June 2025 | By Kim Doramus, Recreation Therapist, CALA, LNFA
If you work in senior living or if you’re just someone who cares about how we age, you’ve probably heard the term “solo ager.” Maybe it came up in a planning meeting, or maybe it was that savvy 72-year-old who showed up to your open house, took notes, and left with a sharper exit strategy than half your marketing team.
Either way, it’s time we talk about solo agers—because they’re not just a niche anymore. They’re a movement.
Who Are Solo Agers, Anyway?
Solo agers are older adults who are aging without the traditional support system of a spouse, children, or nearby family. They may have never married or had kids, may be widowed or divorced, or simply geographically distanced from loved ones. What they do have, though, is a fierce sense of independence—and a laser-sharp awareness that if they don’t plan for their future, no one else will.
Two stats: From Living Well to Staying Longer
- Almost 20% of baby boomer women did not have children.
- 40% of divorcing persons are age 50+
As a recreation therapist, I’ve worked with countless older adults navigating life transitions. Solo agers don’t just want a place to live—they want a place to thrive. And that means we in senior living need to rethink how we reach them.
- Don’t Sell Care. Sell Control.
Let’s be real—solo agers are not signing up for bingo and blanket statements about “peace of mind.” They’re smart, proactive planners. They want choices. They want freedom. They want to know that while support is there if they need it, they’ll still be steering the ship.
So let’s shift the script:
- Instead of “we’ll take care of everything,” try “you choose what works best for you.”
- Instead of “worry-free living,” try “a lifestyle built on your terms.”
Let them see that this is their next chapter—not a hand-off.
- Be Their People, Not Just Their Place
Solo agers often worry about one big thing: Who will have my back when I need it? That doesn’t mean they’re lonely or helpless—it means they’re realistic. They want connection, yes, but not in a forced or pity-party way.
Recreation programs can be your secret sauce here. Create spaces where people can:
- Form new friendships naturally
- Take on leadership roles in clubs and committees
- Learn, laugh, and belong without feeling like the “new kid”
If your community fosters genuine connection—not just programmed social time—you’ll win hearts.
- Speak Their Language (Hint: It’s Online)
Many solo agers are tech-savvy and self-directed. They’re Googling, researching, comparing options. So if your website still looks like it was built on dial-up… we’ve got a problem.
Give them:
- Clean, mobile-friendly info with no fluff
- Virtual tours and downloadable planning guides
- A blog (hey, like this one!) that speaks to their concerns
And ditch the stock photos of seniors on sailboats. Show real residents. Tell real stories.
- Don’t Just Market to Solo Agers—Include Them
Want to reach solo agers? Start with the ones already thriving in your community.
- Interview them for testimonial videos or newsletters.
- Let them lead info sessions or planning seminars.
- Ask them: “What would have helped you say yes sooner?”
When they see someone like them living confidently in your community, the leap feels a little less scary—and a lot more inspiring.
- Recreation = Relevance
This is my wheelhouse—and I can’t say it loud enough: A strong recreation program isn’t just about filling time. It’s about helping people rediscover their purpose.
Solo agers often come in ready to try new things, share skills, and connect. So give them:
- Volunteer and mentorship roles
- Creative workshops and lifelong learning
- Adventures that make them say “I’ve always wanted to try that!”
The more life your programs have, the more life your community will attract.
Final Thought: Aging Alone Doesn’t Mean Aging Lonely
Solo agers are changing the game. They’re bold, intentional, and looking for a place that celebrates their independence while offering a strong safety net. If we listen closely—and market thoughtfully—we won’t just attract them. We’ll earn their trust.
So here’s to building communities where solo agers feel seen, supported, and absolutely unstoppable.