Communication Breakdown

Toronto, ON - There is a schism between baby boomers and their parents when it comes to the care parents require as they age according to a new study by Ipsos Reid conducted on behalf of Bayshore. According to the survey, two in ten (20%) seniors (defined as those between the age of 65 and 85) avoid speaking to their children about difficult subjects as it makes them uncomfortable and one quarter (24%) of baby boomers (those between 40 and 64) say the same thing.

These numbers exist despite the fact that nine in ten (88%) of seniors and eight in ten boomers (78%) say they feel comfortable talking to each other about anything. It would appear based on these figures that seniors and their children aren't as comfortable talking about difficult issues as they think they are.

Seniors and their children are also out of step when it comes to the damage the economic downturn has had on their retirement savings. One in five (17%) seniors say the economy has impacted their ability to pay for medication and other expenses while three in ten (30%) children believe the downturn has had an impact in this area.

In addition, seniors don't seem to fully comprehend how much concern their children have in relation to their health. Less than half (49%) of seniors think their children or younger family members worry about their health while nine in ten (90%) of boomers say that they would have peace of mind knowing their parent is receiving regular check ups from a health care professional.

There are also misconceptions between the two groups in the type of day to day assistance seniors require. Less than one in ten (6%) senior says it is difficult for them to keep track of all the medication they have to take but one quarter of their children (23%) say they think it is difficult for their parents to keep track of this. In addition, four in ten (37%) of children think their parents have mobility issues while only 14% of seniors feel the same way. Three in ten (29%) seniors said that while they don't need homecare, it would be nice to have someone look in on them. Conversely, six in ten (58%) boomers said they felt it would be beneficial for someone to look in on their parents. These discrepancies suggest there are some serious communication barriers between the two groups.

These are the findings of an Ipsos Reid poll conducted for Bayshore Home Health from February 10 to February 17, 2009. The poll was conducted via telephone among 1000 adult Canadians between the ages of 65 and 85 inclusive and 1001 adult Canadians between the ages of 40 and 64 inclusive. For each sample group the margin of error is +/- 3.1% 19 times out of 20, of what the results would have been had the entire population of adults aged 40 to 64 and 65 to 85 in Canada been interviewed.

For more information on this news release, please contact:
Sean Simpson
Research Manager
Ipsos Reid
Public Affairs
(416) 572-4474
[email protected]

About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

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In 2008, Ipsos generated global revenues of e979.3 million ($1.34 billion U.S.).

Visit www.ipsos.com to learn more about Ipsos' offerings and capabilities.

These are the findings of an Ipsos Reid poll conducted for Bayshore Home Health from February 10 to February 17, 2009. The poll was conducted via telephone among 1000 adult Canadians between the ages of 65 and 85 inclusive and 1001 adult Canadians between the ages of 40 and 64 inclusive. For each sample group the margin of error is +/- 3.1% 19 times out of 20, of what the results would have been had the entire population of adults aged 40 to 64 and 65 to 85 in Canada been interviewed.