April 30, 2008
What Does "Caregiver" Mean To You?
Recently I had a conversation with Nell Casey, the healthcare journalist who edited An Uncertain Inheritance: Writers on Caring for Family (William Morrow 2007). Nell mentioned in passing that "people generally don't call themselves out as 'caregivers.' " There seems to be a gap between how people who care for loved ones think of themselves, and how thought- and influence-leaders describe the community at large. And that's just the point. To influence policy and practice, leaders employ the term "caregiver" to distinguish millions of people from the overall population and to suggest their commonality. But the ones caring for a child with special needs or a grandparent with dementia think of themselves as people, not caregivers. People selling things on EBay don't think of themselves as "auctioneers." A person posting a video on YouTube doesn't think of himself as a "videographer." But if these people needed laws passed in Congress, their lobbyists might use such labels.
It's a plain fact that huge parts of a population may not get recognition until their interactions become visible to everyone else. Not long ago, teenagers and college kids weren't seen as a powerful group by marketeers. Today, youth culture deeply affects the culture as a whole. Just look at Barak Obama's appeal to youth and how far it's taken him. Facebook, as a networking location on the web, has played a big role in turning "young people" into what everyone else sees as a group phenomenon.
But "caregivers" haven't yet reached this level of group identity. We haven't yet had adequate ways of finding and reaching each other -- and the world of service and product providers hasn't yet created a productive dialog with us. The community at Carespace has the chance to make a dramatic difference, just as YouTube and Facebook have.
Do you have an insight as to why caregivers don't call themselves out as such?
Ron Slate, CMO, Carespace