‘Life minded’, not ‘like minded’: inside Ingenia Lifestyle’s resident-driven campaign
Ingenia Communities’ land lease community division has hired Clemenger BBDO to create a new resident-driven marketing campaign.
The creative agency has developed a tagline: for life minded people, a subtle difference to the common saying – for like minded people.
“For decades, marketing to older Australians has relied on the same familiar tropes: downsizing, quiet retirement and age-defined messaging. But now Ingenia Lifestyle is challenging those assumptions with an innovative insight-led brand strategy that reflects how this demographic actually lives,” Ingenia Lifestyle said.
According to Ingenia’s latest 1H26 recent results, Ingenia Lifestyle has begun work in Sunbury, the extension of Plantations, on the NSW Mid North Coast, and Gordonvale. Five further projects are planned for the second half of the year, including Darlingview in Highfields, Toowoomba.
Ingenia is repositioning its brand around this “life minded” approach, shifting its messaging away from traditional age-based retirement narratives.
The strategy reflects a view that downsizing is less about stepping back and more about giving people greater control over how they live.
Rather than promoting a single “retirement lifestyle”, Ingenia says its marketing is now aimed at reflecting how residents already live across its communities – with a stronger focus on wellbeing, social connection, flexibility and shared experiences.
Campaign being rolled out Australia-wide
The campaign is being rolled out nationally through TV, out of home (OOH), press and digital across owned and paid channels, with a deliberate focus on authenticity over traditional spokespeople.
This includes articles and videos across News Corp Australia publications and on-location appearances on Channel 7’s Sunrise and The Morning Show, where real Ingenia residents shared their stories in their own words.
The work represents the first major collaboration between Ingenia Lifestyle and Clemenger BBDO.
Christine Jayasekera, Head of Marketing of Ingenia Lifestyle, said life minded living reflected the vibrant lifestyle on offer at an Ingenia community.
“At all of our communities across the country, people in a similar chapter of life come together to do more of the things they love and enjoy the freedom to say yes to the activities that energise them,” Christine said.
“Life minded living isn’t about doing less. It’s about having the freedom, time and headspace to live well – physically, socially and mentally – on your own terms.
“We wanted to create a campaign that was led by insight, not assumptions; shaped by what residents do, value and prioritise at this stage of life.
“Talking to our residents informed creative direction, tone and channel strategy. We discovered that when residents are swimming, playing pickleball, attending fitness classes, travelling together and starting new hobbies, marketing them as passive or winding down simply doesn’t ring true.”
Reflecting the new reality of retirement
Michael Rabey, Executive General Manager of Acquisitions and Development at Ingenia Communities, said the campaign reflected a broader shift in how the business designs and delivers its projects.
“Life minded living isn’t just a marketing idea, it’s embedded in how we plan, design and grow our communities,” he said.
“The people choosing to live in Ingenia communities are active, social and forward-looking. Our role is to create places that support that mindset, not define it by age.”
Kenneth McLeod at Clemenger BBDO said it was a strong opportunity to partner with a brand willing to challenge category conventions.
“From the outset, it was clear this wasn’t about reframing retirement but about reflecting reality,” he said.
“The stories, activity and connection happening inside the communities shaped the direction of the work.”
