Baby Boomers: The Club Sandwich Generation
Baby Boomers are often called the Sandwich Generation. They earned this moniker because they are often faced with caring not only for their children but their aging parents as well. I’d like to add another layer of cheese, tomato and lettuce, along with a slice of bread to this Sandwich, making Baby Boomers the new Club Sandwich Generation.
In this current economy, Generation X and Y children are moving back home in record numbers often with spouses and children in tow. Thus, Boomers are now often supporting three other generations not just two. What a fine development that has got us into!
One of my favorite organizing clients is the classic Sandwich Generation. One aging mom needs financial support. Then her son came home with wife and two children. Because of the predatory real estate lending practices, he had been deluded into buying a house far beyond his means. Don’t just get a loan for the house, said his lender, get some extra money for some fun stuff too. Like a fool, that’s just what he did. He came home to Mom and Dad, having lost his house, but also with two flat screen TV’s and a boat in tow. Now his parents, who have worked and saved carefully all of their lives and looking forward to a peaceful retirement, have been invaded by two extra adults and two babies ,losing all privacy and guest rooms, with chaos and toys scattered everywhere.
Dreams of cozy retirements have been replaced by supporting multi-generational households. Money is very tight, tensions are high and there’s not a lot of solutions out there.
Here’s what I suggest: The new Mantra has to be: All able bodied parties must be pro-active, not simply re active and feeling sorry for themselves while they mooch off mom and dad. That includes adult kids who screwed up and need some help. Give them your very best advice, a shoulder to cry on,a temporary roof, maybe, but send them out to find another place to live as soon as possible.
Relieving them of the consequences of their bad behavior is co dependency and isn’t going to help your kids become responsible for their own lives. It actually further cripples their ability to learn from their mistakes and further diminishes their confidence. This is an easy pitfall for loving parents to fall into. Send them out to solve their own problems. They will be the better for it and so will you. It may be the best parenting you have ever done.
For those who have fallen on hard times,through no fault of their own, that is entirely another matter. This is what families are for. However, even under these circumstances, sympathy and loving help is no substitute for pro active planning and strategies – not just sleeping on the sofa and waiting for the economy to improve. Loving help should never morph into co dependence.
For aging parents, it’s a different story. They don’t fall into the able bodied category. They do need your help and you have an obligation to do so. However, even in this case, you must be realistic about what you can afford and what you can physically accomplish. You may not have the time, patience or physical strength to care for them. Don’t be reluctant to ask for help. You will be amazed at how many services are available to you. You aging parents may have unrealistic expectations of what you can do for them. Dementia may also be involved and you might be in over your head.
There are plenty of senior service organizations out there who can help you. Contact your nearest Senior Community Services department in your town or city. They are a wealth of information and help.
Gone are the days when families lived nearby and aunts, uncles, cousins, friends and neighbors were there to help. Nowadays, we are mostly on our own and often feeling overwhelmed, if not downright invaded.
Becoming the Club Sandwich Generation may be a 21st century phenom, but that doesn’t mean that you have to lose the quality of your own lives. Do you what you can, do what you must, but take care of yourselves too. If you don’t, you won’t be able to take care of anyone else anyway. Leave the club sandwich concept for the deli. It’s not a very good model for living.
Niche Craft: Finding Your Market Niche
Common sense would tell us that casting a broad net when marketing our products or services would provide the most customers. And we would be dead wrong. That thinking will keep you struggling for years to find your market – perhaps never finding it at all. Just like with fishing, casting too broad a net is going to yield you a lot of fish you are going to have to throw back which will ultimately waste time and money. The truth is that the narrower the niche, the more money you will make. This is the fine art of niche craft. Just like a song, it works magic for your business success.
A niche by definition, is a focused and targeted group that your products or services caters to. The mistake that many businesses make is mistaking a broad category for a niche. For example, “Women” is not a niche. “Children” is not a niche. “Women who need….” is a niche. “Children who need…” is a niche. With that in mind, can you see how much more effective it is to have a specific niche? You can speak directly to the market’s exact wants and needs. You can describe their pain. You know them. You get them. You go directly to what’s keeping them up at night. How irresistible is that?
Here’s another example. Let’s say you think your niche is athletes. That’s really not a niche, it’s a category! What kind of sports are you offering solutions for? You can’t use the same product to solve a bad golf swing and a poor batting average or a weak tennis backhand. So your niche is going to be, in this case, golfers, or baseball players or tennis enthusiasts – but not all of them! They have different pain points, needing different solutions. Speak to their specific pain,offer them specific solutions and you have their business.
Finding that niche is challenging. But once found, it is the gift that keeps on giving. Here’s why.
Business is all about providing solutions. In other words, all businesses are in the “business” of pain relief for their clients. We solve their problems – the things that keep them up at night – the issues, that without us, seem insoluble. We take away their pain, their worry and get them unstuck so they can move forward, perhaps even live happily ever after.
Sometimes your niche finds you and you aren’t paying attention. Go back over your list of clients and see what they have most in common. You might be surprised to find that you already have a niche. A client of mine who has an answering service business went back over his list and realized that a large percentage of his clients were dentists. When he began targeting dentists, specifically identifying their pain points (because he already knew what they were), he increased his business by 30%! Remember that marketing is all about the following:
1. Identify their need
2. Describe their pain
3. Offer a solution
4. Present a Call to Action
Don’t be afraid to narrow your niche. Remember, although it may seem counterintuitive, the truth is, the narrower your niche, the more money you will make. That’s “niche craft”, wicked niche craft, at its best.
Ailing Senior, No Family, Needs Help: A New Life For Amelia
“Who?” said the booming female voice at the other end of the phone. When I identified myself as someone who had been referred to her to help her move into her assisted living apartment, she replied, “Moving? I’m not moving! Who told you that?”
Later, when I finally met Amelia, I understood what had happened. At 80+ and in very poor health, widowed, alone and suffering from mild memory loss, she was distrustful of talking to a stranger on the phone. After some coaxing from the Director of her new senior community, Amelia agreed to meet with me.
Arriving at her home, I noted the overgrown front yard and peeling paint. This lady needed help. Although wobbly in her walker, at 85, Amelia was still a stunner: tall and stately, with beautiful skin, lovely hair and a very young voice. I would never have taken her for a senior on the phone.
As we visited, she shared her amazing story of how, just out of high school, she had moved all alone from Manhattan to the West Coast during WWII. She got a room at the San Francisco YWCA and within days, got a good job at a local company as a bookkeeper. A few weeks later, she met her husband-to-be at a USO dance, and although they were happily married for 60+ years, they never had children.
Her beloved “Mike” had passed away a few years before. Now she was alone, no family, most friends gone, no nieces or nephews, disabled and living in a cluttered and dusty multi-level home which was also in great disrepair. Too many stairs, too much furniture, dust bunnies running amok and kitchen counters filled with stuff she just didn’t have the strength or energy to put away. She wasn’t a hoarder, she was just overwhelmed. Although she did get visits from a local volunteer group, she also admitted that she was very lonely and bored and really loved to be around other people.
I see this all too often. Seniors who have always been proud of their resourcefulness and independence who are suddenly hit with loss and find it hard to admit they need help and even harder to ask for it. It made me sad to think that this courageous and adventurous lady had now come to this. I was so glad that I would be a part of moving her to not only a safe but also happier situation in her new assisted living apartment.
As I looked through her dusty and cluttered home to determine the scope of a possible move, Amelia casually mentioned that her TV had just gone “on the blitz” that very afternoon. Looking at it, I was surprised it had lasted as long as it did! It was a Zenith and at least 30yrs old! “Do you have another TV?” I asked. “No,” she said.
Seniors, particularly those with mobility issues, rely on TV as human contact as well as entertainment. I couldn’t bear the thought of Amelia being without her TV.
I made a quick decision. “Would you like me to buy you a new TV today?” I asked. “No charge for my time,” I said. “Just reimburse me for the actual purchase price of the TV.”
A few hours later, I arrived with her new TV, having got, in my opinion the best deal in town, at a cost she had agreed upon in advance. As I installed it, I noted there was no safety GFI in her home. This is always a concern with seniors – unsafe electrical and out-of-date wiring. In a stroke of luck, I actually found a surge protector in the house and made sure that her TV, at least, was safe to run.
As I left, I turned to assure Amelia that I would make her move to her new apartment as easy as possible. She replied that she wasn’t sure she was really ready, but she’d let me know.
I get very worried about Amelia and others like her. I fear that if she waits too long, she will fall or have some other medical setback that will change her options altogether – and not for the better. Unfortunately, I see this happening all the time.
I was glad that I had been able to get her a TV. I hope she decides to move to her new apartment where I know she will be safe, happy and with new friends to look out for her. That is the least I could wish for such a brave lady who came all the way West by herself so many years ago, to find a new life.
So if you have an elderly neighbor whom you rarely see, gets few visitors and whose front yard is overgrown, chances are they need some help, just like Amelia. Ring the bell and see what you can do to help. You might just meet one of our Greatest Generation who has an inspiring story to tell.
Feng Shui Means Less Hazards For Seniors
Steven and Caroline had just moved in to their 900 square foot senior apartment having left their 2,000 square foot home they had lived in for 40 years. Their daughter telephoned me for help. Her parents had taken practically everything they owned with them and were now living among boxes and piles of clutter. She was worried for their safety and extremely frustrated that they refused her help. “Can you help them Feng Shui?” she asked.
I always have to sigh when I get these phone calls. It reminds me of a cartoon I saw once of a giant toy being stuffed in to a small cardboard box. I can stack it, shrink it, squish it, pile it and box it but I can’t make 2,000 square feet of stuff fit in to a 900 square foot space! Nobody can – but I see people trying to do it all the time. That’s why I like to teach my downsized senior clients the fine art of Feng Shui.
Feng Shui is an ancient philosophy that considers all objects to contain energy, called Chi. When Chi is in balance (Harmony: Ying/Yang) it contribute to health and happiness. The opposite can be true when the Chi is too cluttered either being agitated and flowing too quickly or is so packed and stifled that it is dead altogether. This could be compared to either living in the middle of a hurricane or in a buried in a dung heap. Clients living in bad Chi feel stressed, agitated, unhappy and often physically unwell and they don’t realize why. Out of balance Chi is a very harmful thing.
The practice of Feng Shui has finally made its way into the mainstream and I am so glad! Large corporations and business superstars have employed Feng Shui principles to increase their profits. Architects are learning Feng Shui principles. Even prisons are finding that Feng Shui decreases violent behavior. How amazing is that?
Feng Shui means “wind” and water”. Thus, energy should flow gently and easily as if it were water and air. Gentle breezes and soft flowing streams, not through rocky canyons causing rapids or dust storms and stagnant swamps. Look at the space and decide where air and water would get stuck and stifled. If you can’t walk there, the air and water can’t flow there either!
So how can Feng Shui help Seniors? First and foremost, too much stuff is a traffic hazard. Seniors can easily trip and fall. Too much stuff means too many things to dust – causing respiratory issues. My senior service colleagues have told me many sad stories about seniors being injured in their cluttered homes- the end result being permanent skilled nursing!
Feng Shui is all about flow. Take a look at your beloved senior’s traffic patterns in their home. Do they have to squeeze by a coffee table with their walkers? Get rid of the coffee table. Is it time to pack up some collections that are gathering a lot of dust? Seniors often keep heaters blasting and their windows closed, causing stifled air.
Are there dark corners in their home? Add light to those spaces, not only for beauty but for safety.
Broken things are very bad Feng Shui. What needs fixing in the home? Are all the appliances working? Get rid of what cannot be fixed. This will most definitely improve the energy flow as well as correct fire hazards.
There are many easy and inexpensive solutions to improve the Feng Shui in a home. Do it now and then take time to enjoy the new positive flowing energy and safety in your beloved senior’s space.
Another Side of Hoarding
When my new client, Sarah, opened the door, I immediately recognized the cluttered scene behind her. Sarah was a hoarder. Her kitchen counter as well as every available nook, cranny and flat surface was piled high with stuff – mostly papers but still the mess included all the other artifacts hoarders are drawn to: recyclables, bags, books and junk sale goodies.
Sarah was a cheerful, senior lady, walker bound but eagerly awaiting her scheduled hip surgery and looking forward to “doing things for herself” once again. The Director of her Senior Apartment complex was requiring her to “clean up her act” or be evicted for creating a fire hazard.
My initial interview with Sarah gave me the insights I needed to coax her out of some of her precious junk. This is a tender business – hoarding clients are usually emotionally fragile and obsessed with their stuff. No so, Sarah- a decidedly atypical hoarder.
Sarah confessed that she had always been a ‘clutterer’ and a saver and she came by it honestly – the child of a teacher and a scientist. My experience with hoarders is that academics are always the worst – they see possibilities and uses for everything!
In this case, however, there was a lot more to Sarah’s “hoarding”. Sarah had become the keeper of the family history and all the records required therein. Contained in her myriad of boxes were the birth, death and marriage certificates of every person in her family, also the forgotten artifacts of lost loves and failed marriages. Why, I asked, did she have to keep her daughter in law’s birth certificate? Sarah’s reply, was that her daughter in law didn’t want it. In addition, Sarah had done extensive research on the military career of a family member. She had become the keeper of neglected memories. She also confessed that she was keeping the “might want it someday” belongings of three of her adult children. They claimed they wanted it but didn’t have room for it. So it was OK for Sarah to store it and navigate around it in her walker in a tiny apartment? It reminded me of a client of mine who was keeping the wedding dresses of all five of her married daughters because “they just didn’t have the room”.
So the purpose of Sarah’s story is that hoarding, while a complicated issue, cannot always be placed sorely on the shoulders of the sufferer. How much of that stuff really belongs to other family members? If you are a relative of a senior who has a tendency to “keep everything”, you might want to consider offering to take your stuff back – you don’t have to tell them what you are going to do with it. Please just take it. You can be sure that Sarah’s family is going to be given back their birth certificates and other items that really belong to them. If they don’t want them, so be it. It won’t be part of Sarah’s “problem” any longer.
Aging in Place – What does that mean?
Aging In Place” is a senior care industry term for helping elderly remain in their home rather than live with family or go into assisted living. I hate this term. It sounds like leftovers rotting in the refrigerator. Who wants to do that?
We are all living longer than anybody expected. When Social Security was created, people retired at 65 and the government expected them to die by age 72 and they did! Not so, now. It is not unusual for people to live well beyond eighty and indeed the population of those 100+ continues to grow. In fact, futurists predict that by the middle of this century, living beyond 100 years will be the norm.
So if seniors want to remain at home, what exactly do they need to accomplish that? I’m here to tell you that aging in place is more than grab bars in the tub and Meals on Wheels delivery. Remaining at home doesn’t mean days filled with TV and solitaire either.
Let’s discard the term “aging in place” right now. I prefer using the term “Safe, Happy and Engaged In Life at Home”. No rotting in the fridge allowed. If your beloved senior is rotting at home, it’s time to make a change or move them somewhere else.
The term “use it or lose it” applies here in the very strictest sense. In this youth oriented world, seniors are made to feel irrelevant. With most of them non tech savvy, the internet makes them feel left out. The world is scarier now, crowds make them nervous and politics make them crazy. Without anyone to talk to, they can become very unsociable and even more reluctant to re engage in life. So what is the solution?
First of all, families of seniors have to be willing to look deeper into the lives that their elders are living. If they are slipping in to dementia, is it because they have nothing to do other than watch Jeopardy and play solitaire and nothing to think about or is it for organic reasons? I’m not entirely convinced that all dementia is organic. In my senior move management practice, I have seen many seniors blossom both physically and mentally when they are reconnected with the outside world. So can they be Safe, Happy and Engaged in Life at home? Maybe. It will take more than a visiting nurse and food delivery to accomplish it. Seniors need to BE in the world – participating at a Senior Community Center and taken to their beloved symphonies, lectures or theatre as well as interaction with younger people. A couple of basic classes on the internet wouldn’t hurt either! What fun to send emails to their grandchildren!
So much of their lost mobility is due to lack of exercise. A colleague of mine commented the other day that if she saw one more group of seniors playing balloon volleyball, she was going to scream. Seniors need physical activity too -from professionals – not just the activity director who is also in charge of arts and crafts. We have to remember that these little old wrinkled bodies once ran the world, indeed SAVED the world and still have a lot of show us and we owe them more than a life of Jeopardy and Solitaire at home.
If you have a loved one who wants to stay at home, make sure they are not rotting like leftovers in the fridge. If you choose to move them to assisted living, stay clear of balloon volleyball!
Is Staying In Their Home Or Living With You Best For Your Parents?
The other day, while driving, I passed a very elderly woman being taken for a stroll in her wheelchair by her caregiver. It was obvious that the woman was well cared for physically – hair coiffed and warmly dressed and tucked in a blanket. In a residential neighborhood with no senior community within walking distance, it was clear that she either lived at home or with family. I was glad to see that she looked so well.
However, a part of me wondered what her elder years were really like? Was this really the best option for her and others like her? How was it impacting her family? I struggle with this all the time.
As we continue to live longer and medical science keeps us fairly ambulatory, it is not fair to expect families to assume the burden of elder care as did their predecessors. Yes, in the “olden days”, you kept your parents at home. But they didn’t live as long as they do now. Both partners didn’t have to work full time. Grandkids didn’t have a myriad of after school activities. Families weren’t transferred far away, across county and neighbors helped out. And guess what, the grown kids weren’t elders themselves!!! Grandma and Grandpa weren’t hooked up to oxygen tanks and IV’s. They died much earlier and probably with more dignity too.
“Nowadays”, unlike the “olden days”, the care did not fall on just one grown child, which is most always the case now. It’s time to look at some new response models for what is happening now – a model that is mindful and compassionate for all concerned. I want seniors to have meaningful lives. But I also want their families to stop feeling guilty about what they can and cannot do to help them.
Experts tell us that most seniors would rather stay at home or live with family than move to a senior community or assisted living. I understand what losing their home and their independence would mean to them. But this is the 21st Century and what worked before may not work now.
Sometimes the issue is truly financial – either by circumstance or by choice. Downsizing and moving to senior communities is expensive. The senior and their family simply can’t afford outside care or the senior doesn’t want to spend the money on him or herself. The senior’s home may not have the equity that was hoped for to pay for their care. The issue is very complicated and filled with emotion and complex family dynamics.
Here are some thoughts to consider. Deciding on staying at home when a senior is clearly unable to be alone will require some in house care – either live-in, daily or weekly visits. Even when the senior lives with family, it is likely that both adults in the home work full time and someone will have to be hired to come in. Caregivers can be from an agency (which can be good) or “someone somebody knows”. Let me tell you what this can mean. The caregiver may have minimal training. They may speak only minimal English. They may just bring meals or do light housekeeping, check vital signs or medications and/or perhaps help with bathing or personal care. They may take the seniors for a walk (like the lucky lady I saw) or maybe not. Conversation will often be minimal and sometimes disrespectful “baby talk”. “Shall we eat our dinner now, Sweetie?” The senior will spend most of their time in front of the TV or napping. This might alleviate the worries of the family members, knowing their loved one is “safe”, but what about the quality of life for the senior?
Travel with me now to an independent or assisted living community. They look nothing like the smelly and depressing horrors of the mid 20th century – the kind of places that terrify our seniors because they remember their own parents or grandparents being sent there to waste away and die.
Senior communities, whether independent living, assisted or memory (Dementia and Alzheimer’s) care are homelike, clean (no smells) buzzing with energy and things to do. Except for memory care residents, all have the option of spending the day in their apartments or gathering with other residents for meals, movies, lectures, field trips, shopping trips and parties. Who would want to stay in their apartments? There are book groups, political discussions, travel slide shows and special lectures. There are cocktail hours, often with piano music in the lobby. Many have private dining rooms where visiting families can gather for a meal together – at a beautifully appointed formal dining room – just like home. Every resident is accounted for daily and “call buttons” are installed by the bed and in the bathrooms, should residents need unexpected help. If you don’t show up for a meal, the community director will check up on you. If you need to see a doctor, they will take you and make sure you make your appointments and checkups.
Understand, what you are agreeing to when your beloved senior says they want to stay at home or live with you. Undeniable statistics show that caring for a failing adult shortens the life of the caregiver and can seriously impair the quality of life for everyone concerned. Please be realistic. It’s not a problem to diaper a baby, but try diapering or lifting, dressing and bathing an uncooperative 200 lb adult. You can’t spank your parent for running out into the street or playing with matches. Baby locks on doors and handles won’t work for memory impaired adults who might be stronger than you.
It can be a very thankless job even when you read or hear of a caregiver (who feels guilty about feeling secretly angry and overwhelmed) tells you they are “glad” they did it. I’ve been working with seniors and their families for many years and I only personally know of one case where that was true (and then I still think the daughter sacrificed too much of her personal life).
Even with home care, it takes more than installing grab bars in the tub. A senior needs to stay connected to the world AND the family members need a break too. It’s a 24/7 very demanding, frustrating, thankless, lonely job.
Don’t be afraid to look at this problem head on and don’t let what was done in “the olden days” influence deciding what is best for you “Nowadays”.

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