CCRC renaming effort continues

Themes of community and life-living have emerged via submissions and focus groups related to an effort to devise a new name for the continuing care retirement community (CCRC).

The “CCRC Namestorm,” led by LeadingAge and Mather LifeWays, “was prompted by the multiple signals we were getting from members and consumers that our language is becoming outdated,” LeadingAge President and CEO Larry Minnix told Long-Term Living in April.

The initiative included three in-person events in April and May and welcomed online submissions through mid-June. The resulting final list of possible new names exceeds 100, according to the organization. LeadingAge also is working with marketing firms to obtain their perspective.

Some conclusions and recommendations may be announced this fall at the LeadingAge annual meeting, Minnix said in April. It will be up to the more than 1,800 individual CCRCs across the country to decide whether they will use whatever new name arises from the process, he also said, adding that a chance—albeit perhaps a small one—exists that the terminology won’t change.

Related content: Effort seeks new name for CCRCs

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