Adult Day Care Centers can Target Caregivers

BY Rachel Cagle
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"More than half of working caregivers feel they have to compromise within their careers to care for aging parents, according to a new survey by Home Instead. Inc., franchisor of the Home Instead Senior Care network. In addition, 43% of working caregivers feel their career growth has suffered as a result of the sacrifices they've made to provide care and support."

An estimated 34 million Americans provide unpaid care to adults 50 or older every year, according to the National Alliance for Caregiving and AARP, and that number is growing.

Now more than ever, working caregivers are devoting an extensive number of unpaid hours outside of the office to care for parents. In fact, over the last two years, those providing more than 30 hours of care per week increased by 10%, with working caregivers spending an average of 18.4 hours per week providing care — in addition to their full- or part-​time positions. These unpaid caregivers are feeling the weight of balancing their personal and professional lives, with nearly 60% feeling they must choose between being a good employee and being a good daughter or son.

And many employers are struggling to adequately address the needs of working caregivers. According to the survey, only 29% of employees are satisfied with their family leave policy, and 46% of those employees have been left with no choice but to use personal vacation time to meet caregiver responsibilities.

Working caregivers also feel they are met with less understanding than working parents when it comes to requesting time off. Two-​thirds of employees caring for an aging parent feel their workplace is more accommodating toward those caring for a sick child than a sick parent. As a result, caregivers are forced to make hard decisions like turning down promotions, leaving work early, skipping out on opportunities for professional development, and even leaving positions they enjoy for something more flexible.

All of this additional pressure and stress can have adverse effects on mental and physical health. In fact, more than half of caregivers have expressed feelings of depression and found it difficult to find time to care for themselves.

Despite not having much free time, Caregivers for Elderly/​Disabled Family Members still own personal use devices such as Android smartphones, iPhones and Smart TV/​Streaming devices and find time to use them. They're 39% more likely than others to find advertisements on their mobile apps useful and, last year, more than half took action after either seeing an ad on their mobile smartphone apps or receiving an ad via text. Additionally, most took action after seeing a TV commercial last year, and they have the opportunity to see a lot of commercials since the majority of them spend more than three hours a day watching TV. On all of these ad formats, they can be shown that adult daycare and related services can help both their loved ones and themselves live more comfortable lives.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on adult day care centers and retirement centers/​communities, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.