The senior living market in the United States is an underdeveloped opportunity, with low acceptance, negative perceptions and muddled messages.
This is a 30-year, slow fail. Despite the significant demographic opportunity presented by aging baby boomers, Generation X and Generation Y, the reluctance to embrace elective housing options is rooted in the current cultural metaphors. Changing those could shift perceptions and unlock massive market potential.
Management guru Peter Drucker is credited with saying, “Culture eats strategy for lunch.” This is an example of a metaphor that also helps make my point. No matter what a business plans, if the culture is antithetical to or averse to the initiative, then it will not succeed.
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