Don't Overlook This Key Demographic When Master Planning or Repositioning Your Communities.
When planning a repositioning or renovation project for your community, consider a potential missing demographic in your focus: individuals born between 1954 and 1965. These individuals do not fully align with the Boomer or Gen X generations. While often grouped with Boomers or Xers, they typically exhibit greater independence, a more active lifestyle, and a strong commitment to pursuing their dreams and making an impact.
As this demographic ages, they may resist the idea that they need help. While their entry into senior living may be years away, it makes sense to start thinking about how to appeal to community design, amenities, and marketing. We have a few things you should know now about these younger, active seniors and how to appeal to them:
These seniors are still in the workforce. According to Pew Research, 19% of Americans aged 65 and older are working, with this number growing. At the same time, they are working more hours and are likely receiving employer-provided benefits like health insurance or pension plans. Whether they commute to work or function remotely, they will value business centers, media rooms, and cutting-edge technology.
Independence is a hallmark of this group. They seek communities that support active lifestyles and engagement in their diverse interests, with a strong focus on well-being and longevity. This demographic appreciates healthcare-related amenities such as telemedicine services, exam rooms, on-site clinics, and physical therapy facilities. However, they prefer these amenities to avoid a clinical appearance. To address this, consider designing them with a spa-like aesthetic or situating them in a separate building or dedicated unit.
Have a say in the communities. This demographic is not afraid to state their opinions. They expect to be involved in determining what amenities, activities, and services the community will offer. They welcome the opportunity to be involved in planning and organizing community events, working with community leaders to determine things like unit updates and building renovations.
Intergenerational opportunities. These seniors will appreciate the opportunities to interact with diverse people with different interests, experiences, and ages. Lifelong learners will welcome partnerships with local colleges and universities with the ability to learn and teach on their senior living campus. These seniors are seeking vibrant communities that feature amenities such as restaurants and fitness centers that are accessible to the broader public.
Savvy consumers who value authenticity. Scrutinizing websites for transparency, honesty, and authentic representation. Stock photos of smiling, laughing, healthy older adults will not speak to them. They want to see real people living in the community, actual units, current recreation and events, and realistic imagery of the dining and wellness facilities.
These older adults are more likely to want to try before they buy. Consider offering the availability of dining or overnight passes to let prospective residents experience the community for themselves. Do not wait to consider these issues in your community master planning and repositioning. While this demographic might not be ready for senior living or long-term care, many are actively involved in decision-making for their older parents. As a result, they will be looking for many of these community characteristics for their loved ones. At the same time, they may be planning for their future and are looking for a setting that speaks to their needs and interests.
Of course, while generational data is notable, generational categories are not scientifically defined. It is important to note that generational labels can lead to stereotypes and misconceptions. Nonetheless, it is valuable to consider the needs and interests of seniors based on available data and information.
At Pi, we can help you master plan or reposition your community to appeal to older adults in every generation. Contact us today.
Pi Architects | Contact us here or call us at 512-231-1910.