Case Study: McCarthy & Stone repositions retirement living as aspirational with Guy & Co

McCarthy & Stone boosts over-55’s ‘I could live here’ sentiment to 63% with Guy & Co

McCarthy & Stone, the UK's leader in retirement living, faced the challenge of rebranding to grow the market by shifting perceptions from a drastic necessity to an aspirational choice for older living. They partnered with the vendor Guy & Co to reposition the brand and make a major life change feel smaller and more appealing to their audience.

Guy & Co developed the new brand positioning "Your life, lived easier," which focused on celebrating the routines and relationships of residents and highlighting the welcoming features of the properties. This new aspirational strategy resulted in significantly improved brand perception, with 63% of over-55s agreeing they could live there, 92% seeing the brand as modern, and 69% finding it aspirational. The client praised Guy & Co for their strategic and creative work that elevated them as a market leader.

McCarthy & Stone