As members of the Baby Boom generation start to consider downsizing or moving into a senior living community, a new report provides insights into what amenities providers can offer to entice them.
The results shared in “Boomers and the Future of Senior Living,” released Tuesday by the American Seniors Housing Association, are based on surveys of 7,375 people, of which approximately 80% were baby boomers — others were younger or older. All participants were aged at least 55 years, had household incomes of at least $35,000 and were not currently living in a residential community where permanent residency was restricted to those aged 55 or more years.
“In the years to come, many of the nation’s 76 million baby boomers will transition into senior housing,” ASHA President and CEO David Schless said in a statement. “It’s imperative that industry leaders understand the baby boomers’ expectations so they can meet their needs and position themselves for success.”
Most older adults who move to senior living do so between the ages of 75 and 84, according to Where You Live Matters, ASHA’s online information resource for consumers. Baby boomers, born from 1946 to 1964, are turning 59 to 77 this year, meaning some are already making the move and others will do so over the next two decades or so.
Almost 60% of respondents to ASHA’s survey said they were considering a move, including to a retirement community, within the next four years.
Highlights of the research:
- A full kitchen, laundry room with washer and dryer, a living room, windows with natural light and additional storage were the top five in-unit amenities desired by baby boomers participating in the survey.
- Exterior home maintenance, lawn and landscaping, 24-hour security and maintenance of appliances were rated as essential or desirable services by up to 83% of respondents.
- Walking trails, on-site storage, indoor fitness centers, activity rooms, convenience stores, family-friendly lounges and ATMs were rated as essential or desirable by at least half of those likely to or unsure whether they would move to a senior living community.
“These data points provide insight into how baby boomers will transform the senior housing industry,” said Kristen Paris, vice president of market research at ProMatura Group and the lead researcher of the report. “Senior housing leaders need to begin planning now to prepare for the millions of baby boomers who will soon call their properties home.”
The report also includes information on participants’ demographics, family and household characteristics, current living accommodations and location preferences.
The surveys used for the report were conducted between December 2021 and March 2022. Copies of the report are available for purchase in the ASHA online bookstore.
