By 2030, every Baby Boomer will be 65 or older — and they’re not walking into your senior living community with the same expectations as your current residents. They’re living longer, more likely to be divorced, less likely to have children and changing their behavior when it comes to senior living. For senior living leaders, that means it’s time to rethink what you offer, how you operate and how you market.
Boomers and senior living: Family is no longer the default
Today’s incoming seniors are more likely to be divorced, child-free or living alone.
Older Americans have higher rates of divorce than ever before. In 1990, less than 1 in 10 people divorcing were 50+. By 2019, 1 in 3 divorces were among those ages 50+, and continues to climb.
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People are having fewer children, or none at all.
1 in 5 U.S. adults age 50+ has never had children.
More seniors are living alone. Older women in particular are more likely than men to live alone and be financially independent.
Tomorrow’s seniors are independent, often solo — and not willing to settle.
Boomers and senior living: Rethinking amenities and operations
Boomers are entering retirement differently. They’re healthier, more mobile and more adventurous. Combined with the demographic shifts above, here’s how you might adapt your physical plant and services:
- Flexible living models: Consider co-living suites, connected units and seasonal contracts. Roommate matching and community “hopping” can create options that balance independence and connection.
- Travel services: Organize excursions, handle bookings or even create extended stay programs with partner communities worldwide.
- Dating-friendly culture: Offer workshops, mixers and tech help for online dating. Yes, really — companionship matters.
- Pet support: Grooming, dog walking, pet sitting and vet services will matter more to residents who view pets as family.
- Concierge help: Think tech support, travel coordination and life admin help — especially for solo seniors who don’t have a partner or adult children to help.
Boomers and senior living: Marketing to an untethered prospect
Your current messaging may not resonate with these next-gen seniors. They’re not looking for care; they’re looking to improve their lives. Here are some ideas on how your community might adjust:
- Promote belonging: Use storytelling that emphasizes found family and emotional connection, especially for those aging alone.
- Target the “anywhere” senior: Without kids or location ties, many Boomers are open to relocating for lifestyle. That’s an opportunity for communities in overlooked regions to develop programs and services that make it a destination.
- Offer a trial run: “Try before you buy” can reduce commitment anxiety and ease solo decision-making.
A shift in strategy, not just tactics
Adapting isn’t about offering more amenities — it’s about attracting a fundamentally different resident profile. Boomers are aging into your community with fewer obligations, more freedom and high expectations for quality and flexibility.
What worked before won’t work going forward. But for communities that understand these changing dynamics and act on them now, there’s a real chance to lead the market instead of just reacting to it.