The Avatarcare Way
Care, Quality and Compassion are our promise – what every resident and every family should experience in a AvatarCare home, every single day.
The AvatarCare Way is how we keep that promise. It is five values, and – more importantly – five plain questions that belong to everyone in our homes: our staff, our residents, and you.
“They are not words on a wall.”
They are questions we ask each other, out loud, every day – and that anyone may ask of anyone, from a new care assistant to our Chief Executive.
KIND
“Was that kind?”
We treat residents, colleagues and visitors with warmth, patience and genuine care – especially when time is short or the day is hard. And we are honest with each other, because kind doesn’t mean soft.
CURIOUS
“Did we ask why?”
We ask why – and we do something with the answer. If something keeps happening, we don’t just record it; we look into it. That is how care gets better.
COURAGEOUS
“Did we speak up?”
We say something when something isn’t right, whoever is involved. A concern raised in good faith will always be supported – by staff, residents or families alike.
RESPECTFUL
“Was that respectful?”
We treat every person with dignity: their privacy, their choices, and the way we speak to them and about them – residents, relatives, and colleagues in every role.
ACCOUNTABLE
“Did we own it?”
We own our actions, our decisions and our follow-through – and when we get something wrong, we say so and put it right. Nobody is exempt, at any level.
Anyone can ask. Everyone answers.
“Was that kind?” or “Was that respectful?”
We welcome the question, whoever asks it. Asking will never affect the care your loved one receives – in fact, it is exactly what The AvatarCare Way is for.
What you'll see in our homes
Visit any AvatarCare home from August 2026 and you’ll see The AvatarCare Way around you: the framework in reception, a poster for each value through the home, and postcards our staff use to recognise each other.
Residents receive an easy-read introduction, and every relative is welcome to one too – or download them here:
Join us
We recruit for these values. Qualifications matter, but
who you are matters more –
skills can be trained; kindness, curiosity and courage come with you.
If The AvatarCare Way sounds like the way you already work,
we’d love to hear from you.
The Avatarcare Way was built by people who work in our homes, for everyone who lives in and visits them.
It is our standard – and yours to hold us to.
