Name Change Leads to New Identity for Continuing Care Retirement Community Category

In response to a clear and pressing need to rename and reposition the category name used by nearly 2,000 U.S. continuing care retirement communities (CCRCs), an almost two-year process is resulting in change.

LeadingAge, an association of not-for-profit aging services providers, and Mather LifeWays, a not-for-profit organization which owns and operates CCRCs, led the initiative in partnership with Brooks Adams Research, GlynnDevins, Love & Company, SB&A Integrated Marketing, and Varsity. “Project NameStorm” concluded with the recommendation that owners and operators of these communities use the name “Life Plan Community.”

Results of the initiative were announced during the LeadingAge Annual Meeting and EXPO in Boston during a general session of membership.

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