C O N F I D E N T I A L
Take a Closer Look!
Greetings,
There is an extraordinary, untapped opportunity to dominate the affluent grandparent market niche and take a leadership role in the Longevity Economy by acquiring GRAND magazine, the leading lifestyle brand serving today's digitally savvy grandparents.
The grandparent segment is a virtually wide-open “white space”—with no serious print or digital competitors in the arena. The acquirer can leverage GRAND’s brand and assets to become this dominating force in the world’s fastest growing market.
The Grandparent Market (and how this opportunity came to be...)
Americans over 50 are the unrivaled elephant in the consumer room, and there is currently no other major media speaking to their greatest passion — their role as grandparents.
The average new grandparent is just 52 years old, reflecting a younger, more tech-savvy audience than ever before.
Grandparents control more than $98 trillion in wealth, with assets and net worth that eclipse those of younger cohorts.
Modern grandparents spend over $238 billion annually just on their grandchildren—including gifts, travel, experiences, education, and tech.
Americans over 50 control the majority of America’s household wealth. Why was this demographic ignored for so long?
Sources: Federal Reserve – Visual Capitalist – Investopedia
Youth Obsession
It was first imprinted on the media in the 1960’s that 18 – 34 was the Holy Grail of marketing, and this dogma lingered for generations, even as three enormous social and demographic shifts were taking place:
The 50+ cohort has prospered over recent decades. With that affluence came the power to make purchase and legacy decisions for themselves and often for generations to follow.
A declining birth rate and longer lives mean a record 43% of all adults are 50+, projected to be 49% in 25 years.
The Baby Boomer generation reinvented the culture at other life stages (they were the objects of that youth obsession) and so it is with life’s “second half”. Now 50+ Gen Xers are actively engaged with family, career, community, business, sport, travel, and learning and in just a handful of years, Millennials will be reaching this milestone. Many marketers are just now catching on and are seeking a strategy to reach into this new Longevity Economy.
Why Grandparents?
The majority of the 50+ demographic are grandparents, a life stage that for most is a source of unmitigated passion and joy. It touches every part of their lives and influences all decisions, both at the time of their grandchildren’s birth and through every life transition to come.
Of course, marketers can target these consumers through other special interests, or simply by age (AARP), but those approaches don’t touch their hearts or address their greatest passion and priority in the same way.
Who are these grandparents?
They are active, often affluent, and deeply invested in family and lifestyle.
They are digitally savvy, using technology at a rate similar to Gen Z to work, play and shop online, stream content and engage on social platforms.
They value legacy, family connection, health, lifelong learning, and meaningful experiences.
Advertiser Hot-Spots in the Grandparents’ Niche
Grandchildren: Grandparents spend heavily at every stage from pre-natal into adulthood. Education, clothing, toys, travel, technology, cars and real estate are major categories.
Travel: Creating memories, broadening horizons and strengthening family bonds. Multigenerational trips, cruises, family-friendly destinations, luxury, adventure travel, reunions, dining, resorts, short-term rental, time-share.
Financial Services: Grandparents need wealth management, legacy planning, trading & investing tools, 529s, banking, insurance.
Wellness: Investing heavily in health, fitness, nutrition & supplements, skin and haircare, cosmetic procedures, mindfulness, yoga/tai chi.
Fashion: They revel in fashion trends while celebrating their individuality.
Education & Tech: They are primary purchasers of devices for grandkids from pre-school to adulthood, online learning, gaming, tuition, STEM gifts, educational travel and are major consumers of tech themselves.
Home & Lifestyle: Relocating to be near grandkids is common, smart homes, vacation homes, multi-generational living, décor, home renovations, aging in place.
Automotive: The #1 purchasers of new vehicles, luxury brands, EV’s & hybrids plus high-end motorcycles, boats and recreational vehicles.
Philanthropy & Experiences: Charitable giving, experiential gifts.
This is the moment to take a closer look at GRAND. The wide-open space in the grandparent segment is vast and ripe for ownership, innovation, and connection. With GRAND, you gain a direct marketing portal into an affluent untapped market.
Our CEO and the GRAND team look forward to exploring this opportunity with you.
GRAND magazine
The premier digital destination for America's 70+ million grandparents, representing the portal to the $120 trillion grandparent marketplace.
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