Over the years, Varsity has not only conducted research on behalf of various clients, but also to also expand our own knowledge of the mature market. We’ve spoken to older adults about everything from homecare offerings to end-of-life planning.
Roll over the text below to learn more about some of the insights we have uncovered in our recent research. If you would like more information or would like to discuss one of these insights in greater detail, please drop us a note or call us at 717-652-1277.
Q: What is one of the most important reasons older adults make the decision to move into a retirement community?
A: Peace-of-mind. Older adults feel reassured by the knowledge that care will be available to them when it’s needed. The last thing they want to do is become a burden to their family. Reputable, quality care will continue to be an important consideration as older adults look to select a community that’s right for them.
Q: What do older adults know about homecare?
A: Not much. Many older adults know that it is an option but don't have a clear understanding of what it is or how it works. Most believe that it is only a medical service and are unaware of private duty options. Very few people can name any homecare agencies. Brand awareness and education about options is a huge need within this category.
Q: How important is it for senior living facilities to have a wellness program in place?
A: Marketing your wellness program as a value-added service at your senior living community differentiates you in the marketplace. These programs give seniors ways to alleviate their top fears: loss of mobility, mental acuity and social interaction/outlets.
Q: What's the biggest barrier for consumers when it comes to planning for their funeral?
A: People are uncomfortable having a conversation about death with their friends or loved ones. The benefits of pre-planning must be made apparent by a professnal who puts them at ease and makes them feel secure in knowing they are doing the right thing for themselves and their family.
Q: How do seniors view bathroom fixture decisions?
A: In the 55+ market, consumers are looking for functionality and durability. They need products that they can currently use as well as grow with, such as lever handles and right height toilets. And although consumers are looking for specific products that will meet their needs, they do not want to lose the look or feel of luxury.
