Skip to Content

COVID-19 sentiment report: A survey of independent living desirability & safety

Residents, prospects, and staff shared their experiences. We listened.

COVID-19 has spurred providers to quickly adapt to a new senior living landscape. While many are still enacting emergency measures, forward-thinking providers are also considering how to market themselves and operate long-term in this new COVID-19 environment.

To uncover how to adapt, Plante Moran Living Forward ™ and Retirement DYNAMICS solicited feedback for insight into the pandemic’s impact on sentiment toward senior living communities.

Sent to providers of independent living communities, we surveyed more than 23,000 residents, prospects on waiting lists, and staff. More than 5,000 respondents gave their opinions on safety, isolation, dining, facilities, programming, technology, and how the pandemic has affected their decisions to live or work in communities.

What’s inside our report:

  • Learn how residents, prospects, and staff feel about senior living during COVID-19
  • Discover strategies to pivot operations for happier residents and staff
  • Explore new senior living marketing and sales messaging that may improve prospects’ confidence in your community

Thank you to our many sponsors

This report would not have been possible without the support of our sponsors.


PMLF COVID website logos for various companies.

Reshape your operations & marketing messages

Download the report to learn how sentiment toward senior living has changed — and what you can do to convey your community’s value to prospects and staff.