Grandparent Economy ASA 2015 Presentation

The Grandparent Economy How families are changing, supporting and spending in unprecedented times

What do you think of when you hear “grandparent”?

Here is a look at today’s

Boomer Generation Grandparents!

Welcome! Grandparent Overview

What We Have

Learned

Financial Power

Legacy

Intergenerational Power

The “Other” Grandparents

Christine Crosby, GRAND Media

My grandchildren’s laughter is my

favorite sound. The sound of them sleeping is a

close second.

Lori Bitter, The Business of Aging

They are motivated!

It’s not about age…it’s a lifestage.

At this time of life when there seems to be so many negatives about aging, the LIFEstage of

being a grand is filled with many positives.

What we’ve learned about

Grandparents

Today’s grandparents take better

care of themselves so they can be in their grandchildren’s lives for a

long time.

They are embracing technology and learning new things so they

can keep up with their grandchildren.

Grandparents want to leave a legacy and a better world for their

grandchildren. The birth of the first grandchild is the first time you see

life continuing without you.

Today’s grandparents don’t want to wait until they die to create a legacy, they want to create

memories with their grandchildren now.

What we’ve learned about Grandparents

Consumer Power of Grandparents

Legacy Legg Mason study on grandparents and funding college education

Multigenerational & Intergenerational Resurgence

Margaret Mead

“Somehow, we have to get older people back close to growing children if we are to

restore a sense of community, a knowledge of the past, and a sense of the future.”

"Nobody has ever before asked the nuclear family to live all by itself in a box the way we do - with no relatives, no support; we've put

it [nuclear families] in an impossible situation."

Grandparenting – The Others The “Three-legged stool”

Everyday Grandparents

Grand Families

Alienated Grandparents

What does it all mean to you? •  Since the economic downturn role of

grandparents has become more vital. •  This change is more dramatic as baby boomers

become grandparents, bringing their generational perspective and their wallets.

•  Understanding their values, priorities and lifestyle can help you design products and services that speak to their hearts and minds.

Thank you.

Grandparent Overview

What We Have

Learned

Financial Power

Legacy

Intergenerational Power

The “Other” Grandparents

Christine Crosby [email protected] grandmagazine.com facebook.com/GRANDmagazine

[email protected] thebusinessofaging.com facebook.com/TheBusinessOfAging @loribitter @businessofaging @40plusconsumers @movebeyondage

Contact us: Lori Bitter