Do you really know today’s seniors – who they are and what they want? Data from some recent Harris polls offer some insights on the over 65 population, and some of them are surprising.

From their lifestyle preferences and financial concerns to their talents, tastes, and beliefs, seniors have a deep sense of purpose, commitment, and visions. They clearly see the life they want, and they’re seeking senior living communities that fit them like a glove.

Dollars and Sense

The tumultuous economy is weighing on everyone, and – according to a recent Harris poll – 7 in 10 seniors are pessimistic about the country’s direction. However, they also are more likely than the general public to be just as well off today as they were a year ago. They are more financially confident, but they also are concerned for their families and the country.

Not surprisingly, seniors are most concerned about the economy and COVID. Yet, interestingly, they are more concerned about immigration than health care and more about terrorism and national security than taxes or the environment.

Everyone is worried about inflation, but seniors most of all. According to the Harris poll, 67% of 65-plus respondents say they are “very concerned” about inflation, compared to 61% of Gen X, 44% of Millennials, and 28% of Gen Z.

Pursuing Professional Purpose into Senior Living

Some additional Harris data that paints a vivid picture of today’s (and tomorrow’s) seniors. For instance, knowing how concerned senior are about finances, it’s not surprising that they want to work longer:

78% of workers 57-75 years old say they would rather be semi-retired than leave the workforce entirely.
79% say they are likely to semi-retire by having a flexible work schedule, 59% would like to work reduced hours with the possibility of fewer benefits, and 66% say they’d like to transition to a consulting role.

While seniors suggest they intend to work longer, they also want to spend more time with family and friends, celebrate small things and create achievable goals, and take time to reflect and savor the good moments in their lives. Post-pandemic, seniors want the following in a senior living community: sense of normalcy, having privacy respected, preserving their independence, staying touch with family and friends, being in control, and feeling heard and listed to.

When it comes to who they trust the most about a decision to move to a senior living community, Harris poll data offered some eye-opening insights. Seniors said they trust themselves the most to assess their options and make decisions. Beyond that, they indicate they trust their partner/spouse or doctor/medical professional before they trust their children or friends. This has some implications for marketing, which in the past has often targeted adult children.

The data has other implications for marketing as well. The vast majority of seniors are “curious” about senior living options, and far fewer are “excited.” About a third say they’re “anxious,” and about a quarter suggest they’re lonely. Marketing efforts the takes seniors from curious to excited and from anxious or lonely to curious is a viable strategy.

Redefining Operations

All this data doesn’t just suggest a need to rethink marketing, but it’s also important to redefine operations and look at how you provide physical, spiritual, intellectual, social, and other wellness tenets for residents and staff. This potentially means:

Creating opportunities for intergenerational and multigenerational living.
Creating dining services based on regional preferences and across all demographics.
Involving adult children and grandchildren.
Maximizing city and regional amenities.
Giving residents purpose that aligns with emergency industry trends.

Seniors increasingly are prioritizing wellness and will want – even demand – cutting-edge services and amenities that enable them to stay active and healthy. This suggests technology that will help eliminate lengthy trips to doctors and avoidable hospital stays and ER visits; devices that monitor wellness remotely; apps and other offerings that make wellness fun (e.g. Peloton, brain games, interactive activities, team events), and more.

However, wellness isn’t just about physical or mental wellbeing. Seniors will want a variety of ways to attend to their spiritual health – including inter-faith chapels, reflection/meditation room, opportunities for outdoor congregations, connections to nature, and technology that allows to them to participate in services remotely.

Senior want purpose, and that means attention to their intellectual wellness. That means Ted Talks on campus, immersive learning technology, university learning (onsite, at nearby schools, and virtually), outdoor learning centers, opportunities to mentor and teach (with onsite rooms for small gatherings), etc.

After nearly two years of isolation and social distancing, it’s not surprising that seniors are prioritizing social wellness. They want to stay connected through social media and webinars, virtual concerts and intergenerational events, book and record exchanges, travel, meals and food/beverage events, coffee shops, pop-up events, tech cafes, and more.

The opportunities are nearly endless, and seniors are more receptive to (even demanding of) change, innovation, and technology than ever before. Harris polls and other data, as well as personal conversations and events that include seniors, can help you get and stay in synch with residents, prospects, and other stakeholders. Seniors want to continue to grow and learn, and we need to grow and learn with them.

At Pi, we keep our finger on the pulse of what seniors want, even as trends and preferences change. And we channel these into the buildings we design. Let us show you how we can translate data and trends into communities that are filled with happy seniors living their best lives.

Contact us here or call us at 512-231-1910.

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