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Navigating the Silver Economy:

Aging, care, and

who's in charge

Today’s seniors – 62 million Americans over the age of 65 – represent by any measure one of the most important demographics in the American economy.

But capturing this consumer base does not occur in a vacuum. In fact, there are almost 44 million caregivers providing more than 24 hours a week of unpaid care to loved ones. Most of those family members (70%) are themselves adults over the age 50.
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Springbank and Cake Ventures set out to explore this dynamic – between America’s population of older adults and their caregivers – and its implications for companies marketing to those who are 65+.

Today’s seniors – 62 million Americans over the age of 65 – represent by any measure one of the most important demographics in the American economy.

‍

But capturing this consumer base does not occur in a vacuum. In fact, there are almost 44 million caregivers providing more than 24 hours a week of unpaid care to loved ones. Most of those family members (70%) are themselves adults over the age 50.

‍

Springbank and Cake Ventures set out to explore this dynamic – between America’s population of older adults and their caregivers – and its implications for companies marketing to those who are 65+.

The opportunity for female-focused productsor those where women make up a significantpart of the user base are not just pinkedversions of products designed for the masses,they’re products that speak to the specific,nuanced, and growing needs of female consumers.

Today’s seniors – 62 million Americans over the age of 65 – represent by any measure one of the most important demographics in the American economy.

‍

But capturing this consumer base does not occur in a vacuum. In fact, there are almost 44 million caregivers providing more than 24 hours a week of unpaid care to loved ones. Most of those family members (70%) are themselves adults over the age 50.

‍

Springbank and Cake Ventures set out to explore this dynamic – between America’s population of older adults and their caregivers – and its implications for companies marketing to those who are 65+.

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