Retirement homes have image problem that might be about to change
LONDON: Modern, purpose-built communities can fit the bill for the over-55s claims new research published today.
When you think of retirement homes, what comes to mind? Aged and unwell people, sitting rather miserably in nursing facilities? If so, you share that mental image with a large chunk of the public.
Research carried out by law firm Shakespeare Martineau suggests a third of Britons believe retirement housing schemes are synonymous with old people’s homes.
But there is another sort of retirement home: one that is self-contained, often brand new, done up with spangly interior design, and part of a community of similar homes that are privately owned by people just like you – over the age of 55 and, more often than not, quite healthy and active.
Recognising the disconnect between perception and the reality offered by modern, purpose-built retirement communities, the specialist law firm established a working group with housing providers Housing 21 and Lifestory Group, the Housing Learning and Improvement Network, affordable homes provider Orbit Group, Elderly Accommodation Counsel, the Local Government Association (LGA) and the Chartered Institute of Housing, to look at why so many people are still so put off by retirement living schemes.
In a White Paper published this week, Shakespeare Martineau’s Louise Drew, partner and head of building communities, writes: “It is estimated that substandard housing costs the NHS £1.4 billion every year.
“But, despite the availability of retirement housing stock that could delay the need to enter residential care, there appears to be hesitancy from the public to move from family homes that do not appropriately meet their needs.”
After surveying 2,000 ordinary individuals along with 100 specialists from the retirement housing sector, at least part of the reason for this seems to be that retirement communities have an image problem.
“Social care and support is typically only sought during times of crisis – it’s an urgent need and often seen as a sign of defeat,” says Colin Noble, LGA councillor and former leader of Suffolk County Council.
“There needs to be more support in helping people plan for a healthier, happier older age.”
Ms Drew warns of a worsening crisis. “Research estimates a 400,000 shortfall in purpose-built housing for older people by 2035,” she says. “This is, therefore, a prime opportunity to build retirement housing that is appropriate for people with additional needs and maintains independence for longer.”
Wherever you happen to live in the UK, the sight of retirement villages and communities appearing from the ground up, or replacing older commercial buildings, will be familiar. Companies such as McCarthy & Stone and Churchill are increasingly recognisable household names.
Investment in retirement home developers has picked up in recent months. Given the repeated complaints of too few suitable homes available for those looking to downsize later in life, and the difficulties posed by social distancing amid the Covid pandemic in residential care homes, the appetite for self-contained accommodation with the option of access to care at home may well be about to rise.
Shakespeare Martineau’s report found just 28 per cent of the public feel retirement housing is good value for money. Indeed, expensive fees and homes that prove hard to sell on are perceptions that dog this sector.
When asked if they would move into a retirement housing scheme, only eight per cent of people surveyed said they would definitely consider it.
Bruce Moore, chief executive at Housing 21, claims poor perceptions in society are more indicative of inherent prejudices relating to the older generation.
“Society doesn’t celebrate older people,” he says. “A great service for young people would get headlines. Councillors should wake up – older people are the ones who vote! Ageism’s the problem.”
