McCarthy Stone
Finding a new role in society for retirement living
Redefining retirement as a lifestyle choice
The Question
Retirement living was suffering from an image problem that was stalling brand metrics between awareness and consideration phases.
Aging isn’t what it used to be, but so many still had outdated stereotypes and negative perceptions. Coupled with this, consumer consideration wasn’t happening until far too late.
A big life moment needs to be understood much further in advance…
The Thinking
Choices as significant as moving to retirement living are rarely made alone.
We uncovered a much more complex user journey involving family and loved ones well outside the end-user demographic.
Shaping societal perception with this group was the key.
The Answer
We set McCarthy Stone’s role in society as helping to reshape what retirement living means.
We developed an approach that celebrates the active and fulfilling years ahead.
And we brought this to life across social channels with content designed to buck the stereotypes and lower the emotional barriers to conversion.
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