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In the field of senior living there has been a so-called list of prohibited words and phrases when it comes to marketing to older adults. Don’t use the word “facility”– it conjures images of a nursing home. Don’t even think about “elderly” as it may imply “frail” when referring to an older population.

When it comes to housing, Continuing Care Retirement Community (CCRC) has been the moniker for campuses that offer independent living, assisted living and skilled nursing.  In today’s world, there is so much talk about active older adults. Perhaps CCRC is no longer an accurate description?  Larry Minnix with the American Association of Homes and Services for the Aging (AAHSA) recently gave a presentation at a gathering of senior living housing professionals and suggested using CCRC may become a thing of the past.  Will the phrase end up joining the list of “don’ts”?  He suggests retirement communities might be referred to as Centers for Healthy Living.

It is an interesting thought. But it also raises questions. Is the public ready to take on yet another phrase relating to older adults? As much as we try, it is still very difficult for the public to get past using the phrase nursing home — even if they’re referring to a CCRC. Think about it, there are lots of folks who still call flight attendants, stewardesses!

I have to admit it is exciting to think about where the future of senior living is headed. As older adults remain more active and involved, perhaps a community with the word “care” in it isn’t appropriate anymore. After all, those 62 and better are, for the most part, just as busy in their everyday lives as the rest of us.

We don’t use facility anymore…is CCRC on its way out? 

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