Shaping the future of senior living: Four key personas

The senior living landscape is undergoing a rapid transformation.

Gone are the days of one-size-fits-all retirement communities. Today's active, tech-savvy seniors have a diverse range of needs and desires. To truly cater to this vibrant generation, it's essential to understand their unique motivations and preferences.

By identifying and understanding the distinct personas that are shaping the industry, senior living communities can create thriving environments that meet the evolving needs of today's seniors.

These are the four key personas that are redefining senior living:

1. Simple comforts
   • Core values: Familiarity, comfort and security.
   • Lifestyle: Prioritizes simple routines and social connections.
   • Preferences: Prefers simple, comfort foods and casual dining experiences.
   • Needs: Seeks support for daily living activities and a sense of community.
2. Close connections
   • Core values: Community, belonging and social engagement.
   • Lifestyle: Enjoys social activities and moderate physical activity.
   • Preferences: Appreciates familiar comfort foods with occasional upgrades.
   • Needs: Desires a strong sense of community and belonging.
3. New adventures
   • Core values: Exploration, wellness and independence.
   • Lifestyle: Seeks new experiences and opportunities.
   • Preferences: Prioritizes health and wellness, enjoying diverse, fresh cuisine in trendy settings.
   • Needs: Desires a stimulating environment that encourages personal growth and social interaction.
4. Luxe living
   • Core values: Luxury, exclusivity and personalized service.
   • Lifestyle: Values high-end amenities and exclusive experiences.
   • Preferences: Seeks personalized services and gourmet cuisine.
   • Needs: Desires a luxurious lifestyle that caters to their every need.

By understanding these personas, senior living communities can tailor their offerings to resonate with specific segments of the market. For example, a community catering to the "Simple comforts" resident might focus on creating a warm, inviting atmosphere with familiar routines and activities. In contrast, a community targeting the "New adventures" resident might offer a variety of wellness programs, cultural events and gourmet dining options.

To dive deeper into these personas and learn how to implement strategies to attract and retain residents, download our comprehensive guide. This valuable resource provides actionable insights to help you shape the future of senior living.

Download the guide.

To learn more, please contact us.