“What’s in a name? That which we call a rose, by any other name would smell as sweet,” Juliet says in Act II, Scene II of Romeo and Juliet. Still, words and names do shape perceptions, and many modern seniors react negatively to the term continuing care retirement community.
Many Baby Boomers picture octogenarians playing shuffleboard or elderly residents listlessly waiting out their days. Today’s older adults often don’t see themselves as “old,” so they’re unlikely to be drawn to a label that feels dated or marginalizing.
In response, the industry has begun to change its language. Two years ago, Project NameStorm—a collaboration between LeadingAge and Mather LifeWays—set out to find a fresher, more appealing name for what has long been called the continuing care retirement community (CCRC). The task force’s goal was to craft terminology and messaging that would better resonate with Baby Boomers and reflect the evolving nature of senior living.
Life Plan Communities
Project NameStorm recognized that Boomers have redefined many life stages, and retirement is no exception. The traditional image of formal dining and weekly bridge games has given way to interests like wine tastings, salsa classes, and chef-driven, locally sourced menus. Providers have had to adapt their services and marketing to attract active older adults who may consider moving into a retirement community earlier than prior generations.
After extensive research and discussion, the task force introduced a new term that better reflects the category’s direction: life plan community.
So what is a life plan community? Core elements that define the term include communities for older adults that:
- Offer multiple levels of care on a single campus
- Promote an active, engaged lifestyle for residents
- Are integrated with their surrounding communities and emphasize social responsibility and giving back
More than a simple rebranding, the shift from “continuing care retirement community” to “life plan community” signals a change in emphasis—from passive care to active living and intentional planning—an approach that appeals to healthier, younger seniors preparing for the future.
This change in industry terminology marks an important moment for prospective residents and for providers rethinking how they position themselves to meet the needs and expectations of a changing market.
Accepted or Rejected?
Whether “life plan community” fully replaces “continuing care retirement community” remains to be seen. Reactions within the industry vary. Some providers worry the term implies professionals will do all the planning for residents, which is not accurate. Others note the similarity to “Life Care Community,” a term that refers to a specific type of residency contract offered by some providers.
Critics argue the name could encourage denial about the need for future care. Yet many advocates counter that choosing such a community is evidence of careful planning, not avoidance—residents who move into these communities are proactively preparing for changing needs. In contrast, staying at home past the point of safety or suitability can sometimes reflect a reluctance to plan ahead.
Regardless of debate, “life plan community” is easier to say and to use in marketing materials than the older phrase. It better fits modern messaging and may help prospective residents and their families quickly understand the community’s focus on living well while planning for tomorrow.
Time will tell how widely the new terminology is adopted, but the move reflects an industry effort to align language with contemporary expectations and lifestyles for active older adults.