So, why is having "the talk" so important? The United States is undergoing a profound demographic change – every day, 10,000 Americans turn 65[i], so that during the next forty years, the U.S. population over 65 will double[ii], and the population over 85 will triple[iii]. However, Americans are not yet facing up to what those changes will mean in terms of providing and paying for their long term care needs.Research shows that 70% of Americans reaching the age of 65 will require long term care[iv]. Many Americans believe Medicare will cover the entirety of their long term care needs, even though it does not. Because Medicare generally provides only very limited coverage in certain situations, families are often required to arrange for long term care services for their loved ones, often in very difficult circumstances. While Medicaid does cover long term care services, an individual would need to deplete resources to almost zero before they could qualify for coverage, and then would generally need to utilize Medicaid approved facilities. Private long term care insurance can be a critical financial component in financing the long term care services that an increasing number of Americans are requiring. Genworth has been a leader in long term care insurance since 1974, issuing more than 1.8 million policies and paying more than $10 billion in benefits[v]. The Genworth #LetsTalk Tour is intended to help increase Americans' awareness of the need for action in planning for their long term care needs. METHODOLOGY: Genworth will conduct real-time, 1:1 interviews with consumers throughout the summer during the #LetsTalk Tour. Trained staff will administer a series of questions designed to get consumers thinking about issues related to long term care. Consumers who participate in the survey will be given a takeaway that will include a conversation checklist with guidelines on how to start the conversation about long term care with their families.