A Fast Growing Market Nobody Wants to Talk About

The Chicago Journal Staff on February 21, 2026

On National Caregivers Day, it is time to ask why wellness media treats caregivers and aging as trends not worth covering. The answer reveals how the industry defines relevance.

National Caregivers Day lands on February 20, a day meant to recognize the 63 million Americans providing unpaid care worth an estimated $600 billion annually. By 2034, for the first time in US history, people over 65 will outnumber those under 18. Nearly one in four Americans is now a family caregiver, a 45 percent increase since 2015. The economic, social, and healthcare implications are staggering. The media coverage is not.

Wellness media, health publications, and lifestyle brands have collectively decided that caregiving, aging, and the demographic shifts redefining American households are topics that belong in specialty publications for older audiences, not in the aspirational wellness content that drives engagement. The absence is deliberate. The cost is measurable. And on a day designed to honor caregivers, the silence from the platforms that claim to cover health and wellness is the loudest statement of all.

Journalistic Integrity Means Covering What Matters, Not Just What Trends

A study analyzing a 1.1 billion-word media database found that negative descriptions of older adults outnumber positive ones by six to one. Women over 50 represent 20 percent of the US population, but received just 8 percent of television screen time in 2021. When older adults do appear in wellness content, they appear in one of two contexts: as the beneficiaries of anti-aging products or as cautionary tales of decline. The aspirational wellness aesthetic, the active body, the glowing skin, the morning routine, code consistently young. Caregiving, when it appears at all, is framed as a burden rather than as the structural reality shaping millions of households.

This is a professional failure masquerading as an editorial strategy. Journalistic integrity requires covering stories that matter to the public, especially when those stories challenge the comfortable assumptions of advertisers and algorithm-driven engagement metrics. A media industry that defines relevance as what performs well on Instagram has abandoned the most foundational responsibility of journalism: to inform the public about the forces shaping their lives, whether or not those forces photograph well.

“Journalistic integrity requires covering stories that matter to the public, especially when those stories challenge the comfortable assumptions of advertisers and engagement metrics.”

Caregiving is not a niche topic. Nearly half of all working caregivers experience impacts on their employment. Nearly half report at least one negative financial impact, including taking on debt, not saving money, and depleting short-term savings. One in five caregivers rates their own health as fair or poor, a direct consequence of prioritizing the care recipient over their own well-being. These are not edge cases. These are the lived realities of 63 million Americans, and the number is growing faster than any demographic the wellness industry currently considers worth covering.

Older Adults Are the Fastest-Growing Market. The Industry Has Decided Not to Notice.

Americans aged 65 and older account for 22 percent of all consumer spending. The US population over 65 is projected to grow from 56 million in 2020 to 82 million by 2050. Older adults are the fastest-growing demographic on social media. They demonstrate stronger brand loyalty than younger audiences. They have disposable income, purchasing power, and specific health and wellness needs that are systematically underserved by an industry obsessed with the 18 to 35 demographic.

The commercial case for covering aging, caregiving, and older adult health is overwhelming. AARP found that 86 percent of women aged 50 and older feel underrepresented in advertising, and 91 percent want more realistic imagery of women their age in beauty and personal care campaigns. The market is begging to be served. The industry has chosen to ignore it in favor of the self-fulfilling logic that drives most wellness media: brands target younger demographics because that is where the trend content lives, trend content features younger demographics because that is what brands commission, and the cycle excludes the largest, wealthiest, and most loyal consumer segment from the conversation entirely.

“The market is begging to be served. The industry has chosen to ignore it in favor of self-fulfilling logic that excludes the largest, wealthiest, and most loyal consumer segment.”

This is where PR strategy diverges most sharply from ethical journalism. A public relations professional operating with genuine strategic discipline recognizes that demographic trends, not Instagram trends, determine long term brand viability. The wellness industry that builds its content strategy around what performs well today while ignoring the demographic reality reshaping the market over the next two decades is not being strategic. It is being short-sighted to the point of malpractice.

The Silence Is a Choice

Ageism costs the US healthcare system an estimated $63 billion annually. Intersectionality compounds this: Black older adults experience lower health outcomes and higher rates of concern about mistreatment. Among adults over 50, those struggling financially experience ageism at 63 percent, compared to 46 percent overall. The demographics most underserved by healthcare are also most absent from wellness media.

The wellness industry will argue that editorial decisions reflect audience preferences and engagement data. This mistakes the output of a biased system for evidence of organic demand. The data reflects the choices that built the system, not the preferences of an audience never given the option.

National Caregivers Day exists because 63 million Americans are providing care that keeps the healthcare system from collapsing under its own weight. These caregivers are overwhelmingly women. They are balancing full-time work with unpaid labor that would cost $600 billion if compensated at market rates. They are experiencing financial strain, employment disruption, and declining personal health as a direct consequence of caregiving responsibilities. And the wellness media that claims to serve women, health, and holistic wellbeing has chosen to treat their existence as too niche, too unsexy, or too inconvenient to cover.

“The wellness media that claims to serve women, health, and holistic wellbeing has chosen to treat caregivers as too niche, too unsexy, or too inconvenient to cover.”

Catalyst Brand Strategy works with health and wellness organizations that recognize the strategic and ethical imperative of serving the full demographic spectrum, not just the Instagram-friendly slice. The firm’s communications approach is built on a foundational premise: what cannot be measured cannot be held accountable, and what is deliberately excluded from coverage cannot claim to serve public health. For organizations serious about building long-term brand equity in a market being reshaped by demographic forces larger than any trend cycle, coverage decisions are strategic decisions, and silence is a choice.

Sources: National Alliance for Caregiving and AARP Caregiving in the US 2025 Report, Caregiver Action Network statistics, 1.1 billion word media database analysis, Geena Davis Institute Survey (2021), AARP Ageism in Advertising Research (2024), Administration for Community Living National Strategy to Support Family Caregivers. National Caregivers Day is observed annually on the third Friday in February.

Ideal Bakery Expands with Major Acquisition of Oak Mill Bakery and New Production Hub

The Chicago Journal Staff 2 on February 21, 2026

On February 20, 2026, Ideal Bakery officially closed a deal to purchase the retail locations of the storied Oak Mill Bakery, along with a massive production facility in Des Plaines. This move is more than just a business transaction; it is a sign that the city’s manufacturing and food production sectors are not only surviving but thriving. For fans of European breads and pastries, this expansion ensures that long-standing traditions will continue to have a home in the metro area.

The acquisition includes Oak Mill Bakery’s retail shops in Niles, Arlington Heights, and Harwood Heights. For decades, Oak Mill has been a go-to spot for high-end cakes and European-style treats. By bringing these locations under the Ideal Bakery umbrella, the Kowal family, who owns Ideal, is cementing their position as a dominant force in the region’s baking industry. They are not just buying shops, they are inheriting a legacy of quality that has served local families for generations.

A New Chapter in Des Plaines

The centerpiece of this expansion is a sprawling 85,719 square foot production bakery located at 2490 South Wolf Road in Des Plaines. This facility is a significant upgrade from the company’s previous workspaces. It provides the space needed to handle the growing demand for Ideal’s signature rye breads and the delicate pastries that have made Jarosch Bakery, which Ideal also owns, a household name.

The city of Des Plaines has been an active partner in making this move happen. Last year, the City Council approved a 6B property tax incentive to encourage the bakery to move into the space. This incentive lowers the property tax rate for 12 years, giving the business the financial breathing room to grow and invest in the local economy. In exchange, Ideal has pledged to invest $1 million into the facility and bring 75 full-time jobs to the area within the next two years.

“We’re excited to have such a storied bakery come into the city, and hope they do well,” Des Plaines Mayor Andrew Goczkowski said during the planning stages. The mayor also noted that the site includes a 30,000 square foot retail space. While it is not open to the public yet, there are plans to turn it into a factory outlet where customers can buy fresh bread and pastries directly from the source.

The Story of the Kowal Family

At the heart of this expansion is a story of hard work and the American dream. Chris Kowal, the 35-year-old owner and operations manager of Ideal Bakery, moved to the United States from Poland with his family in search of a better life. He grew up watching his father and sister, Mariola, build their business through long hours and a dedication to traditional techniques.

Instead of going to college, Chris dove straight into the family trade after high school. He spent years mastering the art of baking and learning the logistics of running a wholesale operation. His approach is simple: respect the traditions while finding ways to reach more people. This philosophy helped the bakery grow even during difficult times, such as the pandemic, when more people were buying bread to eat at home.

“My mantra was always, I’m going to get mine one day,” Chris said during a previous celebration of his company’s growth. He views the new Des Plaines facility as the culmination of nearly two decades of effort. For the Kowal family, baking is not just a job, it is a way to stay connected to their roots while contributing to the culture of their adopted home.

Keeping Traditions Alive

One concern often raised when a larger company buys a local favorite is whether the quality will stay the same. Chris Kowal has been clear about his plans to keep the different brands separate and distinct. The goal is to preserve the unique recipes that customers love while using the new Des Plaines facility to make the production process more efficient.

The three main product lines, Ideal’s hearty breads, Jarosch’s famous pastries, and Oak Mill’s specialty cakes, will all keep their original identities. This approach has earned the respect of local leaders who want to see these businesses succeed. “Oak Mill has been a big part of the village for many years,” Niles Mayor George Alpogianis said. “I hope Ideal will stay true to carry on this longstanding business.”

By moving the majority of production to the Des Plaines hub, the bakers can work in a modern environment with better equipment. This ensures that every loaf of rye bread and every fruit-filled paczki meets the high standards that Chicagoans expect. It also allows the smaller retail shops to focus on what they do best, which is serving their local neighborhoods and creating a welcoming atmosphere for customers.

A Boost for Chicago’s Food Economy

The growth of Ideal Bakery is a positive indicator for Chicago’s broader economy. While many headlines focus on the challenges facing traditional industries, the food production sector remains a resilient core of the city’s identity. The metro area is one of the top food manufacturing hubs in the country, and the success of local bakeries shows that there is still a strong market for high-quality, artisan products.

As Ideal moves into its new home, it brings more than just flour and sugar to Des Plaines. It brings jobs, investment, and a sense of stability to the community. The fact that a family-owned business is able to expand on such a large scale is an encouraging sign for other entrepreneurs in the region.

Looking forward, the opening of the retail outlet in Des Plaines will likely become a major draw for the area. In a world where many things are mass-produced and sold in plastic bags, there is something special about visiting a bakery where you can smell the fresh bread coming out of the oven. For Ideal Bakery, this expansion is just the next step in a journey that began with a dream in Poland and continues to grow in the heart of the Midwest.