Why downsizing has become a lifestyle choice
This post draws on new research conducted by our partners, theEword, based on a survey of 1,000 UK residents aged 60–78 planning to purchase property within the next 12–18 months, supplemented by qualitative interviews with participants. Insights are interpreted through the Grey Matters lens as part of our ongoing collaboration to explore the evolving priorities of the Boomer market.
The new shape of downsizing
For years, downsizing has been a shorthand for financial necessity: a reluctant trade-off between comfort and cost. But new evidence from our partners at theEword’s 2025 Downsizers Report, combined with our own qualitative research with older homeowners, tells a different story. For many Baby Boomers, the decision to move is less about money and more about meaning - driven by lifestyle, wellbeing, and a desire to shape the next stage of life on their own terms.
According to theEword, 61% of Baby Boomers planning to buy property in the next 12–18 months are looking to downsize. Yet only 17% cite financial pressures as a key motivator, dropping to just 10% among Early Boomers (those aged 70–79). For the rest, the move reflects a conscious decision to right-size rather than cut back. As one participant put it:
“I’ve got a conservatory which I use, and the bathroom and kitchen; that’s it. The rest of the house is closed off. I don’t even go in there.”
From empty nests to intentional living
The traditional family home no longer fits the way many people live in later life. Once children have moved out, large houses become more of a burden than a comfort. TheEword found that the most common reason for moving was having “too many bedrooms”, closely followed by the appeal of smaller, easier-to-manage homes with access to amenities and social connection.
This theme of practicality and purpose runs strongly through our own interviews. Many older adults describe a growing awareness that their home no longer serves their needs. Gardens that once brought joy now demand constant upkeep. Stairs become a worry. And yet, the emotional connection to home remains powerful. The transition, therefore, is less about giving something up and more about reimagining what home means.
As one 71-year-old participant explained:
“The house that we live in is not conducive to either of us anymore. The garden is far too big. The stairs, the bathroom, even the kitchen are not very accommodating for people with health problems.”
Her reflection captures a wider truth: for many, downsizing is not about moving into something smaller, but something smarter.
Beyond bricks and mortar: staying close, staying connected
Another key driver revealed in theEword’s research is proximity - not just to shops and services, but to people. Over a quarter of respondents said relocation was part of their downsizing plan, with many wanting to live closer to family, friends, or better amenities.
This echoes our qualitative findings, where the need for connection and support repeatedly emerged as a central motivation. One participant, 68 and semi-retired, shared:
“I live in a ground floor flat in East London, but my daughter and grandchildren live in Marlow. I’m hoping to move nearer to them… and I’m looking for a quieter life outside of London.”
For her, downsizing isn’t a retreat – it’s an investment in relationships.
Interestingly, theEword also highlights a generational divide within the Baby Boomer group. While Early Boomers (70-79) are more financially secure and focused on lifestyle improvement, Late Boomers (60-69) show a greater appetite for flexibility – often exploring options like second homes, relocations abroad, or investments for children. One respondent summed it up neatly:
“I’m looking for a property in France to rent out in the short-term and then relocate to in the next few years.”
The rise of the purposeful move
When we look at the stories behind the statistics, a consistent pattern emerges: downsizing has become a proactive, positive choice. It’s about removing friction from daily life and ensuring future comfort, not reacting to crisis. This reframing matters for how the later living sector communicates with potential residents. Messaging that still focuses on cost-saving or care support risks missing the mark. What this generation wants is control, not compromise.
Our interviews reveal a cohort that prizes independence and preparedness. One participant, reflecting on her plans, said:
“It’s something I’ll have to consider carefully over the next few years. This discussion has given me some food for thought, and perhaps it’s time to start looking at these options.”
That sense of forward planning and agency is key. The best operators and developers will recognise this shift and speak to it authentically.
Implications for later living operators
If older adults are reframing downsizing as a lifestyle upgrade, operators need to mirror that language. Here are three takeaways for brands seeking to connect with this audience:
Sell the aspiration, not the adjustment. Frame downsizing around improved quality of life - more freedom, more convenience, more time for what matters.
Position properties as enabling independence. Practicality should be presented as empowerment, not limitation.
Recognise the emotional dimension. This move isn’t about letting go; it’s about preserving identity and control.
TheEword’s data shows that Boomers are financially powerful, digitally engaged, and increasingly discerning. They are shaping the housing market in their own image. As the report concludes:
“This isn’t about cutting back; it’s about optimising living for the next chapter of life.”
Click here to read the full Downsizer Report (2025) from theEword.
About this partnership
This post is part of an ongoing collaboration between Boomer + beyond and our partners theEword, exploring the changing behaviours, motivations, and digital habits of the Boomer generation. It draws on The Downsizers Report (2025), a survey of 1,000 UK residents aged 60-78 planning to purchase property within the next 12-18 months, supplemented by qualitative interviews. Insights are further informed by Boomer + beyond’s Grey Matters qualitative research series, which examines how older adults are redefining what later life looks like, and what they expect from the homes they choose next.
source: the eword - The downsizers report (click to launch)