Japan’s “Grandmothers for Hire” Combat Loneliness and Ageism

Elderly women find purpose and income by offering maternal care and companionship to a society grappling with isolation.

In Japan’s bustling cities, a unique service is emerging, providing comfort and connection for those experiencing the nation’s “loneliness epidemic.” Older women, often overlooked by the traditional workforce, are stepping into roles as surrogate grandmothers, offering a range of services from household chores to heartfelt advice.

A New Path for the Experienced

For 69-year-old Taeko Kaji, the grandmother-for-hire role offered a welcome alternative to mundane cleaning jobs. “I never get bored,” she told reporters. “I get to go out and have these experiences and that’s why taking this job was the right decision for me.”

The company behind this initiative, Client Partners, was founded in 2011 with the aim of addressing issues specifically suited for women. CEO Ruri Kanazawa explained their niche, stating, “There were so many male handymen, and we knew that the market was saturated. Just adding the word ‘female’ really opened up the market.”

The service, known as OK!Obaachan (OK!Grandmother), allows clients to experience maternal care for as little as $60 per visit. Client Partners employs a significant number of women over 60, harnessing their life experience and skills.

Beyond Grandmothers: A Multifaceted Support System

Client Partners’ services extend beyond the grandmother role, offering companionship as a friend or aunt, interpreter services, and even tourist guiding. Their clientele spans all ages, from young adults in their 20s to individuals in their 70s.

Ruri Kanazawa highlighted the emotional core of their business: “The emotional support they provided was what made their company stand out… Many of their clients sought their services because it could be hard for them to ask for help even for things that could be solved between relatives or family members.” Some clients may have experienced abuse or never had a mother figure.

Kaori Okano, a professor of Asian Studies and Japanese, noted that such organizations value traditional “housewife” skills, offering a vital sense of purpose and validation to women who might otherwise feel marginalized. “It gives a sense of self-fulfilment to these women who were previously unemployed that they can be useful and valued by other people,” she stated.

Addressing Japan’s Aging Population and Gender Disparities

Japan faces demographic challenges, with a significant portion of its population aged over 65. Many older women find themselves in precarious financial situations due to interrupted work histories, often leaving them with less pension than their male counterparts or those who stayed in consistent employment.

Professor Eriko Teramura, specializing in labor economics, observes that “Older women often have long periods of unemployment or part-time work, limiting their accumulation of work skills.” She added, “It’s unlikely that many older women can survive on their own pensions alone.”

To bolster the economy and support its aging population, Japan is exploring “social innovation that combines caregiving, community, and employment,” as noted by Professor Teramura. Companies like Client Partners are demonstrating how valuing the experience and emotional labor of older women can provide both income and social contribution. In 2023, Japan’s female labor force participation rate reached a record high of 54.3%, yet a significant gender pay gap persists, highlighting the continued need for innovative employment solutions (Source: Statistics Bureau of Japan).

The Japanese government is taking steps, such as mandating transparency on gender pay gaps, to address these disparities. Ruri Kanazawa remains optimistic, finding inspiration in her older colleagues: “Older people have a lot of different experiences and a tough soul, and I’ve learned a lot from Ms. Kaji and my colleagues.”