Marketing to Moms Means Marketing to Grandmoms Too

January 4, 2010 § 2 Comments

Watch out marketers.  Don’t miss marketing to the Nana Generation, grandparents that are involved with their grandchildren and have the energy and the money to enjoy the next phase of parenting.

What Moms Say About Grandparent Participation
In The 2009 Cassandra Report: New Family, there was confirmation of the growing importance of grandparents that has been happening as young parents struggle with the pressures of raising a family.  Here’s a snapshot:

  • 46% of Moms 18-42 say their parents are very involved with their kids
  • 39% of Moms 18-42 say grandparents spend at least one hour per week caring for kids
  • 61% of Moms 18-42 say their Mother is number one source of parenting info
  • 42% of Moms 18-42 say Mom is the most trusted parenting info source

The numbers are even more exaggerated when you look at the Gen Y Moms who have the closest relationship with their parents.  The Gen Y Moms are the daughters of Boomers and have a closer relationship with their parents than Gen X.  As expected, the Gen Y generation is 72 million strong.  They are more optimistic than Gen X, more group-oriented and more accepting of the need for help.  Here’s the Gen Y take on parent involvement:

  • 56% of Moms 18-29 say their parents are very involved with their kids
  • 51% of Moms 18-29 say grandparents spend at least one hour per week caring for kids
  • 74% of Moms 18-29 say their Mother is number one source of parenting info
  • 47% of Moms 18-29 say Mom is the most trusted parenting info source

The Grandparent Economy
Imperative information for marketers to consider is the incredible influence and spending power that grandparents are playing in their grandchildren’s lives.  Currently, three of every ten adults are grandparents (Boomers, remember?) and growing.  They are younger and have more disposable income than ever.  The average age of first time grandmothers is 50.  And grandparents will spend $52 billion in purchases for grandchildren.  In fact, grandparent spending has grown an average of 7.6 percent per year since 2000, double the annual growth rate for consumers overall.

http://www.grandparents.com/binary-data/The-Grandparent-Economy-April-2009.pdf

And by the way, grandparents say that marketers don’t do a very good job of representing them in marketing, an opinion shared by all mothers.

Communicating with the Nana Generation
Social media is alive and well with these young grandparents as well.  Now, grandmothers can join the NanaHood by logging on to TheNanaBlogs.com, an online community for Grandmoms and Moms to learn about technology, social networking, blogging, crafts, recipes and more.  Started by a 53-year-old Mother of five and Nana to one, Teresa Bell Kindred recognizes the growth of what she calls the Nana Generation and the need for new ways for this important group to stay connected.

Whatever the channel of communication, it is important for marketers to understand the needs and dynamics of the new American extended family.

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§ 2 Responses to Marketing to Moms Means Marketing to Grandmoms Too

  • Kelly Watson says:

    Great advice. My mom is the most active grandparent I know. She spoils my nephews rotten, and she spends a lot of money to do it. Yet almost all the ads I see are geared toward my nephew’s mom … the younger generation.

    • Jamie Dunham says:

      Hi Kelly – I’m not a grandmother but I have lots of friends who are extremely active in the lives of their children and grandchildren. So I am seeing these statistics lived out as well. Thanks for the read.

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