Marketing to Grandmothers

What today's grandmother looks like

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.  

 

Comments

[Best SEO Company]

Excellent points. Times have changed and old stereotypes just don't apply to granny anymore. Marketing pros should take notes! Thank you for your post.

[Yvonne DiVita]

Holly, I've been saying this for YEARS! What's up with ignoring this vibrant, dynamic group of women (like me!) who have money to spend? You and I - we can corner the market here! w00t!

Glad I'm not the only one who notices this stuff.

[SEO]

It's so true. You can turn on daytime television and see plenty of ads appealing to grandmothers, but online there is practically no attempts made to market to that generation. Women over 40+ are one of the fastest growing demographics on Facebook, so there is an opportunity to find them, marketers just have to make the effort to do so.

[Best SEO Company]

I never really thought of it until I read this blog post, but it's true that marketers often miss the older generation. And when they actually do market toward that target audience, it's usually in the form of medicine ads or something along those lines. Younger people probably just associate elder people with non-active, and non-social creatures.

[Lawrence Spring]

Grandmothers are a special market since they have a meticulous taste for almost everything. Marketing to this specific type of audience tends to be more specific and detail-oriented.

[Masako Gun]

Unlike in the past, seniors are now ready to market themselves in different fields, not just in assisted living and adult diapers. I've watched many commercials on TV where grandmothers are made into instant celebrities. This proves that past generations can easily adapt to the needs of the present, and most probably the future.

[ct seo]

It's so true. You can turn on daytime television and see plenty of ads appealing to grandmothers, but online there is practically no attempts made to market to that generation. Women over 40+ are one of the fastest growing demographics on Facebook, so there is an opportunity to find them, marketers just have to make the effort to do so.

[Dylan May]

Mmmm-hmm. Grandmothers these days are more interactive, and they seem to be more interested to bond with their grandkids by somehow fitting in their shoes through the internet or video games. I think what sets this type of marketing from the pack, is that the approach here is more conversational and family-oriented.

[cisco ccna training]

They say grandmothers and grandchildren have the same likes and interests psychologically and this makes me agree. They are closer to each other compared with the parents.