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Changing Demographics and Home Improvement Marketing: Caregivers

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Posted On: August 17, 2021

The demographics, habits, and lifestyles of your target audience should always inform marketing efforts. Afterall, knowing a bit about someone and how they live helps you frame content that explains how your windows or other products can enhance their lives.

To that end, keeping up with changing demographics and trends can be important. One ongoing trend that might be relevant to many home improvement businesses involves caregivers.

The Growing Caregiver Trend in the United States

AARP notes that 41.8 million adults in the United States acted as full- or part-time caregivers for aging loved ones as of 2020. That’s around 17 percent of the population. That’s up from 14 percent just a few years before, and it doesn’t include people who are caring for dependent adults under the age of 50.

Caregiving is trending up for a variety of reasons, including the costs of long-term care, aging populations that need a bit of help with daily activities, and a growing awareness of those needs.

What Does It Mean for Home Improvement Marketing?

It means there’s a greater chance of multigenerational living situations. Add in the fact that many young people aged 18 to 29 are still living with their parents due to housing expenses and other economic factors, and you could have three generations of adults under the same roof.

While one of those adults is the homeowner and likely the ultimate decision-maker when it comes to window replacement or any other home improvement purchase, the journey to that decision may be informed by multiple opinions. Home improvement marketing should keep that in mind.

For example, an adult child who has moved in with a parent to help care for them may be concerned about how their parent is spending money and want to see evidence of value and that offers aren’t a scam. Home improvement companies can assuage those worries with transparent, easy-to-understand marketing content.

And in the opposite situation—a parent has moved in with their adult child—the homeowner might simply want to share the decision process or get their parent’s opinion on the visual appeal of products. Content that’s easy to share, such as brochures with images, galleries that are easy to view, and blog posts with click-to-share buttons, can all help families work together to make home improvement purchase decisions.

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