The Sandwich Generation

A generation of people, typically in their thirties or forties, responsible both for bringing up their own children and for the care of their ageing parents.

“As the Sandwich Generation grows, providing additional support to those caring for both children and parents, as well as providing them with opportunities to take time out for themselves, will be essential. But there is also value in bringing these multi-generational family structures together, allowing them to build strong emotional bonds and share important life-skills.”
– Jack Duckett, Consumer Lifestyles Analyst

This following report discusses the following key topics: Click here to look at the report

Lack of ‘me-time’ puts added pressure on Sandwichers, Bringing multi-generational families together,Supporting the supporters
Today’s parents are increasingly under pressure to care for and support not only their offspring, but also their ageing parents, whilst holding down employment; leaving them ‘sandwiched’ between generations. The rise in age of first motherhood, substantial residential care and childcare costs, and a 65+-year-old population that will be verging on 12.5 million by 2019, are all set to compound the issue.

Whilst children may grow up and flee the nest eventually, the rapid increase of older adults is only likely to put more pressure on today’s Sandwich Generation; after all, the oldest demographics will continue to require ever more levels of care in coming years. This makes it crucial for brands and companies to look to support carers with the development of new technologies and services to help ease their lifestyles and provide them with some much-needed ‘me-time’.

This report looks at the level of support that adults in the Sandwich Generation provide for parents, their interest in new products and services, and more general lifestyle attitudes related to the care of children and/or parents.