 84%. 

These findings reinforce why it’s so important to learn that elder abuse doesn’t always look the way you expect. Elder abuse can take on many forms, all of which can be extremely damaging: 

•       Psychological or emotional manipulation
•       Intimidation, humiliation, threats or controlling behavior
•       Neglect
•       Failing to provide basic care, support or attention
•       Financial exploitation
•       Misuse of money, assets or financial decision-making
•       Social isolation
•       Preventing contact with friends, family or support systems
•       Loss of dignity and autonomy
•       Ignoring personal preferences, controlling decisions or treating older adults as incapable

Elder abuse is often missed because older adults may not immediately recognize a certain behavior as abusive. For the same reason, family members may also dismiss warning signs. The abuse of an older person may develop slowly, over a long period of time, rather than suddenly appearing.

Community leaders should also ask whether residents and families know how to recognize these warning signs. Would they know where to report concerns? Do they understand their rights? Have you provided resources that encourage self-advocacy and open communication?

Strengthening Communities Through Awareness

The World Health Organization estimates that one in six people aged 60 or older experience some form of abuse in community settings each year. This makes elder abuse a significant public health issue rather than an occasional occurrence. While this statistic extends beyond senior living communities, it does highlight the importance of raising awareness wherever older adults receive support and care. 

Elder Abuse Awareness Month is an opportunity for communities to truly demonstrate their values. Senior living communities can do this by proactively discussing the rights of their residents, and making resources available, to strengthen trust with residents and their families.

Communities that make transparency, accountability and respect a priority are in a better position to earn and maintain the trust of residents and families. 

Empowerment at Every Stage of Life

Self-advocacy is a skill we develop throughout our lives and remains an important part of healthy aging. Advocating for oneself begins with understanding personal rights and speaking up when something doesn’t feel right. Everyone deserves to be heard, and all people have the right to be treated with respect and dignity.

 At its core, self-advocacy is the ability to recognize and communicate your needs.

One way communities can raise awareness about preventing elder abuse is by empowering residents through education, with both information and resources. Encouraging strong connections with families and support systems, creating opportunities for open dialogue and promoting self-advocacy all help foster a culture of trust and transparency. When residents understand where to turn for help and feel confident their concerns will be heard, communities strengthen their commitment to resident safety and well-being.

Resources That Can Help 

Elder abuse can happen to anyone, no matter their age, gender, race, religion or ethnic background. That’s why learning what warning signs to watch for and where to look for trusted information and support is so important for older people, their trusted loved ones and those working for senior living organizations. These resources can also be valuable educational tools for senior communities looking to support resident awareness initiatives.

Organizations such as the National Institute on Aging and the National Center on Elder Abuse offer helpful resources for those working in the senior living space, families and caregivers supporting loved ones.

If you have questions about elder abuse or simply aren’t sure whether something you’re seeing or experiencing is cause for concern, a Long-Term Care Ombudsman can also be a valuable place to start. Think of them as advocates who are there to support residents living in assisted living communities and other long-term care settings. Ombudsmen are also a valuable resource for families, providing guidance and support when navigating challenging situations. These programs are available in every state, making it easier to find trusted help close to home. Click here to find a Long-Term Care Ombudsman program in your area.

Staying informed and connected to trusted resources helps older adults and their loved ones make confident decisions and ensure they receive the respect and care everyone deserves. Knowing where to turn for help when concerns arise can make all the difference. 

Building Trust Through Education

For marketers and communicators working within the senior living community, Elder Abuse Awareness Month presents an opportunity to do more than promote services. It’s a chance to focus on building trust through education, advocacy and support. Using messages about self-advocacy and personal rights and combining that with trusted resources in communications with community members and clients, organizations can help better inform their audience and help their confidence grow. 

Ultimately, strong brands are built on trust. When communities foster a culture of transparency, respect and accountability, they help create environments where residents feel heard, valued, and empowered to speak up when something doesn’t feel right.

Elder Abuse Awareness Month needs to be more than a calendar observance. It’s truly an opportunity for senior living organizations to show their commitment to resident advocacy and safety. Through education and confidence-building, conversations about elder abuse don’t have to be difficult or fear-based, and will help create safer, stronger communities for tomorrow.

Not sure where to start when advocating for resident safety in your community? Or uncertain about how to discuss elder abuse prevention practices with prospective residents and family members? Connect with senior living communications experts at 3rd3rd today. Our seasoned team of marketers, PR professionals and social media experts can provide a personalized consultation and actionable recommendations. Visit our website: 3rd3rd.com  or call 888-776-5135 to learn more.