If your senior living community only talks about LGBTQ+ inclusion in June, you’re not alone — but you might be losing out. LGBTQ+ seniors are a growing market: By 2030, the number of U.S adults over 65 who identify as LGBTQ+ is expected to more than double to 7 million people. And many are actively looking for communities that genuinely welcome them. They’re also quick to spot tokenism: Real inclusion is a year-round effort.
So how do you build a brand that LGBTQ+ seniors trust and choose? It starts with actions that go deeper than marketing.
Start inside before you message out
Your branding starts with your operations. LGBTQ+ prospects will notice if your outward messaging don’t align with your reality.
Ask yourself:
- Are your policies and handbooks inclusive of all identities?
- Do staff receive training on LGBTQ+ cultural competency?
- Can LGBTQ+ couples live openly without fear of bias?
- Are transgender residents supported in their gender expression?
If the answer is no — or “I’m not sure” — there’s work to do. Inclusive branding can’t stick if the foundation isn’t solid.
Marketing with meaning
LGBTQ+ seniors aren’t looking for perfection, but they are looking for authenticity. Marketing should reflect real people and stories, not just rainbow graphics.
And remember, it’s not only LGBTQ+ individuals evaluating your message. Adult children often play a key role in choosing a senior living community for their loved ones. Some of them may be LGBTQ+ themselves, and many more are strong allies. If your brand feels performative or exclusionary, they may steer their parents elsewhere.
Tips to elevate your messaging:
- Highlight LGBTQ+ residents and staff (with consent)
- Avoid stereotypes or over-reliance on Pride imagery
- Speak directly to the unique challenges LGBTQ+ older adults face
- Use inclusive language like “partner,” not just “husband/wife”
Representation matters. But it has to reflect the real experience prospects can expect in your community. Otherwise, your marketing may cause more harm than good when the real-life experience doesn’t match the expectation set by marketing.
Inclusive amenities and services
Inclusivity for LGBTQ+ seniors isn’t just about being “welcoming.” It’s about designing your environment with inclusivity in mind.
Consider just a few ideas:
- A nondiscrimination statement clearly posted and enforced
- Gender-inclusive bathrooms and changing areas
- Social programming that reflects LGBTQ+ histories and relationships
- Partnerships with local LGBTQ+ organizations
- Counseling or support groups at recognize identity-specific challenges
Remember, what feels “normal” to some may not feel safe or affirming to others. Proactive design helps everyone feel seen.
Avoid common pitfalls
Even well-meaning communities can alienate LGBTQ+ prospects without realizing it. A few examples:
- Forms that only allow binary gender options and other non-inclusive language
- Staff who misgender residents
- Partner benefits that don’t include unmarried couples
- Marketing materials with exclusively heterosexual couples
These subtle signals tell prospects: “This might not be a safe space for you.”
Show up year-round
Pride Month is a great time to affirm your values, but it shouldn’t be the only time. Year-round strategies to show true support:
- Celebrate LGBTQ+ awareness days throughout the year
- Maintain an LGBTQ+ advisory group or resident council
- Audit your materials, signage and messaging regularly
- Partner with LGBTQ+ organizations for trainings or events
Inclusion is a process, not a campaign. It takes commitment, repetition and listening.
Let Pride inspire you to evaluate your brand
LGBTQ+ seniors are watching how you show up, and not just in June. They want a home where they can age with dignity, safety and belonging. If your brand can offer that, they’ll notice.
So, hang the rainbow flag if you mean it — but back it up with everything else you do, every day of the year.
