The Forgotten Middle: A Housing Crisis Hiding in Plain Sight

"We are at a crossroads," Elizabeth White declared to a room of senior living operators and developers, "where we are on the brink of tent cities of older women." Her stark warning at the Senior Living Innovation Forum wasn't just another presentation - it was a powerful call to action from someone who understands the crisis intimately. 

As a Harvard MBA, former C-suite executive, and founder of NUUage Coliving, White knows that solving the growing crisis of middle-market senior housing will require unprecedented collaboration from everyone in the room.

The crisis she speaks of affects millions of Americans - the "forgotten middle." These are the people who've done everything "right" - used Crest toothpaste, didn't double park, paid their taxes, as she humorously but poignantly puts it - yet with retirement savings averaging just $66,000, these hardworking Americans face a precarious financial future.

From C-Suite to Social Innovator 

White, who experienced her own financial downturn during the 2008 recession, is tackling this challenge head-on with her startup, NUUage Coliving. Her vision isn't just another housing solution; it's a response to a demographic earthquake that's already shaking our society's foundations.

The Numbers Tell a Stark Story 

Consider these sobering statistics: The median retirement savings for middle-income Americans is just $66,000. Meanwhile, if you make it to 60 in reasonably good health, you're likely to live well into your 80s or beyond. This longevity bonus, as White calls it, is creating a perfect storm of financial insecurity, particularly for women who typically earn less but live longer.

The Changing Face of American Households 

The traditional image of the nuclear family providing a safety net is increasingly obsolete. Today, 28% of American households consist of people living alone, with another 25% being couples without children. As White notes, "When I was growing up and my grandfather died, my grandmother came to live with our family for 25 years. Nowadays, there's no place to put Nana."

A New Model is Needed

NUUage Coliving's model responds to these realities by reimagining shared living for older adults. Unlike traditional senior housing or trendy coliving spaces that cater to young professionals with monthly pizza nights, NUUage envisions thoughtfully designed communities that balance privacy with meaningful connection. The concept includes different sized living spaces around common areas, acknowledging that even within friendship groups, financial means vary significantly.

Beyond Housing: A Holistic Approach 

But perhaps most compelling is White's understanding that this isn't just a housing issue - it's a holistic life challenge. With over half of Americans in their 50s facing job loss, and only 10% ever regaining equivalent employment, these communities need to support ongoing work and learning opportunities. NUUage is exploring partnerships with educational institutions and considering how technologies like AI might create new opportunities for residents.

The Urgency of Now

White's warning is stark and sobering: "We are at a crossroads, where we are on the brink of tent cities of older women." These aren't distant strangers - they're in our friendship circles, our families, perhaps ourselves. The women going "off the rails financially" at 50 are harbingers of a larger crisis to come. And as White emphasizes, you won't have to read about these women on the internet - they're already in your social circles, though you may not be having those difficult conversations yet.

A Multi-Generational Challenge

This isn't just a boomer problem that will age out. Millennials and Gen Xers are following close behind, facing similar challenges with retirement savings and housing affordability. The "100-year life" is becoming a reality - half of today's five-year-olds are expected to live to 100 - making this challenge as significant as climate change in its potential impact on society.

The Path Forward

The solutions won't be simple. Zoning restrictions, construction costs, and regulatory barriers all present real challenges. But as White emphasizes, the cost of inaction will be far greater. She believes the answers - and the people who can implement them - are already here. We just need to connect the dots and take action.

A Call to Action

The time for innovative solutions like NUUage Coliving is now. Whether you're concerned about your own future, worried about aging parents, or simply care about creating a society that supports dignity in aging, this is a conversation we need to have. The forgotten middle doesn't have to remain forgotten - but it will take all of us to create the change needed.

After all, as one woman told White, "If I have my housing, I can Extreme Coupon it the rest of the way." It's time to ensure that basic foundation isn't just a dream for millions of aging Americans.

Watch Elizabeth's full talk below…