Family Caregivers Largely Navigating Day-to-Day Care Responsibilities on 'Gut Instinct'

    GLOUCESTER, MA, October 12, 2022 /24-7PressRelease/ -- Of the nearly 50 million family (unpaid) caregivers of older adults in North America many are largely relying on their own instincts, without any paid help, in tackling a myriad of daily care responsibilities – from providing personal care and transportation to managing finances and medications.

A groundbreaking new study of 2,156 family caregivers in Canada and the U.S. by Age of Majority, found caregivers are spending an average of nearly four hours a day (26 hours, 42 minutes a week) providing care – equating to a part-time job for most and a full-time or around-the-clock job for many. Adding to their care challenges is that 40% of family caregivers are also working full-time and another 12% are working part-time. One in five caregivers also has to manage disagreements and/or resistance in dealing with their care recipient.

Opportunity to step up
Next to asking medical professionals for advice, caregivers are largely figuring out the care they provide on their own. Fewer than one in five (14%) family caregivers is supported by some type of professional (paid) caregiver.

Given the challenges of juggling caregiving and other responsibilities, eight in 10 (80%) family caregivers are interested in paying for products or services to help them manage, yet almost nine in 10 (87.9%) cannot identify any companies that stand out in helping them as caregivers.

"The study findings suggest a significant opportunity for companies or organizations to step up and build a connection with caregivers," says Jeff Weiss, CEO of Age of Majority. "This is true for almost any product or service which can demonstrate an understanding and empathy for caregivers and their care recipients."

Connecting with caregivers
The research findings are detailed in a new 84-page report called Connecting with Caregivers that is now available for purchase. It provides a compass for companies and organizations appealing to the increasingly important caregiver audience, which plays a key role in choosing products or services to support care recipients and/or that help them to live independently.

Other study highlights
- The vast majority of family caregivers are women vs. men (69% vs. 31%)
- Over a third (34%) of care recipients are living on their own reflecting a desire of many older adults to remain in their own homes
- Just over a quarter of caregivers have children ages 18 and under living with them creating dual caregiving pressures
- More than four in 10 care recipients are mothers (including stepmothers and mothers-in-law)
- Caregivers find discussions around long-term care planning and financial issues most difficult to have with care recipients
- Under a quarter (22%) of caregivers are feeling 'very optimistic' about their future ability to provide care

"Until now few, if any, studies have explored the dynamics of caregiver-care recipient relationships with the purpose of identifying how products and services can best support their caregiving journey," says Weiss. "Connecting with Caregivers is a must-have for companies and organizations who can support caregivers in their role and help their care recipients maintain a sense of dignity and independence."

Study methodology
The Connecting with Caregivers report is based on a survey, conducted between June 28 and July 17, 2022, of 2,156 North American adults ages 40+ who identify as being the primary or shared caregiver of an older individual (i.e., a family caregiver). The survey sample included 1,827 adults (family caregivers) based in the United States and 329 adults (family caregivers) based in Canada.

Margin of error for the study is +/- 2% based on a 95% confidence level. This calculation is based on an estimated base of 47 million North American adults who identify as caregivers of an older adult. Full methodology is included in the Connecting with Caregivers report.

About Age of Majority
Age of Majority is a research-driven marketing consultancy that helps brands make sense of and tap into the complexities of the often misunderstood and undervalued 55+ audience. Learn more at www.ageofmajority.com

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