Health planning without the headlines
How older adults are planning for their evolving health, and what that means for retirement living providers
Planning for the future isn’t always a grand gesture.
Sometimes, it’s a quiet conversation. A gentle shift. A pragmatic compromise between fear, pride and practicality. That’s certainly true when it comes to how people in their 70s and 80s are thinking about their evolving health needs, and what those might mean for how, and where, they live next.
In our latest grey matters conversations with older adults across the UK, a pattern emerged.
Health is on their minds. But it’s rarely the opening line.
1. “I’m alright for now” - health seen through the lens of independence
While most participants acknowledged that health issues are likely to increase as they age, few were actively planning their next move around them. Instead, health was talked about conditionally - something to respond to if and when it worsens.
“At the moment, I don't think I need that. I'm in an independent situation, which I can cope with very well, but I'm aware you never know what's around the corner.”
A number of people mentioned existing conditions (diabetes, heart disease, lung conditions, Alzheimer’s) - but with these already ‘managed’, they weren’t seen as limiting factors. The real concern lay in future scenarios that might threaten their autonomy: losing mobility, needing full-time care, or having to give up driving.
Even when imagining more significant health decline, many were still reluctant to see retirement communities as a natural next step.
“I like my independence. I don’t want to live in some kind of establishment. I’d rather be at home with help coming in.”
The idea of health decline was not denied - but it wasn’t front of mind in daily decision-making. It was something to be absorbed into the future, not something to shape the present.
2. Behind the scenes: quiet preparations
That said, many had already taken practical steps to safeguard their future - just not necessarily in ways they labelled as ‘planning’. From downsizing properties to adapting bathrooms, installing stairlifts, or discussing power of attorney with children, these were subtle acts of preparation.
“We've looked at alternatives if my health deteriorates and I'm not able to come upstairs and things like that, but we'll deal with that if and when it happens.”
Some were considering live-in family members or talking informally with adult children about ‘the next phase’, though few described having firm plans in place.
“I have thought that maybe one of my grandsons could come and live with me, which A, would help look after me, but B, would stop me from having to sell the house for my care.”
For many, maintaining control was more important than seeking care. Rather than planning where they would go, they were shaping how long they could stay put.
3. The emotional undercurrent
Beneath the surface was something more emotional: a desire not to be a burden. Several interviewees talked about their children’s lives being busy or complicated, and not wanting to “get in the way.” Others expressed fear of needing “a home” - often associated with decline, dependency, or loss of identity.
“If I suddenly needed to go into a home because of my health… I'm hoping that wouldn't happen.”
In this context, conversations about health needs were wrapped in unspoken worries - about loss of freedom, status, or dignity.
This emotional backdrop is crucial for the retirement living sector to understand. Decisions aren’t made on logic alone - they’re made on emotion, trust, and a sense of self.
4. Implications for the IRC sector
So what can Independent Retirement Communities (IRCs) take from all this?
a) Speak to independence, not dependency
Frame health support in the language of autonomy. Highlight how services and environments can extend independence, not replace it. Position IRCs as places people go to live more fully, not less freely.b) Acknowledge the quiet planners
Not everyone will arrive with a declared care need. But many are making mental checklists in the background. Make it easy for people to ask “what if…” without feeling like they’re committing to anything yet.c) Offer flexible, modular support
Participants preferred the idea of care being optional and adaptable, rather than fixed. The more customisable the experience — from in-home assistance to communal healthcare options - the more it aligns with the emotional need for control.d) Build emotional reassurance into your messaging
This isn’t just about health services. It’s about how people feel seen, supported and safe. Use testimonials and stories that reflect diverse, real-life transitions. Avoid “care home” clichés at all costs.e) Make planning the default, not the exception
Many are willing to think ahead - just not always publicly. Offer future planning tools or checklists as part of early-stage conversations or tours. Normalising the topic can reduce the stigma of thinking “what happens if…”
Closing thoughts
Evolving health needs are absolutely on the radar for the 70+ audience. But they’re rarely front-page news.
For this cohort, planning is often private, emotional and gradual. If IRCs can create environments, and conversations, that support that, they’ll be much more likely to earn trust and engagement before a crisis hits.
The future doesn’t need to feel like a surrender. With the right language and support, it can feel like strength in reserve.
source: Boomer + beyond_Living well later_qualitative research study_2024