Member Article

Social Communications comes of age with retirement move

Nationwide PR & Public Affairs consultancy Social Communications has continued its strong start to 2017, with a move into the high-growth retirement living sector.

Liberty Retirement Living, a new provider of accommodation, lifestyle and care services for the over-55s, has enlisted the Manchester-headquartered agency to support with PR, planning consultancy, and brand development, as well as in-house digital & creative services.

Liberty officially launched this month with ambitious plans to deliver 25 retirement villages and 2,700 units over the next five years, after one of the UK’s largest property management and development companies - Places for People - created a new £200m partnership with investors Octopus Healthcare.

Retirement villages are purpose-built communities featuring modern homes and amenities on each residents’ doorstep; such as Bars, Brasseries, Club Houses, and arts & crafts spaces. The inclusive lifestyle and activities on offer combine to tackle loneliness and promote wellbeing in later life.

The demand for suitable retirement accommodation has never been higher in the UK, with almost a fifth of the population aged 65 or over (11.6m), according to the ONS. In the next 17 years, numbers within this age group are projected to rise by more than 40%.

It is estimated that only around 2% of the UK’s housing stock is currently retirement housing, causing a chronic undersupply in purpose-built homes for later life. In the US and Australia, respectively 17% and 13% of the nation’s housing stock is currently retirement-focussed.

John Quinton-Barber, Group Managing Director of Social Communications said: “Liberty Retirement Living is a hugely significant win for Social Communications, as we establish ourselves in all areas of the UK Property market.

“As a client with truly national ambitions, Liberty will draw on the full complement of specialisms on offer across our regional offices in London, Leeds and Manchester. We’re looking forward to bringing our diverse experience of placemaking to the fore on this account.”

Jane Barker, Managing Director of Liberty Retirement Living, said: “We were impressed by Social Communications’ straightforward approach from the outset, coupled with a detailed understanding of housing, development and national planning issues.

“The retirement living sector has a unique set of communication challenges, not least in meeting the needs of a new generation of older people; many of whom don’t consider themselves to be ‘old’.

“Social Communications have helped us find a unique voice in an increasingly competitive sector, which I’m sure will resonate with many older people across the UK.”

This was posted in Bdaily's Members' News section by Tim Niblock .