The Sandwich Generation – Caught in the Middle

sandwich-generations

The Sandwich Generation is aged between 35 and 54 years old, and is caught in the middle of caring for sick, disabled or older relatives as well as their own dependent children.

We’re all living longer. We’re having babies later. Our children are taking their time to fly the nest. They’re dependent on us for far longer and multi-generational living is on the rise. All these trends have contributed to the rise of the Sandwich Generation; a generation that is trapped by love and obligation in the eye of a mental health storm.

A number of global megatrends are contributing to the rise of the Sandwich Generation; a generation trapped by love and obligation in the eye of a mental health storm #sandwichgeneration #globalmegatrends Click To Tweet

According to the Office for National Statistics, more than 62% in this position are women. Their figures also show that almost 27% of sandwich carers show symptoms of mental ill health, and the prevalence of this increases with the amount of care they give to others. More than 33% of sandwich carers who provide at least 20 hours of adult care per week report symptoms of anxiety or depression, compared with 23% of those providing fewer than five hours each week.

As well as suffering from financial pressures with their ability to work often limited as a result of family commitments, time for themselves is a luxury that sandwich carers are seriously short of.

According to research by Opinium for Skipton Building Society, 39% of the Sandwich Generation say they spend six hours on average each month cleaning for their children, coupled with five hours spent cleaning for their older relatives. Almost half of them – 48% – wish they had more time to themselves.

Research carried out by YouGov on behalf of Aviva backs these findings up and reveals that nearly half of the almost four million UK adults trapped in the Sandwich Generation have four hours or less for themselves each week. This amounts to nearly two million UK adults having less than 35 minutes for themselves a day.

So why does this matter?

It stands to reason that brands supplying products and services that help users complete tasks with ease and, above all, save them valuable time, will find a receptive audience in the Sandwich Generation.

Here at Trend-Monitor we talk about the trend for multi-generational living, and it’s clear that there is a growing need for ‘age-less’ kitchen and bathrooms products that cater for the very young as well as the very old, without alienating anyone in between.

Technology that takes the pressure off those giving care to others, plus enables people to live independently for as long as possible will be in ever higher demand. #sandwichgeneration #multigenerational Click To Tweet

This is also an area where technology comes into it’s own and will be in ever higher demand. The monitoring and recording of health issues, enhanced home security, remote access to appliances, movement sensors, air quality are all ways that today’s technology can take the pressure off those giving care to others, plus enable people to live independently for as long as possible

Add to Project (0)

Related Trend Updates: