Boomers Don’t Want to Settle, They Want To Flourish

Unlike the traditional "make do or do without" mentality of the silent generation, baby boomers are much more proactive about their desire to experience everything life offers, including aging well.

The sound of bombs stopped exploding in Europe and the Pacific at the close of World War II, but a different explosion started in America. 

The return of soldiers from across the world to the golden shores of America restored great hope for life, liberty, and the pursuit of happiness.

Having spent many months apart, young newlyweds and lovers who desired nuptials reconnected to live the best life possible. 

The result was the explosion of another bomb. 

Instead of devastating civilization, this bomb expanded life – the Baby Boomer generation..  

The product of the greatest generation, known as the Veteran Generation, Baby Boomers did everything big and explosive. 

Many of the social movements that gripped America were at the hand of Baby Boomers. 

They are incredibly boisterous, engaged, and community-focused. One thing is for sure about Baby Boomers. They are never quiet, nor are they tired.

What is so different about the aging of Baby Boomers in respect to other earlier generations?


Presently, the senior living industry is feeling the quake of the arriving Baby Boomers. Classic to their nature, they do not want life as their parents did in their senior years. 

They reject traditional ideas of senior living.  

Baby Boomers do not quietly go away. 

They stand, fight, and advocate for themselves and the plight of others. As such, nursing facilities will not suffice their idea for senior living. 

In addition, many of the options available for senior living do not meet their standards for living. Why?

Baby Boomers refuse to be removed from active societal engagement. They do not want sleepy, quiet communities. 

They do not resolve themselves to big-box assisted living facilities. 

Baby Boomers want to be right in the thick of things. If they must sell their home, they prefer another like it, conducive to graceful, active aging.  

Baby Boomers do not want a sunset; they want to experience the sunrise – they want to be revolutionary. 

They want something new, something groundbreaking, something culture shaking. They want niche residential assisted living homes that cater to their needs, or at least a company that provides home health jobs to healthcare workers so they can continue to stay at home while being assisted by a professional.


The senior living industry must rise to the challenge of a new day. Baby Boomers will not live in archaic facilities, nor will they accept renovated nursing homes. 

They want to be in the midst of the community.

Residential assisted living homes are emerging across America in response to this generation’s demand. 

True to their fashion, they are successful at getting the nation to accommodate their wants. Baby Boomers want active seniors living in the community.

A community for Baby Boomers is internal and external. Internal in that Baby Boomers want to live among other like-minded individuals. 

They do not mind sharing a residence as long as the living conditions are optimal and the company is engaging. 

They long to live in a community, external to the assisted living home, Baby Boomers want to live in a neighborhood of some sort. 

A beautiful home nestled in a cul de sac or a completely renovated home amid a town square where festivals and shopping are common occurrences. 

They want to live in and among everyone of all ages.  

Baby Boomers are avid exercise enthusiasts. They want to swim, golf, play tennis, paddleball, join cycling clubs, jogging clubs, and walking clubs. 

They love the outdoors, so they are game for gentle hikes, bird watching, and gardening. Baby Boomers want to live life on their terms, and anything less is unacceptable.

The senior living industry must holistically embrace the demands of the Baby Boomers. 

While the nation wrestles with understanding, entrepreneurs are leaping at the opportunity to meet the needs of such a plenteous wealthy demographic. 


Never before in the history of America has a generation garnered so much wealth. There are a few reasons for this reality.  

First, Baby Boomers are the second largest demographic in the country. 

They account for approximately 21% of the nation’s population. While Millennials account for 22%, Baby Boomers have another feather in their cap – money.

Baby Boomers are the last generation to retire with full pensions. In addition, many have retired from various careers, some more than once. 

Some Baby Boomers started working at a young age, resulting in their retirement at midlife. Once again, not a group of people to sit around and ponder the day, most returned to the workforce and took up another career. Once they are ready to retire they simply settle everything with their estate attorney.

After 20 years or so, they retired from that career with a 401k. So, this is a generation of people with wealth, and they do not mind spending it on what they desire most. 

Presently, many large senior living companies such as Brookdale, Holiday, Sunrise, and Atria find themselves at a crossroads. 

Occupancy rates are not climbing relative to the aging of the population. 

Contractors are trying to determine what to build or retrofit to accommodate this rowdy generation of seniors.  

Various organizations are sponsoring conferences to try and ascertain what should be done. 

At the present rate, many corporations will be forced into bankruptcy or consolidation if Baby Boomer needs continue unmet. 

One conference uncovered innovative methods to provide Baby Boomers what they want at a reasonable cost to the organizations.


In traditional senior living facilities, dance classes are offered to help with balance and mild aerobic activity. Baby Boomers dread such activities. 

So, dance classes must adjust and become Zumba classes. Baby Boomers want to work up a sweat in their exercising activities, and if a party can be had in the process, why not? 

Baby Boomers are not interested in preserving muscle mass; they want to build it. They want classes that go beyond a 5lb dumbbell. 

They want to engage in moderate High-Intensity Interval Trainings where the muscle is not just preserved but built, and fat is burned.

Friday night fun must remain Friday night fun for Baby Boomers. 

Margaritaville is a necessity. One developer went into partnership with Margaritaville Holdings and created an entire community embracing the Jimmy Buffet motif. 

The residents love it – they are finally living in Margaritaville. The idea of Baby Boomer senior living is an emphasis on living. 

They do not want quiet, calm accommodations. For them, that is boring and a conspiracy to end their active life too soon. 

They want to live as they always have.  


Who would want to retire to work again? Baby Boomers. In many traditional facilities, a working senior would not be permitted. 

Working seniors would compromise reimbursements from the government, yet, Baby Boomers could care less. Some still want to work a few days a week. Where?

  • Some have always wanted to work in a hospital. So, a receptionist’s job suits that desire.
  • Some have always wanted to work in a museum. So, a tour guide job satisfies that dream.
  • Some have always wanted to work with children. Becoming a crossing guard or teacher’s assistant keeps them engaged and intrigued.

Baby Boomers also redefine retirement with fashion. They do not want clothes indicative of their age. 

That isn’t very respectful. 

Baby Boomers want the latest styles that suit their needs. They like athletic clothing, contemporary suits, and hats, as well as stylish but comfortable shoes. Even manufacturers of podiatry shoes have shifted from looking medical to looking contemporary.  

Baby Boomer women are also more educated than their Veteran mothers. Therefore, they may not be found longing to return to a kitchen to cook as a part of their daily routine. 

Many of these women worked full-time jobs. They want meals cooked for them and cooked well. 

The residential assisted living home is ideal for these women as they long for a home atmosphere without such responsibilities.  

Researchers have found the Baby Boomer generation is perhaps the most revolutionary of all time. This generation is responsible for:

  • The creation of a Baby market due to their large number of births between 1946 – 1964.
  • The Hippie Movement, indicative of their teenage years.
  • The Sexual Revolution
  • The Gender Revolution
  • The Reshaping of the American Workforce
  • The Propulsion of Civil Rights, Women’s Rights, Gay Rights
  • War Opposition
  • The First Moon Landing

There should be no wonder about this generation. Unfortunately, the senior living industry estimated a cooling effect with this generation. 

That is a mishap. Baby Boomers are as lively and rowdy as ever. 


Entrepreneurs are not mistaken about the needs and wants of Baby Boomers. A recent survey reveals that Baby Boomers are most concerned with the following in retirement:

  • Family
  • Financial Security
  • Health
  • Acceptable Housing
  • Leisure
  • Philanthropy
  • Work
  • Happiness

Baby Boomers do not want to ride off into the sunset. They want to ride horses and enjoy life indoors and outdoors. 

In short, Baby Boomers fully engage while aging, as they always have.

Investors and operators of assisted living homes understand these needs and wants of Baby Boomers quite well. 

This model of senior living embraces these demands and makes possible what has traditionally been impossible.  

Seniors who reside in residential assisted living homes live life on their terms. Medical needs are accounted for, dietary restrictions are accommodated, and above all, the choice is abundant. 

These residents have tremendous input into the functioning of their residence. Notwithstanding laws, Boomers can have it their way. 

They can move into an assisted living home and inherit a family, friends, associates, and even someone they can argue politics with within a safe setting.

Residential assisted living homes offer an array of living arrangements that suit the budgets of Baby Boomers and their families. 

Single rooms, double rooms, quads, one-story or two-story homes are available for rent. 

Some homes are quaint homes with historic areas, while others are high-rise apartments. Some homes are within suburban neighborhoods and others in rural districts. 

The choice is, as it should be, up to the Boomer.

Assisted living homes come in many facets. Some focus on Memory Care, others Cardiac needs, and yet some on Metabolic Disorders. Some homes are Orthopedic, while others are mixed in terms of health conditions.  


Entrepreneurs who seek to make senior living a living experience for Baby Boomers should delve into the assisted living home business. 

It is profitable as much as it is meaningful. 

The opportunity will last for many years, as Baby Boomers will be aging for more than 20 years in large numbers. 

The nation’s wealth is neatly tucked in their pockets, and housing is and will continue to be a need for them.

The Residential Assisted Living National Association seeks to provide meaningful information to investors, potential owners, and existing assisted living homes. 

Visit the website to learn more about the 3-day course that benefits entrepreneurs nationwide.

The need is clear and must be met. Housing for Baby Boomers promises excellent returns on investment. 

Contact the Residential Assisted Living Academy today to learn more and obtain support and guidance as you endeavor to house the rowdiest generation.

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