Kirsten Jacobs discusses how ageism and segregation negatively impact the senior living industry—based on her work co-leading LeadingAge’s ageism work on an America freed from ageism. She also shares key takeaways from the 2020 conference, and how Covid-19 could threaten industry progress. About Kirsten With nearly 20 years of experience in older adult housing and services, memory care, and long-term care management, Kirsten credits her four grandparents for her passion for the field. Her undergraduate thesis project, which focused on sharing art with older adults, set the stage for an ongoing interest in dementia and holistic wellbeing. Kirsten has held various positions—including administrator and executive director. Currently, she serves on the knowledge team at LeadingAge, a national association of elder serving organizations. As the director of dementia and wellness education, Kirsten leads LeadingAge’s dementia and wellness collaborative learning strategy and provides thought leadership to various audiences, including speaking/presenting and delivering technical assistance to LeadingAge members. Kirsten co-leads LeadingAge’s ageism work which supports the organization’s vision, an America freed from ageism. Kirsten earned a Master of Social Work (MSW) and gerontology certificate from Portland State University (Portland, OR) and a Bachelor of Arts (BA) in arts administration and a minor in studio art from Scripps College (Claremont, CA). Key Takeaways Ageism negatively effects senior living because if we don't value older adults as a community, country, and culture, we are not going to value the people, or the places, focused on them. There is a lack of evidence on the efficacy of separate memory care facilities.  Covid-19 could shift the industry from a person-directed approach toward a more institutional model as infection control moves to the forefront. Senior living communities are finding more creative ways to create connection, such as hallway gatherings where residents meet in their doorways, and better use of outdoor spaces and nature. Thank you to our Season 3 Sponsor Project Relevance! Project Relevance is a boutique advisory group focused on bringing innovative products and services that advance the health and well-being of caregivers, older adults and those navigating end-of-life. Collaborating with a diverse and dynamic group of providers, professionals, consumers and funding sources, we help our innovators connect, solve and evolve in unique and relevant ways.