Discover a Fresh Approach to Downsizing: Lifestyle Communities Unveils the ‘Way to Live’ Brand Platform with By All Means

A fresh brand platform called ‘Way to Live’ is helping Australians over 50 reshape how they view the next chapter of life. Developed by creative agency By All Means and their partner, Lifestyle Communities, this initiative frames downsizing as an empowering choice, opening doors to freedom, connection, and opportunity.

Toby Cummings, a creative partner at By All Means, emphasizes that this project goes beyond mere advertising. “It shines a light on belonging, steering clear of the usual clichés,” he notes. This isn’t just a marketing push; it’s about reimagining what it means to downsize. It’s not only where you live, but how you live that counts.

The launch is backed by a comprehensive campaign that spans film, radio, print, and digital platforms. The message resonates especially through its launch film, featuring Joe Cocker’s classic “Up Where We Belong.” This song captures both nostalgia and the hopeful spirit of those moving into later stages of life.

David Jennings, Executive General Manager of Marketing at Lifestyle Communities, shares, “Way to Live shows that downsizing means more than having less. It’s a pathway to staying active and connecting with others. It’s about enjoying life now.” This shift in mindset aligns with broader trends showing that people are looking for more meaningful living experiences.

Research indicates that individuals over 50 increasingly seek community and connection, with surveys finding that nearly 70% feel a strong need for belonging as they age. This is echoed in social media trends, where discussions around the joys and freedoms of this stage in life are gaining traction.

Since 2020, By All Means has collaborated with Lifestyle Communities to create impactful campaigns that resonate with audiences. They aim to inspire genuine transformation within not just the brand, but also the lives of the individuals they serve. Cummings adds, “Our goal is to inspire, and this initiative embodies that spirit. It’s not just about changing perceptions, but helping organizations embrace their core values.”