Basking Ridge, NJ-based Fellowship Senior Living announced Wednesday the rebranding of the organization to FellowshipLife. 

The name change is meant to reflect an evolution in the senior living and care industry that addresses the desires of the baby boomer generation — those born between 1946 and 1964 — who will be driving the industry for the next 20 years or so, President and CEO Brian Lawrence told the McKnight’s Business Daily.

“Baby boomers, as they age, don’t want to be referred to as ‘elderly.’ They have very active lives after they retire for 30 or 40 years, and they want to be part of an organization that meets that desire, and that need that they have, whether it’s in their home or in a community setting,” he said.

To meet that demand in New Jersey, the executive said, FellowshipLife has a diverse portfolio of services to help people age throughout the region. Most recently, FellowshipLife has acquired or is in the process of acquiring three continuing care retirement communities: Friends Village in Woodstown, NJ, House of the Good Shepherd in Hackettstown, NJ, and Pines Village in Whiting, NJ. FellowshipLife will serve as the parent company to all the communities while honoring the communities’ heritages and uniqueness.

In addition to the CCRCs, FellowshipLife offers home-based services, Lawrence noted. The offerings include home care, hospice services and home-based therapy services, to name a few. The organization has a medical service that provides physician services and clinician services to people throughout New Jersey.

The company also owns a community theater in Basking Ridge that is open to both CCRC residents and the public. Offerings have included “real productions” such as musicals and orchestra performances, Lawrence said.

“I guess it [rebranding] comes with a time of evolution, innovation and growth for the organization as well as for the industry and the consumer we’re serving. Because we’ve been evolving to meet the consumer changes and desires out there, and we’ve changed to react to that to make sure we’re meeting the needs of the marketplace,” he said. “We’ve made all these modifications and changes throughout the years, so we really want to change our name or branding to reflect that evolution, innovation and growth of the organization to lead to what the consumer has been transforming into over the generations.”