Active Adult: Moving Upstream to Attract the Younger Consumer

As healthcare acuity continues to rise among assisted living and independent living residents, savvy providers are finding ways to expand their reach across the care continuum. While this often means branching out into services such as in-home care and insurance products, increasingly providers are opting to stick to the business of service-enhanced real estate. The difference is a new focus on enticing the younger segment of older adults—with an active adult strategy.