I recently read an article by Liz O’Donnell about marketing to “mothers in the sandwich,” those women who are caring for their parents while also raising their children and trying to balance careers. Life in the sandwich raises unique challenges for these women, but also provides unique opportunities for those products, services and businesses that support these women. I should know, because I am one of those mothers in the sandwich.
These women are busy, savvy (they need to be; they are managing crises, averting crises, and solving problems every day), and influential. As Liz notes, they’re making health care decisions for three generations, managing money for three generations, consuming services for three generations, and purchasing products for three generations.
So whether it’s car services to transport seniors to medical appointments and children safely to afterschool activities, or errand and meal delivery service, these women have purchasing power that shouldn’t be ignored. Marketers would be wise to listen to them, support them, and help solve their problems. For that, they’ll be rewarded with a lifetime of loyalty.