ABOUT BOOK

We conducted consumer research with more than 2,000 adults and more than 100 representatives from retirement housing providers from across the UK to identify the “perception gap” and gathered high-profile representatives from across the retirement housing sector to discuss the data.Our research shows that the public are unsure about the benefits and services provided by retirement housing schemes – often confusing them with care homes and nursing homes to the detriment of the sector.We identify an untapped referrer market for retirement living, that men should be targeted with entry-level information and people should be targeted before retirement age when perceptions are less “fixed”.We show the services that matter most to ABC1 demographic and the sources they use to find information.We outline how the sector can make retirement housing a model of “want” instead of a model of “need”.