By 1964, “baby boomers” represented nearly 40 percent of the American population, and they shaped culture for decades. Today, organizations that serve seniors are responding to the needs and desires of this unique demographic cohort. Here are some key trends.
There’s No Place Like Home
No one wants to move to “a home.” Active adults want to live somewhere that feels like their own home, with modern architectural designs and warm, welcoming spaces and room to gather and entertain friends and family. Cutting-edge communities are recreating neighborhood environments with indoor and outdoor social spots like large patios, cafes and pubs on campus. Residential units that offer functionality, style and privacy without an institutional feel are in favor.
…Unless You’re On Vacation
Resort-like amenities are a big draw. To maximize appeal, especially for coveted independent living residents, continuing care retirement communities (CCRCs) are empowering residents to make the most of their leisure time, with time-saving conveniences like housekeeping and laundry services as well as on-campus salons and spas, fitness centers and swimming pools, and experiences like high-quality live entertainment. Shared spaces that resemble hotel lobbies suggest that an attractive lifestyle awaits.
This Generation Is on the Go
More than ever, residents are looking for facilities and programs that enable them to stay engaged and lead an active lifestyle. Walking paths, pickleball courts, community gardens and even off-leash dog parks are becoming popular. Here are just a few other creative ways that retirement communities are catering to this cohort:
- Exciting experiences like kayaking or hot air balloon rides
- Group travel—domestic and international
- Happy hours
- Intergenerational programs
- Access to golf and fishing
- Craft and other hobby classes
- Niche fitness activities like archery and tai chi
- Tennis and other sport lessons
- Volunteer opportunities here and abroad
- Walking and hiking clubs
- Wellness programs
- Transportation services for errands, shopping or medical appointments
Seniors WaNT TO STAY INDEPENdent
Many, if not most, of today’s seniors hope to age in place, and CCRCs that offer the full continuum of care make that possible. From smart home devices to health wearables, innovative technologies promise to extend that independence. They can even connect within the community. For example, a user-friendly tablet could make it easy for residents to access the campus activity calendar, sign up for events and order from the dining room menu. Technology training classes help residents take full advantage of these resources and weekly tech support can address any issues that arise for seniors. This is important as technology like Face Time and Zoom keeps them connected to friends and family around the globe as well.
What’s for dinner matters
In a recent study, the vast majority of Baby Boomers surveyed said that food quality is a top priority when choosing a senior living community. That’s why you’re seeing a move away from boring, institutional-style food to more creative menus featuring a variety of healthful foods. Communities are offering restaurant-style dining as well as casual bistros for light meals and snacks, and enabling residents to grab a bite virtually any time of day.
KEY TAKEAWAY
Baby Boomers have different—and higher—expectations of retirement living than their predecessors did. Successful senior services organizations will recognize this and tailor their offerings to meet the needs and desires of this important social cohort.
