From Board rooms to Care homes: My Journey from CMO to Aged Care Advocate

From Board rooms to Care homes: My Journey from CMO to Aged Care Advocate

A Strategic Shift: From Brand Growth to Human Impact

For years, my career was defined by business strategy, brand positioning, and market expansion. As a Chief Marketing Officer, I thrived in a fast-paced environment where success was measured in market share, revenue growth, and customer engagement. Yet, despite the achievements, I found myself drawn to a sector where the true metric of success is not profit—it is quality of life, dignity, and trust.

My transition into the aged care sector has been nothing short of transformational. It has required a fundamental shift in perspective—from consumer behaviour to human need, from customer experience to lived experience, and from commercial growth to social responsibility. This journey has reinforced a simple truth: aged care is not just an industry; it is a moral obligation.

Over the past few months, as I have immersed myself in this sector, I have observed first-hand the challenges, the opportunities, and the global shifts that will shape the future of aged care. What follows are my insights—gleaned from both my corporate background and my experiences on the frontline of care.

The Demographic Imperative: The ‘Silver Tsunami’ Has Arrived

Australia, like much of the developed world, is experiencing a demographic shift that will redefine aged care for decades to come. By 2044, more than 22% of Australians will be aged 65 and over, a significant rise from 15% in 2014. Globally, the number of people aged 80 and above is projected to more than triple by 2050, increasing from 127 million to 425 million.

This ageing population presents a two-fold challenge:

1️. Demand is outstripping supply – Home care waitlists are growing, aged care facilities are under pressure, and there is a critical workforce shortage.
2️.  Expectations have changed – Today’s seniors are more informed, more independent, and more demanding than previous generations. They are no longer passive recipients of care; they are active consumers who expect choice, flexibility, and personalised service.

This shift creates significant business opportunities. The so-called ‘Silver Economy’—the economic power of older generations—will drive new investment, service innovations, and technology adoption in aged care. Businesses that anticipate these needs and pivot towards high-quality, consumer-driven aged care models will emerge as market leaders.

Regulatory Reform: A Consumer-Led Future for Aged Care

Following the Royal Commission into Aged Care Quality and Safety, Australia is undergoing one of the most significant regulatory overhauls in its history. The new Aged Care Act, set to take effect in July 2025, is designed to enhance transparency, service quality, and consumer rights.

Key reforms include:

• Stronger compliance measures – Stricter regulations around staffing, care quality, and governance.
• Consumer-directed care – Older Australians will have more control over where, how, and by whom their care is delivered.
• Increased funding accountability – Greater scrutiny on how providers allocate government subsidies.

While these reforms are necessary and long overdue, they also create operational challenges. Smaller providers, in particular, may struggle with compliance costs, increased reporting requirements, and adapting to new consumer-driven care models.

Globally, we are witnessing a shift towards integrated, person-centred care models. The UK, for instance, is investing heavily in community-based care to reduce reliance on residential care homes. Similarly, Scandinavian countries are pioneering innovative, socially integrated aged care solutions. Australia must take note—rigid, institutional models will not meet the demands of future generations.

Technology as the Great Enabler: AI, Telehealth, and Smart Care

The next decade of aged care will be technology-driven. From AI-powered diagnostics to robotic care assistants and smart home monitoring, digital solutions will play a vital role in enhancing service efficiency, reducing costs, and improving patient outcomes.

Key trends shaping the future of care:

• AI-Driven Predictive Healthcare – Machine learning will allow early detection of cognitive decline, mobility risks, and chronic conditions.
• Wearable Health Tech – Devices that track heart rate, hydration, and medication adherence will help prevent medical crises.
• Virtual & Augmented Reality for Dementia Care – VR simulations will be used to engage memory, reduce anxiety, and improve quality of life.
• Robotics & Automation in Aged Care – Japan has already deployed robotic caregivers to assist with mobility, lifting, and companionship. Could Australia follow?

However, adoption remains a challenge. Many seniors resist digital health solutions, fearing complexity or loss of personal connection. Providers must focus on human-centred technology—solutions that complement, rather than replace, compassionate care.

The Workforce Crisis: The Greatest Threat to the Sector

No amount of technology can replace the human touch. Yet, the aged care workforce crisis is deepening, with staff shortages threatening the viability of the entire sector.

Key workforce challenges include:

• Low Pay & High Burnout – Many carers struggle with poor wages, emotional strain, and limited career progression.
• Retention Issues – A significant number of aged care workers leave within the first five years due to stress and lack of support.
• Tighter Regulatory Requirements – While essential for care quality, increased compliance can deter new entrants into the field.

The solution? Workforce innovation.

• Career Pathways – Investing in structured training and leadership development.
• Diversity & Inclusion – Recruiting culturally diverse, multilingual carers to reflect the ageing population.
• Workforce Tech – AI-powered scheduling, automated admin, and digital training platforms to reduce workload and improve job satisfaction.

Countries such as Germany and Sweden have already introduced new workforce incentive programmes, visa schemes, and technology-assisted caregiving models to address these issues. Australia must act swiftly to remain competitive.

Final Thoughts: A Defining Moment for Aged Care

Aged care is at a crossroads. It is no longer just a healthcare sector—it is an ecosystem that intersects with technology, policy, consumer behaviour, and economic strategy.

For those of us in the industry, the path forward is clear:

• Embrace the new consumer-driven model – Transparency, personalisation, and choice must be central to all aged care services.
• Leverage technology responsibly – Digital tools should enhance, not replace, human care.
• Solve the workforce crisis – Without carers, there is no aged care sector. Investing in training, recruitment, and retention must be a priority.
• Look beyond Australia – Global best practices can offer valuable insights into building a more sustainable, innovative, and compassionate aged care system.

As someone who has transitioned from corporate strategy to aged care, I see both the immense responsibility and the extraordinary opportunity ahead. The industry is undergoing radical transformation, and those who adapt early, innovate boldly, and lead with purpose will shape the future of aged care—not just in Australia, but globally.

The question is—who will take that lead?

Let’s connect. If you’re an industry professional, investor, or stakeholder looking to drive meaningful change, let’s start the conversation.

SOURCES:

Australia’s Aging Population:
Riding the Silver Tsunami and How to Profit from the Ageing Nation – The Australian

Global Population Aged 80 and Above:
World’s Older Population Grows Dramatically – National Institute on Aging (NIA)

Workforce Shortages and Training Needs:
Aged Care Worker Survey 2024 Report – Australian Government Department of Health and Aged Care

Technological Integration in Aged Care:
World’s Older Population Grows Dramatically – National Institute on Aging (NIA)

Consumer Expectations & Demand for Home Care Services:
Riding the Silver Tsunami and How to Profit from the Ageing Nation – The Australian

Regulatory Reforms in Australia’s Aged Care Sector:
Australia’s Aged Care Overhaul: What Are the Changes, and Will You Have to Pay More? – The Guardian