Living on their own terms: why independence matters to Boomers
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 exploring the evolving priorities of the Boomer market.
Boomers are clear about what matters most: independence. Building on new research from our partners at theEword, this Grey Matters post explores why many resist traditional retirement models and what freedom, control and choice really mean to them. It highlights the growing demand for later living options that support autonomy rather than restrict it.
Staying in control
Across our research into later living, one word comes up time and again: independence. Whether it’s about location, lifestyle or living arrangements, Boomers are clear that they want to stay in charge of their own choices for as long as possible.
According to findings from our partners at theEword, 62 percent of Boomers say that community culture isn’t for them, and 40 percent worry that moving into a retirement community would mean a loss of independence. Many describe a resistance to anything that feels prescriptive or age-defined. For them, control is not a luxury but a fundamental part of how they define quality of life.
One participant summed it up neatly:
“I like the idea of community, but I don’t want to be around old people. Even though I’m relatively old myself, I don’t feel it.”
This reflects a generation that values autonomy above almost everything else. Independence is not only about physical freedom. It also relates to identity, privacy and the ability to make decisions on their own terms.
Rejecting old models
TheEword’s research reveals a clear divide between early and late Boomers. The older cohort (70-79) shows the strongest resistance to the idea of Integrated Retirement Communities (IRCs), with a third saying they wouldn’t consider them at all. Among the younger group (60-69), attitudes are slightly softer but still cautious.
For many, the challenge lies in perception. The term “retirement community” still carries connotations of dependency, even when the model itself has evolved. As one respondent put it:
“It doesn’t appeal to me because it feels like a glorified hotel. I wouldn’t want to be with people my own age all the time.”
The comments may sound familiar, but they highlight a growing disconnect between the industry’s offer and the mindset of its future audience. Boomers want flexible, inclusive environments that feel relevant to how they live today. The traditional imagery of later living, with uniform buildings, quiet dining rooms and age-exclusive amenities, simply doesn’t resonate.
Independence redefined
What we’re seeing is a redefinition of independence in later life. It has moved beyond avoiding care to focus on maintaining control and self-expression. Many Boomers describe wanting to future-proof their homes while keeping their sense of freedom intact. They prefer adaptable spaces and low-maintenance designs that make life easier yet still feel like their own.
In our own Grey Matters interviews, this desire for autonomy came through strongly. One participant, aged 67, told us:
“Part of me wants independence, my own land where I can do what I want in the garden without considering anyone else’s views.”
Another, 73, explained:
“I’m open to the idea of a smaller place, but I like having space when my family visits. I don’t want to feel boxed in.”
These comments reflect a generation designing later life around flexibility rather than retreat. Independence, in this sense, is about being able to choose how, when and where to engage, and with whom.
The emotional barrier
While practical and financial factors play a role in decision-making, the emotional side of independence is often underestimated. For many Boomers, moving into a retirement community feels like an acceptance of age, something they’re not ready to do.
TheEword’s research found that over 60 percent of respondents believe the community culture “isn’t for them”. That language is telling. It’s not that they reject connection or belonging; they simply want it on their own terms. The industry’s focus on care, support and structured socialising can feel like an overcorrection that addresses needs before they exist.
This perception problem is a significant challenge for later living operators. To succeed with this audience, messaging must move away from age or care dependency and focus instead on opportunity, individuality and choice.
Rethinking the offer
For developers, operators and marketers, the implications are clear. Boomers don’t want to be defined by their age bracket, and they don’t want housing options that feel like a compromise. They are motivated by freedom, purpose and belonging, but they want to define those things themselves.
Grey Matters’ ongoing work shows that language and tone matter deeply. Words like “care”, “community” and “retirement” often create distance rather than connection. The brands gaining traction with this audience are the ones using language rooted in lifestyle, design and autonomy.
In practical terms, that means offering choice across tenure, ownership and design. It means building in flexibility for guests, pets, hobbies and hybrid lifestyles. Above all, it means recognising that independence is not something to be lost or managed. It is something to be supported and celebrated.
Looking ahead
Boomers are shaping a new definition of later life. Their expectations are higher, their choices more deliberate and their sense of identity more closely tied to independence than any generation before them.
For the sector, this means moving away from models that assume dependency and towards ones that enable agency. The operators that thrive will be those that can build environments where older adults feel not only supported but free to live, choose and belong on their own terms.
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)