Seniors Lead Charge In ‘#goGrateful’ Campaign Across U.S. And Canada

LOUISVILLE, KY–Seniors across the U.S. and Canada will venture out into their towns and cities today to perform acts of gratitude, and they’re encouraging others – regardless of age – to do the same.

The seniors are residents at Atria Senior Living communities. Atria is helping them mobilize by providing transportation and personnel to accompany the groups on their outings. The initiative, dubbed ‘GoGrateful,’ launched in early September and culminates today, which is World Gratitude Day.

At Atria communities, gratitude is an ongoing theme. The company recently created a book called The Wisdom of Gratitude, inspired by Atria residents and given to them as a means of finding new ways to express gratitude. The book was recognized in June with a national gold American Advertising Award, or ADDY.

In addition, results from a study recently commissioned by Atria revealed that the capacity to experience gratitude may increase with age. Among the findings from the study, 84% of study participants believe people become more grateful as they age, and more than 70% believe they will be happier in 10 years.

“Atria residents have lived long, interesting lives,” said Ronda Watson, Senior Vice President, Culinary and Engage Life. “Given the negative temperament of the world right now, they, of all people, understand that random acts of gratitude can have a truly positive impact on people.”

Groups of Atria residents and staff members will visit The Today Show, in New York, the Unconditional Surrender Statue, in San Diego, and other public venues where Atria residents will spread the word about the ‘GoGrateful’ campaign. Meanwhile, other planned activities include bringing baked goods to local first responders or treats to mothers playing in the park with their children.

American sports icon, humanitarian and Presidential Medal of Freedom recipient Billie Jean King, who serves as Atria’s Well-Being Coach, is helping to promote the campaign and urging others to join the ‘GoGrateful’ campaign in displays of gratitude on World Gratitude Day.

The company also has created a website,, where shareable social media posts can be downloaded and expressions of gratitude can be uploaded. Participants are being asked to use ‘#goGrateful’ in social media posts, with a goal of 25,000 expressions of gratitude.

“As Atria’s Well-Being Coach, I am honored to be a part of the ‘GoGrateful’ movement that’s being led by energetic seniors across the U.S. and Canada,” King said. “I am surrounded by so many wonderful people in my own life, and World Gratitude Day is the perfect reminder to make sure they feel appreciated.”