Some social movements evolve slowly, passing just under the radar for so long that by the time we do take notice, they’ve already become entrenched in our culture. The “greening” of our society is a prime example; environmental issues have moved from media headlines into our homes. And this growing awareness is just the tip of the iceberg in terms of society’s potential demand for a more holistic approach to life.
Experienced, questioning and environmentally aware, the consumers of today will soon be showing up at our residence doors, looking for a wider service umbrella. They will expect an all-encompassing approach to service, with programs to serve their physical, mental, emotional, intellectual and spiritual needs. Understanding the mind/body connection will become a prerequisite for those of us who work in the retirement residence industry. Creativity and ingenuity will be become the skill-set most looked for in new management teams. The changing expectations of residents of the future will become a driving force, and retirement residence managers will be hard-pressed to meet them quickly enough.
Research shows the emotional need to connect with others is the primary motivation for moving to a retirement community. We already know those who maintain their vitality through personal relationships — whether through volunteer efforts or by connecting with like-minded people — live happier and more fulfilled lives.
The greatest challenge for the retirement sector is not to build the most exquisite building or provide “hotel-like” services, but to help each client as well as the retirement community as a whole to sustain their vibrancy. It will take a creative and holistic perspective to meet the wishes of a new generation of seniors who want an active and involved retirement.
First, our image of seniors will have to change so we see them as they see themselves. Research shows that most individuals over the age of 50 envision themselves as 12 years younger than their chronological age. You may have potential clients of 78 who feel only 66, while residents of 90 may think of themselves as 78. Just looking at the numbers, you can see the dynamics of perception at work.
Advertising promotions will have to respond with positive images of joyful and engaged seniors. Action-oriented photos of tennis players, weight lifters and line dancers will lead the way. Print materials will change in format, scope and content to appeal to a broader and younger-feeling audience.
But we will have to change more than just our advertising images. Those of us who spend our days within a retirement community have a good idea of what tomorrow’s customers will want on an emotional level. We work among residents who want to be seen as whole people who continue to contribute in a meaningful way; people who want the same connections and with the same hopes and fears we all have.
During this chapter of their lives, seniors desire more than the comforts of home. They also need people to believe in them. People who will walk with them; not patronize them. People with big hearts, who will mirror confidence. Today’s residents yearn for this; tomorrow’s residents will demand it.
The seniors of tomorrow will also expect a health care program that does not write them off, but will support them in their desire to pursue their passions and the fun to be had.
The desire for a vital life means recreational programming will have to deliver enhanced exercises to sustain physical health and introduce brain exercises that work like a mental “Viagra” to kickstart and sustain memory. For this new generation of seniors, bingo will be a dirty word.
The job of recreational directors will become one of engaging the mind and body in new and challenging ways. Computer-based programs with the potential to revitalize the brain may be used to help residents listen better, pay more attention and relearn focus. Mental workouts will share equal billing with physical workouts on residents’ activity calendars. Competitive games using crossword puzzles, word jumbles and Sudoku will stimulate residents’ eager minds.
Tai Chi, yoga and meditation classes and community-based giving programs that have been initiated and organized by residents will address their spiritual need to connect. And adventures and events designed to stretch seniors beyond their physical and emotional comfort zones will inspire an even greater reward — confidence.
For example, The Claremont Girls Calendar, inspired by The Calendar Girls movie, has proven to be a wonderful challenge for many residents of The Claremont, a retirement community in Toronto. Their calendar poses reflect delight — one resident pops out of a cake with a bottle of champagne; another waves from behind the wheel of a red convertible, her silk scarf floating behind. Calendar sales have raised thousands of dollars for charity, inspired others, and earned media coverage and fan mail far beyond our expectations. The confidence and joy seen in every stylish photograph has struck a communal chord; perhaps providing a sneak peek at what our future clients will want in the next stage of life: To be viewed as “alive” by their children and grandchildren; to be seen at the age of 90 to be engaged, adventurous and, perhaps most importantly, living with passion.
The future of the retirement industry will build on what we see and understand today. Some clients will want a community living setting in which their days are organized, requiring little involvement beyond signing up for prearranged activities and outings. Others will want to stay more engaged within a residence setting and will demand involvement in everything from operating issues to union negotiations to environmental issues such as recycling and supply sources.
Once we finish upgrading our programming, health delivery and service standards, perhaps we will break out of our retirement residence stereotypes and seek more creative ways to also serve seniors who opt to stay in their own homes. That’s not as radical as it sounds. With increased government spending — $702 million in Ontario — to deliver health-care services to help the aging remain independent in their own homes, the retirement residence industry may want to become a player in this new home-based sector.
Forward-thinking industry leaders will seek ways to develop and deliver creative physical and mental recreational programs into the living rooms of seniors. A trained, qualified satellite staff could link with community services, fulfilling seniors’ need to connect emotionally with a larger community. Home delivery of à-la-carte meals from a retirement residence kitchen could also find a niche in this changing marketplace. The success of home care, which is already well-entrenched in our communities, is testament to the demand for in-home services.
Will our retirement residences continue to evolve and change? Yes. Will home-care options increase and evolve? Yes. Will seniors still need to connect emotionally with others to feel their own vitality and worth? Definitely.
About Lynn Webster
