In the ever-evolving world of senior living, the concept of wellness has often taken a back seat to financial-, lifestyle- and amenity-driven messaging. Although these elements undoubtedly are important, they overshadow what is arguably the most compelling reason for choosing a continuing care retirement community (also known as a life plan community): to age vibrantly and meaningfully.

Wellness, at its core, extends beyond physical health. It is a multidimensional approach to living that includes emotional, social, intellectual, spiritual, financial, environmental and occupational well-being.

For older adults, wellness isn’t just a marketing buzzword; it is a pathway to lead longer, healthier and more fulfilling lives.

The MacArthur Foundation’s research on successful aging highlights this, identifying three primary components: avoiding disease and disability, maintaining high cognitive and physical function, and staying actively engaged with life. Yes, CCRCs, by design, align perfectly with those principles.

But the industry has drifted away from promoting this connection, opting instead to highlight features such as yoga classes, gourmet dining and high-end amenities without addressing the deeper why behind these offerings.

Historically, wellness was a cornerstone of CCRC messaging, particularly during the early 2000s.

The framework of the Eight Dimensions of Wellness frequently was invoked to illustrate the holistic benefits of community living. The financial crisis of 2008, however, forced the industry into a defensive posture. Messaging pivoted toward value and financial security, emphasizing CCRCs as sound investments rather than centers for healthy aging.

Just as the industry began to recover, the COVID-19 pandemic dealt another blow. Once again, CCRCs had to justify their value, this time focusing on safety protocols and operational resilience. The deeper benefits of wellness were sidelined, even though CCRC residents demonstrated better outcomes during the pandemic, thanks to the support systems and healthier practices inherent to those communities.

New and emerging research continues to validate the link between CCRCs and successful aging. The Mather Institute’s longitudinal Age Well Study found that CCRC residents experience more favorable changes in social and intellectual engagement than their counterparts living in the general population. Additionally, their report on psychological richness highlights the emotional and cognitive benefits of living in a supportive, engaged community.

Still, those data go underutilized in marketing.

A quick glance at search trends and reports, such as the Kiplinger Retirement Report, reveals a focus on financial implications, luxury lifestyles and contract types rather than the core promise of wellness. Even wellness content in educational resources for consumers, such as the American Seniors Housing Association’s Where You Live Matters website, appear not to have been updated recently, with the most recent substantial material appearing to have taken place in 2015 or 2020 (although the website has undergone a relaunch within the past year).

Today’s health-conscious baby boomers are redefining retirement. They are less interested in passive luxury and more focused on active living, personal growth and longevity.

They want to live longer — not just to extend their years but to truly enjoy their retirement. This is where CCRCs have an opportunity to reclaim wellness as a central pillar of their messaging.

Reframing the conversation around the dimensions of wellness can help illustrate the deeper benefits of life plan communities.

For example:

CCRCs should seize this moment to refocus their marketing and consumer messaging on true wellness.

This means going beyond surface-level amenities to highlight the tangible benefits of community living on health, engagement and longevity. The tools are available: Reports from organizations such as the Mather Institute provide compelling evidence that can be leveraged to educate and inspire prospective residents.

The industry has a chance to reclaim its position as a leader in healthy aging, not just by offering wellness but by showing its profound impact.

After all, isn’t the promise of living longer, healthier and more fulfilling lives the ultimate goal of retirement?

By reconnecting with the wellness equation, CCRCs not only can attract the next generation of residents but also fulfill their original promise: to help older adults age successfully and thrive in every dimension of life.

Jeremy Johnson is creative director at LevLane Advertising.

The opinions expressed in each McKnight’s Senior Living marketplace column are those of the author and are not necessarily those of McKnight’s Senior Living.

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