NEWS of Columbia Pacific Communities

Growth. Hope. Continuous connection. Innovation. Frugality. Purpose. To me, the marketing and communication landscape in particular, and business in general will be marked by the above six words in 2021. Allow me to elaborate. Hope. And a little growth: A gloomy year necessitates hope and positivity. Therefore, brands would adopt “hope” as the key emotion for their communication strategy in 2021, as the world welcomes the vaccine. “Hope” will be followed by a hunger for growth, which would be fuelled by the pent-up demand of consumers. For instance, in H2 of 2020, we saw tremendous spurt in domestic tourism, as a result of pent- up demand. And the same is likely to be seen in categories such as retail, F&B and real estate as well. Marketers would craft their storytelling around hope and positivity and build forward-thinking, future facing narratives. The recent Facebook campaign More Together, is a great example of incorporating both “hope” and a promise of “growth” in a narrative. 2021 would be about such narratives, because that’s what consumers are desperate to see. The age of continuous connection: The age of a few marquee big ticket/seasonal campaigns while being largely dormant through the rest of the year for brands ended with COVID-19. Brands have to prepare for a brave new and more connected world, where brands can’t afford to go off the radar ever. It is about continuous and meaningful communication with consumers in order to keep them engaged and ensure high mental availability. That’s a big contributor to brand growth. With its on the ball, timely, topical and extremely shareable content and storytelling, Swiggy is a brand that has managed to maintain a continuous connection with its consumers without ever coming across as annoying or intrusive. Innovate. Innovate. Innovate 2020 was all about rapid innovation at scale. From retail to e-commerce, hospitality to real estate, F&B to BFSI, there wasn’t a single industry that did not innovate. A lot of the innovation in marketing and communication has been possible because of quick digital adoption and investment in future-forward technology, and COVID-19 truly was the key catalyst to India’s digital transformation making the country the second fastest digitizing economy in the world. The “stay at home economy” is here to stay. And that means that brands would have to work on product and service innovations that are tailor made for this economy. While the vaccine would result in more people willing to step out, it won’t be available to all till the end of the year. And the habit of staying home/working from home that has been formed will not be eroded so quickly. As more people continue to spend time indoors, time spent on consumption of content across channels, mediums and devices will keep soaring. And therefore, marketers will treat content as the king and the fulcrum of their marketing strategy. Content will find myriad expressions. It won’t just be limited to being a brand storytelling tool. It would be used widely to engage consumers and build recall. Towards this, marketers will use tools such as gamification to engage consumers and talk about their product features or services in an interesting way. Brands such as Reebok, Domino’s and Pepsi have used gamification beautifully on platforms such as Facebook to create reward-based games that have engaged their customers and made them share the games as well. Being frugal Although the economy is bouncing back faster than expected, according to Investment Bank Goldman Sachs, India will see the worst decline in GDP in FY 2021. Hence, brand would be cautious about spending, and there will continue to be budget cuts across marketing functions. More importantly, to make up for lost time, marketers will focus on bottom funnel marketing activities and doing more with less. They will be extremely ROAS-focused, planning their investments in a way where there is almost guaranteed, measurable returns and impact on business. In terms of performance marketing, there will be increased focus on cost of acquisition of customers and ARPU (Average Revenue Per User). In terms of top funnel channels, brands will rely on PR and earned media, UGC, micro influencers and social media marketing to raise awareness and build salience. At Columbia Pacific Communities, a great deal of importance is attached to being frugal. Whether it’s our focus on earned media, our keenness to create maximum impact with minimum resources or produce multi-award winning work on a shoe-string budget with very limited media spends, we believe in working very hard to save every marketing penny. Particularly in a category such as senior living, great marketing is one that bridges the mental gap between the customer and the purveyor, and is not necessarily a result of top dollars spent. A large part of our creative productions including newspaper ads, is done in house, to keep costs low. And moving creative production in-house, and working with an integrated agency are practices that a lot of brands are likely to adopt in 2021, to ensure agility as well as frugality. Purpose will prevail: By now, every marketer has seen enough reports and pie charts that state that brands with purpose grow 2x more than those without it. But 2020 is the year where this truly got tested. Customers stayed with brands that had a purpose. Consumers of the future, and particularly the millennial consumer, is uber-aware socially and politically, and want to consume brands that not only have a larger purpose but are also transparent and accountable. Intelligent marketers are aware that customer engagement and retention is more crucial than customer acquisition, because it’s proven that customer acquisition is about 7x more expensive than customer retention. And retaining customers and focusing on building a long term, valued relationship with them starts with having a purpose that goes beyond a product.

With the demographic shift indicating a steady increase of the elderly population and the lessons taught by the Covid-19 pandemic, now may just be the best time to combine senior care with the optimal use of new technologies. It is an excellent opportunity for the senior citizens to move confidently towards positive and graceful ageing. For centuries, the care of seniors has been routine and standard involving a doctor (who diagnoses and maintains medication needs) and a caregiver (a family member or a nurse who looks after their daily needs). They may then require assistance due to a variety of issues, which include lack of mobility (because of physical or neurological issues), loss of memory, vision and hearing or just plain and simple loneliness. With the advent of the smartphone, Wi-Fi and GPS, the thought process of senior care providers has changed and the services improved beyond imagination, bordering almost on the realm of science fiction. Technology benefits for seniors can be summed up by the impact they make on the day-to-day living of the elderly. Communication Communication has been the major contributor for positive ageing with its impact on all aspects of health – physical, mental or social. Notably, the smartphone has been the leader in this field. A device small enough to fit into your pocket can connect the user with anyone across the world. Ease of access to communicate with loved ones has become more efficient with popular video conference apps such as Zoom or Skype. More and more apps are appearing everyday giving seniors more confidence as they stay connected with their friends, family and caregivers, and making collective decisions on simple issues to complex lifesaving ones. Depression and isolation is reduced and they spend their time at home with dignity and a sense of pride derived from their retained independence. Security and safety Security and safety is an important concern for senior citizens and developments here are invaluable for many reasons. Seniors who are living alone can protect themselves from harm with security systems, electronic data monitoring systems and medical alert systems. Seniors can monitor their home when they are out or on vacation. Vulnerable adults can safely remain in their homes avoiding physical contact with potentially dangerous and unwanted guests. Cameras protect the elderly from abuse as a caregiver or a family member can remotely monitor all activities. Medical alert systems have been developed to alert caregivers or emergency personnel when an elderly person needs assistance. A senior has to simply press a wearable call button and can be connected with a dispatcher who can summon emergency help, or contact a family member. More than 60 per cent of those with Alzheimer’s or any form of dementia will wander from time to time. If not found within 24 hours, up to half of these will suffer serious injury or death. The advancements in GPS technology are tremendous. A wristband, a ring, a pendant and now even clothing can be fitted with a GPS a device. Technology has produced GPS trackers that can be ironed into clothing, placed in soles of shoes or put in handbags. And if the sensors pick up on changes in activity, they can send an automatic notification (via text, phone, or email) to the care provider or family members. Health benefits Personal health technology has evolved in the field of personal health as well including medication, device management and monitoring. It provides vital data and trends enabling doctors to develop the best individual plan of care. Limited contact during the pandemic has revolutionised telemedicine. Healthcare facilities now offer telemedicine wherein the patient can virtually consult the doctor and discuss medical problems from home, reducing infection, transportation, language and geographical barriers. Medical technology advances have restructured the health care system to document, diagnose, and continually monitor health concerns electronically. Technology, by working together with modern medicine has aided research, formulated cures and remedies for illnesses to save lives. Entertainment Technology provides endless hours of entertainment in the form of television, videos, games and much more. It also offers additional features and improvements constantly. Seniors can access their favorite books on an e-reader, with audio books as an alternative. Music is accessible from any decade and by any artist with millions of songs available to listen to on smartphones, computers, car audio devices, portable speakers and televisions. Boredom can lead to depression in the elderly. Fortunately, senior-friendly games and apps are available online to help sustain physical and mental well-being, for e.g. solitaire, scrabble, tennis, bridge, apps for religious activities.   These apps encourage interaction with new people, friends and family. Seniors can actually challenge their grandchildren now physically and mentally over virtual platforms. Conveniences in life For seniors who do not have access to transport or have mobility challenges, technology brings day-to-day living conveniences to their doorstep. These conveniences can also be used for financial requirements such as banking, accessing pensions, making utility payments, to name a few.  There’s no risk to health, no facing inclement weather, no standing in lines. Caution in this area is necessary as data breaches are costly, and scammers often target seniors. Those who enjoy getting out and shopping can use apps for transportation services and safely get from one place to the other. Physical disabilities no longer pose a challenge when using a computer. State-of-the-art technology can be modified to fit the physical and cognitive needs of the user. Internet of (medical) things The internet of (medical) things is a simple concept. It is the connection of medical devices and data via the internet allowing sharing of data in the medical world. The entire medical ecosystem – caregivers, patients, payers and providers will be on a new level of engagement to remotely connect and maintain devices, provide monitoring of regimens, medical, nutritional vitals or for various implants which may have been used by the senior. Virtual or robotic assistants Devices, many of them with automated voices, are available that allow seniors to get help, receive a better understanding of their medical duties for the day such as taking medication, exercising, nutrition, etc. There will be robots that seniors can have in their homes to remind them to take medications, browse digital content, listen to their favorite music, connect with family, and discuss world issues. Emergency response services (ERS) Some of the biggest worries faced by senior citizens are addressed through ERS. These systems will notify the family, the care provider or the hospital immediately to ensure timely assistance and save lives. Medication assistance Almost 40 per cent of seniors take five or more prescription drugs adding to the problem of medication errors and polypharmacy. While polypharmacy is a problem by itself, there are solutions that recent advances in technology have created to help seniors manage their current prescriptions. There are pill boxes with alarms that allow seniors to know what pill they need to take and when they need to take them. Technology is developing in these areas with refined smart pill bottles, better connection with their doctors and pharmacies which send signals (like a text message or phone call) for safe medication management. Patches, implants and prosthetics Most of us are familiar with cardiac implants like pacemakers, defibrillators and heart valves, glucose monitoring and medicine dispensing systems. Not too far away is the technology of tomorrow bringing in artificial hearts, stem cells for organ replacement, robotic surgery, advanced limb bio-prosthetics, etc. The changing world of seniors has accepted that life by app has become a way of life, that convenience services are not just for the millennials, that video chats are not only for the teens, that online education is available to learn new skills at any age, and home delivery is no longer just a convenience, it is a necessity. High-tech is not a substitute for the human touch. The help of a virtual home assistant does not provide the same warmth of a loved one’s visit. Likewise, the efficient delivery of a meal is not the same as a home-cooked meal delivered by a smiling neighbour. As the generation gap narrows, technology will continue to improve lifestyles in every capacity. Medical, social, entertainment, cognitive, and physical advantages will become undeniable parts with our day-to-day routines. Bits of science fiction have already caught up with us and more technological advancements will create wondrous things such as commercialised space travel opportunities, flying cars, robot companions, or perhaps, cure for cancer. The world will be healthier and safer, and seniors will become a completely independent demographic. (Author is advisor, Health and Wellness, Columbia Pacific Communities)

With the demographic shift indicating a steady increase of the elderly population and the lessons taught by the Covid-19 pandemic, now may just be the best time to combine senior care with the optimal use of new technologies. It is an excellent opportunity for the senior citizens to move confidently towards positive and graceful ageing. For centuries, the care of seniors has been routine and standard involving a doctor (who diagnoses and maintains medication needs) and a caregiver (a family member or a nurse who looks after their daily needs). They may then require assistance due to a variety of issues, which include lack of mobility (because of physical or neurological issues), loss of memory, vision and hearing or just plain and simple loneliness. With the advent of the smartphone, Wi-Fi and GPS, the thought process of senior care providers has changed and the services improved beyond imagination, bordering almost on the realm of science fiction. Technology benefits for seniors can be summed up by the impact they make on the day-to-day living of the elderly. Communication Communication has been the major contributor for positive ageing with its impact on all aspects of health – physical, mental or social. Notably, the smartphone has been the leader in this field. A device small enough to fit into your pocket can connect the user with anyone across the world. Ease of access to communicate with loved ones has become more efficient with popular video conference apps such as Zoom or Skype. More and more apps are appearing everyday giving seniors more confidence as they stay connected with their friends, family and caregivers, and making collective decisions on simple issues to complex lifesaving ones. Depression and isolation is reduced and they spend their time at home with dignity and a sense of pride derived from their retained independence. Security and safety Security and safety is an important concern for senior citizens and developments here are invaluable for many reasons. Seniors who are living alone can protect themselves from harm with security systems, electronic data monitoring systems and medical alert systems. Seniors can monitor their home when they are out or on vacation. Vulnerable adults can safely remain in their homes avoiding physical contact with potentially dangerous and unwanted guests. Cameras protect the elderly from abuse as a caregiver or a family member can remotely monitor all activities. Medical alert systems have been developed to alert caregivers or emergency personnel when an elderly person needs assistance. A senior has to simply press a wearable call button and can be connected with a dispatcher who can summon emergency help, or contact a family member. More than 60 per cent of those with Alzheimer’s or any form of dementia will wander from time to time. If not found within 24 hours, up to half of these will suffer serious injury or death. The advancements in GPS technology are tremendous. A wristband, a ring, a pendant and now even clothing can be fitted with a GPS a device. Technology has produced GPS trackers that can be ironed into clothing, placed in soles of shoes or put in handbags. And if the sensors pick up on changes in activity, they can send an automatic notification (via text, phone, or email) to the care provider or family members. Health benefits Personal health technology has evolved in the field of personal health as well including medication, device management and monitoring. It provides vital data and trends enabling doctors to develop the best individual plan of care. Limited contact during the pandemic has revolutionised telemedicine. Healthcare facilities now offer telemedicine wherein the patient can virtually consult the doctor and discuss medical problems from home, reducing infection, transportation, language and geographical barriers. Medical technology advances have restructured the health care system to document, diagnose, and continually monitor health concerns electronically. Technology, by working together with modern medicine has aided research, formulated cures and remedies for illnesses to save lives. Entertainment Technology provides endless hours of entertainment in the form of television, videos, games and much more. It also offers additional features and improvements constantly. Seniors can access their favorite books on an e-reader, with audio books as an alternative. Music is accessible from any decade and by any artist with millions of songs available to listen to on smartphones, computers, car audio devices, portable speakers and televisions. Boredom can lead to depression in the elderly. Fortunately, senior-friendly games and apps are available online to help sustain physical and mental well-being, for e.g. solitaire, scrabble, tennis, bridge, apps for religious activities.   These apps encourage interaction with new people, friends and family. Seniors can actually challenge their grandchildren now physically and mentally over virtual platforms. Conveniences in life For seniors who do not have access to transport or have mobility challenges, technology brings day-to-day living conveniences to their doorstep. These conveniences can also be used for financial requirements such as banking, accessing pensions, making utility payments, to name a few.  There’s no risk to health, no facing inclement weather, no standing in lines. Caution in this area is necessary as data breaches are costly, and scammers often target seniors. Those who enjoy getting out and shopping can use apps for transportation services and safely get from one place to the other. Physical disabilities no longer pose a challenge when using a computer. State-of-the-art technology can be modified to fit the physical and cognitive needs of the user. Internet of (medical) things The internet of (medical) things is a simple concept. It is the connection of medical devices and data via the internet allowing sharing of data in the medical world. The entire medical ecosystem – caregivers, patients, payers and providers will be on a new level of engagement to remotely connect and maintain devices, provide monitoring of regimens, medical, nutritional vitals or for various implants which may have been used by the senior. Virtual or robotic assistants Devices, many of them with automated voices, are available that allow seniors to get help, receive a better understanding of their medical duties for the day such as taking medication, exercising, nutrition, etc. There will be robots that seniors can have in their homes to remind them to take medications, browse digital content, listen to their favorite music, connect with family, and discuss world issues. Emergency response services (ERS) Some of the biggest worries faced by senior citizens are addressed through ERS. These systems will notify the family, the care provider or the hospital immediately to ensure timely assistance and save lives. Medication assistance Almost 40 per cent of seniors take five or more prescription drugs adding to the problem of medication errors and polypharmacy. While polypharmacy is a problem by itself, there are solutions that recent advances in technology have created to help seniors manage their current prescriptions. There are pill boxes with alarms that allow seniors to know what pill they need to take and when they need to take them. Technology is developing in these areas with refined smart pill bottles, better connection with their doctors and pharmacies which send signals (like a text message or phone call) for safe medication management. Patches, implants and prosthetics Most of us are familiar with cardiac implants like pacemakers, defibrillators and heart valves, glucose monitoring and medicine dispensing systems. Not too far away is the technology of tomorrow bringing in artificial hearts, stem cells for organ replacement, robotic surgery, advanced limb bio-prosthetics, etc. The changing world of seniors has accepted that life by app has become a way of life, that convenience services are not just for the millennials, that video chats are not only for the teens, that online education is available to learn new skills at any age, and home delivery is no longer just a convenience, it is a necessity. High-tech is not a substitute for the human touch. The help of a virtual home assistant does not provide the same warmth of a loved one’s visit. Likewise, the efficient delivery of a meal is not the same as a home-cooked meal delivered by a smiling neighbour. As the generation gap narrows, technology will continue to improve lifestyles in every capacity. Medical, social, entertainment, cognitive, and physical advantages will become undeniable parts with our day-to-day routines. Bits of science fiction have already caught up with us and more technological advancements will create wondrous things such as commercialised space travel opportunities, flying cars, robot companions, or perhaps, cure for cancer. The world will be healthier and safer, and seniors will become a completely independent demographic. (Author is advisor, Health and Wellness, Columbia Pacific Communities)

Senior women across the world face the dual prejudice of AGEISM and SEXISM in their daily lives. That’s more than 400 million women across the world. Columbia Pacific Communities, through its digital film, conveys to senior women that the only thing they SHOULD NOT be doing, is living life on others’ terms Link https://www.youtube.com/watch?v=qmSFQaQ6mPg About Columbia Pacific Communities: Columbia Pacific Communities is India’s largest and most experienced senior living community operator with close to 1600 residential units under management in 5 cities and 9 communities across south India.  Recently, they launched ‘The Virtuoso Club and Serviced Residences’, India’s first senior living community designed to international standards. As the pioneers in this category, the operator is committed to redefine the concept of senior living in India and create world-class practices that exceed the expectations of its stakeholders. It is part of the Columbia Pacific group, one of the foremost developers of senior living communities and hospitals in the United States and South East Asia. Founded by Dan Baty, Columbia Pacific Group has more than 40 years of experience and expertise in designing, building, and managing senior housing communities around the world. The team, with the expertise of their directors in the United States and their partners in India, brings together rich experience in senior housing design, development, and management.

Senior women across the world face the dual prejudice of AGEISM and SEXISM in their daily lives. That’s more than 400 million women across the world. Columbia Pacific Communities, through its digital film, conveys to senior women that the only thing they SHOULD NOT be doing, is living life on others’ terms Link https://www.youtube.com/watch?v=qmSFQaQ6mPg About Columbia Pacific Communities: Columbia Pacific Communities is India’s largest and most experienced senior living community operator with close to 1600 residential units under management in 5 cities and 9 communities across south India.  Recently, they launched ‘The Virtuoso Club and Serviced Residences’, India’s first senior living community designed to international standards. As the pioneers in this category, the operator is committed to redefine the concept of senior living in India and create world-class practices that exceed the expectations of its stakeholders. It is part of the Columbia Pacific group, one of the foremost developers of senior living communities and hospitals in the United States and South East Asia. Founded by Dan Baty, Columbia Pacific Group has more than 40 years of experience and expertise in designing, building, and managing senior housing communities around the world. The team, with the expertise of their directors in the United States and their partners in India, brings together rich experience in senior housing design, development, and management.

Srinivas and his wife are in their late fifties. Their son is settled in the US, while their daughter is married and settled in Chennai. Srinivas and his wife are experiencing difficulties in maintaining their house and catering to their household needs, especially post COVID lockdown. Srinivas researched and found the concept of senior living communities interesting, convenient and affordable. Hence, both of them have now decided to spend the rest of their lives at a senior living community. Now, they are on the lookout for a senior living community either in Bengaluru or Mysuru. Population of senior citizens increasing in India According to a census by TriBeCa Care, around 15 million senior citizens live alone in India. Of them, almost 75% are women. The UN Population Fund and HelpAge India report suggests that the population of elderly persons is expected to reach 173 million by 2026. Currently, 1/15th of India’s population is above 65 years of age. By 2050, one in every seven people will be a senior citizen, i.e., above 60 years of age. Durga Shankar Mishra, Secretary, Ministry of Housing & Urban Affairs (MoHUA) says that by 2050, the population of senior citizens in India will have increased considerably. As per him, we need to take care of their habitat, health, source of income/financial security and special care. He further added that the government of India has taken several legislative measures to make the lives of senior citizens easier. This includes the Maintenance and Welfare of Parents & Senior Citizens Act 2007 and the National Policy for senior citizens, 2011. Many big builders are venturing into the senior living community sector  Tata, Embassy and many other big brands are entering the senior living community sector. According to Ankur Gupta, Chairman of Association of Senior Living India (ASLI), 30 to 50 new senior living community projects will be coming up in the next two years. A zero headache lifestyle i.e., positive ageing, nutritious food, geriatric medicine, groceries, housekeeping, safety and security is the main aim of these senior living communities. Some interesting facts about senior living communities    * 80-85% of the project cost is borne by senior citizens * People between 50-60 years prefer such communities * Friends want to stay together in their old age * Enquiries are more from the younger generation Average cost of senior living communities The average cost of a unit in these communities is anywhere between Rs 35 lakh to Rs 1.50 crore. However, the velocity is in the Rs 40-60 lakh segment. A zero headache lifestyle Speaking on the amenities offered by these senior living communities, Mohit Nirula, CEO, Columbia Pacific Communities says that the security, housekeeping and maintenance of the house & garden is taken care of by them. While the residents are living in the community or when they are out of town, everything is looked after. Engineering requests are catered via regular checks, even before a problem arises. Food requirements, shopping and groceries are all taken care of round the clock. He further added that there are various levels of security depending on the type of community that you choose. Increased enquiries post COVID lockdown Nirula explains that they have a separate sales vertical that takes care of rental and resale of homes in ready communities. As per him, this vertical has never been this busy earlier. They now have a long list of waiting applicants. He makes two interesting observations – one, their sales are better post CORONA than pre-CORONA and two, post CORONA, the demographics looking to buy these homes have become younger. 4 important trends to watch out for  Ankur Gupta, Chairman, ASLI contemplates four important trends in the near future. One, many products and services catering to senior citizens will be launched; two, there will be standardisation with respect to senior living communities in India; three, increase in the number of educated seniors who are aware of various products available in the market; and four, emergence of a new model of PPP. Conclusion The warmth, love and care that a family provides is unmatched. But if the elders want to stay independently and away from family pressures or the situation is such that external support and security is inevitable, then these communities are the ideal options.

Srinivas and his wife are in their late fifties. Their son is settled in the US, while their daughter is married and settled in Chennai. Srinivas and his wife are experiencing difficulties in maintaining their house and catering to their household needs, especially post COVID lockdown. Srinivas researched and found the concept of senior living communities interesting, convenient and affordable. Hence, both of them have now decided to spend the rest of their lives at a senior living community. Now, they are on the lookout for a senior living community either in Bengaluru or Mysuru. Population of senior citizens increasing in India According to a census by TriBeCa Care, around 15 million senior citizens live alone in India. Of them, almost 75% are women. The UN Population Fund and HelpAge India report suggests that the population of elderly persons is expected to reach 173 million by 2026. Currently, 1/15th of India’s population is above 65 years of age. By 2050, one in every seven people will be a senior citizen, i.e., above 60 years of age. Durga Shankar Mishra, Secretary, Ministry of Housing & Urban Affairs (MoHUA) says that by 2050, the population of senior citizens in India will have increased considerably. As per him, we need to take care of their habitat, health, source of income/financial security and special care. He further added that the government of India has taken several legislative measures to make the lives of senior citizens easier. This includes the Maintenance and Welfare of Parents & Senior Citizens Act 2007 and the National Policy for senior citizens, 2011. Many big builders are venturing into the senior living community sector  Tata, Embassy and many other big brands are entering the senior living community sector. According to Ankur Gupta, Chairman of Association of Senior Living India (ASLI), 30 to 50 new senior living community projects will be coming up in the next two years. A zero headache lifestyle i.e., positive ageing, nutritious food, geriatric medicine, groceries, housekeeping, safety and security is the main aim of these senior living communities. Some interesting facts about senior living communities    * 80-85% of the project cost is borne by senior citizens * People between 50-60 years prefer such communities * Friends want to stay together in their old age * Enquiries are more from the younger generation Average cost of senior living communities The average cost of a unit in these communities is anywhere between Rs 35 lakh to Rs 1.50 crore. However, the velocity is in the Rs 40-60 lakh segment. A zero headache lifestyle Speaking on the amenities offered by these senior living communities, Mohit Nirula, CEO, Columbia Pacific Communities says that the security, housekeeping and maintenance of the house & garden is taken care of by them. While the residents are living in the community or when they are out of town, everything is looked after. Engineering requests are catered via regular checks, even before a problem arises. Food requirements, shopping and groceries are all taken care of round the clock. He further added that there are various levels of security depending on the type of community that you choose. Increased enquiries post COVID lockdown Nirula explains that they have a separate sales vertical that takes care of rental and resale of homes in ready communities. As per him, this vertical has never been this busy earlier. They now have a long list of waiting applicants. He makes two interesting observations – one, their sales are better post CORONA than pre-CORONA and two, post CORONA, the demographics looking to buy these homes have become younger. 4 important trends to watch out for  Ankur Gupta, Chairman, ASLI contemplates four important trends in the near future. One, many products and services catering to senior citizens will be launched; two, there will be standardisation with respect to senior living communities in India; three, increase in the number of educated seniors who are aware of various products available in the market; and four, emergence of a new model of PPP. Conclusion The warmth, love and care that a family provides is unmatched. But if the elders want to stay independently and away from family pressures or the situation is such that external support and security is inevitable, then these communities are the ideal options.

While India is currently vaccinating healthcare and frontline workers against COVID-19 the government will be able to start administering vaccines to those above the age of 50, hopefully, in the next 2 weeks commencing the next phase of the country’s nationwide COVID-19 vaccination drive. Despite the fact that the virus is a new and a highly transmissible one, the medical fraternity has learnt immensely from it in the last year. It has managed to fight the disease, analyse and lay down protocols for the treatments, and above all, have worked from all parts of the world together as one to produce reliable and safe vaccines in record time. Therefore, as your much awaited turn rolls in, here are some precautions you should remember to adhere to before you go to the health facility for your inoculation. Some of these precautions apply to any vaccine you may have taken before this. 1)  Take normal diet the evening before the vaccine. 2)  Avoid alcohol before the injection (and for a few days after). This helps in reducing any mild side effects you may have. 3) Clarify with your physician about your underlying illnesses and medical history (the Ministry of Health and Family Planning, Govt. of India has issued clear guidelines and your physician will be aware of this). Precautions specific to the COVID-19 vaccine: 1) The three basics of COVID-19 preventive measures will have to be followed (i.e. wearing a mask, hand hygiene and social distancing) at the vaccination site and in public places. 2) Cough /sneeze etiquette should be practiced in all areas. 3) Register yourself for the vaccine and go to the centre designated to you on the date intimated. 4) Do not worry about side effects. Any vaccine can have side effects but they are miniscule compared to the good they do to the individual and to the society. Vaccines are voluntary, so decide for yourself but remember that we already have a vast experience in vaccines, tried and tested in many diseases to make the world a healthy place for ourselves and our children. With the COVID-19 vaccines, we have learnt to deal with this disease scientifically, clearly and with optimism.

Senior citizens as a demographic has long been neglected and obliterated from pop culture, media, entertainment. No one wants to talk to them, acknowledge their presence, or even sell to them, because the general attitude is that senior citizens are irrelevant, redundant and unimportant to mainstream dialogues. After all, when was the last time we saw a senior citizen on the cover of a magazine? How many times has Bollywood pegged a big budget film around an elderly protagonist? And so, it’s no surprise that advertisers and marketers would follow suit and overlook this audience segment too. In a country of 104 million seniors, it’s perhaps a bit strange that there are barely any campaigns featuring seniors on Valentine’s Day, barring those made by senior care brands. Take any category – FMCG, Retail, Fashion and Lifestyle, BFSI, FMCD, and there’s no sign of a 55+ character in love in an ad film. It’s perhaps because older people tend to spend less on occasions such as Valentine’s Day. But that doesn’t mean that they don’t celebrate Valentine’s Day. Far from it. Seniors residents at our communities observe the day enthusiastically every year, in their own way. And that’s precisely the point that we wanted to make through out Valentine’s Day campaign #LoveBeyondAges this year which reached 1.4 million people and garnered widespread media coverage amounting to an earned media value of over Rs 10 lakhs. That love or the feeling of being in love has nothing to do with age. We interviewed millennials and Gen-Z and also seniors for their take on love and more specifically Valentine’s Day. And what was revealed was that seniors are as enthusiastic about love and expressions of love as young people. And hence, they should be part of Valentine’s Day brand narratives as much as the younger generations. There have been a few non ageist Valentine’s Day campaigns over the year that must be acknowledged. One is reminded of the brilliant Valentine’s Day ad campaign called “The Kiss” back in 2013 made by Grey London for Vodafone where a couple is seen through the passage of time, the only constant being their passionate kiss, or even the Love Is Forever ad, a similar campaign done by KFC in 2011. Closer home, Big Bazaar, in their Valentine’s Day campaign last year titled #LoveSabKeLiye, released a heart-warming ad featuring domestic banter between an elderly, middle class couple. But these apart, brands by and large tend to avoid senior citizen narratives, with most brand managers stating that senior citizens are not their target group. And here is why that is perhaps not the best approach. Most consumer studies done in the recent past, including one from Agewell Foundation found that senior citizens are emerging as a significant consumer group with high spending powers, although healthcare constitutes 31% of their total spends. Today’s seniors are a far cry from senior citizens 30 years back. They are tech savvy, experimental, curious, adventurous, audacious with an appetite for consumer products in almost every category. And yes, they are romantic. More than you and I will give them credit for. So, by not wooing them, acknowledging them and most importantly, representing them, brands are doing themselves are a great disservice, strictly from a business point of view. And beyond business, authenticity and relatability lies in a diverse narrative. And a diverse narrative is very much about two greying heads sharing an ice cream, watching the sun go down. It’s what we desperately need to see more of.

Last year, around the time the lockdown was lifted across the country, an advertisement appeared on our TV sets. It begins with an elderly lady waiting for her family at a restaurant, presumably meeting them for the first time since the lockdown. And within seconds, they materialise: a young couple, a millennial sister of the husband, and an army of children, each one of them representing some of the medium’s favourite demographics. A commercial like this can go anywhere, making a lead of any of the cast of just-materialised characters to sell whatever product it wants. It does not pick them and sticks with the original elderly lady as her voiceover reflects on the difficult months that had gone by. (Perhaps more unusually, this reflection involves no banking or insurance product for the retired; this, after all, being a toothpaste ad for Colgate.) As her voiceover narrates the loneliness she experienced during the pandemic, an elderly man appears at the table, puts an arm around her, and as her baffled children look on, she raises her engagement ring by way of explanation. ‘Celebrate a new kind of freedom,’ the ad says. ‘Get started with a new smile.’ This wasn’t the only ad to feature a silver-haired protagonist. A spate of commercials released during the pandemic, and featuring some of the country’s biggest brands, has chosen to focus on this particular demography. Be that a group of old men, their masks on their chins, choosing to buy an ornament for their young caregiver (Tanishq); or an old woman chatting with her nurse over a messaging app during the lockdown (WhatsApp); or a nervous professor logging in for his first Zoom lesson (Vi)—each one of these representing an activity we rarely see seniors perform on a television commercial, from using a new technology to buying something expensive. At one level, this is understandable. The pandemic has affected the elderly more than any other group. And ad filmmakers would want to reflect such concerns. But at another level, this is entirely new. Although there have been occasional ads in recent times that have cast older people as protagonists, the advertising landscape for the longest period has refrained from featuring wrinkled faces unless to parrot an insurance ad or play cute in the background. The conventional wisdom being that India is a country of young consumers; the old, if they participate in the economy, do so in only limited ways. But the pandemic is making advertisers and businesses have a fresh look at this largely ignored demography. This trend has begun to pick up more steam in several foreign countries, with many of the top consumer goods launching new products just for the elderly or developing new verticals to target them. Several companies—from Nestlé, the Activia yogurt maker Danone SA, Colgate-Palmolive to IKEA—are doing so, according to a Wall Street Journal article. Nestlé in China has come out with a powdered milk drink that it claims enhances mobility during ageing; Colgate launched anti-ageing products, such as an amino acid toothpaste in China which it claims can reverse visible signs of gum-ageing; IKEA, elsewhere, has come out with furniture pieces for the elderly; Procter & Gamble has launched a razor intended for caregivers of those with ageing-related needs in Canada; and Danone has set up a new healthy-ageing unit and launched a whey protein product that claims to aid muscles, joints and bones. “We clearly see healthy ageing, even more now in the Covid world, as a huge trend,” Danone’s CEO Emmanuel Faber told the Wall Street Journal. In India, several startups and businesses have sprung up to target this segment. There are e-commerce sites for senior citizens, plush real estate projects for the old, apps that help them navigate the internet, specially designed products such as phones and music players, and several more. One such product is the hugely successful music player Carvaan (brought out by Saregama, which is owned by OPEN magazine’s parent company, the RP-Sanjiv Goenka Group). To a millennial who listens to music through music-streaming apps such as Spotify or downloads them to his music player, the appeal of the product may seem baffling. But to the elderly segment, with its ease of design, harking back to an older time, and the thousands of tunes pre-loaded on it, much of these of an older vintage, the product has been immensely attractive.     Many of these businesses and products for the elderly had come up long before Covid arrived on Indian shores. But the pandemic, the founders say, has increased demand and expanded the scales of their businesses. Covid has brought with it insecurity and fear among the old, but it is also pushing them online and increasing their appetite for products and services for their wellness and comfort. MP Deepu, who along with Rahul Gupta, co-founded the Gurugram-based Senior World, a platform that comes out with products and travel services for the elderly, noticed an opportunity for such a business when he saw the struggle many of his elderly relatives went through. “If you just look around, you will notice that while so many things have emerged that make our lives so convenient, there’s been very little for the elderly,” he says. One of his company’s first forays has been in technology. They have come out with several iterations of a mobile phone for the elderly. Called Easyfone, this phone comes with features many large mobile phone-makers rarely consider for older users, from its large font sizes, well-spaced keypads, to the ability to amplify sounds and, in one version, even compatibility with those who use hearing aids. It even allows others, presumably a son or daughter, to set alarms and reminders and configure the phone remotely. According to Deepu, about two lakh individuals currently use the phone, and the company is now developing a smartphone version of it. Senior World also has a travel vertical where they organise domestic and international trips only for the elderly. “We don’t allow younger people to join, even those who want to accompany their older relatives. People don’t understand, older people want to do their own thing,” Deepu says. Trips with Senior World are organised differently, he says. The itineraries are more easy-paced, the hotels booked are elderly-friendly, buses play old music and carry ice boxes for items like insulin, and the tour guides who accompany the elderly are carefully selected. “There has been a lot of change among the elderly compared to the past. They are so full of life, they have their own lists, places they want to go to, things they want to do. They want to engage with the world on their own terms,” he says. The demography of senior citizens in India is rapidly changing. They are living longer and more fulfilling lives, many continue to work long past their retirement age and, just like their younger countrymen, have disposable income, which they are willing to spend on their comforts and wants.   India might have an attractive market featuring one of the world’s largest youth bases. But, as businesses have begun to realise, at least 6 per cent of this population is 65 years old and above. They are living longer—from a life expectancy at birth of 47 years in 1969, 60 years in 1994 to 69 years in 2019, according to the State of World Population 2019 report by the United Nations Population Fund (UNFPA)—and the share of those aged 60 and above is expected to rise to nearly 20 per cent by 2050. And the market catering to such a population is also exceptionally under-served. Tapan Mishra, the founder of the startup Seniority, which runs an e-commerce site and a few offline stores for the elderly, points to a Confederation of Indian Industry (CII) report that claims the medical and lifestyle market for the economically independent senior urban population stands at about Rs 43,000 crore. “The overall potential of the market driven by senior citizens is as large as Rs 1 lakh crore, excluding the real estate, BFSI [banking and financial services industry] and pharma products categories. Of this, only 10 per cent has been addressed so far, which implies that there is a tremendous scope for the elder care industry to grow and thrive,” he says. Mishra also believes there are prominent psychographic shifts that are going on in this segment. “Seniors are becoming more independent and conscious of their health and well-being. Today, they not only have greater disposable incomes, but also more willingness and savviness to spend on themselves, engage in hobbies, travel the world, and even fulfil their dreams,” he says. When the startup was first being conceived, Mishra claims they thought the business would have to work as an omnichannel platform, where there would be retail outlets and an online store. “However, we quickly realised that contrary to popular belief, seniors were quite comfortable shopping online and exploring solutions relevant for them. This gave us the confidence to convert to an online-first model,” he says. Mohit Nirula, the CEO of Columbia Pacific Communities, which develops and manages plush residential projects for senior citizens across India, also points to this change in the mindset of the old in India. “In the past there was this notion that once people retire, they set aside all their material possessions for their children. That has completely changed.” When the Sathiamurthys, a Chennai-based couple in their 50s first laid their eyes on a residential project for the elderly in Coimbatore built by the Columbia Pacific Communities group, they instantly fell in love with the place. “You can see the hills on one side, and there are trees everywhere, and you can go for long walks among them,” says Sujata Sathiamurthy. Although purchasing a home here involved a sizeable investment and they already owned a house in Chennai, the two, still in their 50s, decided to retire from their jobs (Sujata worked at ONGC and her husband worked as a financial consultant in Chennai), purchase a villa here and begin living in it. “We thought we should move [to a retirement home] at a time when we can still care for ourselves,” she says. When the pandemic broke out, they weren’t particularly perturbed, she says, but a sense of dread began when the newspapers stopped being delivered. The Sathiamurthys spent most of their time before the pandemic in an after-hours school for the underprivileged nearby. With that shut, they turned to an online course to learn Sanskrit.   “We had also been planning to do a trip to the Northeast [of India], with some of our friends joining us there. But then the lockdown happened. We are waiting for this [the pandemic] to end so that we can go for that trip,” she says. PP Kanthan, an 87-year-old former bureaucrat based in Bengaluru, began to look for a new home for himself and his wife Rajalakshmi a few years ago because the neighbourhood around his then house had become crowded. Several buildings and roads had come up nearby, pollution levels had gone up and traffic snarls were so frequent that it had become impossible to live there. The two, whose children live abroad, moved to a township built for the elderly (by the Columbia Pacific Communities group) on the outskirts of the city. “It was a wise decision,” Kanthan says. All their needs—from food to laundry—are taken care of, and they have built friendships with many other residents over long walks and the various games and activities in the club. Just a few weeks ago, his wife won a Scrabble tournament at the club. “These activities like the arts, dance or music are quite essential because they say things like depression and Alzheimer’s are kept at bay,” he says. “Besides, it makes life worthwhile.” Several real estate companies have begun to target this demography by building and managing homes for the elderly. These homes are designed in such a way as to be more elderly-friendly—from homes with large passageways that allow for wheelchair access and grab bars in bathrooms, to a concierge service, tie-ups with hospitals, a ready ambulance, along with large clubhouses for activities and games. Although the ownership of the house passes on to the next of kin because of the high costs of living in such an assisted place, most youths look to rent the place out to other seniors or to sell it. Nirula, the CEO of Columbia Pacific Communities, says that when the Seattle-based group first came to India two decades ago, it decided to invest in only the Columbia Asia chain of hospitals and not their senior homes, because it felt the market was not ready for such a concept. “But while culturally not much has changed, circumstances have changed drastically,” he says. “Old people stay alone now. It’s not because their children have fought with them. It’s because their children work in other cities or countries. In fact, they are happy for their children,” Nirula says. According to Nirula, the old idea of retirement homes being dismal places filled with bitter geriatrics has also transformed. “Seniors are more than happy to live in a place with like-minded people,” he says. Those who build such homes claim that since the pandemic—with the difficulties the lockdown brought upon old people who need support and assistance in their homes—enquiries and bookings into such assisted-homes have risen. “I run nine communities [across five cities] and for the first time, I now have a waiting list,” he says. The group is currently developing its tenth such project in Bengaluru, and plans to develop four more in Bengaluru, Pune, Chennai and Kolkata. But even as more businesses and products get launched that target this elder demography, and many seniors are more than willing to access them, challenges remain. The most prominent being the internet. Mumbai-based Aparna Thakker, an educational technology entrepreneur, noticed an opportunity here when she saw the struggle old people go through when going online. Her startup, Empowerji, looks to bridge this gap through a learning app that helps senior citizens navigate the online world, and another app, EJI, which helps older users perform online tasks like paying bills or shopping online through a simple chat interface. “There has been this big change for us [with the arrival of the internet]. It has brought so many opportunities and things to enjoy. But the old have missed out on these completely. That’s why we see old people standing in long queues to pay their electricity bills when there’s a much simpler online process,” she says. Like much of the rest of the country, the pandemic has also pushed the elderly to go online. Mishra of Seniority claims orders from their e-commerce site has skyrocketed. “More of them had resorted to online shopping in the earlier days of the nationwide lockdown because of the constraints related to stepping out of the house. And despite the lockdown easing all over the country now, the convenience has become a habit, converting them into permanent online shoppers,” he says. Although the pandemic has brought a lot of difficulties, especially for the elderly, it has also pushed many of them to get over their fear of technology. “In the early part of the lockdown, for our workshops, it would take hours for my team members to get seniors to just download and go by each step to set up a Zoom account,” she says. “Now everyone has it.”