To age is to inspire
|Interview
For me, International Seniors’ Day is a time to celebrate older adults and advocate for a world that genuinely listens to their needs. This year, I’m proud to share the story of Luc Maurice and his remarkable Mission Unitaînés project. This ambitious initiative aims to create 1,000 social housing units for disadvantaged seniors across 10 complexes in Quebec, demonstrating not only extraordinary generosity but also a visionary commitment to a society where aging is valued. Our team had the privilege of sitting down with Mr. Maurice to discuss the project’s details, which he has championed with a dedicated team of experts and volunteers for months – and held dear in his heart for years. What better way to honour our seniors than by providing them with dignified housing? I hope you’ll be inspired by his compassion and dedication, just as I am.
Alain Champagne
Mr. Maurice, what sparked the idea to develop social housing for older individuals?
Actually, it wasn’t me who came up with the idea, it was them! From the early days of Le Groupe Maurice’s first residences, I was approached by people who were discouraged that they couldn’t afford to live in one of our complexes. That always bothered me. So, I’ve been thinking for several years about a business model that would allow us to build social housing so that even more people could have access to quality apartments.
Why couldn’t you bring this project to life sooner?
For a number of reasons. Firstly, I’ve always been passionate about providing better housing options for older people in the province than what was available when I first established Le Groupe Maurice. Also, I couldn’t divert my attention to another project; all my time, heart and energy were dedicated to the company. Moreover, 15-20 years ago, I didn’t have the same degree of financial resources as I do today. I wouldn’t have been able to make the same level of commitment that I have recently with Mission Unitaînés.
Another aspect to consider before launching a project like this is “timing”. Since the 2008-2009 housing crisis, the mandate of the Canada Mortgage and Housing Corporation (CMHC) has shifted and become more economic than social. Consequently, affordable housing has disappeared from political discourse. As a result, very few social housing units have been built in the country because provinces no longer have the means to do so.
Today, we’re experiencing a shortage of all types of housing. There was an urgent need to act! In fact, the shortage has become critical, particularly for social housing. The cost of living is increasing, and everyone is paying the price, especially the less fortunate. Governments have recognized the pressing need to act. The current housing minister, Mrs. Duranceau, has been very proactive in finding a solution quickly. That’s when I stepped in.
What a shame that it takes a societal crisis each time to bring about change. It leads to so much strife!
So, it’s in this context that your first social housing project is born?
Well, not exactly. Mission Unitaînés is technically my second social housing initiative since we included 58 units in the ORA residence that opened in 2019. Can you believe it took us three years to secure funding after receiving government approval? It makes absolutely no sense! No organization can sustain such lengthy delays, which is why so few of them undertake social housing projects.
What led to the successful implementation of Mission Unitaînés?
Mrs. Duranceau acknowledged that the ministerial funding timelines were unrealistic. With the project we had in hand, we were able to obtain approval from the federal and provincial levels of government AT THE SAME TIME, and in time to launch our projects quickly. This was a significant challenge. They approved a substantial budget allocation for three key reasons: the apartment construction would be cost-effective and swift, I would contribute personal funds, and I would absorb any cost overruns. I recognized the risk involved, but was confident that with the team in place we would overcome the challenge.
Following that, I reached out to 30 Quebec municipalities with populations over 40,000, where the median income for seniors was relatively low. Before concluding an agreement, I had two conditions: average monthly rent would be around $600, and construction would commence within six months of our initial meeting. The cities genuinely interested in supporting their underprivileged residents displayed remarkable agility and cooperation in swiftly finding suitable land for the project. I take this opportunity to salute their boldness and flexibility.
As of now, 10 agreements have been signed and 9 projects are currently under construction. We’re finally seeing the dream become a reality! We’re dedicated to completing all the buildings by spring 2026, with over half expected to be finished by autumn 2025.
That’s excellent news! What do you believe will ensure the success of this project?
First and foremost, the genuine desire of all stakeholders to support their community, demonstrating a true societal commitment. Additionally, the simplicity and swift execution supported by experts – many of whom are generously volunteering their talents and who embody exceptional human values.
Honestly, apart from the social housing project at ORA, I was unfamiliar with the non-profit sector. Two years ago, before announcing the idea of Mission Unitaînés, I had to do my homework to truly understand this field. So, I called upon Julie Favreau, a lawyer specializing in social housing across the country. Then, Caroline Sauriol, former CEO of Little Brothers for 14 years, joined as President of the Mission Unitaînés project. She masterfully leads the entire preparation, development, construction and financing of these major projects.
Do you believe the project will set an example for others to follow?
I certainly hope so. While it’s an innovative concept, Mission Unitaînés will soon demonstrate its feasibility. However, it’s crucial that it remains grounded in social responsibility and accountability from all stakeholders. In the years to come, I envision prominent organizations like Desjardins, the FTQ or the CSN – which benefit from tax-saving investments, significant tax rebates and have a deep understanding of real estate development – to wholeheartedly adopt this business model. The future is bright: an affordable rental housing supply created 2 times faster and almost 2 times cheaper!
There’s hope, but political and societal commitment must continue to be present. More importantly, this has to endure in the long term, not just sporadically. This is where I believe Mission Unitaînés will make a valuable impact by positively influencing public opinion on the feasibility and longevity of this type of initiative.
What are you most proud of in all of this?
It’s not a matter of pride, really… it’s just plain common sense for me. Because this project doesn’t just offer social housing: it also frees up living spaces for others.
I just want to do my part. And frankly, I still have plenty of energy and good health… I’m enjoying myself! I’m a pragmatic man, not a philosophical one; I prioritize action over contemplation or critique. However, I’m eager to pass the torch to others. I emphasize once again, that the future lies in combining tax benefits with real estate.
Will there be a second phase for Mission Unitaînés?
It’s a bit too early to say, but one thing is certain – if there’s political will, I’ll be more than happy to embark on a second phase to continue helping, to the best of my abilities, the older citizens in our society who really need it.
What drives all this philanthropy in you?
Improving the lives of older people. ALL older people. The continuation of this mission I embarked on over 25 years ago. One of my proudest accomplishments is the consistency in my intentions and values that underlie every major project I’ve undertaken.
I’m exceptionally grateful for everything I’ve received in life. Yes, we create our own happiness, but we don’t choose to be born into a loving family or in a peaceful and respectful country. Giving back is the least I can do, and it’s the same for many people around me.
I’m thankful, too, for everything Le Groupe Maurice has gained over the years – the expertise, the empathy and the trust. It’s taken all that experience to bring me to this point, where I can launch a project like Mission Unitaînés. It’s all about consistency: Le Groupe Maurice, ORA social housing, Mission Unitaînés… they all share the same roots, the same purpose. I feel like I’ve come full circle. It’s an exhilarating feeling.
Mr. Maurice, thank you for your genuine and passionate commitment to supporting older adults. You are shaping our future for the better. May this project, which comes from the heart, resonate with many and inspire others to take action. Long live Mission Unitaînés and all similar initiatives around the world!