For driving schools, there are some obvious target customers: young adults looking to get their license, drivers who want to reduce their insurance costs, and traffic offenders who need to take points off their licenses. But there is another market that you may not have considered, the Sandwich Generation.
Who is the Sandwich Generation?
This isn’t a set generation like Baby Boomers and Millennials. This term refers to people who are sandwiched between aging parents and kids. Typically, this group of people is in their 40s and 50s, but can be younger than 40 or even in their 60s. Most of these adults are a subset of Generation X, but some younger Boomers are included. Age group aside, what really defines the sandwich generation is that they’re simultaneously providing care and support to both their children (even up to college age) and elderly parents.
They are Influencers and Financers
Nearly half of adults in their 40s and 50s have a child they are still caring for and/or supporting as well as an elderly parent.  Though this group may not be directly in the market for your products and services, their loved ones are. What’s more, they may be the people recommending driving school as well as paying for the classes and lessons.
Offer Them Peace of Mind
The earmark of the Sandwich Generation is worry, and road safety is no small part of that. These adults are often working full-time jobs while providing care, supervision, and emotional and financial support to their loved ones—as well as well as transportation to activities and appointments. They strive to encourage their children to become independent as they try to extend their parents’ independence as long as possible.
You can give them one less thing to worry about by crafting messaging that speaks to their fears, offering products and services that will ease their burden. Focus on the benefits of driving lessons and road safety classes for teens or refresher training and defensive driving courses for seniors. With seniors representing the fastest-growing segment of drivers who also have the highest death rate per mile, driving skill assessment and accident prevention are critical.  Consider developing guides and even videos to help adults broach driving safety conversations with their parents.
Michigan.com Can Help
From messaging to targeting to an overall marketing strategy, we have the insights, tools, and expertise to help you reach and motivate this and any other generation. Contact us today.
1. “The Sandwich Generation,” by Kim Parker and Eileen Patten; Pew Research Center; 01/30/2013 2. “Senior Drivers; “ AAA Foundation for Traffic Safety; 02/22/2016