Campaign Insight

Michael J. Fox, Demi Moore and other celebrities are turning 55 plus and changing the face of retirement. Today’s retirees have a bold, self-confident attitude. They’re embracing retirement – on their terms.

At one time, the retirement community industry shied away from the word “retire.” Yet, it was a highly searched term for those ready to do just that. Things had changed and it was time communities caught up. We grabbed hold of “retire” and made it a rallying cry. This campaign captures the free spirit and confidence of today’s generation of retirees. Whatever this next phase of life means to you, we say, “retire like you mean it.”

This campaign and its celebration of retirement is still going as strong as those who live by the words.