Paid services are increasingly being used to supplement support from family, friends and communities as people struggle to find the time and energy to help one another, according to a new study by Cashew Research.
The study, called The Capacity Gap, surveyed 2,002 adults in Canada and the United States and found that while people continue to report strong social connections, many lack the capacity to turn those relationships into practical support.
“People have always relied on one another, but the economics of time have changed,” said Addy Graves, CEO of Cashew. “Convenience isn't just about getting something faster or easier. It's about creating capacity for caregiving, relationships, work and the things people can't outsource.”
Support remains strong, but practical help is harder to provide
The research found that 70 per cent of respondents said they have a good emotional support system, while 67 per cent said they feel connected to a community.
However, the study identified a difference between having social connections and having the time and energy to provide practical assistance. Among adults under 45, 41 per cent said paid services now handle tasks that family and friends once did, compared with 18 per cent of adults aged 62 to 80.
Cashew describes that difference as a “capacity gap,” with consumers using paid services to manage tasks when personal support networks are available but do not necessarily have the time to provide assistance.
For businesses, the findings suggest that convenience services can address more than the need to complete a task quickly. The study says consumers are increasingly using paid services to preserve their own time and energy for responsibilities and relationships they consider more difficult to replace.
Caregiving highlights the pressure
The study found the capacity gap is particularly pronounced among caregivers, who are more likely to pay for services when they need to respond quickly to the needs of someone they care for.
Nearly two-thirds of caregivers surveyed said they would pay for faster delivery when the person they care for needs something. At the same time, caregivers reported cutting back on their own spending on dining, entertainment and travel.
The financial pressure associated with caregiving was also reflected in the research. One-third of caregivers said they had taken on debt to cover caregiving services, with that figure rising to 41 per cent among caregivers aged 18 to 29.
The findings indicate that paid services can take on a different role for caregivers, shifting from a matter of convenience to a way of managing competing demands when available time and energy are limited.
Implications for businesses
Cashew said the research points to an opportunity for brands to consider the role their products and services play in helping consumers create capacity, rather than focusing solely on convenience.
The study suggests businesses can be relevant to consumers by understanding which activities people want to continue doing themselves and where paid services can help free up the capacity required to do them.
Cashew said its Capacity Gap study is based on original research conducted through its own research platform.
The company describes itself as a research business that conducts research with consumers and uses the resulting insights to develop strategies, stories and content for brands.