I was recently on hold calling the main phone number of a continuing care retirement community (CCRC). The recorded message listed several attractive community features, but one line stood out: the community proudly advertised that it offered board games.
For CCRCs to remain financially stable over the coming decades, maintaining strong occupancy is essential. That requires successfully appealing to the next generation of retirees. Given the wide range of important services and appealing amenities CCRCs provide, however, “board games” is unlikely to be the most compelling selling point to highlight to a prospective resident who has already taken the step of calling the community.
A community with a plan
Long-term success for a CCRC depends on having a current, realistic marketing and strategic plan. To create an effective plan, a community must understand the size, needs, and preferences of its target demographic and clearly define how it will position itself in the future marketplace. Equally important is avoiding overly optimistic projections—unrealistic marketing assumptions are a common cause of failure for startup CCRCs and expansion initiatives.
Attracting the next generation of CCRC residents
As Baby Boomers enter retirement, attitudes about aging are changing. These soon-to-be retirees tend to reject institutional or restrictive settings that feel like an “old folks’ home.” They want communities that promote engagement, independence, and a modern lifestyle.
Research from Varsity, a Pennsylvania-based marketing and research agency focused on the mature market, underlines this shift. In a 2012 report titled “Generation Engaged: New Study Spotlights The Modern Retiree,” Varsity compared seniors studied in 2007 with a different group studied in 2012, using immersion, focus groups, interviews, and supervised “shop-alongs.” The findings showed clear differences: the later group was more active, informed, and in control of their choices. As Varsity’s director of client services John Bassounas put it, researchers found “an intelligent, informed, highly engaged group that is much more physically and intellectually active than its counterpart just five years ago.”
Looking to the future of senior living
Based on that research and on broader observations, these are key areas where senior living will evolve to better meet the expectations of modern retirees:
Physical design: Future communities will move away from cookie-cutter layouts toward more varied options. While large campuses will continue to be developed, smaller boutique-style communities that offer a homier atmosphere while providing CCRC services will gain popularity. Outdoor spaces such as walking trails, pocket parks, and even areas designed for active play will encourage exercise and fresh air. Developers will also incorporate design elements that facilitate extended independence and aging in place.
Technology: Modern seniors are increasingly comfortable with smartphones, tablets, and computers, and they conduct more online research before making relocation or purchasing decisions. A strong digital presence is therefore vital for attracting prospects. Onsite Wi-Fi is now essential, and online activities like social media and video calls promote cognitive engagement and social connection—especially for residents with mobility limitations. Meanwhile, assistive technologies are improving safety and helping older adults remain independent longer.
Dining options: Traditional formal dining rooms are giving way to more flexible food offerings. Expect varied dining hours and casual venues such as bistros or cafés that serve lighter, healthier fare. Dietary trends—vegetarian, gluten-free, locally sourced ingredients—are becoming more common as communities respond to residents’ preferences for choice and quality.
Healthcare: This generation shows greater interest in person-centered, alternative, and holistic approaches to health and wellness. Communities will emphasize active, empowering lifestyles supported by a range of wellness programs. With ongoing uncertainty around healthcare systems and public programs, cost containment and efficient delivery of services will remain central concerns for CCRCs.
Opportunity awaits
Housing and lifestyle are deeply linked within retirement communities. The most successful CCRCs will be those that not only accommodate but genuinely embrace the evolving preferences of incoming residents—adopting flexible programs, modern designs, and technologies that support engagement and independence. Communities that anticipate and respond to these trends will be best positioned to attract and retain the next generation of older adults.