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What's In A Name?

We all want to enjoy a long life and we want to do it in a familiar setting-the one we call home. Continuing Care Retirement Communities (CCRC) are one option popular with older adults. However, according to LeadingAge and Mather LifeWays, the owner and operator of several CCRCs, what’s in a name counts! Lots! “…CCRC no longer did an adequate job of creating the best perception among tomorrow’s older adults,” said LeadingAge President and CEO Larry Minnix. The results indicated that the words “continuing care” suggest a setting where older adults are cared for rather than a setting that also fosters growth and new experiences. The new name, Life Plan Community was the result of the culmination of the CCRC Namestorm process—its name a play on the word brainstorm—that began almost two years ago. In fact, 84% of prospective residents aged 65 or younger said they preferred a name other than CCRC for the category. So, chose your words carefully!

- Excerpt from "How Not to Tear Your Family Apart"

Doug responds, as if on cue, “Funny you mention that, Nicole. My oldest sister is living with her husband in a CCRC, which is a continuing care retirement community.

The family continually teases her about taking such good care of him. Aside from the fact that they have been together for a very long time, the truth is she worries that either one of them may not be able to afford the cost of

living in the CCRC if his or her social security income or a portion of their pension income is eliminated. The CCRC maintenance costs are adjusted for inflation each year. She doesn’t feel she has much wiggle room. We all tease her about keeping him alive!”

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