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Changes in consumer preferences

I’ve been working in the senior housing and care industry for 15 years now. Over the years I’ve witnessed many changes in consumer preferences and how providers of services for seniors have adapted to those changing preferences. One thing that has not changed. people procrastinate! They wait far too long to arrange for in-home care or to move to retirement or assisted living. Even people who are physically frail or suffer from memory loss, people whose lives would be greatly improved wait too long before seeking support.

Here are some reasons why I believe people wait:

• Aging is a slow and gradual process. On a day to day basis, older adults and their families often aren’t aware of a decline in abilities and energy. Actually, to be aware of the aging process, we have to look in two to five year segments of time. Only then do the changes become recognizable to most people.
• Not everyone ages in the same way. Appearance has little to do with the actual physical aging process and the possible decline in mental capabilities. Our society tends to judge a book by its cover. If a person appears to be older looking, we make all the assumptions that this person IS old. We would do better if we used the person’s energy level rather than chronological age or appearance as their age barometer. There are people who are nearly 100 years old who are far more energetic than many recently retired people.
• Money. For many people, it’s a very real issue. If someone is 70 years old, they may live another 30+ years. It’s understandable that a person would want to conserve and be cautious about spending money. Yet, for three distinct groups of people, conservation of money is intertwined with much more complex issues.
• The Savers: People in their 80s and 90s tend to be extremely cautious with their money. They remember vividly the Great Depression; they’re aware that the economy changes and that there are no guarantees in life. They need the reassurance and clear understanding of the costs of services in comparison to their income and assets. They are not risk takers and are always saving for that rainy day.
• The Legacy Desire: It’s understandable that family elders want to make life a bit easier for their families through financial legacies. Unfortunately, we frequently see older adults who forgo the services and assistance they themselves really need in hopes of holding on to some money to give to their children or grandchildren. We also see the other side of the issue; adult children who are financially stable and who are frustrated with their parents who won’t spend money on themselves.
• The Denial Group: I’m not getting older, but all of my friends sure are! It’s interesting that even highly frail people will tell me that they feel much younger than they really are. The problem with denial is that age does eventually catch up. Within this group there is a large tendency to procrastinate, to delay making decisions, to delay arranging for in-home services or resist making a move to a senior community. Interestingly, though, the majority of people who finally make the decision and get the help or make the move are quick to say, I wish I would have done this years ago I’m not sure why I waited so long!

Three other major deterrents are: Misperception, Stuff and Fear.

• Misperception: Making the move from the family home or allowing someone to come in to clean the house and run errands is seen as a sign of physical weakness for many older adults. Adult children tend to think very differently from their parents; they view in-home care or retirement and assisted living services as a welcomed luxury. Fortunately, once people do accept the support, they tend to absolutely love the help and companionship.
• Stuff: OK, so this is a really big and very real issue. We accumulate and we save and we gather treasures. People who are tied to their possessions have an added hurdle to overcome when making decisions about changes. It takes time and energy to make decisions about what to do with personal belongings and important memorabilia. We all know we shouldn’t allow stuff to get in our way, but it does. Fortunately, there is an entirely new breed of professional organizers, downsizers and transition/moving services who specialize in helping people downsize. We can’t take it with us and we can’t realistically take it ALL with us to a retirement or assisted living community, so decisions need to be made.
• Fear: There are layers and layers of fears centered on change and acceptance of outside services. Most of the fears are unfounded or based on perceptions of senior care settings of fifty years ago; but fear is a reality to many people.
• Fear of loss: Any time we have to give up something whether it be privacy, possessions or money - we have fear of losing things.
• Fear of a making the wrong decision: There are many details to consider when making a move. Concern about making a wrong decision can paralyze people. Breaking the move down into small steps and committing to a timeline can be helpful. Also, accessing the help of an agency such as CHOICE is incredibly helpful. Removing unfounded fears or providing resources to move ahead in the process is critical to a smooth transition.
• Fear of not liking it: And the reality is, that many people do have regrets their first 30 days after having a care giver come into their home or after making a move to a new living arrangement. Those fears fade away over time as a new routine is established.
• Fear of fitting in: Being the new kid on the block, where everyone already knows each other is a difficult situation. Good news is that all of those people who make up this community went through the very same fitting in process you’ll go through. They understand and they want to be of help to you in integrating into the community. New residents do need to put forth the effort to interact with people, but it’s well worth the time and energy.
• Fear of giving up: Allowing someone else to help with household chores or making the move into a retirement community can feel like the final step in a lifetime journey. What older adults don’t realize is that making these decisions opens up whole new opportunities for friendships, activities and just plain living. People who view this as an adventure do much better than people who view this as an unwelcomed change.

Every year an estimated twenty thousand people in our community arrange for in-home care services or to make a move to a senior community. You’re not alone. There are thousands of people going through the same decision processes as you.

Last update: 2008-04-04 19:56
Author: Support
Revision: 1.1

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