LeadingAge, Mather Push to Rename CCRCs to Life Plan Communities

BOSTON — LeadingAge, a association of nonprofit seniors housing providers, and Mather LifeWays, an operator of continuing care retirement communities (CCRCs), recently announced their plans to rebrand the CCRC model as “Life Plan Communities.”

The decision came out of “Project NameStorm,” an initiative to change the CCRC name spearheaded by seniors housing marketing firms Brooks Adams Research, GlynnDevins, Love & Company, SB&A Integrated Marketing and Varsity. The results were announced this week during the LeadingAge Annual Meeting and Expo in Boston.

“It became clear that the name CCRC no longer did an adequate job of creating the best perception among tomorrow’s older adults,” says Larry Minnix, LeadingAge president and CEO. “At the core of the decision to move to a community is having the right plan for what the next stage of life has to offer. We feel the Life Plan Community name encompasses that very well.”

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