For the first time, operators across the UK’s retirement village sector are speaking with one voice — launching a coordinated campaign to redefine how society sees later life.

Middleton Hall Retirement Village is proud to be part of the major national campaign, which has just been launched by ARCO (Associated Retirement Community Operators) in partnership with Hearst UK, the publisher behind trusted brands like Good Housekeeping, Prima, and Red.

The campaign, titled ‘Generation Joy’, aims to raise awareness and reshape public perception of what later life can look like in a retirement village — vibrant, connected, and full of opportunity – and put what are also known as Integrated Retirement Communities (IRCs) on the map.

“We’re thrilled to be part of this groundbreaking initiative,” said Jeremy Walford, Executive Chair of Middleton Hall Retirement Village. “It’s a chance to show how communities like ours offer a better way to live in later life — with independence, friendship, and support all under one roof.”

The campaign in partnership with Hearst UK, the publisher behind trusted brands like Good Housekeeping, Prima, and Red, includes engaging video stories, inspiring editorial features, and targeted digital outreach and will reach millions of readers and viewers across the UK.

This is the first time the sector has united at a national level to promote the benefits of Integrated Retirement Communities (IRCs) — where people over 65 can live independently, with access to onsite care, amenities, and activities that foster wellbeing and social connection.

“This campaign is about shifting the focus from ageing to thriving,” said Michael Voges, Executive Director at ARCO. “People deserve to know about these positive lifestyle options as they plan for the future.”

By highlighting the benefits of IRCs, the campaign hopes to encourage more people to consider them as a positive choice for their future.