LeadingAge: Start Saying ‘Life Plan Community’ Instead of CCRC

A new term for continuing care retirement communities titled “life plan community” has been decreed the best fit after a two-year renaming process.

LeadingAge’s “Project NameStorm,” conducted in partnership with Mather LifeWays, sought to rebrand CCRCs to improve their overall perception  for the next generation of older adults. A “life plan community” better represents living settings that encourage growth and new experiences, rather than an environment where residents are just being cared for, LeadingAge officials said.

“It speaks a lot to how we are challenging language around aging,” said LeadingAge Vice President of Marketing Alishia Parkhill. 

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