Insights Report Looks at Needs of Gen Z, Millennial Family Caregivers

TOLEDO, Ohio—Transcend Strategy Group released its latest insights report on the “Emerging Needs of Gen Z and Millennial Family Caregivers.” 

Among the approximately 58 million people in the United States stepping into caregiving roles, Gen Z and millennial individuals are an often-overlooked demographic. In Trancend’s survey of 400 Gen Z and millennial caregivers, 67% of respondents have been directly involved in making health care decisions for an aging adult or someone living with serious illness in the past five years while balancing other demands of careers and raising families.

“It’s time for providers to expand the idea of who the health care decision-makers are to include younger generations,” said Nicole McCann-Davis, senior client advisor and research director for Transend. “Overall, they want to feel validated, they value collaboration when it comes to caregiving, and they have a knack for investigating the quality and reputation of providers before making decisions.”

“Our research found a quarter of Gen Z and millennial respondents felt their opinions as caregivers were not respected by the health care community,” said Transcend President and CEO Stephanie Johnston. “As an industry, we should pay closer attention to these individuals, tailoring messaging and outreach strategies for them as we would any other audience. After all, this is the cohort that will be caring for millions of aging baby boomers in the years to come.”

The report contains recommendations for how to meet these newer generations where they are as caregivers, with messaging and delivery methods they gravitate towards. To go a bit deeper, Transcend is hosting two podcasts in April and May that will feature interviews with two caregivers from these cohorts. The podcasts will explore their experiences, what they wish they had known, and advice they have for care-at-home providers in reaching caregivers like them.

The report is accessible to all at transcend-strategy.com/insights-newgeneration-of-caregivers.