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To learn even more about the grandest audience
of all, start here: Grandparents
Are An Untapped Market "We're not just talking about toys, either. Grandparents are spending more on travel, computers, recreation, financial services, and entertainment. They have the wherewithal financially — more so than their children — to buy and travel and do all those things the parents can't do." Financially-Set
Grandparents "Most elderly people today are better off than they thought they would be, with the booming stock market of the 1990's, the rising value of homes and the changes in Social Security. Meanwhile, their kids are worse off than they thought they would be. So grandparents help out." The Kiplinger Report on Boomer Grandparents "Then there's the entertainment market. Having grown up on rock and roll, boomers will be far more likely than their senior parents to share their grandchildren's musical interests. That means not only that they'll spend more on compact discs for their grandkids, but also that they'll be joining them in the stands at rock concerts. Similarly, they'll be more likely to take them out to restaurants, movies and sporting events." What
Do Boomers Want in 2006? "Affluent and educated, the boomer group is lavishing attention on their grandkids. So don't forget that the oldster marketing juggernaut includes consumer electronics, trendy toys and kid experiences." Grand
Schemes "While some marketers have latched onto doting Ompas and Nonas, many others haven't yet identified them, despite the tremendous opportunities they present. Grandparents are out there in great and growing numbers these days, and they live in large part to lavish their grandkids with their largesse." Marketing
Myopia "Boomers and pre-matures have embraced new technology. Their purchase and use of computers, cell phones, PDAs, etc. is at least equal to that of those younger—and in some cases even greater. They have embraced the Internet—and not only to email their children and grandchildren—but also for online banking, shopping and research."
"What's driving the grandparent/grandchild globetrotting? Demographics. Older adults—those in their sixties, seventies, and eighties—are generally healthier, wealthier, and better traveled than their predecessors. Right on their heels are the oldest baby boomers, already in their mid fifties, and, as a group, even more frequent business and pleasure travelers. For many, grandtripping offers an ideal way to combine two great passions: traveling and spending private time with their children's children." Are
Your Grandparents Cool? "My grandad is really cool, he's only 48 and rides in leather on his motorbike! Plus, he knows how to use all the latest gadgets and stuff! He's like a second dad to me." Off
to Camp We Go! "Here's the best part: when they returned home, Sadie asked if
they could do something together again next year. 'Now when I go visit
she hugs me, and then often we'll sit and talk or read a book together,'
Abler says. 'We're building a wonderful bond.'"
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