LeadingAge plans to announce a replacement term for “continuing care retirement community” during its November convention, McKnight’s Senior Living has learned.

The association and Mather LifeWays have been actively promoting a CCRC NameStorm campaign in an effort to retire the old label. Many operators view the term as an outdated and inelegant moniker that fails to resonate with consumers.

Mather has been a pioneer in this effort and already largely has abandoned the use of the term CCRC in its branding and other efforts. Several studies by the nonprofit operator revealed that “continuing care” tends to leave a bad impression with consumers. Moreover, it can subtly hint that residents already need care.

In the wake of those findings, Mather LifeWay’s President and CEO Mary Leary approached LeadingAge President and CEO Larry Minnix to see whether the two organizations could collectively develop a name that would better resonate. The result was the CCRC NameStorm effort. Feedback for the study was solicited from various sources, including operators, residents and consumers.