On-demand living, from home services to grocery delivery to ride-sharing, was once framed as the domain of convenience-hungry Millennials and Gen Z’ers. But look around any neighborhood on any given day and you’ll see a different reality unfolding. A steady rotation of Amazon drivers, Instacart shoppers, Uber and Lyft rides, and TaskRabbit handypeople increasingly serve older adults, not just the young.
New data from Morning Consult’s Fastest Growing Brands 2025 report confirms what the sidewalks, lobbies, and driveways already reveal. Tracking consumer consideration across more than 2,500 brands, the report shows that younger Baby Boomers, those born between 1955 and 1964, are adopting DoorDash services at a faster pace than the generations once assumed to dominate them.
These are not casual, one-off users. They are regulars, people who have woven app-enabled services into daily routines: Instacart groceries, Uber rides to appointments, TaskRabbit help for what was once provided by a spouse, adult child, or neighbor in older age. What began as a convenience during peak career years has quietly become a lifestyle. And that lifestyle habit is about to go with them into retirement.
The future of retirement living is being shaped by 60-somethings tapping an app.
This is a demographic signal. An inflection point where convenience technology becomes aging infrastructure. Younger Boomers who are enthusiastically adopting on-demand services today are the very same people who, in ten to twenty years, will require the most support to live independently. And that reality will reshape retirement planning, senior living, caregiving, and virtually every sector in the longevity economy.
Convenience At 58 Becomes Retirement Independence At 78
Younger Boomers represent the first generation that spent their peak working years in a fully digital economy. They booked business travel online, summoned Ubers between meetings, ordered take-out with a tap on exhausted weeknights, maintained online banking, and outsourced errands and chores to save time and energy. They cultivated decades of smartphone fluency long before entering older age. For them, app-based living is not a novelty; it is a norm.
What begins as convenience at 58 becomes independence at 78. While earlier generations had to learn these tools late in life, often with help from adult children, younger Boomers will carry these habits into retirement and expect them to evolve alongside their needs rather than be introduced to them as a last-minute fix.
Aging Alone And Living By App
This shift intersects directly with another powerful demographic trend: the rise of solo aging. Nearly a third of all US households now consist of a single adult. The highest level in history. Among Boomers, the rates are even higher. Divorce, widowhood, and the growing likelihood of entering retirement without a partner all expand the role of on-demand services. DoorDash’s own demographic insights show that late Boomers are more likely to be widowed or divorced and more likely to live alone. Without someone to share shopping, cooking, errand-running, or household labor, services once seen as conveniences become essential supports.
As daily life in older age becomes a heavier lift, on-demand services quietly join electricity, heat, and broadband as the fourth utility, and cost, of modern aging.
Retirement Planning Must Include On-Demand Living Costs
Life at the tap of an app comes with its own price tag, which retirement planning must now recognize. On-demand services, while empowering, introduce recurring costs that previous generations did not have to budget for: meal delivery fees, grocery-delivery subscriptions, rideshare use, on-demand home maintenance, pharmacy delivery, virtual health visits, and the expanding ecosystem of smart-home technologies. What was once discretionary spending to free up time becomes part of the retirement living run rate in older age. As life expectancy rises and solo aging becomes more common, these services should be viewed not just as occasional conveniences but as a new line item in retirement planning.
Aging-In-Place As Personalized Supply Chain Management
According to AARP, the vast majority of Americans say they would prefer to age in place. A preference that will increasingly depend not on family support but on a functioning service ecosystem. DoorDash and Instacart will sustain nutrition. Uber, Lyft, and GoGoGrandparent will provide mobility and connection. TaskRabbit and Handy will substitute for the “son-in-law with tools.” Amazon and pharmacy delivery will support medication adherence. Telehealth and smart-home sensors will monitor safety and health in the background. Aging-in-place will look less like “I live independently” and more like “I manage a personalized supply chain.”
Senior Living Evolves From Place To Platform
In senior living, younger Boomers will arrive with expectations that will push the industry to shift from differentiating on the next-best amenity to integrating branded on-demand services well beyond their property lines. Tomorrow’s residents will expect base services but also the seamless capacity to request dining, transportation, and maintenance through apps; prefer modular, unbundled services; assume seamless integration with on-demand providers like DoorDash, Uber, Amazon, Best Buy, Instacart, and even branded telehealth providers from Plush to Cleveland Clinic; and live in apartment-style environments embedded with smart technology. The winning communities will not be those with the grandest lobbies but those with a comprehensive platform of services that offers the simplest, transparent, and easiest interface with the brands younger Boomers have always enjoyed.
Older age involves lifestyle, but it also requires care. Care in senior living will undergo a similar reinvention. Younger Boomers will resist models built around rigid schedules and facility-based routines. They will expect micro-visits instead of long blocks, virtual check-ins, real-time updates, predictive analytics, remote monitoring, and flexible help that arrives as easily as a rideshare. Care will not disappear. It will be right-sized, digitally coordinated, and consumer-directed. The clipboard will not survive the coming decade. The app will.
Younger Boomers: The First To Expect On-Demand, Tech-Enabled Retirement
Younger Boomers, often called Generation Jones, have never quite fit into the cultural narrative written for their older peers. Too young for Woodstock but too old for Gen X, they grew up in the shadow of Vietnam and Watergate, entered adulthood during periods of recession and inflation, and shaped their career paths amid the rise of personal technology rather than the analog habits of early Boomers. Today, they might be the generation that quietly redefines what life in older age will look like.
For them, technology-enabled services won’t be seen as innovations in aging or AgeTech; they’ll just be part of everyday life. The rise of on-demand living among younger Boomers isn’t a passing consumer trend. It is a significant demographic shift. The habits they’ve built in midlife will define the financial planning, housing expectations, care models, and more they will expect in the coming decades.
The organizations that recognize this shift will be designing for the future. The ones that don’t will find themselves building solutions for a customer who no longer exists.
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