Table of Contents
Executive Summary
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- Multi-generational households are on the rise
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- Figure 1: Trends in the number of multi-generational households in the UK (in 000s), 1996-2014
- Majority of Sandwichers balancing work with care
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- Figure 2: Employment status of sandwich generation adults, November 2014
- Seven in ten provide day-to-day care for parents
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- Figure 3: Types of care provided for parents, November 2014
- Extended family units
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- Figure 4: Sandwich Generation lifestyle attitudes, November 2014
- Nearly a quarter interested in getting more healthcare information for ageing parents
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- Figure 5: Interest in new products and services, November 2014
- What we think
Issues and Insights
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- Lack of ‘me-time’ puts added pressure on Sandwichers
- The facts
- The implications
- Bringing multi-generational families together
- The facts
- The implications
- Supporting the supporters
- The facts
- The implications
Trend Application
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- Trend: Man in the Mirror
- Trend: Who are the Joneses?
- Trend: Cam Cam
Market Drivers
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- Key points
- Ageing population drives size of Sandwich Generation
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- Figure 6: Trends in the age structure of the UK population, 2009-19
- Increase in age of mother at first birth
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- Figure 7: Average age of mothers and mean age of mother at first birth, England and Wales, 1990-2013
- Increase in multi-generational households
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- Figure 8: Trends in the number of multi-generational households in the UK (in 000s), 1996-2014
- Workplace flexibility
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- Figure 9: Employment status of sandwich generation adults, November 2014
- Negative sentiment surrounding care homes
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- Figure 10: Attitudes to residential care, July 2014
The Consumer – Types of Care Provided for Parents
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- Key points
- Seven in ten provide day-to-day care for parents
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- Figure 11: Types of care provided for parents, November 2014
- Men more likely to provide care for parents
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- Figure 12: Types of care provided for parents, by demographics, November 2014
- Over two thirds of Sandwich Generation responsible for general wellbeing of parents
- Financial supporters prove the most stretched
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- Figure 13: Types of care provided for parents, all Sandwich Generation versus financial supporters (net), November 2014
The Consumer – Sandwich Generation Lifestyle Attitudes
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- Key points
- Sandwichers bring families together
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- Figure 14: Sandwich Generation lifestyle attitudes, November 2014
- Nearly four in 10 take time out of work to look after children or parents
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- Figure 15: Agreement with the statement “Have you had to take time out of work to look after either your/your partner’s parent(s) or your children in the last 12 months?”, by demographic groups, November 2014
- Sandwich generation tight on personal time
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- Figure 16: Agreement with the statement “Do you have much free time for yourself?”, by demographics, November 2014
The Consumer – Interest in New Products and Services
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- Key points
- Nearly a quarter interested in getting more healthcare information for ageing parents
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- Figure 17: Interest in new products and services, November 2014
- Growth in technological monitoring devices
- Opportunity for more wearable tech
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- Figure 18: Example of grandCARE Systems package, February 2015
- Offering more support to help children fly the nest
Appendix – Market Drivers
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- Figure 19: Age-specific fertility rates*, England and Wales, 1990-2013
- Figure 20: Live births by age of mother, England and Wales, 1990-2013
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