The average age of the first-time grandparent in the US is only 47 years old, the youngest ever. Grandparents spend around $35 Billion/year on their grandchildren (about $500/child). Fifty-two percent of grandparents help pay for their grandchildren's education, 45% help pay for living expenses, and 25% help pay medical and dental costs. (Research from AARP)
It appears that grandparents are a misrepresented market with most of the advertising messages directed towards an outdated image of the quaint aged grandma and granddad rather than somebody who might be in the peak of their earning capacity.
It’s the problem of those out of date stereotypes again.
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