You may be aware that aged care’s image faces significant public perception issues. Less than one in five Australians over 50 view aged care positively. However, people directly connected to these services often hold a much more favorable opinion.
For example, The Catalyst Report indicates that 71 percent of residents and their family members rate their residential aged care experience as 8, 9, or 10 out of 10. This contrasts sharply with only 18 percent of the general public rating Australian residential aged care similarly. A similar, though less severe, difference exists when comparing public views on home care with the experiences of users and their families.
How Public Perceptions Affect Aged Care
These differences in perception create several negative consequences for the aged care sector. You may observe:
- Reduced Trust: A lack of confidence in the system, making individuals hesitant to consider aged care options.
- Cost Concerns: Resentment regarding the expenses associated with aged care services.
- Recruitment Difficulties: Challenges for aged care providers in attracting and retaining staff.
Factors Shaping Aged Care's Image
Public perceptions have been influenced by various factors. Consider these key points:
- Historical Underfunding: Past insufficient funding has impacted service quality and public confidence.
- Royal Commission Findings: The outcomes and publicity surrounding the Royal Commission into Aged Care Quality and Safety have highlighted systemic issues. You can review the Royal Commission findings for detailed information.
- COVID-19 Crisis: The challenges faced by the sector during the pandemic received widespread media attention.
- Media Focus: Media outlets often highlight negative news stories, which can disproportionately shape public opinion.
Government Actions and Future Outlook for Aged Care
The government has prioritized aged care reform, implementing several changes since taking office. However, new complexities arising from the Aged Care Act could affect the goodwill the sector aims to build.
You can anticipate potential difficulties after November 1, when the Support at Home program begins. This transition may create further opportunities for negative media attention.
Significant challenges persist, particularly with insufficient incentives to invest in new aged care beds. This issue contributes to hospital overcrowding across Australia, a problem that has remained unaddressed for decades. Short political cycles at the federal level have meant no government has taken the bold steps needed to facilitate the urgent capital works required.
It is likely that negativity will continue to affect the sector for the foreseeable future.
Improving Aged Care’s Image
Ideally, the public would regularly hear positive stories about the care older Australians receive in aged care settings. While the best approach to achieve this is complex, the government, providers, and industry associations each have a role to play. They should work to promote the fact that aged care genuinely cares for older Australians.
Australia's aged care system has many admirable qualities, particularly with improvements made in recent years. To move forward, you must help the industry overcome its past and establish a more realistic and positive public image. The government must contribute to this effort, and the media also has an important responsibility to provide factual and balanced assessments of the sector.
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