Immersion Active Defines Solo Agers’ Future Housing and Community Preferences in New White Paper

Resource helps community builders and developers incorporate the living preferences of this growing group into future projects 

(Frederick, Md.) April 16, 2019 – Currently, 22 percent of Americans over the age of 65 are considered “solo agers,” which are older adults aging without the support of nearby family. Since they cannot rely on outside help for daily tasks, their preferences for future housing options may be less traditional than their coupled peers. To help community developers and builders understand and incorporate these preferences into future projects, Immersion Active, a leading marketing solutions agency specializing in connecting consumers with brands that bring value to their lives, has released a white paper titled “Predicting Housing Trends: How Solo Agers Will Impact Community Development.” The free white paper provides critical information about who solo agers are, what they want from their homes and communities, and how much they are willing to pay to satisfy their housing needs. 

To download the white paper, visit:

The white paper includes the findings of a September 2018 survey Immersion Active conducted with the Elder Orphan Facebook group, a 9,000-member group founded and moderated by Carol Marak, a well-known expert in the aging alone community. Key findings found in the white paper include:

  • When asked about their current home, 44 percent of solo agers believe it will not suit their needs as they age and will thus have to move. When compared to the 11 percent of the United States’ population who moved during 2017, solo agers have the potential to be one of the demographics mostly likely to make a housing change.
  • More than 50 percent of solo agers are willing to explore living options beyond the single family home, including garden apartments, townhomes, high-rise apartments, and manufactured homes.
  • Solo agers are more likely to move to urban or suburban areas as they age citing the need for walkable communities with easy access to health care, shopping, services such as libraries, and volunteer opportunities. Only 19 percent of respondents would consider moving to a rural area. 
  • Solo agers do not want to choose between independence and community. In fact, 18 percent of solo agers would prefer to not live alone and 66 percent would consider living in a communal or co-housing situation. 

“Society commonly groups all 55+ individuals together, however our needs drastically change as we age and solo agers are no different,” said Joe Ford, president and senior digital strategist at Immersion Active. “We want to help builders and developers understand this population’s unique housing, amenities, and community preferences so they can create outside-the-box solutions. Solo agers of today are the pioneers. They have the potential to shape the demand for senior housing options over the next decade.”

To download the white paper and infographic, visit: For more information about Immersion Active, visit:  

About Immersion Active 

Founded in 1998, Immersion Active is a leading marketing solutions agency specializing in connecting consumers with brands that bring value to their lives. As experts on how to inclusively market to consumers across age groups and demographics, Immersion Active helps companies make an emotional connection with customers. The company has won 130 local, regional, national and international marketing awards, including the Webbys, the Mature Market Media Awards, the WOMMYs, the Web Health Awards, and the Content Marketing Awards. The company was also named a 2018 Frederick County Best Places to Work.