No More F-Bombs!

We're talking about the word Facility.

The communities we serve are homes—real homes—for older adults. They’re not warehouses, hospitals, or holding places. Yet every time we use the word facility, we strip away the sense of belonging, dignity, and individuality that defines what senior living is truly about.

A facility is a prison.
A facility is an Amazon warehouse.
It’s not where love, laughter, and purpose live.

When you get senior living leaders, sales directors, and marketing professionals in a room, they never say the word. It’s not part of their communication or their culture. But somewhere along the way, we forgot to tell the front line. We never set the expectation to stop using it—or explained why it matters.

As Steve Moran says, “The F word is reserved for bad places. Places we would never allow our parents to live.” He’s right. Words shape perception, and perception shapes trust.

Yes, ALF and SNF will continue to appear in SEO because consumers still search that way. But in our everyday language— inside our communities, with our teams —we can do better.

Let’s stop calling them facilities. Let’s start calling them what they are: 

communities, homes, neighborhoods, places to live full lives.

Let’s make facility a word of the past. Sign the pledge today.

If you are interested in ordering No F Bombs t-shirts for your team or want a Words Matter guide for a team meeting, please fill out the form below.