A transformation program for nonprofit senior living operators ready to win the Boomer consumer of tomorrow

The senior living sector believes it’s positioned for historic growth. Occupancy is strong. The oldest Boomers start turning 80. Supply is tight. Demand is coming.

But today’s success masks a larger threat: The future Boomers aren’t a sure thing.

Consumer preference—not demographics—will determine the next decade, and Boomers want control. They want to stay where they are the pilot of their lives, not a passenger inside someone else’s system. Aging-at-home is rapidly becoming viable at scale, backed by billions in investment from healthcare systems, insurers, retail pharmacy chains, and technology firms.

If senior living is going to attract Boomers, it must evolve.

Not with more amenities or marketing campaigns — but by redesigning the experience, the model, and the value proposition.

THE PROGRAM: New Rules of Senior Living

A structured consulting and implementation engagement helping nonprofit providers rethink strategy, messaging, operations, and experience delivery to align with what Boomers actually want.

Based on insights from more than 20 years studying aging consumers through The Boomer Project, and refined through keynote speaking and advising national, regional, and state senior living associations, this program enables leaders to:

• Understand the new realities shaping consumer choice

• Identify structural and cultural barriers to relevance

• Redesign value around control, flexibility, and agency

• Build a compelling strategy to compete not with one another — but with the viability of home

Senior living’s greatest risk right now isn’t occupancy. It’s complacency.
Full buildings aren’t proof of long-term relevance — they’re proof of scarcity.

And scarcity never lasts.

HOW THE PROGRAM WORKS

Module 1 — Discovery

Interviews with leadership, sales, operations, and residents; full review of messaging, marketing and experience; SWOT assessment.

Module 2 — Strategy & Education

Facilitated sessions for boards and leadership teams, presenting the New Rules of Senior Living, national trends, and actionable recommendations.

Module 3 — Planning

Hands-on collaboration to redesign positioning, messaging, operations and culture; development of implementation roadmaps.

Module 4 — Implementation

Support developing materials, KPIs, dashboards, and processes to ensure sustainable transformation.

Format options:

Varies from a single workshop session to a six-month organizational transformation engagement.

Outcome:

Leadership alignment, a new competitive strategy, and an organization prepared to win Boomers before home-based alternatives do.

ABOUT MATT THORNHILL

For 20 years, Matt led The Boomer Project, a national think tank researching aging consumers. He co-authored Boomer Consumer, and has keynoted 11 LeadingAge state conferences, multiple national AHCA/NCAL events, and guided board retreats for many large Life Plan and multisite nonprofit operators.

His commentary on how Boomers are transforming sector after sector has appeared in The Wall Street Journal, The New York Times, NBC Nightly News, and NPR.

LET’S TALK

Interested in exploring whether this is the right time for your organization?
Email: me@mattthornhill.com
Phone: 804-690-4837