'CCRC' is out, LeadingAge says

After two years of study, LeadingAge has said continuing care retirement communities should be retitled “life plan community” as a category.

LeadingAge's “Project NameStorm” was completed in partnership with Mather LifeWays. A “life plan community” better represents living settings that encourage new experiences, rather than one where residents are just being cared for,
LeadingAge officials said.

"It speaks a lot to how we are challenging language around aging," said LeadingAge Vice President of Marketing Alishia Parkhill. 

The CCRC term began in the 1980s, but it has never really taken hold, officials said.

The hope is that within five years, the migration to life plan community will be completed and include the all-important investor and government sectors.