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42 million Americans provide unpaid care to an adult aged 50+. That's a population bigger than the population of California or Texas.
But caregiving isn't just about time - it's about money and purchasing power. Caregivers aren't just providing support - they're shaping billions in consumer spending.
93% of caregivers shop for their care recipient:
75% buy groceries
46% buy toiletries
45% buy OTC Health products
Caregiving changes how people shop.
In other words, caregivers are making major purchasing decisions everyday. But they aren't just spending - they're entering new aisles, trying new brands, and making decisions for others. Yet, most brands still don't see them as a consumer segment.
Caregiving isn't a niche - it's a market force.
From consumer products to retail and healthcare to financial services, this isn't a niche audience - it's a powerful, economically influential group making decisions everyday.
Caregivers influence everyday purchases
They help make major decisions for loved ones
They research and select products and services
Is your brand adapting?
This isn't a future trend. Caregiving is already reshaping business. Brands that recognize this will win. Have you considered how caregiving is already influencing purchase behavior in your category? If not, let's talk.
The future is old. Are you ready?
Click here to get started.
About Morning Light Strategy: Morning Light Strategy is an insights & advisory agency on a mission to help brands and organizations plan and position for the global shift toward an older and longer-lived demographic. We help our clients make the strategic business, marketing and innovation decisions that will accelerate their growth among 50+ consumers and their caregivers. To learn more, visit: www.morninglightstrategy.com
