Data shows disconnect between retirement housing offering and public perception

A cross-industry steering group, including the Housing LIN, has published a research report that highlights a significant disparity between public perception and actual offering at retirement housing schemes, as well as identifying clear issues with language and missed opportunities by the retirement housing sector’s marketing approach.

Research commissioned by law firm Shakespeare Martineau, included a consumer survey of 2,000 UK adults and 100 representatives from retirement housing providers. Of those public respondents, 1 in 3 members of the public believe retirement housing schemes are synonymous with ‘old people’s homes’ and there was disconnect between the services the public expected compared to the services actually offered by housing providers.