Vanessa Hale
Director, Research
Director, Research
Instagrammas
The Instagrammas (and Instragrampas) are socially outgoing and health conscious, not just concerning food but also when it comes to physical and mental fitness. They are attracted to technology and its benefits and would be considered the early adopters of their cohort. They are likely to be seeking a ‘new-me’ moment, whether by gaining a degree or learning a new skill, such as a language or playing an instrument, or travelling the world to experience new cultures. They are open to improving themselves.
Savvy Shrinkers
Aged over 70, Savvy Shrinkers are the true downsizers of the retirement group. They are practical, constantly in a state of decluttering and have always planned to move to appropriately sized accommodation as their circumstances change. They are seeking a safe community, with possibly either a low maintenance garden or a balcony; the chance to enjoy an entirely hassle-free home; and ideally the companionship of others who are similar to themselves so that they can socialise in their spare time.
Escalators
Likely to be single individuals, Escalators are over the age of 75 and seeking a retirement village because of the services that it can offer. Whether it is weekly help with the grocery shop, or more personal needs, members of this group are beginning to require additional assistance, or recognise that they are likely to need extra support in the not too distant future. They may have family members who are not in a position to provide these services on a regular basis, due to distance or other commitments on their time.