I have a question for companies and marketers who target women. How much of your marketing budget is directed at grandmothers? I know there are billions of dollars spent marketing to mothers, but I rarely see ads targeting grandmothers.
So I have to ask a big, "what's up with that?"
Is it because when you think of a grandmother you picture a grey haired lady sitting at home living on Social Security?
What marketers think today's grandmother looks like
Go to any stock photography site and type in "Grandmother" and you'll see images like the one above, it's mostly grey haired ladies. And they're almost always sitting passively reading to their grand kids. (seriously).
Why you need to rethink marketing to grandmothers
Today's grandmother is affluent, active and very involved in her kids and grand kids lives.
Vibrant Nation has a great article citing research from Rose Cameron from Euro RSCG. about marketing to grandmothers:
Rose herself explained that it was almost impossible to find an ad that featured grandparents. If they did, the grandparents looked like senile or passive seniors, not the active 50-somethings they are.
Another reason to market to grandmothers is the tremendous influence they have on their children as well as grandchildren. Here's more research from Rose Cameron:
48% of all U.S. grandparents today are Boomers, and they are highly involved in the lives of the children of their Millennial children. 55% see those grandchildren more than once a week, 74% are deeply involved in raising grandchildren, and 62% spend significantly on these extended family members.
Bottom line - Grandmothers are vibrant active women, they're very involved in the lives of their families, and they're spending money on those families.
Make marketing to grandmothers a key part of your strategy for 2012.