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. Scroll down to 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.
Consider This, Honey!
When words like honey, sweetie, or dear are used to address a resident or older adult, there are a few important things to consider:
1. Does the staff member know the person’s name or what they like to be called?
In a fast-moving care environment—especially in skilled nursing—it’s common for staff to reach for familiar, friendly words. But even well-intended greetings can affect how someone feels about their identity and control.
2. How does the word land with the resident?
Any term can feel respectful or disrespectful depending on the situation. The issue is not anyone’s accent, cultural background, or speaking style. It’s about whether the wording feels dismissive, overly familiar, or as if the person is being talked down to.
Examples of phrasing that may feel minimizing:
- “Oh dear, it’s the doctor’s orders.”
- “Honey, that’s just the way it is.”
Context shapes how the message is received.
3. Some residents enjoy warm nicknames—but only when they choose them.
A nickname can feel personal and comforting when it’s welcomed. The key is that the resident—not the staff member—decides what feels right.
The simplest approach: ask.
“Is it okay if I call you ‘dear,’ or do you prefer your name?”
Respect starts with choice.
