By Steve Moran

Recently Bob Kramer published a thoughtful piece on LinkedIn asking if the term “active adult communities” is the best name for this emerging and rapidly growing, age 55+ senior living type. It is a worthy question.

A couple of important points from his post:

• Bob asks: “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?”
• Research indicates that people looking for active adult communities are not using that term in their searches, preferring “retirement communities” or “senior housing.”

Bob closes the post asking if others think the category needs renaming and what that new name should be.

Does It Matter?

I found myself once again wondering how much difference the name really makes.

A number of years ago there was a big push to replace the term “continuing care retirement communities” (CCRCs) with the term “life plan communities.” Yet today I continue to hear the term CCRC used about as much as life plan. And I am not sure that it has made perception or sales and marketing of that product type any better.

If it matters, the rename of CCRCs might make Bob’s case for a rename today rather than later.

What It Represents

Names ultimately represent the things being named, which is why I wonder about the importance of names. I think about iconic names like Apple, FedEx, Intel, Amazon, and I am pretty well convinced they are iconic because of what they represent rather than because of the name — meaning that if the company we call Apple had instead been called Raspberry, Carrot, Elf, or Dirt, the impact of the company on the world would have been the same.

What It Is

Regardless of what we call it, that thing is a group of older people who are first and foremost voluntarily segregated by age. They live in relatively close proximity with one another and away from the rest of the population that is not defined by their age.

The Big Question

The big question is whether we can paint a picture, tell a story, about how aging in an age-segregated community is a great lifestyle choice, something to look forward to — something to anticipate as a good thing as we grow older.

There have been several industry attempts at making aging look more attractive: the “old people are cool” movement launched by Linked Senior and Charles de Vilmorin, and more recently the “future old people” campaign by Aegis Living.

These efforts help, and I applaud them, but it seems to be a tough haul. I actually believe the one thing that is helping us rethink aging is the number of aging celebrities who are living amazing, vibrant lives. They are showing the entire world what is possible as we age. It would be worthwhile for the senior living industry to think about how to tap into this phenomenon.

I would love to hear your thoughts — here or commented on Bob’s thread.

Here is what Chat GPT thinks about “active adult.”

Prompt: What is an active adult community?

ChatGPT:

An active adult community is a residential development designed specifically for adults, typically aged 55 and older, who are retired or near retirement but still active and independent. These communities offer a range of amenities, services, and activities that cater to an active lifestyle, such as fitness centers, swimming pools, tennis courts, golf courses, and walking or biking trails.

Here are some key features of active adult communities:

• • Age-Restricted: Most active adult communities are age-restricted, meaning at least one resident in each household must meet a minimum age requirement, usually 55 or older.
  • Low-Maintenance Living: Many offer low-maintenance homes, including services like lawn care, exterior maintenance, and security, allowing residents more free time for leisure and social activities.
  • Amenities and Recreation: These communities often feature clubhouses, pools, fitness centers, and recreational programs like yoga, tennis, or group outings. Some even have on-site restaurants, classes, or cultural events.
  • Independent Living: Unlike assisted living facilities, active adult communities are for individuals who do not require daily medical care or assistance but want a lifestyle that supports independence and active living.

They are popular with retirees or semi-retirees looking to downsize and enjoy a lifestyle focused on wellness, socialization, and convenience.

Prompt: Can you provide me some examples of active adult communities?

ChatGPT:

Here are some examples of well-known active adult communities in the U.S.:

1. The Villages (Florida): One of the largest active adult communities in the world, The Villages has over 130,000 residents. It offers numerous amenities, including golf courses, swimming pools, fitness centers, and a wide variety of clubs and social activities.

2. Sun City (Arizona): Located near Phoenix, Sun City is one of the original active adult communities. It features multiple recreation centers, golf courses, and activities like bowling, tennis, and arts and crafts.

3. Del Webb at Lake Oconee (Georgia): A resort-style active adult community in Greensboro, Georgia, situated along Lake Oconee. It offers lakefront homes and amenities like boating, fishing, and golf, along with social clubs and fitness classes.

4. Laguna Woods Village (California): Located in Orange County, Laguna Woods Village is a gated, active adult community with over 18,000 residents. It offers a range of recreational facilities like tennis courts, golf courses, and over 250 clubs focused on various hobbies and interests.

5. Cresswind at Lake Lanier (Georgia): Situated along Lake Lanier, this community is known for its scenic beauty and focus on health and wellness. Residents can enjoy activities like kayaking, fitness programs, and walking trails.

6. Sun City Hilton Head (South Carolina): Another Del Webb community, Sun City Hilton Head offers golf courses, tennis courts, fitness centers, and a vibrant social scene, with clubs and activities to suit a variety of interests.

7. Robson Ranch (Texas): Located in Denton, Texas, Robson Ranch is an active adult community with a focus on luxury and convenience. It features championship golf courses, tennis courts, pickleball, and extensive social and hobby clubs.

These communities cater to the needs and preferences of older adults looking for an active lifestyle, offering a variety of amenities, social opportunities, and low-maintenance living.

Prompt: Are there other names used for this type of community?

ChatGPT:

Yes, there are several other names and terms used to describe active adult communities. These terms are often used interchangeably but may reflect slight differences in the focus or structure of the community. Some common alternative names include:

1. 55+ Communities: Refers to communities specifically designed for adults aged 55 and older. These communities are often age-restricted and cater to independent, active lifestyles.

2. Active Lifestyle Communities: Emphasizes the focus on providing amenities and activities that support an active, healthy lifestyle for older adults.

3. Retirement Communities: While often used more broadly, this term can apply to active adult communities where residents are retired or semi-retired and looking for a social, active environment.

4. Independent Living Communities: These communities provide independent living for older adults who want minimal or no assistance with daily activities, similar to active adult communities but with a bit more focus on convenience and low-maintenance living.

5. Age-Restricted Communities: Focuses on the fact that these communities typically require residents to be over a certain age, often 55, but are geared toward independent living.

6. Leisure Communities: Emphasizes the leisure and recreational aspects of these communities, highlighting amenities like golf courses, pools, and social clubs.

7. Adult Lifestyle Communities: Used mostly in Canada, this term refers to communities for older adults looking for an active, engaging lifestyle without the need for assistance in daily living.

8: Active Senior Communities: Highlights the focus on seniors who are still active and independent, living in a community designed for their age group.

These names all refer to similar types of communities, emphasizing different aspects like age restrictions, active lifestyles, and independence.

Prompt: Can you suggest some ideas for a better name that would help with marketing these communities and help people better understand what they are and what it means to move into one?

ChatGPT:

Creating a compelling and informative name for active adult communities that resonates with potential residents while clarifying the lifestyle and benefits can help with marketing. Here are some ideas for names, each highlighting key features or values of these communities:

1. Vibrant Living Communities

Why it works: Emphasizes an energetic, active lifestyle while also suggesting a close-knit, supportive community. It moves away from terms like “senior” and “retirement,” appealing to those who want a full life experience.

2. Next Chapter Living

Why it works: Focuses on the idea of entering an exciting new phase of life, positioning the move as a positive, forward-looking step, not just a retirement decision.

3. Active Horizons

Why it works: Suggests an ongoing journey of discovery, adventure, and possibilities, appealing to individuals who are looking to stay engaged with new opportunities.

4. Thriving 55+ Communities

Why it works: Incorporates the 55+ age requirement while focusing on “thriving,” which promotes an active, fulfilling, and dynamic lifestyle rather than simply downsizing or retiring.

5. The Lively Life

Why it works: Puts a fun and energetic spin on community living, with the name directly communicating a vibrant, socially rich experience.

6. Encore Living

Why it works: Suggests a second or encore stage in life that’s full of new activities, relationships, and opportunities. It’s positive and evokes excitement about life after 55.

7. Vitality Village

Why it works: “Vitality” emphasizes health, energy, and wellness, while “village” creates a sense of community and closeness.

8. Elevate55 Communities

Why it works: “Elevate” brings in the idea of lifting life to new heights—full of possibilities, energy, and vibrancy. The “55” subtly targets the age group without making it the focus.

9. Prime Path Communities

Why it works: “Prime” emphasizes that life after 55 is still full of prime opportunities, and “path” evokes the idea of being on a journey of self-discovery, fun, and health.

10. Golden Active Living

Why it works: “Golden” reflects the golden years of life, but paired with “active living” removes any passive connotation of retirement. This balances both the leisure aspect and the activity-rich environment.

11. Momentum Communities

Why it works: Momentum signifies ongoing movement, growth, and excitement, positioning the lifestyle as dynamic and forward-moving rather than stagnant or slowing down.

12. Engage 55+

Why it works: “Engage” conveys active involvement, whether socially, physically, or intellectually, and invites people to think about an engaging lifestyle. The 55+ clarifies the target audience.

13. Brightside Living

Why it works: A positive and uplifting name, suggesting optimism, happiness, and the good life. It appeals to those who want to make the most of their next chapter.

14. Flourish Communities

Why it works: “Flourish” speaks to growth, wellness, and living life to the fullest. It’s an aspirational term that invites people to envision a high-quality, fulfilling life.

15. Summit 55+ Living

Why it works: Suggests reaching the peak or best stage of life, a community where people can enjoy life’s “summit” with active lifestyles, community involvement, and personal fulfillment.

Additional Naming Tips:

• • Avoiding “Retirement”: Many active adults don’t resonate with the term “retirement” because they are still energetic, active, and looking for new opportunities.
  • Highlighting Benefits: Names that emphasize vitality, wellness, community, and engagement tend to attract attention.
  • Incorporating Age Subtly: If necessary, include the “55+” descriptor but focus on the lifestyle over the age.

Each of these names can help prospective residents better understand that these communities are not about slowing down, but rather about enjoying an active, connected, and fulfilling phase of life.