Avoiding a Crisis: Encouraging and Enabling Adults to Plan for Future Long-Term Care Needs

Spotlighting Awareness among Middle-Income Consumers

Most of the long-term care planning in this country is targeted at affluent, upper-income Americans.  However, the need for long-term care is universal, not bound by one’s socio-economic standing.  How do we do a better job of helping underserved Middle Americans plan for future care? 

This was the topic of the 2024 study commissioned by the Certification For Long-Term Care (CLTC) with generous sponsorship support from CareScout, Oliver Wyman, and ET Consulting.

The survey, “Avoiding a Crisis: Encouraging and Enabling Adults to Plan for Future Long Term Care Needs: Spotlighting Awareness among Middle-Income Consumers,” was conducted online with adults ages 35-74, representing middle-income and upper-income households.  The objectives of the survey were to:

• Understand the state of long-term care planning among middle-income households compared to the more affluent market;

• Identify obstacles that limit people’s willingness or ability to plan for future care needs;

• Identify factors that might overcome those obstacles;

• Understand the factors driving differences in planning behavior; and

• Explore whether middle-income individuals might be interested in various product prototypes.

Click to view highlights of the study findings

Click to view the presentation on the study

Click to view the study release