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Navigating the Silver Economy: Aging, Care, and Who’s in Charge.

How the Dynamics Between Seniors and Their Caregivers Impact Strategic Marketing

Black icon of three people representing a group or community, for Springbank.

62M Americans are over 65 years old. Baby boomers account for 30% of the nation's wealth.

Black icon of a target with an arrow hitting the center, symbolizing focus or goals, for Springbank.

Marketing to these consumers can't happen in a vacuum.

Black icon of a hand holding a heart, symbolizing care or support, for Springbank.

44M Americans support the older people they love with 24+ hrs/week of unpaid caregiving.

Black bar chart icon representing data visualization for Springbank.

We dove deep to better understand the decision-making dynamic within these relationships.

Overview

Older Americans are reaching senior years with a new outlook on aging and independence. They are looking to reinvent the experience and expect things to be done differently than they were for their parents. But they can’t do this alone.

How multiple decision makers – and influencers – drive to a purchasing choice together is shaped by the dynamic, prolonged, and ever-evolving nature of caregiving partnerships. These are not static relationships. As someone ages, there may be two or more distinct audiences at any time involved in making decisions. Each of these audiences is constantly gaining or losing power, influence, confidence and control within the relationship.

An ecosystem of caregivers -- spouses, children, neighbors, friends, and professionals -- surround most older adults.

Baby boomers have added over $14 trillion to their collective net worth since 2019, and their personal spending on healthcare is 5x what they spend per child and 2.5x more than what a typical working-age adult spends. Plenty of businesses need to reach these consumers.

To best reach seniors, marketers must consider the complex and unique landscape of family, friends, and professionals who have significant control and influence in their lives.

Springbank and Cake Ventures set out to explore this dynamic – between America’s population of older adults and their caregivers – and its implications for brands marketing to those who are 65+.

Meet the Boomers and their "caregivers"

While most older adults receive care from their spouse or partner, they usually rely on a much broader ecosystem-including adult children, friends, neighbours and professionals.

How they relate, interact and communicate impacts how decisions are made - what sociologists and social psychologists call 'interdependent relational dynamics.'

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Who Calls the Shots? Older Adults and Caregivers Both Think They're in Charge.

We asked caregivers and older adults, 'Who makes the final decision when it comes to certain areas of healthcare and finance?' Each group responded 'I do' more than two-thirds of the time.

Perceived decision making: both caregivers and older adults feel like they make the final decision across finance and healthcare.

HeaderManaging prescriptions/medicationsHelping make decisions about healthcare and doctors choicesManaging all or part of your financesHelping to choose, set up, or use technology communication devices
Respondent
Caregiver
Older Adult
Caregiver
Older Adult
Caregiver
Older Adult
Caregiver
Older Adult
I do67%67%60%79%74%71%73%64%
The other person who helps with this area12%33%13%21%9%29%12%36%
The person whom I am caring for21%N/A28%N/A17%N/A15%N/A
Survey results showing caregiving responsibilities, including healthcare, finances, and tech use, for Springbank.

As older adults age, they relinquish more control in decision making to their caregivers.

Managing prescriptions/medications

The other person who helps out with this area
64 - 74
12%
75+
33%
75+
0%
50%
100%
33%

Managing all or part of your finances

The other person who helps out with this area
64 - 74
9%
75+
29%
75+
0%
50%
100%
33%

Helping to choose, set up, or use technology communication devices

The other person who helps out with this area
64 - 74
12%
75+
36%
75+
0%
50%
100%
33%

Decision-Making Authority Evolves Over Time

We found in our research that caregiving relationships change as older adults progress through the aging continuum. Decision-making is rational out of necessity but can also become increasingly emotional for both parties. Gerontologists and caregiving specialists have developed frameworks that break down stages of aging for older adults, which helps one to understand the changing needs, preferences, and challenges that seniors face.

Stage
1
.
Thrive

Older adults manage their daily activities, health care, and financial decisions with minimal or no assistance. Caregiving may mean simply providing companionship or social support. This is a good time to start building brand trust. Older adults are discovering and evaluating products and services as they establish a plan for future health care and financial needs.
Carin
Meet
Carin
‘An era of loss and growth’
Carin

In less than two years, Carin retired from her job as a textile designer, her husband died, she sold a house, bought a house, lost a close friend, and moved to a new city.

“I have a lot of people dying,” she said. “It’s an era of loss. And growth.”

For Carin, older adulthood is highly dynamic, and many seniors like her are starting over — moving, finding new friends, joining new communities.

“You have to embrace change,” Carin said. “You can’t be stagnant.” She’s determined to maintain some independence as she ages, and she already is redefining the caregiving dynamic.

“My daughter doesn’t know it yet, but she won’t be my caretaker; I’ll pay someone for that, if I can,” she said.

In choosing health care professionals and attorneys, Carin looks for people much younger than she is.



“I want someone who isn’t going to die on me, and [who’s] young enough and sharp enough to help my daughter when I go,” she said.

There’s also an increasing sense that time is growing short.

“It’s shocking to me that maybe I only have 20 more years,” Carin said. “It’s very shortened. Will I be ready? It’s a spiritual journey, a physical journey, and a how-I-want-to-be journey.”

She has made mistakes with her finances but has been reluctant to ask for help. She lost seven months of Social Security payments after her husband died and she moved because she didn’t realize she had to present a death certificate to the state she relocated from to claim his benefits.

“In California, it just rolls over,” she said. “I needed somebody to walk me through this in more detail. I was just kind of finding it out on my own as I was going along.”

Like many people her age, Carin is interested in technology such as the Apple Watch, which has health-monitoring apps. However, she is wary of tech that seems to be a luxury and is put off by subscription models. She recently dropped an app with a subscription because she felt it was too “opportunistic.”

Disclaimer: The images used on this website are for illustrative purposes only and do not represent actual individuals.

Stage
2
.
Supported Autonomy

Minor health issues or mobility challenges arise. Caregivers start providing assistance with financial planning or helping with new technology. At this phase, the caregiving role is expanding in partnership with the older adult as both make decisions together.
Lilian
Meet
Lilian
‘You have to have support’
Lilian

Lillian, 74, is trying to “age in place,” but the challenges continue to mount as she gets older. She owns two homes and requires constant medical care. A cottage on her property may allow her to stay. But she couldn’t manage the upkeep of her homes without Joe, her 78-year-old property manager. “You have to have support,” Lillian said. “You can’t just age in place by yourself.”

Lillian’s support comes from outside her traditional family because she feels as if she’s still her children’s caregiver.

“I’m the ancient one, taking care of everybody,” she said. “My kids are struggling with work, kids, divorces — they see themselves as the ones who need support. I’ve never once had an offer to help. And they’re scattered across the country.”

Lillian was laid off the first time when she was 50, and she’s trying to decide whether to sell part of her property to shore up her financial security, but she worries about how to handle the transaction.

“I need somebody to help me think about all this,” she said, adding that the person must be “really in tune.”

After several surgeries and ongoing health issues, Lillian tries to stay in shape and walks five miles or more several times a week. She sees taking care of her body as her full-time job and declares herself a “maintenance worker” when it comes to her health.

In choosing health care professionals, she prefers those who are willing to listen to her.

"I want to sit down and talk,” she said. “I’m not going to accept everything that [they’re] telling me because a lot of their information is coming off the computer. I’m the one who knows this body. They have to meet my criteria and work with me. It’s always about the people, not their credentials. You can go to whatever med school, but if you don’t talk to me, it’s not going to work out.

Lillian limits her use of technology. She largely gave up using the computer because it hurts her back, logging on only occasionally to check email. “The creators of tech have generally not been very good at limiting what’s harmful,” she said.

Disclaimer: The images used on this website are for illustrative purposes only and do not represent actual individuals.

AJ
Meet
AJ
‘I take care of things’
AJ

AJ, 37, is a caregiver for his aging mother. He lives two hours away and doesn’t like returning to his hometown where she still lives. They share the responsibility for her finances. She still makes strategic decisions about money, such as how much to spend on what; he handles the transactions largely through the computer. For example, she chose the car she drives, but he manages the payments.

“I take care of things, not her,” he said.

If caring for his mom were a business, AJ’s role would be tech and back-office support. His older brother handles her will and estate planning, and a younger brother provides emotional support and companionship.

His mom is averse to technology and online shopping and still relies on checks to pay for things. He’s used his own email to set up her online accounts for the car payment, insurance, and other expenses.

While his mom has a smartphone, AJ hasn’t told her that it lets him track her. Because she’s alone and far away from where he lives, he worries that something might happen to her and he wouldn’t know. She’s refused to allow him to place cameras in the house or even get her a Life Alert monitor.

AJ will sometimes go with his mother to her medical appointments, helping her understand what the doctor says. For health information, he typically goes online, looking for sources that are “a bit more respected.” YouTube videos have helped him explain medical information to her, such as showing how Medicare works.

He also relies on Reddit. “You can actually read what some people go through, what their experience was like,” he said. He trusts real experiences of people more than articles he reads on medical sites or online publications.

Disclaimer: The images used on this website are for illustrative purposes only and do not represent actual individuals.

Stage
3
.
Increased Dependence

As the health of an older adult declines, a caregiver’s responsibilities increase to include duties like chronic disease management or support for recovery from falls. Seniors may still be the ultimate influencer and “decider,” but they may no longer be the direct buyer.
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Stage
4
.
Full Dependence

Significant physical or cognitive decline requires substantial daily assistance with personal care — such as bathing, dressing, eating, and managing medication — on top of basic household activities such as shopping and cooking. Older adults may rely on comprehensive in-home services with enhanced medical care and monitoring, or may move to an assisted living or a nursing home facility. Caregivers provide or coordinate intensive hands-on care. They typically must adjust to their own schedule and responsibilities to provide this support.
LaTanya
Meet
LaTanya
‘I’m still learning’
LaTanya

LaTanya is caring for her aging father, who has memory loss. She recently put her dad in a memory care unit.

Meanwhile, she’s struggled with bipolar disorder and thoughts of suicide. At 32, her employment and housing are unstable.

“I’m still learning how to take care of my dad’s business as a young adult,” she said. “I don’t have that much insight and experience dealing with this kind of stuff.”

She worked through the Veterans Health Administration to secure her dad’s memory care, but she felt that the agency was working against her rather than serving as a resource.

Her dad gets lonely and likes talking to people over the phone. She worries that he will fall victim to financial scams that target the elderly. He has changed his insurance policy repeatedly just so he can talk to an agent on the phone. LaTanya doesn’t want to declare her dad mentally incompetent, but she does make sure all checks go to her so that he can’t recklessly spend his money.

She recently took away his smartphone because she needed it to manage the two-factor verification on all the online accounts she handles for him. She has reached the point, as many caregivers do, where she must keep her dad’s medical records and financial identity within her control.

Her brothers recently made themselves beneficiaries of their father’s pension without consulting her, even though she is the primary caregiver. She doesn’t want to fight them because it would add to the emotional toll of caregiving.

“I think I’m going to just let it go,” she said.

Disclaimer: The images used on this website are for illustrative purposes only and do not represent actual individuals.

Stage
5
.
Twilight

Focus shifts to palliative care with an emphasis on comfort, dignity, and quality of life. Caregivers provide emotional support, manage pain relief, and fulfill the older adult’s end-of-life wishes.
No items found.

Spheres of Influence

Our research has verified social media is an essential channel to reach both seniors and their caregivers.


The age divide for viewing video digitally via streaming services is narrowing. Of platforms used weekly, Facebook continues to dominate (used by 66% of older adults and 79% of caregivers) with YouTube gaining ground (used by 52% of older adults and 80% of caregivers.)

Most older adults - 65% - have not "cut the cord" yet and are still using cable or satellite providers, but 40% also said they get most of their video digitally. 75% of Caregivers spend >1 hour per day on Netflix, Hulu, Max, YouTube, Disney+, and ESPN

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AI and Trust — Balancing Risks and Rewards

AI technology is transforming digital trust. It unlocks new opportunities in significant ways, but also has led to an increase in misinformation. Between the beginning and end of 2023 alone, websites containing AI-generated fake news proliferated from 49 to 600.

The prevalence of cyberfraud, especially among seniors, highlights the critical need for strong digital defenses. In 2023, one in three Americans faced online financial scams, with older adults experiencing the most severe losses, totaling $3.4 billion.

AI's advanced data analysis capabilities are proving essential for maintaining brand consistency, authenticity, and reliability. These elements are crucial for fostering trust.

A balanced approach to AI implementation can mitigate risks and amplify trust in brands, converting challenges into robust assurances for consumers.

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What Voices Get Through

Brand Reputation and Trust — Different by Generation

Establishing trust before health declines is vital, as brand trust greatly varies across demographics and age groups.

What Seniors Look For?

Our research found that most seniors prioritize advice from financial advisors and healthcare professionals over other sources.

Seniors equate a brand’s authenticity with reliable and clear information. They value consistent quality.

Seniors value personalized service and clear communication. Brands like Earlux, a maker of affordable hearing aids, ran successful marketing by connecting their customers directly with hearing health professionals as part of their product promotion. Such direct interactions with professionals fosters  trust among seniors.

Seniors remain skeptical of marketing gimmicks, favoring brands that communicate honestly and clearly. Authenticity for them means straightforward offerings without hyperbole.

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Factors such as loneliness, isolation, poor physical health, and age-associated brain changes can contribute to to older adults vulnerability to financial exploitation. This complex interplay of trust and vulnerability underscores the need to safeguard older adults’ financial and health care interactions, adding to caregivers’ challenges.

Of note, people become more trusting as they age and rely more on trust in decision-making. A recent study by researchers at the University of Florida found that older adults have trouble identifying untrustworthy faces because the brain region that assesses risk becomes less active with aging, making seniors more susceptible to exploitation and abuse. Caregivers are aware of this and will often take special care to hold decision rights over health care and financial services to prevent scams and abuse.

We asked respondents to rank the 3 most influential sources when working towards making a decision.
Caregivers rely heavily on professionals - but note the importance of social media and news
Caregivers
Financial Professionals123
Healthcare Professionals58%28%14%
Financial Professionals44%29%27%
News shows43%17%39%
Social Media41%24%35%
Price33%32%35%
Recommendations from a friend or family member29%35%36%
Number of service offered28%31%41%
Word-of-mouth27%35%38%
Company Reputation27%38%35%
Online Reviews27%39%34%
TV Shows25%46%29%
AARP23%30%47%
Recommendations from members in my community22%34%43%
Older adults follow the same pattern but are overall more trusting of professionals and price sensitivity is a bigger factor in their decision making.
Older Adults
Financial Professionals123
Financial Professionals75%17%9%
Healthcare Professionals73%16%11%
Recommendations from a friend or family member30%45%24%
Price24%35%42%
AARP18%33%49%
Word-of-mouth14%24%62%
Online Reviews14%37%49%
Recommendations from members in my community13%31%56%
Company Reputation13%46%42%
What Caregivers Look For

Younger caregivers also trust financial advisors and health care professionals, but to a lesser degree (58% and 44% rank them as the most influential, respectively, compared to older adults where 75% and 73% ranked them #1.) They rely almost as much on news shows (43%) and social media (41%) for health care and financial information.

What Caregivers Look For

Younger caregivers trust financial advisors and healthcare professionals (58% and 44%) less than older adults but often use news shows (43%) for information. For them, authenticity means transparency, honesty, and commitment to social and environmental causes.

Word-of-mouth and reviews influence 27% of younger caregivers, compared to 14% of older adults, showing the value of social proof.

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Other Factors in Building Trust

Race and ethnicity can significantly impact trust. Black adults are less likely to trust the healthcare system than whites and Latinos due to historic discrimination and the experience of systemic racism within the US healthcare industry. It is crucial for marketers targeting these groups to understand such dynamics.

Socioeconomic status influences trust levels; those with higher status enjoy more personal freedom and opportunities, feeling more in control, while those with fewer resources feel more vulnerable and suspicious.

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In Black and Latino communities, trusted institutions such as churches and civic organizations like the NAACP foster significant trust, especially among seniors.

Healthcare organizations have succeeded in building trust within Black communities by forming coalitions with respected local groups, effectively bridging the trust gap with these audiences. Diverse, culturally competent care providers improve healthcare outcomes, demonstrating a clear link between provider diversity and quality patient care.

Marketers must understand how race and ethnicity influence engagement and trust, which is critical for fostering relationships with both older adults and their caregivers.

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The Age of “Non-Fluence”

Our research indicates that celebrity spokespeople often lack influence over older Americans, with most respondents citing 'none' as their most influential figure.

Seniors who recognized influential figures named a mix of political leaders like Barack Obama and Donald Trump alongside timeless icons, like Albert Einstein. Tom Selleck and Tom Hanks were celebrities called out as being influential just as often as these political and historic figureheads.

Dolly Parton and Oprah Winfrey were exceptions because they were frequently mentioned as influential by both seniors and their caregivers -- effectively cutting across generations.

Caregivers more readily named celebrity influencers such as Beyonce, Denzel Washington, and Taylor Swift.

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Understand What They’re Going Through

Caregivers Experience Fear and Anxiety in Their Role

Caregivers report feeling happiness and love almost on par, or above, what they expected  in the role, but the emotional strain remains substantial -- only 24% feel optimistic compared to 42% who wished they did.

Caregivers report a small gap between their desired and actual feelings when providing health care, with 51% wanting to feel happy and 46% actually feeling so.

Emotions Caregivers actually experience versus what they wished for when helping with...

Financial Decisions

Interview Questions

  1. How do you wish you felt when it comes to giving help to a loved one with their financial decisions?
  2. How do you actually feel?

Healthcare Decisions

Bar chart comparing desired versus actual emotions, including happiness, optimism, calmness, and anxiety, for Springbank.

Interview Questions

  1. How do you wish you felt when it comes to giving help to a loved one with their  healthcare decisions?
  2. How do you actually feel?

Caregivers' emotional state worsens over time; longer financial support leads to disconnection, and extended health care assistance increases sadness and anxiety.

Caregivers emotional state is influenced by how long they've been supporting their loved one. As one respondent noted, Just because you’re burnt out doesn’t mean it stops," referring to the demands of caregiving. Worseneing health conditions lead to caregivers' fear and anxiety that it may be terminal for their loved one.

Long-term caregivers (those providing care for 5+ years) often rate their health as fair or poor, with some delaying personal milestones like having children to continue caregiving. Conversely, for older adults, the longer they receive care, the happier and less guilty they feel.

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See Research Methodology

Methodology

From October 17, 2023, to December 23, 2023, 30 Point, in partnership with Lamppost Insights and Demophile, conducted qualitative and quantitative research studies supported by research analysis of existing data sources, including publicly available and privately held information. Qualitative research was based on an initial review and screening of 130 potential respondents, of which 30 people were phone interviewed. This resulted in eight ethnographies and in-depth phone and video interviews — each several hours long. The interviews were aimed at exploring daily life among seniors who receive care and caregivers who support an older adult.


Our national online survey consisted of a sample size of 705 respondents, of whom 364 were caregivers and 341 were older adults. Among the caregivers, 170 were in the millennial generation, 134 were Gen Xers, and 60 were baby boomers. Among the older adults receiving care surveyed, 156 were 65 to 74 and 184 were 75 and older. All older adults surveyed receive support or assistance from a loved one or family member for health care, finance, and/or home services.

All caregivers surveyed provide support or assistance for a loved one or family member.

Distribution of both caregivers & older adults ensured a mix of geography, gender, race/ethnicity, income/wealth, employment status, education attainment, and political views.

Springbank logo

Springbank Collective is a New York based early-stage investor, who invests in the infrastructure that enables working women and families in the real economy to thrive. Building the infrastructure for a more equal future is the next generation of gender lens investing and, we believe, a $1 trillion opportunity.

We invest across three themes:

Career
Reforming and re-imagining work to enable fair, flexible, and dignified careers.


Care
Connected, innovative solutions for children, elders, and women's health and the infrastructure to improve overall health outcomes and reduce caregiver burden.


Consumer
Services and fin-tech solutions that empower women and families and brings the productivity revolution into the home.

CAKE Ventures logo

Cake Ventures is a San Francisco-based venture capital firm that invests in companies whose growth lies at the intersection of demographic change and technology. We back founders building generational technology companies that are being accelerated by shifting demographics, including aging and longevity, the increased spending power of women, a new majority driving internet culture, and the rise of deskless work.

At what stage do we invest?
We invest in pre-seed and seed-stage companies.

Where do we invest?
We invest in North America, with more than half of our portfolio companies located outside of San Francisco and Silicon Valley.

What do we invest in?
We invest in consumer and enterprise companies that span healthcare and the care economy, software that enables non-office/deskless work, consumer technology, and B2B companies that build the backbone of all of these industries.

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