However, marketers out there, listen up! This trend is changing. A recent survey of women found more than half are concerned about the health of a parent. Boomers are beginning to realize it “takes a village” to care for aging loved ones—which is great news for marketers. You now have fresh opportunities to offer innovative caregiving products and services, while strengthening your brand.

There is one core cottage industry that has already emerged: geriatric care management. For $85 - $150 an hour, Caremanager.org is at your service. A geriatric care manager will do everything from pay an older loved one’s bill to handle an emergency. These trusted “advocates” come with a seal of approval, many having been trained as registered nurses or social workers.

But I can’t help but wonder why there aren’t a lot of other people in the village who can help? Surely marketers could supply many more care-related services. Let’s fast forward and consider what a modern caregiving village might look like:

• Baker: why doesn’t Pillsbury or Whole Foods offer “Care Chefs” that stop by and cook enough meals to last a full week for a 90+ mother who can no longer keep up with shopping and cooking?

• Blacksmith: how about providing an older adult a discounted “home improvements expert,” who would visit and do badly needed repair work, or modify a living space to make it safer?

• Cobbler: perhaps companies such as Nike or Reebok could capitalize on the need for comfortable apparel among older adults, to counter their heightened risk of falling. This concept could be adopted throughout the fashion and beauty industry, with new “comfort clothes” offerings that would enable older folks to get dressed more easily each day.

• Stonemason: imagine providing better housing for older adults who need care. Renowned geriatrician Dr. William Thomas has promoted this idea for years. His Green House Project springs to mind. Currently, many seniors suffer because of the limited living options available to them. Creative alternatives such as shared living, intergenerational housing, and adaptable houses would be welcome.

• Gardener: each week “Flower Power Professionals” could stop by and handle all the gardening needs of an aging relative, such as watering their plants or even cutting their grass.

And these services don’t even begin to address all the “emotional wellness” offerings that boomers might purchase: caregiving life coaches; caregiving workshops; caring for the caregiver spa treatments. The possibilities for marketers are endless.

Amanda Sobanet