Parenting your parents

Parenting your parents

Jan 9, 2025

Audience

Lottie is a leading eldercare marketplace in the UK, connecting care home seekers with care homes. Their seniorcare arm provides 360 support for employees of businesses caring for elderly relatives.

The brief was to deliver insight to drive a talk-value focused campaign on the dynamics of caring for an elderly relative. The stresses, anxieties and the remedies.

By 2025, more working adults will have an elderly person dependent on them than a child — but the level of public awareness and therefore support for those providing care to elderly parents or grandparents is lagging behind demand. This raises some important questions: 

Who is dealing with care responsibilities, and what is the scale of the issue?
What are the impacts? (Emotionally, physically, financially)
Why does eldercare receive so little attention versus childcare
What can be done? 


Whitespace identification

With every project we engage with, phase one involves ensuring the client is engaging with ‘whitespace’ narratives. The concept of the ageing population in the UK is not new, but whitespace exists around the issue, the psychological impacts, comparison with childcare and cultural comparisons were identified as areas with strong talk-value potential.


Building authority 

We surveyed respondents who say they have an elderly person dependent on them in some (physically, financially, emotionally).

41% of respondents say taking care of an elderly family member or friend has negatively impacted their mental health and well-being
67% are worried about their ability to take care of an elderly family member or friend in the future with the biggest concerns being the physical safety (23%) of elderly people at home as well their loneliness (21%)
Women are disproportionately affected by burden of eldercare by 17% across all areas of research
More statistics on: impacts on relationships, direct comparison with childcare, openness to talk on the issue of eldercare


Generating talk-value impact

The insight forms the core of a whitepaper targeted at seniorcare by Lottie’s target market, corporate HR buyers. Further opportunities lie in generating media coverage with the proprietary insight. This fits into a wider awareness campaign, embracing themes of gender difference, and cultural learnings.

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