From Wanderlust to Well-Being: The New Priorities of Older Residents

It’s February, and the new year has kicked off with lots of predictions and prognostications. In particular, we’ve seen lots of references to 2026: the fast-approaching year in which the first Baby Boomer will turn 80. And while Baby Boomers are well-known for making their needs patently clear, we thought we’d check in with this group of folks to see what’s on their minds as they approach their octogenarian year. So, we surveyed this group of seniors, and while we found lots of familiar themes, we found a few new ones, too.  

Pain management: how to stand out in a crowd

While overall health is a critical and well-supported priority among seniors, the particular dimension of effective pain management emerged as a concern. The findings underscore the pivotal role that pain management strategies play, particularly in the context of chronic conditions like arthritis, osteoporosis, back pain or fibromyalgia. Not surprisingly, when pain management strategies are effective, seniors tend to be more engaged and active. And while the physical aspects of pain management are generally well supported through physical therapy and medication, how seniors manage the mental and emotional impacts of daily pain generally seems to receive less support. 

For those in senior living marketing, sales and program design, this insight provides impetus to collaborate with the wellness community in new ways. We need to help older adults effectively manage all aspects of pain by adding meditation, yoga, or cognitive behavior therapy (CBT) programs. Supporting the social-emotional impacts of chronic pain will not only encourage participation in activity programs, but improve overall health and resident satisfaction. As communities strive for differentiation, addressing this aspect of seniors' lives might just be the key to standing out in a crowd.

Travel-savvy: make your mark

The survey also uncovers a heightened desire for travel experiences among seniors - even those well into their 80’s. After all, this is a “bucket list” time of life; as one respondent shared “ I still want to see Alaska and ride on a dogsled”.  In all, a substantial number of respondents expressed a desire to seek new destinations, embark on cruises, and explore new locales. 

And as Baby Boomers age into the senior living market, they will also push us to rethink the scope of our core value proposition. Quality care and beautiful surroundings are fast becoming table stakes, and companies will learn to differentiate through ancillary offerings and partnership programs. Senior living communities can enhance their appeal and set themselves apart by incorporating innovative travel programs into their offerings. Watermark, a distinguished provider, is planning to launch Watermark at the Bellevue with “Extraordinary Outings”, an excursion program that includes things like hot air balloon rides, visits to a local winery, or even overnight camping trips. In the new age of senior living, this is what we need to collectively support healthy and engaged aging. 

By providing residents with opportunities to explore new destinations and engage in enriching travel experiences, communities can promote an active and fulfilling lifestyle, and create a unique selling proposition. This kind of compelling visual content reinforces the idea that senior living is not just about settling down, but embracing new adventures and creating lasting memories. In a market where differentiation is key, a focus on travel programs or excursions can elevate a senior living community's online presence. And for those still seeking the thrill of adventure in their 80’s, helping them make their mark in the world just might help a community make their mark, too. 

Financial transparency: common cents

Financial transparency also emerged as a critical concern for older adults. Fueled by a desire for autonomy and informed decision-making, individuals in their eighties are navigating a rapidly changing financial landscape with a discerning eye. Whether managing retirement savings, investments, or healthcare costs, this demographic values open communication and clarity in financial dealings. The quest for transparency extends beyond personal finances to encompass senior living options, where individuals are seeking clear breakdowns of costs and fees associated with retirement communities. Empowered by a wealth of information, these older adults are navigating their financial journeys with both comparisons and confidence, embracing a proactive approach to ensure that their golden years are not only financially secure but also marked by a sense of control and understanding in every aspect of their lives.

While senior living may already be heading in this direction, there is still more that can be done. Clearly outlining the costs associated with living arrangements, amenities, and care services can empower potential residents and their families to make well-informed decisions about their long-term care. Simple, easy-to-read monthly statements that separate monthly fees, amenities and specialized care costs help residents and families build trust. In an era where consumers prioritize transparency, senior living providers stand to gain a competitive edge by promoting clear and accessible pricing structures that align with the expectations of today's seniors and their families. 

Familiar themes

Not surprisingly, the survey echoed some familiar themes, too.  Respondents shared their holistic perspective on well-being that weaves together health, independence, and spirituality. They acknowledge the crucial role that health plays in shaping their future plans and preserving a sense of autonomy and agency. Volunteer work and the pursuit of hobbies also emerged as integral elements of the envisioned "ideal life" for seniors. The expressed desire to stay active and engaged in meaningful activities underscores a commitment to sustaining purpose and involvement in later years. For senior living communities, these findings serve as both confirmation of current priorities and areas of opportunity for future work.