Signal PwC identifies the 'carer shopper' choosing health tools for an older relative

Summary

PwC identifies an intergenerational health occasion that creates opportunities for providers. In it, a family member acts as a carer shopper, choosing monitoring tools, digital access, or care navigation on behalf of a parent or relative. This occasion connects to the preference of older adults to remain in their homes and communities as they age. PwC suggests it may also help reach more sceptical consumers. Their first use of digital health may come from a family need rather than personal enthusiasm, making the carer an important route to adoption.