Seniors—the fastest-growing U.S. age demographic—are poised to make up more than 20 percent of the U.S. population by 2029. And they’re moving to the driver’s seat of care. Now, they’re demanding elder care more rooted in empathy and designed on their own terms—and in their preferred environment. With these shifts, new types of entities—including those building alternative types of senior care communities—will form, and health organizations will need to create and fill new types of roles.