How the Sandwich Generation Can Fight Back Against Scams | McAfee Blog

The modern family juggling act has never been more complex—or more dangerous. If you’re caring for aging parents while raising children, you’re part of what researchers call the “Sandwich Generation.” According to Pew Research, nearly half (47%) of adults in their 40s and 50s find themselves wedged between these dual responsibilities. But in today’s digital landscape, this demographic faces a uniquely modern threat: becoming the primary target of an unprecedented scam epidemic. 

As a cybersecurity professional who has witnessed the evolution of online threats over two decades, I can tell you that today’s scam landscape is unlike anything we’ve seen before. The stakes are higher, the tactics more sophisticated, and the Sandwich Generation is squarely in the crosshairs. 

The Stark Reality: Britain Under Digital Siege

McAfee’s recent State of the Scamiverse report paints a troubling picture of digital life in the UK. The statistics are staggering: 60% of Brits report either falling victim to an online scam or knowing someone who has. When these attacks succeed, the financial impact is severe—victims lose an average of £936, with some reporting devastating losses exceeding £7,980. 

Perhaps most alarming is the speed at which these crimes unfold. A shocking 68% of victims said it took less than an hour to be defrauded, with 48% reporting that fraud occurred within just 30 minutes of engaging with a scammer. This isn’t the slow-burn con artistry of yesteryear—this is lightning-fast digital predation. 

Beyond Money: The Hidden Emotional Toll

The financial losses, while significant, represent only part of the damage. The psychological impact cuts deeper than many realize. Our research shows that 32% of Brits who fell for online scams experienced moderate to significant distress, including anxiety, depression, and damaged self-esteem. For the Sandwich Generation, already stretched thin emotionally and financially, this psychological burden can be overwhelming. 

Consider the compounding effects: 80% of scam victims reported that the experience impacted their self-esteem and ability to trust others. When you’re responsible for protecting not just yourself but also tech-savvy teenagers and digitally-vulnerable parents, this erosion of confidence can have far-reaching consequences for your entire family’s digital safety. 

Why Cybercriminals Target the Sandwich Generation 

From a cybercriminal’s perspective, the Sandwich Generation represents the perfect storm of vulnerability. Here’s why you’re in their crosshairs: 

Overwhelm and Distraction: Scam tactics are most effective when targets are tired, rushed, or mentally overloaded. The constant juggling act of work, children’s needs, and aging parents’ care creates exactly these conditions. 

Multiple Attack Vectors: You’re not just protecting yourself—you’re managing the digital lives of three generations. Children who overshare on social media and parents who may trust too readily both create entry points for scammers. 

The “Family Tech Lead” Burden: In most households, one person becomes the de facto IT support for everyone. If that’s you, you’re essentially protecting three generations of users with the cybersecurity knowledge and tools designed for one. 

Time Poverty: When you’re constantly switching between helping with homework, managing medical appointments, and handling your own responsibilities, the careful scrutiny required to spot sophisticated scams becomes nearly impossible. 

What British Scam Victims Are Experiencing:

• 85% of victims lost money

• 22% of victims were scammed again within a year

• The average Brit encounters 2 scam messages and 2 deepfakes daily on social platforms alone 

The repeat victimization rate is particularly concerning. Once scammers identify a successful target, they often share that information within criminal networks, leading to sustained harassment and repeated attempts. 

Generation-Specific Threats: A Two-Front War

Protecting Your Children (The Digital Natives) 

Despite their technological fluency, young people face unique vulnerabilities: 

Social Media Saturation: 28% of 18-24-year-olds receive scam messages via social media platforms. The integration of these platforms into daily life makes detection more challenging. 

Gaming Community Exploitation: Scammers infiltrate gaming communities with fake giveaways, cryptocurrency cons, and phishing attempts disguised as game-related communications. 

Celebrity Deepfake Scams: AI-generated celebrity endorsements for cryptocurrency schemes or investment opportunities are becoming increasingly sophisticated and harder to detect. 

Overconfidence Bias: Young people often believe their digital nativity makes them immune to scams, leading to less cautious behavior online. 

Protecting Your Parents (The Trusting Generation) 

Older adults face different but equally serious threats: 

Email-Based Attacks: 67% of over-55s encounter scams primarily through email, a medium they often trust more than social media. 

Authority Impersonation: Tech support scams, fake government communications, and bank impersonation attempts exploit older adults’ respect for authority and institutions. 

Voice Cloning Threats: 21% of Brits have encountered AI voice scams impersonating loved ones—a particularly dangerous development for older users who may be more trusting of familiar voices. 

Isolation Exploitation: Scammers often target older adults during periods of loneliness or health concerns, when they’re more likely to engage with unexpected communications. 

Platform-Specific Protection Strategies

Mobile Device Security 

Mobile scams have reached epidemic proportions in the UK, with 35% of Brits falling victim to SMS or call-based scams in the past year. The most common mobile threats include: 

Package Delivery Scams (33%): “Your parcel couldn’t be delivered” texts that lead to fake websites designed to steal personal information or payment details. 

Subscription Renewal Cons (23%): Messages claiming services like Netflix require payment information updates, leading to credential theft or unauthorized charges. 

Social Engineering Openers (16%): Simple “Hey, how are you?” messages that gradually build trust before introducing investment or romance scams. 

Essential Mobile Protections:

• Enable carrier-provided spam filtering services 

• Set up real-time banking alerts for all family accounts 

• Educate family members about the “pause and verify” rule for unexpected messages 

Computer and Email Security 

Email remains the primary attack vector, with 32% of Brits falling victim to phishing attempts last year. The sophistication of these attacks has increased dramatically—while 78% of people believe they can spot scams, today’s emails often perfectly mimic legitimate communications. 

UK-Specific Email Threats:

• Fake HMRC tax refund emails (21% of email scams) 

• Fraudulent subscription notices from legitimate services (18%) 

• Tech support emails containing malware downloads (17%) 

Essential Email Protections:

• Enable advanced anti-phishing protection in your email client 

• Use secure DNS services or browser extensions like McAfee WebAdvisor 

• Implement email filtering rules for common scam keywords 

The Deepfake Threat: When Seeing Isn’t Believing

Artificial intelligence has revolutionized scamming, with 21% of Brits encountering AI-generated scams. The challenge is significant: 53% of people admit that deepfakes are difficult to spot, and the technology improves daily. 

Where Deepfakes Appear:

• Facebook (57% of deepfake encounters) 

• Instagram and TikTok (significant secondary sources) 

• WhatsApp and other messaging platforms (voice cloning) 

Common Deepfake Scams:

• Celebrity cryptocurrency endorsements 

• Voice cloning for “emergency” family situations 

• Fake investment guru testimonials 

Detection Strategies:

• Question claims that seem too good to be true  

• Watch for video quality issues or sync problems  

• Verify suspicious links against official domains  

• Use reverse image search tools like Google Lens  

• Enable VPNs to reduce targeted advertising based on browsing history 

Building Your Family’s Cyber Defense Plan

Just as you have a fire escape plan, your family needs a comprehensive fraud response strategy. This should include: 

Immediate Response Protocols:

• Contact information for all banks and financial institutions 

• Your mobile provider’s fraud reporting number 

• Steps for freezing cards and reporting identity theft 

Regular Maintenance Schedule:

• Quarterly “Digital Clean-Up Days” to remove unused apps, update passwords, and install security patches 

• Monthly family discussions about new scam trends 

• Annual review of privacy settings across all platforms and devices 

Educational Components:

• Age-appropriate scam awareness training for children 

• Simplified threat recognition guides for older family members 

• Practice scenarios for suspicious communications 

Essential Security Tools for UK Families

Identity Protection:

• Dark web monitoring services that alert you when personal information appears in criminal databases 

• Comprehensive security suites like McAfee+ that include real-time scam blocking 

• Credit monitoring through Experian, Equifax, or TransUnion 

The Human Element: Communication and Education

Technology alone cannot solve this crisis. The most effective defense combines good security tools with open family communication and ongoing education. Regular conversations about online safety should be as normal as discussions about physical safety. 

For Children: Focus on critical thinking skills rather than fear-based messaging. Teach them to question unexpected opportunities and verify information through multiple sources. 

For Parents: Emphasize that asking for help with suspicious communications is a sign of wisdom, not weakness. Create an environment where they feel comfortable seeking guidance. 

For Everyone: Establish family rules about financial communications—for example, agreeing that no family member will ever ask for money or personal information via text or email without prior verbal confirmation. 

Looking Forward: Staying Ahead of Evolving Threats

The scam landscape evolves constantly, driven by technological advancement and criminal innovation. As someone who has tracked these trends for two decades, I can tell you that the only constant is change. What worked last year may be ineffective today, and tomorrow will bring new challenges. 

The key is building adaptable defenses: security awareness that can evolve with threats, technology solutions that update automatically, and family communication patterns that encourage ongoing vigilance without creating paranoia. 

Your Family’s Digital Resilience

The Sandwich Generation faces unique challenges in today’s digital world, but you’re not powerless. By understanding the threat landscape, implementing appropriate security measures, and fostering open communication about online safety, you can protect your family’s financial security and emotional well-being. 

Remember that in the UK today, encountering scam attempts isn’t rare—it’s daily. The goal isn’t to avoid all contact with potential threats but to recognize them quickly and respond appropriately. With the right preparation and tools, you can maintain your family’s digital confidence while staying one step ahead of the scammers. 

Your role as the family’s digital guardian is challenging, but it’s also crucial. You’re not just protecting money—you’re protecting your family’s trust, confidence, and peace of mind in an increasingly connected world. 

Stay vigilant, stay informed, and remember: when in doubt, pause, check, and verify. Your family’s digital safety depends on it.