Memory Care Innovation Award Winner: Ashland Ghaffari, Creative Strategist, William James Group

Ashland Ghaffari, Creative Strategist at William James Group, has been named a 2025 Memory Care Innovation Award winner by Senior Housing News.

The Memory Care Innovation Awards program is designed to recognize passionate and innovative industry members who are shaping the future of cognitive care across behavioral health, home health and home care, hospice and palliative care, senior housing and senior living, and skilled nursing. To become a Memory Care Innovation Award winner, an individual must be nominated by their peers. The candidate should be a high-performing employee who knows how to put vision into action, serving as an advocate for those living with memory-related disorders and the committed professionals who ensure their well-being.

Ghaffari sat down with Senior Housing News to share her journey caring for patients and residents with cognitive care needs, her thoughts on the future of cognitive care in senior housing & senior living, and much more. To learn more about the Memory Care Innovation Awards program and view this year’s winners, visit https://innovation.memorycarebusiness.com/.

SHN: How long have you been a part of the memory care, senior housing & senior living industry?

Ghaffari: While I’m relatively new to the industry in an official capacity, I have freelanced some work over the years, and I’ve been immersed in it most of my life.

Both of my parents have long careers in senior living, so I grew up visiting communities, observing residents, and witnessing firsthand the compassion and creativity it takes to make a true home for seniors. Now, as the Creative Strategist of William James Group, I’m bringing a new lens — one that blends design thinking, emotional storytelling, and innovation — to help reimagine what memory care can feel like.

SHN: What drew you to caring for patients/residents with cognitive care needs?

Ghaffari: I’ve always been fascinated by the emotional and human side of memory care. People living with cognitive challenges still crave connection, purpose, and beauty — and yet too often, environments strip away stimulation instead of offering comfort and joy. I was drawn to this field because I want to help shift the experience from clinical to compassionate; from sterile to soulful. I believe creative environments and meaningful engagement can truly spark moments of joy, even for those living with memory loss.

SHN: If you could change one thing about cognitive care in the memory care, senior housing & senior living industry, what would it be?

Ghaffari: I would change the overall environmental experience — both physically and emotionally. Many memory care settings feel overly sterile and uniform, which unintentionally dulls the senses and limits interaction.

Like our vision of Namesake, I want to continue to infuse warmth, color, storytelling, and sensory design into these spaces. Every hallway, activity, and detail should spark emotion and connection. Memory care should feel like a living, breathing home — not an institution.

SHN: If you had a crystal ball, what do you think will most impact your ability to provide cognitive care in the memory care, senior housing & senior living industry in the next five years?

Ghaffari: I believe the biggest impact will come from design and technology merging in human-centered ways — from immersive environments and sensory engagement tools to AI-driven personalization that helps caregivers better understand each resident’s preferences and emotional triggers. However, the true differentiator will be how creatively we apply those tools to make memory care more human, not more high-tech.

SHN: If you could describe cognitive care in the memory care, senior housing & senior living industry in one word, what would it be and why?

Ghaffari: “Connection.”

Because even as memory fades, the need for connection never does. Whether it’s a smile, a familiar song, or a comforting scent, these small bridges between moments and emotions are what define great memory care. Every touchpoint should strengthen the bond between residents, caregivers, and their sense of self.

SHN: What’s been the biggest lesson you have learned throughout your career?

Ghaffari: That creativity and compassion are inseparable. You can design the most beautiful environment or come up with the most innovative program, but if it doesn’t make people feel seen and valued, it’s just decoration. True creativity in memory care starts with empathy — it’s about designing with people, not just for them.

SHN: If you could give yourself advice on the first day in the memory care, senior housing & senior living industry, what would it be and why?

Ghaffari: I would tell myself, “Be patient with progress.”

The industry is built on decades of tradition, and change takes time. But every fresh idea, every conversation, every small improvement adds up. Don’t be discouraged if it feels slow — because what you’re really doing is helping shift the culture toward something warmer, more human, and more beautiful.

SHN: In your opinion, what qualities should all Memory Care Innovation Award winners possess?

Ghaffari: They should be empathetic visionaries — people who lead with heart but think with curiosity. They should be brave enough to challenge norms, creative enough to reimagine experiences, and grounded enough to remember that innovation isn’t about gadgets or gimmicks — it’s about enhancing human dignity and joy.

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