The New Consumer Manifesto: Why Old is New, and Young is Old News

"The majority of today's grandparents are from the baby boomer generation; they appear more youthful, vital and active than grandparents of previous generations. Grandparents are spending thousands on rock concerts, hundreds on hip jeans, stocking up on the best anti-aging formulas and scents, while amassing a shoe closet that Carrie Bradshaw would envy. p> Still, if you do an image search on grandparents in Google, look at what pops up! You will see photos of people 75+ in sedentary environments. Or cartoon caricatures of couples with gray buns, sagging bellies and boobs, and canes. This is far from the reality of the baby boom generation grandparents. In reality only 20% of grandparents are 75 and older. Stereotypes like this keep advertisers and their agencies from realizing the potential of the grandparent market as a viable target consumer."