Gen X isn’t slowing down. They’re living longer, staying active, and demanding different amenities.
There are 99.3 million Americans who are 55 and older, and that number will only increase in the coming years. By 2030, the 65+ population alone will reach about 71.6 million people—roughly 21% of the U.S. population.
While the number of older adults continues to grow, Gen X is different from previous generations. Many remain active, independent, and uninterested in traditional senior housing or assisted living. Instead they are turning to 55+ communities.
These neighborhoods give Gen X the chance to continue owning their homes while enjoying access to amenities like pickleball courts, fitness centers, walking trails, and water aerobics—all in the company of peers.
Homeownership is especially important to Gen X. According to COGNITION Smart Data, 82% prefer to own rather than rent, and it’s not something they want to give up simply because they are growing older.
Like homeownership, Gen X isn’t willing to compromise on what they want, but what they want is decidedly different from Boomers and older generations. Less golf, more active sports (remember, this is the generation of the X games.) According to the PCR 2024 survey, here’s what Gen X considers essential in a 55+ community:
71% want walking or biking trails
71% want a swimming pool
69% want a fitness center
51% want a clubhouse
42% want tennis or pickleball courts.
Gen X wants communities that support both active living and long-term independence. Aging in place is just as important as having the right amenities.
Xers are also considered the “sandwich" generation,” meaning that they’re juggling responsibilities of caring for both aging parents and children, so they’re looking for open, flexible indoor and outdoor spaces that can accommodate family gatherings.
Gen Xers lost approximately 80% of generational wealth in the 2008 recession, which has made them conservative homeowners. They desire practical homes that offer good value for their investment. While they are eco-friendly, they tend to be budget-conscious and are less inclined than younger generations to pay a premium for sustainability features unless they see a direct return on their investment.
To learn more about how Gen X and other older adults are shaping the 55+ community market, keep an eye out for our full COGNITION report coming later this year, packed with trends, insights, and data you won’t want to miss.
COGNITION Smart Data, Green Builder Media’s pioneering suite of market intelligence and data services, uses cutting-edge cognitive learning technology to deliver the insights you need to align products, messaging, and innovation with what homebuyers actually want.
COGNITION is the only market insights platform specifically engineered for the building industry’s sustainability transformation. We track evolving consumer behaviors, emerging technologies, policy shifts, competitive benchmarks, and market demand signals so you can adjust faster, sell smarter, and grow revenue—confidently.
Victoria Muharsky is an ESG specialist at Green Builder Media, where she leads the ESG for Building Working Group. Under her guidance, the group has successfully overseen the release of the groundbreaking ESG Defining Principles. Crafted collaboratively by industry experts, these guidelines are revolutionizing the homebuilding sector's approach to ESG and sustainability.
Gen X Moves In: The New Face of 55+ Living
Gen X isn’t slowing down. They’re living longer, staying active, and demanding different amenities.
There are 99.3 million Americans who are 55 and older, and that number will only increase in the coming years. By 2030, the 65+ population alone will reach about 71.6 million people—roughly 21% of the U.S. population.
While the number of older adults continues to grow, Gen X is different from previous generations. Many remain active, independent, and uninterested in traditional senior housing or assisted living. Instead they are turning to 55+ communities.
Active adult communities report occupancy rates of 92.6%, higher than traditional senior housing at 86.1%.
These neighborhoods give Gen X the chance to continue owning their homes while enjoying access to amenities like pickleball courts, fitness centers, walking trails, and water aerobics—all in the company of peers.
Homeownership is especially important to Gen X. According to COGNITION Smart Data, 82% prefer to own rather than rent, and it’s not something they want to give up simply because they are growing older.
Like homeownership, Gen X isn’t willing to compromise on what they want, but what they want is decidedly different from Boomers and older generations. Less golf, more active sports (remember, this is the generation of the X games.) According to the PCR 2024 survey, here’s what Gen X considers essential in a 55+ community:
Gen X wants communities that support both active living and long-term independence. Aging in place is just as important as having the right amenities.
Xers are also considered the “sandwich" generation,” meaning that they’re juggling responsibilities of caring for both aging parents and children, so they’re looking for open, flexible indoor and outdoor spaces that can accommodate family gatherings.
Gen Xers lost approximately 80% of generational wealth in the 2008 recession, which has made them conservative homeowners. They desire practical homes that offer good value for their investment. While they are eco-friendly, they tend to be budget-conscious and are less inclined than younger generations to pay a premium for sustainability features unless they see a direct return on their investment.
To learn more about how Gen X and other older adults are shaping the 55+ community market, keep an eye out for our full COGNITION report coming later this year, packed with trends, insights, and data you won’t want to miss.
You can reprint this blog. Simply include this link with your attribution.
About COGNITION Smart Data
COGNITION is the only market insights platform specifically engineered for the building industry’s sustainability transformation. We track evolving consumer behaviors, emerging technologies, policy shifts, competitive benchmarks, and market demand signals so you can adjust faster, sell smarter, and grow revenue—confidently.
Subscribe Now!
By Victoria Muharsky
Victoria Muharsky is an ESG specialist at Green Builder Media, where she leads the ESG for Building Working Group. Under her guidance, the group has successfully overseen the release of the groundbreaking ESG Defining Principles. Crafted collaboratively by industry experts, these guidelines are revolutionizing the homebuilding sector's approach to ESG and sustainability.Also Read