The word “sandwich” can mean so many different things when you think about it.

Since AIP Marketing Alliance sent this out around lunch time, our message probably has you deciding between a local deli or a nationwide chain restaurant debating between meats, toppings, condiments, and bread type (or wrap). This kind of sandwich definition is enjoyable and usually elicits the Pavlov’s dog response of salivation.

The other definition of sandwich involves being sandwiched into a “those aren’t pillows” situation like John Candy and Steve Martin in Planes, Trains, and Automobiles. That restricted space where you and other people are squeezed together – like a packed elevator – could make some people feel very uncomfortable as well.

The next definition of sandwich has become even more popular and uncomfortable lately as more middle-aged consumers could find themselves as part of the “Sandwich Generation.”

According to a Principal article, the term “sandwich generation” was first conceived in the early ’80s to describe people who were caring for both their own children and their parents. Today, nearly a quarter of U.S. adults call themselves members of this group, with Americans in their 40s most likely to have a minor child or an adult child they’ve helped with money and a parent age 65 per Mental Health America.

Being a part of the sandwich generation could become comfortable or very uncomfortable depending on the situation. For a middle aged couple, trying to keep up with children and their activities as well as caring for aging parents could provide a stressful environment for all parties involved.

Per Mental Health America, common stressors could include little or no personal time, family discord and intense emotions, dealing with complex emotions, feeling like a failure being caught in the middle, navigating culture expectations, and even negatively affecting self-care.

According to a Wealth Watch survey, half of sandwich generation adults cite caregiving costs as the reason they couldn’t cover rent, groceries, medical care, or other essentials. With the cost of healthcare also rising on an annual basis, the bills could truly add up and become a mountain vs. a mole hill depending on the needs of their children and taking care of parents.

What can you do to help your sandwich generation clients and their loved ones? Prudential gives a couple of suggestions including protecting their savings, using other family members or friends to help out, reevaluate their situation and budget, and talk to you – a financial professional – and tax preparer.

AIP Marketing Alliance also has a couple of suggestions to approach your clients and prospects before the sandwich generation situation could rear its potential ugly head. We continue to discuss protection throughout 2025, and various insurance products can position your clients and their loved ones in a place better prepared for the unknown.

As we’ve discussed in the past, a life insurance policy review may provide some options for adding living benefits to and update an outdated policy. In that same breath, the sandwich generation’s parents may not have taken the proper steps in their retirement strategy to plan for healthcare costs or unexpected life events. They also may not qualify for these products due to age or health conditions.

Another option could involve an annuity that could provide lifetime guaranteed income to supplement their Social Security and other retirement planning. However, most sandwich generation children don’t know much about their parents’ retirement planning. Sometimes, they don’t even know until a negative life event happens, which makes helping their parents a definite challenge.

So how can you help the sandwich generation navigate between stacked happiness and an uncomfortable situation? AIPMA will play the protection card again by saying to talk to these consumers and aligning their finances to avoid those overwhelmed feelings. Expect the unexpected or get the parents involved, so you can position ideas and products to balance out their lifestyle and budget if possible.

According to North American, one of the main tips they suggest when talking to your clients and prospects involves a family financial plan. It is a useful way to lay out a budget for specific family members, identify how much money is allocated to caring for children versus caring for elderly parents, and provide a framework to get everyone on the same page.

While money discussions are not always easy with parents or older children, it’s essential to managing finances successfully, per the North American article. Having open and honest conversations and reviewing the budget together can support greater financial independence and prevent your own financial needs from taking a backseat.

AIP Marketing Alliance understands how the conversation with your sandwich generation clients and prospects won’t be a picnic either, but taking the time to help them understand how to protect themselves when or if this situation arrives is essential. Most of the time, you will be the first person they contact when something happens with their parents, and by preparing the sandwich generation, you also are preparing yourself if/when that happens.

You don’t have to go to this appointment alone. AIP Marketing Alliance can share multiple resources with you to help guide the conversation about how to protect themselves and their loved ones. Sometimes, the discussion isn’t just about an annuity or life insurance – it’s listening to their needs, helping diffuse their stress, and offering suggestions which may or may not resonate with their parents. All you can do is try.

Contact AIPMA’s Business Development team at (800) 783-5206 Press #2 if we can provide illustrations, life insurance policy review, short-term or long-term annuities, long-term care options, or even lending an ear to listen and help you out. The difference is personal – and we want to help your sandwich generation clients as much as you do.

For more than 40 years, AIP Marketing Alliance (AIPMA), an Integrity Company, serves as a premier life insurance and annuity distribution partner to provide full-service support to independent wholesalers, brokerages and agents from our Troy, Michigan office. NOT AFFILIATED WITH OR ENDORSED BY THE GOVERNMENT OR THE MEDICARE PROGRAM.

AIP Marketing Alliance is committed to STRIVE in ’25 as we support our independent insurance wholesalers and agents. Visit our blog on aipma.com to stay informed on these upcoming launches and learn why wholesalers nationwide choose AIPMA as their distributor for selling life insurance, annuities, long-term care insurance, final expense, and much more. Ask about our lead services, myAIP CRM platform with customizable recruiter portal, and online tools/resources designed to grow your business. The difference is personal.

AIP Marketing Alliance, an Integrity Company, has developed this electronic communication for informational and educational use only. Be advised, AIP Marketing Alliance, Inc. does not provide legal advice, tax advice, or guidance on issues involving securities laws, insurance laws nor securities or insurance regulations. This material should not be relied on as providing any such advice or guidance to either agents or retail consumers. Within this communication, AIPMA shares links for usage as information only. This content should not be interpreted as solicitation to purchase life insurance, annuities, or other products or as advice designed to meet your clients’ specific needs. Content involving fiduciary, tax, or legal advice should be directed to your legal, tax, and financial professionals for specific advice or product recommendations. AIPMA will not accept any legal liability resulting from any use of 3rd party material(s).