Gartner Research

Consumer Insight: Handle With Eldercare — Millennials' Coming Caregiving Crisis

Published: 17 May 2016

ID: G00363677

Analyst(s): Iconoculture Research Team


Nearly 40 million Americans offer unpaid care to an adult friend or relative. As the retirement crisis grows, an inherent tension point arises about the lack of conversation and preparation. Brands can meet consumers’ unspoken concerns about caregiving, now and in the future, as a family issue.

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