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Posts Tagged ‘seniors’


Aging America Affects Your Business in More Ways Than You Think

August 1st, 2011 ::

By Rieva Lesonsky

Americans are getting older—that’s no surprise. But while seniors can be a booming market for some businesses, for others, they’re creating new workplace issues. Nearly 10 million adult children over the age of 50 care for their aging parents (that’s one-fourth of all adult children), according to the recently released MetLife Study of Caregiving Costs to Working Caregivers. And working and non-working adult children are almost equally as likely to provide care to parents in need.

If someone in your work force is caring for aging parents, it’s having an impact on your workplace. The amount of wages, Social Security and other benefits caregivers lose by taking care of aging parents is estimated at close to $3 trillion over their working lifetimes; per working caregiver, the average is more than $300,000.

The impact on working caregivers is more than just financial, of course. Adult children 50+ who work and provide care to a parent are more likely to have fair or poor health than those who do not provide care to their parents.  And while both sons and daughters were about equally likely to provide care, women were more likely to provide actual physical assistance, while men were more likely to provide financial assistance.

What does it this trend to your business? First, every workplace is likely to be impacted by the aging of America. Be sensitive to the needs of working caregivers caring for a parent, just as you are to parents in your workplace caring for children. To get the most productivity from your workforce, you’ll want to help them manage both their responsibilities with the parent and with their jobs. Some ways to do this include:

  • Offer flexible hours so employees can fit their schedules around the needs of aging parents.
  • Create policies so working caregivers can take time off for things such as taking parents to the doctor or other appointments that may occur during typical work hours.
  • Consider allowing employees to work at home, either occasionally or as a regular policy; this could help them better balance their caregiving and work duties.
  • Be sensitive to employees’ stress and emotions. Sometimes being understanding is all it takes.
  • For a caregiver providing financial assistance to a parent, money may be a big motivator. For someone who’s providing physical care, time off may be more valuable than money. When motivating employees, consider whether comp time or a monetary bonuses will be most rewarding for that person.

In all your policies, it’s important to be fair but also to stay on the right side of regulations regarding employees. Caregivers are typically older employees, which can be a sensitive area—you don’t want to discriminate. Talk to your attorney or an HR consultant to make sure your policies aren’t running afoul of any laws.

Image by Flickr user Ann Wuyts (Creative Commons)

 

How to Profit From the Booming Senior Market

March 16th, 2011 ::

By Rieva Lesonsky

Are you looking for a hot, affluent and growing market to target? Consider seniors.

Although older Americans are often overlooked in the rush to target hipper, younger groups as customers, in reality, seniors are a huge market—and getting bigger. According to the U.S. Census Bureau, Americans aged 65 and up account for 12 percent of the population (or about 37 million people). What’s more, by 2030, the Census Bureau projects people over 65 will account for 20 percent of the population.

One reason seniors are such a profitable market is that they’re typically underserved. In a recent MarketWatch article on the topic, Internet expert Jakob Nielsen says though there’s far more interest in catering to teenagers, “there is probably 10 times as much money to be made from seniors.”

Seniors have far more income than teens—and in fact are affluent overall, MarketWatch reports. The median net worth of households aged 65 and over was $108,885 in 2000, while those under age 35 had a median household net worth of just $7,240. Seniors are also more likely to be homeowners (81 percent of those 65 and up own homes, compared with the overall average of 68 percent).

Where are seniors concentrated? MarketWatch reports that according to the 2004 Census, seven states have the highest 65-plus population:

  • California (3.8 million)
  • Florida (2.9 million)
  • New York (2.5 million)
  • Texas (2.2 million)
  • Pennsylvania (1.9 million)
  • Ohio (1.5 million)
  • Illinois (1.5 million)

Of course, thanks to the Internet, you don’t have to be where seniors are to cater to them. The number of Internet users 65 and up is growing, with people age 55-plus one of the fastest-growing groups of new users on Facebook, for instance.

What are seniors interested in? For those who are homeowners, a big item of interest is “aging in place” modifications that enable them to stay in their homes longer, such as widening doors for wheelchair or walker access, or adding safety rails in bathrooms. To avoid needing those things, seniors are also working hard to stay young and healthy, so products related to health and fitness that allow them to continue an active lifestyle are big sellers.

With more seniors staying active longer and lots of disposable income, this group is very interested in travel-related products and services, as well as dining out. When it comes to travel, “experiences” are big—and lots of seniors enjoy taking younger family members along.

Speaking of younger family members, don’t forget that seniors love to dote on their grandchildren. If you are marketing products for children, be sure you include a pitch to seniors in your marketing materials.

Image by Flickr user Samyy Mason (Creative Commons)