top of page
mockup jpg transparent.jpg

Grandparenting is the most emotionally driven lifestage for mature consumers, and arguably the most financially lucrative for businesses.

Of all of the life stages common to the middle years of life, Grandparenting is the most positive and the most complicated. As the baby boom generation enters this lifestage, the role and expectations of grandparents are changing, spending patterns are shifting,  and the foundation of the family structure is returning to old models.

  • There are an estimated 65 million grandparents in the United States alone.

  • Households headed by someone over the age of 45 account for 60% of the nation’s income.

"In spite of recent economic events, consumer spending in households 55+ has risen faster than any other age category, outpacing inflation."

The Grandparent Economy, available now from Paramount Market Publishing and, outlines how boomer grandparent households have changed since the recession, and what grandparents are spending on to make life easier for their children and grandchildren.

The Grandparent Project is the portal to the most current research, consumer insights, experts and media in the boomer and senior grandparent market.

bottom of page