Championing Generation Joy

Freedom Living is at the forefront of a revolutionary movement that’s changing how we think about growing older. We’ve proudly joined forces with retirement communities nationwide to launch Generation Joy, an exciting initiative celebrating the vibrancy and possibilities of later years.

A United Voice for Positive Change

This marks a historic moment as Integrated Retirement Community operators across Britain have come together for the first time. Our collective mission? To demonstrate that later life isn’t about slowing down – it’s about opening new chapters filled with purpose, connection, and joy.

The initiative, spearheaded by ARCO (Associated Retirement Community Operators) alongside Hearst UK – the media powerhouse behind beloved publications including Good Housekeeping, Prima, and Red – represents a significant step forward for our sector.

We’re thrilled to be part of this groundbreaking initiative,” said Tom Newitt, marketing manager for Enterprise Retirement Living. “It’s a chance to show how communities like ours offer a better way to live in later life — with independence, friendship, and support all under one roof.

Reaching Hearts and Minds Nationwide

Generation Joy will spotlight the positive impact of Integrated Retirement Communities, reaching millions of readers and viewers through:

• Videos featuring real-life stories of people who live in IRCs
• Inspiring articles exploring how IRC homeowners are redefining later living
• Social media campaigns showcasing daily life in these thriving communities
• Editorial content that challenges outdated stereotypes about ageing
• An interactive map to help you find your nearest IRC

Redefining What’s Possible

IRCs offer something truly special for those over 65 – the perfect blend of independence and security. Owners enjoy their own homes while having access to care services, recreational facilities, and social opportunities that enrich their daily experience.

This campaign is about shifting the focus from ageing to thriving,” said Michael Voges, Executive Director at ARCO. “People deserve to know about these positive lifestyle options as they plan for the future.

At Enterprise Retirement Living, we’re excited to share our story and show how retirement living can be the beginning of life’s most rewarding adventure.

To find out more about Generation Joy visit findmyirc.co.uk.