Let’s Rebrand ‘Active Adult’

The fastest-growing property type within senior housing is active adult communities. Before it gets too much bigger, we should ask ourselves: Is “active adult” really the best name to market this product to the consumer?

As I said in a side conversation at last week’s NIC Fall Conference, I don’t think it is.

For starters, what does the term “active adult” say about residents in other types of senior housing? When they can no longer live in “active adult,” do they become inactive? Is it time to put them on ice?

Because of what it implies about everyone else, I think “active adult” is an ageist phrase. That’s reason enough to make a change.

But research also shows that people looking for active adult communities don’t use the term as they search. They’re much more likely to say they’re looking for “retirement communities” or “senior housing.” So the term is not yet well known or accepted by the customer we are targeting. That presents an opportunity.

Given the growing popularity of active adult communities, now is the time to rebrand. Soon, it will be too late or, at a minimum, very costly and difficult, to rebrand once “active adult” is the accepted terminology among BoomX customers.

I lean toward something like “lifestyle housing.” No matter the name, I think we need terminology that signals that these communities are aspirational settings — the sort of place Boomers and older Gen Xers will want to move into.

I’m curious what you think: Is it time to rename active adult communities? If so, what should the new name be? Leave a comment with your idea on my LinkedIn post on this topic.