For the first time, operators across the UK’s Integrated Retirement Community sector are speaking with one voice – a coordinated campaign to redefine how society sees later life.
Birchgrove, the leading rental retirement operator is proud to be part of this campaign launched by ARCO (Associated Retirement Community Operators) in partnership with Hearst UK, the publisher behind trusted brands like Good Housekeeping, Prima, and Red.
The campaign, titled ‘Generation Joy’, aims to raise awareness and reshape public perception of what later life can look like in an IRC — vibrant, connected, and full of opportunity – and put IRC’s on the map.
Honor Barratt, CEO, Birchgrove said:
“At Birchgrove, we recognise the vital importance of initiatives like Generation Joy in reshaping how society views later living. The campaign addresses a critical need to move beyond outdated stereotypes and showcase the vibrant, fulfilling lifestyles that quality later living communities provide. We support efforts that help families and individuals make informed decisions about later living options based on accurate, contemporary understanding rather than misconceptions from the past.”
Through engaging video stories, inspiring editorial features, and targeted digital outreach, the campaign will reach millions of readers and viewers across the UK. Birchgrove’s Woodbank Apartments in Woking is featured in the July edition of Prima magazine, where residents share their experiences of living in a retirement community.
This is the first time the sector has united at a national level to promote the benefits of Integrated Retirement Communities (IRCs) — where people over 65 can live independently, with access to onsite care, amenities, and activities that foster wellbeing and social connection.
“This campaign is about shifting the focus from ageing to thriving,” said Michael Voges, Executive Director at ARCO. “People deserve to know about these positive lifestyle options as they plan for the future.”
To explore more about Integrated Retirement Communities and find your nearest Birchgrove community, visit birchgrove.life
