We’re proud to have collaborated with other operators in the IRC sector to launch Generation Joy — a new national campaign that shines a light on the vibrant, independent and connected lives being lived every day in Integrated Retirement Communities (IRCs) across the UK.
This is the first time our sector has united under one banner to share the real stories, faces and voices of later life living.
So, what is Generation Joy?
Generation Joy is more than a campaign. It’s a movement to reframe what retirement looks and feels like — away from outdated stereotypes and towards something altogether more joyful. At Retirement Villages Group (RVG) we have over 2000 residents who have made this lifestyle choice and wouldn’t look back.
Generation Joy is about:
- Loving your later life, not just managing it
- Finding community, connection, and choice
- Showing that ageing isn’t about slowing down — it’s about living well, with purpose and at your pace
Both my health and my happiness have improved since moving here. I have made lots of new friends and been able to socialise much more than before moving in.
Why now?
While Integrated Retirement Communities (IRCs) have been supporting older people to live independent active lives in a positive way for years, awareness and understanding remain low. In fact according to our membership body ARCO (Associated Retirement Community Operators) only 0.6% of the UK’s over-65 population do. It is projected that this figure will increase with demand for age appropriate, community-orientated living for the UK’s ageing population. That’s where this campaign steps in.
We’ve partnered with Hearst UK — publishers of Good Housekeeping, Prima, Red, and more — to launch a nationwide series of digital articles, print features, videos, and social content. These pieces will share inspiring stories from real residents and help more people discover what’s possible in an IRC. Including:
- Articles and videos featuring residents’ stories
- Inspiring insights into community living, wellbeing, and joy in later life
- Opportunities to find an IRC near you through our interactive map
- A look inside the places and people redefining what retirement means
You’ll see #GenerationJoy appearing across magazines, social media, and in local communities — helping us reach people where they are and inspire conversations about what’s next.
If you are curious about what modern retirement living can offer — this campaign is for you.
Take a look at our resident stories and communities. Share what you find. Talk to friends and family. And if you’re already living joyfully in an IRC, help us spread the word.
Together, we can show that this stage of life is just the beginning of generation joy!