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Demographics

The majority of caregivers in the US are African-American, followed by Caucasian and Hispanic

Caregiver Health

Caregivers and Home Health Aides are 3x more likely to struggle with anxiety and depression vs average population

Hobbies & Interests

25% of Caregivers own a dog vs. 20% for CNAs. 17% of Caregivers own a cat vs. 13% for CNAs

Causes they Support

Caregivers are 2X more likely than the average US population to donate to causes they care about

Education

70% of caregivers express interest in pursuing more education, not always a degree, often skill based

Income

Caregivers are 7x more likely to live in the poorest income category vs. the average U.S. population

Download the 2022-23 Workforce Data Study

With nearly 5 million direct care workers, this workforce is the largest workforce in the United States. Despite the high demand for caregivers, who provide essential services for older adults and people with disabilities- too few people are entering the profession, workers are leaving in droves, and companies are plagued with high turnover.

It's time to transform our industry. This study includes an analysis of 67K+ direct care workers, unveiling the seven key personas of a caregiver. Study components include:

• Demographics
• Marital Status
• Age
• Mental Health
• Common Health Ailments
• Weight Control
• Charity & Donation
• Support Causes

• Religion
• Education
• Income
• Credit Card Status
• Net Worth
• Discretionary Income
• What they listen to / read
• Hobbies

A Few Highlights

Health

Many caregivers struggle with their own ailments and one of their biggest challenges is finding time to care for their own health.

CALL TO ACTION

Caregivers are 2X more likely to
donate to causes they care about

Education

CALL TO ACTION

 

70%

of caregivers express interest in pursuing more education, but education doesn’t always mean earning a degree: it’s often skill-based.

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Workforce Personas

Personas are the foundation for building your recruitment and retention strategy. They help you understand who to target, how, when, and inspire fresh thinking to create strategies that are most likely to align with various groups of people.

CALL TO ACTION
CALL TO ACTION
CALL TO ACTION
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