If you’ve been hearing the phrase “Silver Tsunami” lately, you’re not alone. It’s the term experts use to describe the wave of Baby Boomers—more than 70 million Americans—entering retirement age at a pace our country has never seen before.
That means a lot of people transitioning into retirement and thinking about what’s next in their lives. It also means a big influx of residents to senior living communities like Cottage Grove Place.
“There are so many people thinking about senior living for their future, but they’re unsure of where to begin,” says Executive Director Jennifer Snook. “My advice is always the same: start before it feels urgent. When you explore your options early, you give yourself control, clarity, and the freedom to choose the future that feels right for you.”
Here’s what you need to know about the Silver Tsunami trend, and how it will affect everything from your housing to your health care in the years to come.
The Wave That’s Already Here
The demographic changes experts and officials have been talking about aren’t predictions anymore—they are happening right now.
According to the U.S. Census Bureau:
- By 2030, every Baby Boomer will be 65 or older.
- By 2034, older adults will outnumber children in the U.S. for the first time ever.
- The population aged 80+ will grow 35% by 2030, and nearly 200% by 2060.
- More than 10,000 Americans turn 65 every single day.
The challenge isn’t just that the population is aging—it’s that the supply of senior living communities, care providers, and health care workers isn’t growing at the same pace. More people will need care than ever before, and there will be fewer resources available to help them.
As this wave strengthens, there are two main outcomes we expect:
Demand for Care Will Increase Dramatically
Most people don’t realize how common care needs become later in life. National data shows that 70% of adults 65+ will require some form of long-term care. Meanwhile, in Iowa alone, the 65+ population is expected to grow more than 40% by 2035.
At the same time, provider shortages, staffing challenges, and slowing growth in available beds mean there will simply be fewer options to choose from. As care demand rises, availability will tighten. Seniors who wait “until they need it” may find themselves with limited choices.
Financial Pressures Will Continue to Rise
Care is not only becoming harder to access—it’s also becoming more costly. The national averages paint a stark picture:
- Assisted Living: $70,000+/year
- Memory Care: $80,000–$100,000+/year
- Skilled Nursing: $110,000–$150,000+/year
Without a long-term plan like LifeCare, offered by Cottage Grove Place, these costs can put real strain on retirement income, home equity, and savings meant to last a lifetime. Many older adults worry about outliving their resources or eventually becoming a financial burden on their loved ones—and the Silver Tsunami only heightens that concern.
Why Planning Ahead Matters Now More Than Ever
With more older adults seeking the same services, many communities are already seeing:
- More limited Independent Living availability
- Waitlists for preferred floor plans and locations
- Higher monthly costs in rental-only communities
Because many LifeCare communities require medical and financial qualification, waiting too long can mean losing eligibility altogether. Health can change quickly, and once it does, LifeCare may no longer be an option.
Planning early puts you in control. Waiting puts you in reaction mode.
Download our complimentary Family Guide to Choosing the Right Senior Living Community >
How LifeCare at Cottage Grove Place Protects Your Future
If the Silver Tsunami represents uncertainty, LifeCare is the answer. Cottage Grove Place is Cedar Rapids’ only LifeCare community, which means we can offer something uniquely valuable: care for life at a stable, predictable monthly rate, no matter how your needs change.
It’s a model built for peace of mind—not just for you, but for your family.
Guaranteed Access to Care for Life
LifeCare ensures that no matter how your health evolves, you’ll have priority access to Assisted Living, Memory Care, and Skilled Nursing, delivered all on one connected campus. That means you never have to move away from the community you love or go searching for care during a stressful health event.
Our Health & Wellness Navigator plays a big role in this, too. They help residents stay independent longer and support smooth transitions when care levels change. It’s a level of guidance that’s rare in senior living communities, especially as demand grows.
Meet Kelly Strydom, Cottage Grove Place’s Health & Wellness Navigator >
Predictable Pricing—Even as Care Needs Increase
One of the greatest gifts of LifeCare is financial clarity.
With a LifeCare contract at Cottage Grove Place, your monthly fee stays about the same even if your care needs increase in the future. Instead of paying $13,000 a month for skilled nursing, you continue paying nearly the same rate you did for independent living.
This is what makes LifeCare such a powerful protection against rising care costs and market unpredictability.
A Smarter Way to Protect Your Assets and Your Legacy
LifeCare also allows many residents to preserve assets, plan confidently, and enjoy their retirement without worrying about the “what-ifs.” Portions of entrance fees and monthly fees may be tax-deductible, adding long-term financial benefits as well.
And because Cottage Grove Place is a not-for-profit community, our focus is always on reinvesting in resident experience—not boosting shareholder returns. That stability matters, especially in a time when demand is rising and resources may tighten.
The average Cottage Grove Place resident today is moving in younger, often in their mid- to late-70s. Many want the assurance of having a plan in place before a health change forces their hand. This trend is only accelerating as more Boomers prioritize independence, wellness, and financial clarity.
Qualifying for LifeCare is much easier while you’re healthy—and once you’re in, your future is secured. Those who wait may find that their preferred floor plan is no longer available, or worse, that their health has changed enough to disqualify them.
Choosing LifeCare now ensures that you, not circumstances, shape your future.
Now Is the Time to Plan Ahead
The Silver Tsunami will continue to reshape the senior living landscape for years to come. But the right planning—done early and thoughtfully—can turn uncertainty into confidence.
If you’re ready to explore LifeCare, or even just start the conversation, we’re here to help. Bring your adult children or financial advisor. Ask every question, and consider downloading our complementary guide for your search. Bring your loved ones for a visit, and let us show you how peace of mind can feel.