Progressive employers have revolutionized support for employees building and raising families. Fertility benefits, parental leave, child care assistance and lactation support have become standard offerings at forward-thinking organizations. Yet there’s room for innovation within this family-friendly approach, especially for employees caring for aging loved ones. Benefit advisers are in a perfect position to help fill the vacuum.
Elder caregiving is having a cultural moment. High-profile figures are bringing eldercare conversations into the mainstream. They include Seth Rogen, who has become an advocate for Alzheimer’s awareness through his mother-in-law’s journey, Taylor Swift, who publicly supported her mother through cancer treatment, Bradley Cooper, who cared for his father through lung cancer and Brandee Evans, who has shared her experience caring for her grandmother with dementia. Their visibility is helping normalize what millions of working adults experience quietly every day.
