The Changing Face of our Market

Meet the Boomer Consumer

The long-awaited year has arrived

20117,000 Boomers will turn

65 every single day

Meet the first one…

• Kathleen Casey-Kirschling

• Born January 1, 1946• Collected Social

Security in 2007

Kathleen Speaks for her Generation

December 2010 AARP Study800 Boomers Turning 65 in 2011

Fears

Financial Security

Health

Hopes

Great “third phase”

Live to 88

Unlike their Parents

Redefined what retirement means

They will never consider themselves retired

Like their Parents

Want to age in place

Realization that aging presents chronic health conditions and financial considerations that influence their lives

Boomer State of Mind

• Satisfied with their lives (78%)• Already achieved much of what they want out

of life (70%)– But, they had really high expectations, as only 40%

have exceeded their expectations for themselves• Committed to start living healthfully (84%)• Fastest growing consumer group on social

networks

From FiftyPlusSurvey.com Members

Thoughts on Technology &

Trust in the Senior Living Industry

Assets Lost in Last 2.5 Years

51%

33%

15%1%

Less than 25% 25%-49%50%-74% 75%-100%

Less than 25%

25%-49%

50%-74%

75%-100%

0%

10%

20%

30%

40%

50%

60%51%

33%

15%

1%

Assets Lost

N = 220

Home Value Decrease in Last 2.5 Years

N = 219

33%

24%18%

6%18%

Less than 10% 10% - 14%15% - 19% 20% - 24%25% or more

Less than 10%

10% - 14%

15% - 19%

20% - 24%

25% or more

0%

5%

10%

15%

20%

25%

30%

35% 33%

24%

18%

6%

18%

Likelihood of Moving to a Retirement Community

N = 218

33%

32%

26%

5% 4%

Not at all likely Not likelySomewhat likely Very likelyAlready in RC Not a

t all l

ikely

Not like

ly

Somewhat

likely

Very lik

ely

Alread

y in RC

0%

5%

10%

15%

20%

25%

30%

35% 33% 32%

26%

5% 4%

Confidence in Country

39%

35%

22%4%

Not at all confidentNot confidentSomewhat confidentVery Confident Not a

t all c

onfident

Not confident

Somewhat

confident

Very Confident

0%5%

10%15%20%25%30%35%40%45%

39%35%

22%

4%

N = 222

Optimism about Economy

N = 221

31%

69%

Yes No Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

31%

69%

CCRC News Coverage

24%

76%

Coverage in Newspapers and

Magazines

Yes No

17%

83%

Coverage on TV

Yes No

6%

94%

Coverage on Blogs

Yes No

N = 217 N=216N=213

Overall Media Coverage about CCRCsTop 2 Boxes

Negative Neutral Positive0%

10%

20%

30%

40%

50%

60%

70%

23%

66%

11%

N=216

Not-for-Profit CCRCs TrustworthinessTop 2 Boxes

N=216

Unworthy Neutral Worthy0%

10%

20%

30%

40%

50%

60%

70%

80%

20%

69%

12%