CCRC Renaming Effort Continues

Themes of community and life-living have emerged via submissions and focus groups related to an effort to devise a new name for the continuing care retirement community (CCRC).

The “CCRC Namestorm,” led by LeadingAge and Mather LifeWays, “was prompted by the multiple signals we were getting from members and consumers that our language is becoming outdated,” LeadingAge President and CEO Larry Minnix told Long-Term Living in April.

The initiative included three in-person events in April and May and welcomed online submissions through mid-June. The resulting final list of possible new names exceeds 100, according to the organization. LeadingAge also is working with marketing firms to obtain their perspective.

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