What’s stopping people from moving into a retirement community?
Why so many older adults say, “Not yet” - and what operators can do to shift the dial.
We talk a lot about what older adults want from retirement living. But perhaps it's time to ask: what's getting in the way?
Across two waves of research with people in their 70s and 80s, we asked participants to reflect on the idea of Integrated Retirement Communities (IRCs). The concept landed well enough. A private home, with support on hand, and a bit of social life if you fancy it? Sounds reasonable. Yet very few were planning a move. Most weren’t even actively considering it.
So what’s stopping them?
1. "I like my independence. I don’t want to feel managed"
This theme came through loud and clear - even among people who were open to the idea of community living. While they liked the reassurance of support if needed, the image of a retirement community still carried the risk of perceived loss of control.
"You're not going to be in control. You've got to play the game. You've got to play by the rules."
"It’s the idea that someone else is running the show. I don’t want to be told what I can or can’t do at this stage of life."
There’s a fine balance between helpful structure and overbearing management. Some participants associated IRCs with “organised fun,” rules around visitors, or being pressured to join in. One even compared it to school.
"I left that kind of structure behind decades ago. I don’t want to sign up for a timetable again."
Operator response: Emphasise autonomy
Operators can reframe the offer as independence-first, not care-led. Showcase stories of residents living life on their own terms. Avoid the retirement clichés. Don’t talk about clubs and activities as the main attraction - talk about choice, freedom, and flexibility. Make sure prospective residents understand they’re not signing up to be managed - they’re choosing to stay in charge.
2. "I don’t want to live with a bunch of old people"
This one might sting a little - but it’s important. Many participants rejected the label of “old” altogether, and even those in their 80s didn’t want to be defined by their age. To them, moving into a retirement community felt like a symbolic step into a different identity.
"It sounds awful, but I don't want to be surrounded by people who are all slowing down. It would make me feel like I should be slowing down too."
"I’m not ready for slippers and sudoku."
Some worried the environment would be too homogenous - a narrow reflection of what it means to be older. Others feared the cultural disconnect: a place full of people who didn’t share their interests or outlook.
"I’ve spent my life with people of all ages. Why would I want to segregate now?"
Operator response: Avoid signalling decline
Think lifestyle, not life-stage. Use imagery and language that emphasise energy, variety and ambition. Help prospects picture themselves there before a crisis. Focus on vibrancy, diversity and continued growth. Where possible, promote intergenerational elements - whether that’s partnerships with schools, shared spaces, or simply visible connections to the wider community.
3. "I can’t afford it. And even if I could, I’m not sure I get it"
The financial model of IRCs was a major source of confusion - and concern. The concept of a deferred management fee (DMF) in particular raised eyebrows. People wanted to understand not just how much it costs, but what they were paying for.
"They say it's deferred, but when is it due? And what does it include? It’s never clear."
"I don’t mind paying for something if I know what I’m getting. But this all feels a bit smoke and mirrors."
Some referenced negative experiences with service charges in leasehold developments - raising fears of escalating costs and poor value for money.
"It’s not just the cost. It’s the lack of trust. I’ve been stung before."
Operator response: Lead with clarity and value
Don’t bury the DMF. Bring it forward. Show it as part of a transparent package: what it costs, what it covers, and how it compares. Use visual breakdowns, plain-English explanations, and relatable examples. Build trust through openness - and demonstrate value by showing what residents actually experience in return.
4. "I’m not ready yet"
This was perhaps the most common - and most emotionally charged - barrier. Even among those who were generally positive about the concept, there was a reluctance to act.
"It’s on the list. But the bottom of the list."
"I can see it happening one day. Just not this year. Or next."
Readiness is more than health or circumstance. It’s emotional. Moving home at any age is a big deal. But at this stage of life, it also means letting go - of a familiar place, of memories, of pride in managing independently.
"It would feel like admitting something. Like I couldn’t cope."
Operator response: Build future-facing relationships
People may not be ready today, but they’re listening. Make it easy to dip in and out. Offer tasters, trial stays, open days, and gentle ways to engage without pressure. Let people explore the idea at their own pace. Keep the door open - and stay human in your follow-up.
In summary:
Barriers exist. But none are immovable. Most can be softened with the right framing, the right tone, and a bit of empathy. The best operators already know this: the decision to move isn’t made with the head alone. It’s emotional, practical, and deeply personal.
Operators who understand these nuances - and act on them - will be better placed to support older adults through one of life’s most significant transitions. This isn’t just about better sales. It’s about better trust, better relationships, and ultimately, better outcomes.
Help people imagine life in a community that fits who they are – not just where they are in life.
source: Boomer + beyond_Living well later_qualitative research study_2024/25