Boomers Beyond Bingo: Designing for an Active and Aspirational Generation
Baby Boomers resist traditional senior living but find appeal in communities that emphasize independence, activity, and self-actualization. They shun institutional settings and are attracted to resort-like, vibrant environments that support active lifestyles. Here are some key attractions:
Elevated Living: Boomers value options that let them stay self-reliant without maintenance. Their drive towards self-actualization means their tastes are aspirational. So don’t design for where they’ve been (quasi-traditional McMansions). Design for where they’re going: contemporary luxury with elevated style. They want to live in spaces that reflect the clean, healthy lifestyle they aspire to. Give them spacious, modern apartments with clean lines, open floor plans, and modern appliances to draw them in.
Health & Wellness: Boomers care about health. They wear fitness & sleep trackers, read longevity books, and focus on diet. Fitness centers, pools, pickleball courts, nearby golf courses, trails, and outdoor spaces promote physical activity. Instead of puzzle rooms, think Pilates.
Authenticity: Classes, clubs, and events must be authentic with grass-roots support. Boomers prefer to form their own groups around common interests. Find ways to facilitate activities around health and wellness. Encourage interest groups to grow organically with resident leadership.
Facilitate Community: Boomers overwhelmingly care about being connected to their local communities. Enable that connection with volunteer programs. Consider making physical space available for use by local non-profits.
Location, Location, Location: Considering the above priorities, proximity to outdoor recreation, parks, schools, shopping, and entertainment is more important than ever for this generation. Golf carts are immensely popular and continue to grow in popularity. Capitalize on that by locating in slow and low-traffic areas near community amenities and provide dedicated cart paths to facilitate easy access.
Cuisine: Food is not an afterthought for Boomers. Your menu should offer healthful and nutritious foods that support wellness. Avoid heavily processed carbs and oils. And they especially value breakfast, so make sure there are healthy options. Boomers eat out 193 times per year, much more than prior generations. So provide authentic restaurant-themed dining settings with multiple venues for them to choose from. Their tastes are adventurous, so make sure to feature global cuisine.
To attract the Baby Boomer generation, we must abandon outdated institutional models in favor of vibrant, resort-style communities. Successful communities will deliver an aspirational lifestyle that blends contemporary luxury, extensive wellness amenities, and authentic, resident-led social engagement. By creating environments that foster independence, health, and deep community connections, developers can meet the high expectations of this discerning demographic.
This article is the second in a series exploring how the future of senior living will be shaped by rising demand—and how development and design must evolve in response. Read the first one here.
