Valuing caregivers on the coast

COUNTRY to Coast Home Care Services provides in-home care services exclusively on the Surf Coast, so locals can stay at home for longer.

Working in the aged care industry, where women make up the majority of employees, managing director and founder Lucy Lincoln takes pride in being a regional employer of choice, fostering a workplace that offers above industry standard conditions, and flexible arrangements.

“Many women who work are also the primary caregivers at home. Having a good local employer and overall flexibility at work is important in meeting family commitments,” Lucy said.

Despite the strides made towards gender equity, Lucy highlights the ongoing challenges faced by women in the workforce, particularly in industries like care that is often undervalued in a society that prioritises wealth acquisition.

“Although we have come a long way, we still have a long way to go. I would encourage everyone to question what we truly value as a local community, and why. And to make meaningful choices that support people in our community,” she said.

Providing compassionate care and enabling older generations to remain comfortable and connected is at the heart of Lucy’s mission. She understands the pressures many women face in trying to ‘do it all’ and encourages everyone to let go of the guilt.

“Life is a constant juggle, so it’s important to be realistic, kind to ourselves and each other, as well as those we care for. No one can do it all so we need to support each other in the things that we can do.

By prioritising workplace flexibility, community care and mutual support, Lucy believes businesses can build a stronger, more inclusive and age-friendly community.

“Businesses can support women by offering equal or above award wages, mentorship, and fostering an inclusive, respectful workplace culture every day,” she said.

Through Country to Coast Home Care, Lucy hopes to inspire others to rethink workplace structures to create environments that empower women – not just in care, but across all industries.

Country to Coast Home Care Services is proud to be a certified Great Place to Work, and recently won the 2024 ACCPA Excellence Award for Consumer Focus and Care.

It was also a multi-category finalist in the 2024 Geelong Business Excellence Awards.

Head to ctchomecare.com.au for more.