5th November 2014

Aviva: Get a deeper understanding of the sandwich generation

Download your copy of the latest New Thinking book, and access videos, top tips and insights on behavioural science at AvivaSandwichGeneration.co.uk. You can also earn structured CPD hours as the book is accredited by the CII.

 Who are the sandwich generation?

The sandwich generation are typically aged 45-60 and care for both their elderly parents and their adult children. These clients are time poor, feeling the pressure from different directions and often experience inertia when making decisions and taking action. 

This is reflected in their financial product holdings – only 8% of advisers say that all of their sandwich generation clients contribute enough to life insurance cover, and the majority of advisers say that caring responsibilities make it difficult for their clients to plan for retirement.

Using behavioural science to help these clients

Aviva has commissioned behavioural science experts Professor Paul Dolan and best-selling business author Steve Martin to produce a helpful book. This focuses specifically on helping you have more effective conversations with your sandwich generation clients. This will help you support your clients to tackle their challenges head on.

The book contains an introduction to the sandwich generation and behavioural science theory, as well as four case studies that can help you put the theory into practice. 

So far, this book has received positive feedback from advisers like you;

“There are useful ideas in this book that will make a real difference to people’s lives. The case studies are really identifiable, and I think most advisers will relate to clients in those situations. I know I’m going to put some of these ideas into practice.”

Ashley Magean, Financial Planner, Financial Management Bureau

What next?

Visit AvivaSandwichGeneration.co.uk to register for your free copy of New Thinking: Behavioural science and the sandwich generation. You’ll also find behavioural science videos, top tips and insights to support your learning.

Business Development