Gray Power: Marketing to Canada’s Aging Population
Ever since the first baby of the post-Second World War generation arrived in the world, the boomers have influenced every aspect of society and have pretty much had and done things their own way. Even now, as the leading edge of the generation has passed 55 years of age, nothing has changed, as affluent boomers are raising the bar on how and where they plan to live in their retirement years. According to a report of the Urban Futures Institute the aging Canadian population will consistently dominate real estate markets just about everywhere in the country.
Unlike previous generations who were more likely to move into smaller homes, eliminate mortgages and cash in their equity as retirement
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More expensive but not bigger properties, though not in all cases. There is a trend identified by the Institute for the boomers to make their way out of the suburbs and back into the city. And what do they want to find in the city? Fitness centres, fine
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The Urban Futures Institute prognosticates that in about twenty-five years one in three Canadians will be over the age of 65. As by then they will have become empty-nesters, they will trade down their 3,500 square-foot homes in the suburbs for high-class
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The Urban Futures Institute report concludes that it is going to be both a lifestyle and financial choice closer to downtown means closer to established shopping, restaurants and entertainment and boomers are of the mind the location will offer more liquidity in the long-term.
Luigi Frascati
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