Today’s seniors – 62 million Americans over the age of 65 – represent by any measure one of the most important demographics in the American economy. But marketing to this consumer base does not occur in a vacuum. In fact, there are almost 44 million caregivers providing more than 24 hours a week of unpaid care to loved ones. Most of those family members (70%) are themselves adults over the age 50.

These caregivers also make important decisions on behalf of those they care for – and they are joined by a larger ecosystem of family, friends and trusted professionals such as doctors and lawyers – all of whom have significant responsibility for seniors in their last decades of life.

Springbank and Cake Ventures set out to explore this dynamic – between America’s population of older adults and their caregivers – and its implications for brands marketing to those who are 65+.