Operators Rally to Rename the CCRC

Continuing Care Retirement Community. It’s a 13-syllable moniker that has long held its place as the descriptor for hundreds of communities across the nation that provide a host of services and opportunities for people in their later years.

But those in the business of operating and marketing the communities say the name isn’t doing them, or their residents, any favors.

The name has been around for decades, but that could change this year as the result of a campaign currently underway by LeadingAge and its members to come up with new CCRC terminology. The initiative was spearheaded by Mather LifeWays, which has already scaled back on the use of related terms among its communities, and says the time is long overdue to refocus on what these communities really have to offer.

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