As millennials become the new “sandwich generation,” juggling both childcare and aging parents, caregiving brands are overhauling their marketing strategies to reach them.
A Place for Mom, a senior care referral marketplace, has hired Chris Milone as its chief marketing officer, the company told Business Insider exclusively. Milone previously held CMO roles at the fintech company Best Egg and KeyBank’s digital banking brand Laurel Road.
He’s been tasked with revamping A Place for Mom’s marketing for a shifting caregiver demographic that is often forced to make costly decisions with little prior planning.
More than 63 million Americans are acting as caregivers for loved ones, a 45% increase since 2015, per a 2025 report from AARP and the National Alliance for Caregiving. Of that figure, 26% of caregivers are ages 35 to 49, up from 23% in 2015. The median age of a caregiver was 49.6.
A Place for Mom helps families find senior living and other caregiving services for free. It makes money by taking a commission when people are placed into those services.
In an interview, Milone told Business Insider that the company had historically relied heavily on Google ads, which appear when families are actively searching for care, often in an emergency.
As AI chatbots begin to reshape how people research caregiving, Milone said A Place for Mom is doubling down on ensuring its content and 20-plus years of helpful caregiving data are visible on these newer platforms, too.
Milone is also looking to YouTube and other social-media platforms, featuring creators and families sharing real caregiving situations to position A Place for Mom as a voice for the broader industry.
“The senior care industry doesn’t really have a spokesman for it,” Milone said.
A Place for Mom has long devoted a large portion of its ad budget to traditional TV ads, but under Milone, the brand will shift more spending to connected TV and Meta, platforms where it has historically underinvested, as part of its strategy to meet the new cohort of caregivers where they consume media.
The caregiving business is highly seasonal, Milone said. Adult children return home for the holidays, and suddenly are faced with the reality of their parents’ declines — and the economic and emotional shock that follows. Encouraging consumers to confront the taboo topic of parental mortality before an actual crisis hits presents a significant marketing challenge. Milone wants A Place for Mom’s marketing to focus on helping caregivers prepare.
“It’s not just a conveyor belt to the end that we’re all on, it’s much more about having the right quality of life, later in life, and being thoughtful about that,” Milone said.
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