April 28, 2025
Here’s a sobering statistic: According to a recent U.S. News & World Report[1] article, a University of Michigan National Poll on Healthy Aging found 30% of all people in their 50s and early-60s provide care for at least one person. And one in ten are juggling care for three people or more.
Let that sink in. If you are between 50 and 65 years old, there is better than a one-in-four chance you are providing care to someone. And it is more than likely that person you are caring for is over 65 and has some type of health problem – most likely a physical disability.
That’s roughly 15,360,000 Americans, who by choice or circumstance are harnessed with the often difficult responsibility of caregiving.
Mostly Family
Not surprisingly, most caregivers care for family members – roughly 83% of them. It is also not a surprise that 48% of all caregiving is directed at aging parents. The rest of that 83% include:
- 11% spouse or partner
- 10% grandparent(s)
- 9% in-law parent
- 5% sibling
These family caregivers are generally experiencing a greater emotional toll, as their innate familial love for the object of their care makes the caregiving responsibility more intense.
How much emotional toll? According to Pew Research[2], among family caregivers:
- 72% experience emotional stress
- 66% have trouble balancing caregiving with other responsibilities
- 51% deal with financial strain
- 48% experience frustration or even anger because no one else is willing to help with the caregiving
- 43% suffer from loss of sleep
A CVS Health/Harris Poll[3] expands on the losses family caregivers experience:
- 37% had to quit or cut back on their work
- 45% spent less time on hobbies
- 39% spent less time with friends
- 34% fell behind on managing their own health
- 28% formed new, unhealthy lifestyle habits, such as eating poorly or drinking more.
No wonder 36% of family caregivers have experienced some level of depression, according to the website SeniorLiving.org.[4] They are needy people who are tasked with caring for needier people!
Opportunities for Marketers to Help Caregivers
Most caregivers have not been trained for their new responsibilities, and probably never expected to be saddled with the task of caring for an elderly parent or grandparent. Because most cannot afford to hire a professional to handle the job, they are looking for information and support on the fly.
The majority of caregivers go online to find that help and support. According to the Pew Research, 72% of caregivers gather health information online, and 52% look to social media for support and advice.[5]
Suffice it to say, there are a lot of people caring for loved ones who are searching the internet to find solutions that address their needs. That also means there are a lot of potential customers online who are ready to consider products or services that might help them to 1) better to fulfill their caregiving roles, or 2) address personal needs that have arisen out of those caregiving roles.
What Do Caregivers Want?
Of these two broad categories, those who are actively looking for caregiving aid and advice are often easier to identify and reach. But the latter group – those looking to address personal needs arising from their caregiver roles – may offer a bigger opportunity and provide a more passionate customer.
These prospects did not ask to be caregivers; they were thrust into their roles whether they were prepared to take them on or not.
The person who looks online for direction to better care for a loved one self-identifies herself by visiting contextually-relevant webpages, whether they offer broader content like AARP.org and Caring.com, or more caregiver-specific information like Cariloop.com or Caregiver.org (Family Caregiving Alliance).
Marketers of products or services that are specifically designed to aid caregiving – ranging from remote monitoring systems and medication management to telemedicine and mobility aids – can use these contextually-targeted avenues to present their products or services to high potential prospects at the moment when they are most interested.
Addressing the Personal Needs of Caregivers
Combined tolls – physical, mental, emotional, financial – weigh down even the strongest of caregivers. Beyond the instruction they need to do their jobs adequately, caregivers need a little TLC for themselves. Items and services that give caregivers permission to pamper themselves will get noticed, when ads are placed in environments where caregivers are looking for help – items and services like prepared meal delivery; spa/massage; labor-saving household appliances; etc.
The point is this: the universe of family caregivers is huge and will keep growing. They are in the market for anything that can help them do their caregiving jobs better or allow them to reward themselves for their caregiving efforts. Marketers who can demonstrate how their product or service addresses either need at a time these prospects are focused on their caregiving responsibilities are likely to be successful.
[1] D. Thompson; “More Than 1 in 4 Americans Over 50 Are Now Caregivers;” US News & World Report; 8/7/24
[2] T. Shuman; “Family Caregiver Annual Report and Statistics;” SeniorLiving.org; 2/14/25
[3] M. Plescia; “Caregivers Face Financial & Mental Burdens;” CVS Health
[4] Shuman; “Family Caregiver Annual Report and Statistics”
[5] Thompson; “More Than 1 in 4 Americans Over 50 Are Now Caregivers”