What’s in a Name?

What’s in a Name?

The Boomers are coming, the Boomers are coming! At last week’s annual LeadingAge conference, the Boomers were a common theme. LeadingAge is the national organization for not-for-profit organizations representing the entire field of aging services. You can read more about the great work that LeadingAge does here. This annual conference is a chance for thousands of people to gather, exchange ideas, learn, collaborate and celebrate the great work we do every day. This diverse group represents CEO’s and other team members at senior living communities, LeadingAge staff members as well as residents of communities throughout the country.

Back to the boomers. Many of the educational sessions discussed the Boomer generation; people born between the years of 1946 and 1964. There are over 76 million boomers with the oldest turning 70 and the youngest turning 51 years old. The Boomers are noted for their rejection or redefinition of traditional values. Other notable facts about the Boomers are that, as a group, they were the wealthiest, most active, and most physically fit group then previous generations. So why all the discussion about Boomers? Many communities are preparing for this tidal wave to move into their communities. Does the traditional continuing care retirement community (CCRC) appeal to a Baby Boomer? The general opinion is no. They will not want a cookie cutter type of community with limited options. Choice will be expected, not a bonus.

Two years ago, LeadingAge formed the NameStorm task force to determine whether and how to evolve the CCRC name and brand. Many active, vibrant individuals tended to shy away from a continuing care retirement community because they assume you move in when you needed care. After listening to hundreds of consumers and industry professionals, the task force selected Life Plan Community as the new category name. People that choose to move to a community are planners, and the new category name reflects this.

We invite you to learn more by exploring this website specifically designed for this name change. Be sure to watch the video.

We’d love to hear your thoughts. Feel free to comment.

What’s in a Name?