The aged care sector in Australia has taken a bold step forward with the rebranding of its peak industry body to Ageing Australia. Effective from 30 January, this change marks a fresh approach to representing providers of aged care, retirement living, and related services—sectors that play a vital role in supporting older Australians and their families.
For many, the previous name—Aged & Community Care Providers Association (ACCPA) —was difficult to remember and didn’t fully capture the diversity of services offered. According to CEO Tom Symondson, the new name, Ageing Australia, is designed to be simple, inclusive, and emotionally resonant. “It reflects the entire continuum of ageing, from home care to retirement living, and speaks directly to the needs of older Australians and their loved ones,” he said.
Why the Change Matters
The decision to rebrand wasn’t made lightly. After consulting with members, stakeholders, and industry leaders, it became clear that the old name no longer aligned with the organisation’s goals. “We needed a name that represents everyone we serve,” Mr. Symondson explained. The result? A name that’s easier to understand and connects on a human level.
The updated branding also features a vibrant logo inspired by Australia’s natural landscapes. With earthy tones and a welcoming design, the visual identity mirrors the warmth and care that define the aged care sector. For families navigating the complexities of eldercare, this rebrand sends a clear message: Ageing Australia is here to support you.
What Does This Mean for Families and Caregivers?
While the rebrand doesn’t expand the organisation’s core mission, it does signal a renewed commitment to collaboration and innovation. By adopting a name that’s globally recognised—yet distinctly Australian—Ageing Australia aims to strengthen partnerships both locally and internationally. These efforts will ultimately benefit families and caregivers by ensuring access to best practices and cutting-edge solutions in aged care.
At CareVision, we understand the importance of staying informed about changes in the aged care landscape. The launch of Ageing Australia highlights the sector’s ongoing evolution and its dedication to improving the lives of older Australians. Whether you’re caring for a loved one at home or exploring options for senior living, this rebrand reinforces the value of trust, connection, and quality care.
Looking Ahead
As Australia’s population continues to age, organisations like Ageing Australia will play a critical role in shaping policies and services that meet the needs of seniors and their families. Their new identity is more than just a name—it’s a promise to advocate for better outcomes and champion the dignity of ageing.
Stay tuned to CareVision for more updates on innovations and initiatives transforming aged care in Australia.