Congratulations, It’s a Grandparent!
One in every four American adults is a grandparent. Nearly 80 million of us are grandparents now and growing by leaps and bounds as we baby boomers become more of the proper age to be grandparents. Most of today’s grandparents are aged 45 to 64, with the median age of a new grandmother being 50 and grandfathers is 54.
These are not your grandparents, who we all thought were over the hill and inactive and ready for boot hill by the time they reached 60. No, today’s grandparents are still working, still active and enjoying the fruits of their labors.
And what do we grandparents like to do? Spoil our grandchildren and have them spend holidays, summers and long weekends with us. We want to teach them how to golf, fish, ski, throw a football, bake cookies, make S’mores, float a river or go hunting. Their over-achieving parents don’t have the time to do that today, so it’s up to the grandparents.
When developing and marketing a residential product or resort geared toward this audience, remember, we can pay cash and demand immediate access as time is running out and we may not be here for a long time but we’re here for a good time.