Shifting societal thinking on old age lies squarely at the feet of developers

COMMENT People rarely give much thought to the less glamorous inevitabilities of life. Indeed, it is probably hardwired into us to instead focus on positive milestones that we would like to define our futures, whether they be starting a family, buying a home or launching a business.  But even though it is an inescapable reality for us all, no one wants to dwell on the subject of growing old – especially the prospect of our own home becoming no longer suitable for protecting our physical and mental health.  This quirk of human psychology poses a significant barrier to addressing the care crisis in our country. With governments grappling with geopolitical crises, inflation and enduring cost-of-living challenges, chronic issues affecting older people often slide down the list of priorities for both politicians and the general public.   We urgently need a seismic shift in how society views later life – a shift that encourages us to think much more deeply about how – and where – we and our loved ones would like to live as we age. This, naturally, would increase the pressure on government to pave the way for genuine, long-lasting and sustainable social care reform.  Alleviating pressure But who can usher in this new way of thinking? Property professionals have the capacity to play a far more influential role than most people realise. While Britain’s later living sector may still be in its relative infancy, its determination to catch up with more established markets such as Australia and America is fervent.  However, this drive must be underpinned by a commitment to education. We must emphasise how retirement-with-care communities can alleviate pressure on health and social services, save the NHS substantial sums each year, help address the housing crisis, and, most importantly, ensure older people are living their best lives.  As a sector, we must recognise and embrace our important responsibility to act as a guiding light for reshaping society’s thinking about growing old. Our continued growth inadvertently plays a significant role in raising awareness and securing a better future for older people and society as a whole.  By creating purpose-built communities that cater specifically to the needs of older individuals, we offer tangible representations of the challenges they face, prompting policymakers to delve deeper into these issues. These communities serve as living examples of solutions to chronic issues that have affected the lives of older people for far too long, providing supportive environments that promote independent living while offering access to high-quality amenities and healthcare.  Breaking down barriers We must ramp up our efforts to shine a spotlight on these benefits, helping to shift societal attitudes towards later life by demonstrating the importance of investing in comprehensive and inclusive care for older people.   Undertaking research and collaboration with partners is key; not only in ensuring that we as an industry continue to lay the right foundations ahead of any future growth spurt, but in also raising awareness of its far-reaching benefits.  It was revealed in January that some 2m spare bedrooms have been locked out of the housing market in the past 10 years. The reason? Too many older people are occupying larger homes with multiple spare bedrooms because there are too few options open to them that would allow them to downsize into more age-appropriate accommodation.   These data-driven findings, particularly those that tap into wider-scale issues like the housing crisis and healthcare benefits, possess immense power to educate the public and help more people understand the universal advantages to everyone of a flourishing later living sector.  By fulfilling our educational responsibilities concurrently with the continued growth of the later living sector, we can break down the barriers hindering care reform and pave the way for a society that embraces the needs and aspirations of older individuals.  And only by challenging conventional notions and fostering a more thoughtful approach to later life can we create a future where comprehensive and inclusive care is valued and prioritised, ensuring a better deal for both older people and society as a whole.  Amy Herbert is director of operations at Untold Living