Issue 60 09.06.21
The weekly online newsletter for the care sector
Home set to support challenge
Perception of care homes must change SPECIALIST care developer Castleoak has turned to University of Oxford Student Consultancy to understand perceptions of care homes among generation X, Y and Z and what they envisage for future care home environments. The research partnership seeks to bring younger generations into the conversation in light of accelerated growth of the 85+ population and fears that care has become the ‘forgotten sector’ following failure to address reform as part of the Queen’s speech. University of Oxford Student Consultancy, a programme for students run by the university to support local organisations, conducted research over an eight-week period which revealed that only one in six (15.7 per cent) respondents have a positive perception of care homes. Kate Still, COO at Castleoak, said: “It’s so important to include people from generation X, Y and Z in conversations about care so we don’t continue to be the ‘forgotten sector’. “If we’re not talking to younger generations they’re never going to give it a second thought and it’s going to continue to be low on the priority list.
“This is a direct barrier to innovation and to integrating care homes into our communities. “The average age of a startup founder is early 40s, so as a sector we need to make sure we’re capturing the hearts and minds of people – like Oxford University students – before they reach this age to ensure we benefit from their talent and ideas.” Further findings included negative words which were prominently associated with ‘care homes’ including, ‘disabled’, ‘smell’, ‘isolated’, ‘removed’ and ‘cheap’. This contrasted greatly with words younger people wanted to think of in association to places they live as they get older, including ‘independent’, ‘home’ and ‘assisted’. The students also made recommendations regarding how future care home environments could change these perceptions. Recommendations included promoting autonomy and individualism, as well as moving towards multi-purpose buildings to better connect homes with the community. One recommendation included integrating childcare facilities to overcome the familial challenge associated with rising childcare costs and aging grandparents.
Residents at Sedgley Court care home are ready to embark on the luxurious ‘Sedgley Princess Cruise Liner’ thanks to the dream holiday idea from the care team. Each resident was surprised with a personalised passport and ticket on board the ‘Sedgley Princess’ cruise liner, which is set to whisk them away to more than 15 luxury holiday destinations from across the world from the comfort of their home. The ship will set sail to Cyprus, Canada, the Caribbean, Costa Rica, South Africa, India, Australia, New York, Greece, Italy, Spain, France, Las Vegas and Dublin before docking once again in the UK just in time for a homecoming party. The care team plan to surprise their residents to find the ship has ‘docked’ in a new and exciting location as their home is transformed with decorations to match.
A BIG THANK YOU
FROM ALL OF US TO ALL OF YOU FOR ALL YOU ARE DOING TO KEEP OUR MOST VULNERABLE SAFE AND HAPPY …
WE’RE IN AWE OF YOUR SELFLESS HARD WORK AND DEDICATION.
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THE Manor House Gosforth is taking part in an exciting ‘Captain Tom 100’ challenge being organised by an enterprising nineyear old. Heather Bryson, who lives with her parents Gary and Deborah in Kirkintilloch, Scotland aims to have 100 care homes across the world taking part in a live social media exercise class on Friday. With aspirations to be the Joe Wicks for the older generation, Heather has hit the headlines with her desire to engage with older people, particularly those with dementia, through exercise. She has already signed up a number of care homes in the UK, US, India, New Zealand and Australia and will be holding three classes on her You Tube channel to cater for the different time zones – 7am, 4pm and 7pm. Staff and residents at The Manor House Gosforth are planning to take part in the chair-based classes, which Heather has designed with expert help. Home manager Suzanne Mason said: “As soon as I heard from Deborah, I knew this was something we had to get involved with in. “Heather is a fantastic girl who is determined to learn more about older people, dementia and bridging the generation gap. “Our residents will love the online class and will undoubtedly fall in love with Heather. “I’d encourage other homes to contact Deborah and join us on Friday and have a lot of fun.”
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