The data: The average parent is responsible for five loved ones (including children, aging parents, and pets), per Care.com’s 2025 Cost of Care report.
DKC Analytics surveyed 3,000 US adults on behalf of Care.com in November 2024. All respondents are parents of children 14 years or younger.
Digging into the data: Despite this responsibility, nearly half (48%) say that they don’t have enough help. This lack of help, coupled with their caregiving duties, has been detrimental to their overall well-being.
Why it matters: We’re expecting to see an increased need for caregivers, but less supply.
Complicating matters, this limited pool of caregivers will likely feel even more overburdened given the tremendous responsibilities thrust on them.
What it means for marketers: Healthcare and pharma companies need to create caregiver-focused solutions and marketing strategies that place an emphasis on providing them relief.
For example, healthcare companies should work to develop and advertise solutions that connect caregivers with folks who need their help. One-stop-shop caregiver platforms are increasingly popular and deemed helpful by 86% of parents, per Care.com.
For pharma companies, this could be an extension of marketing materials for drugs they manufacture, designed to better help caregivers as they manage care for their loved ones.
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