As the numbers of older people increase so will competition among ageing service providers. The successful ones will be those who have a unique marketing message. That reality is motivating providers to create specialized housing, also called niche communities, that cater to specific populations, from gays to alumni to artists.

“Niche communities represent the future of senior housing because of the sheer size of the baby boomer population” says Andrew Carle from George Mason University in Virginia [USA]. As noted in a  Los Angeles Times article, one reason for the increase in niche communities is the dissolution of the nuclear family, motivating seniors to seek a second family in people with like backgrounds and interests.