In the past, assisted living was associated with a gray, tired, geriatric space, with the feeling of life’s final stage – today, the story is completely different. The designed spaces of assisted living are created with a holistic mindset that respects the individual: independence, an active lifestyle, and rich community life. “The shift in perception is not only in consciousness – it is also reflected in architecture and design language, in the types of available apartments, and in the way we address our audience,” explains Adva Harel, VP of Marketing and Service at Bayit Balev, the assisted living network of the Maccabi group, which operates six assisted living residences across the country.
“Today’s assisted living provides, on the one hand, complete privacy and preservation of the individual's identity, and on the other hand, the surrounding space is accessible, active, diverse, and inviting to community life,” says Harel. “Each resident chooses the apartment that suits them, decorates it according to their taste – it’s their home, a place with their personal identity. At the same time, when they step out of their home, they encounter a whole and enriching world that allows them to continue developing as a person, alongside maximum comfort, aesthetics, and community – a chef’s restaurant, a café with a barista, a swimming pool and a gym, along with cultural and art spaces, a cinema, a library, a hair salon – all for the benefit of the residents. The range of homes today at different levels allows residents to choose the place that best fits their lifestyle and meets their expectations.”
The increasing life expectancy in recent decades not only changes the numbers – it changes awareness. When people know they have another 20–30 good years ahead of them, they are no longer satisfied with a framework that only provides a roof and care, and they do not always want to pass the time at home. On the contrary – they want to experience, create, and reinvent themselves. That’s why more and more people are choosing assisted living not as a place to say goodbye to life, but as a place to begin a new chapter. It is a stage where, for the first time, they have time to think about themselves – without young children at home, without an exhausting career, and with much greater awareness of what they need.
Accordingly, the age of residents turning to assisted living is decreasing – they are strong, independent, and want to choose how the coming years will look. “We no longer speak only of the ‘third age’ – but also of the ‘fourth age,’” explains Harel. “People who come to assisted living today are active and independent: some still work, go out every day, participate in classes, volunteer, and meet with family and friends. With us, there is a natural continuation of independent living, just within a supportive community that also offers medical services, security, social life, and ongoing activity. The community allows them to feel part of something – without giving up their independence.”
Even in times of emergency – such as during the Iran war – life in assisted living was hardly disrupted.
“We continued to operate from protected spaces while maintaining a daily routine as much as possible,” says Harel.
“This may sound obvious, but for our residents – it was truly an anchor. The ability to continue daily life, even when the outside world is in turmoil, provides a deep sense of security, peace of mind, and relief from loneliness.
They didn’t have to face sirens, anxiety, or isolation alone – they were surrounded by a community, with a professional staff, 24/7 medical services, and emotional support. It’s an advantage whose importance cannot be overstated – at any age and especially at an age where certainty, stability, and the feeling that someone is looking out for you are not luxuries, but a real necessity.”
Alongside these changes and the understanding that the physical and emotional needs of assisted living residents have evolved, the marketing perspective has also developed. For example, the Bayit Balev network launched a new campaign under the message – “Let’s talk about the elephant in the room.”
“The fears around transitioning to assisted living are not a myth – they’re real,” says Harel. “People ask themselves – am I already old? What does this say about me? Our campaign doesn’t try to sugarcoat it. It honestly addresses the fears on eye level while emphasizing empowerment, choice, and meaningful living. The hesitation about moving to assisted living is understandable. Our residents are thoughtful, independent people who have seen the world. They are looking for community, meaning, and a place that feels like home – but also lets them continue being who they are. That is exactly what we are trying to reflect in the campaign – truth, choice, and full life.”
Harel adds that interested individuals are invited to experience the feeling of home before making the significant decision.
“We say: Let’s talk about it. Come, see, live here for a week, a month, or even just for a meeting. Hesitate, meet our residents – because only then can you truly understand that assisted living is not the end of the road at all, but a new beginning.”