New White Paper Explains Why Grandparents Are Driven to Spoil Their Grandchildren

Learning why grandparents want to indulge their grandchildren is helping companies reach this untapped $50 billion market.

Seattle, WA (PRWEB) May 4, 2006 -- Grandparents aren’t spoiling their grandchildren, they’re just making up for not being the parents they thought they should have been. That’s the conclusion of a new white paper released today by Grandparent Marketing Group, the nation’s first communications agency that specializes in marketing to America’s 72 million grandparents.

“It’s not spoiling, it’s restitution,” said Robert DiLallo, Director of Grandparent Marketing Group’s New York office. “The impulse is rooted in feelings of inadequacy grandparents feel about their performance when they were parents.” And, according to social scientists, the feeling is practically universal.

By understanding the motivation of grandparents, companies are better able to communicate with this wealthy and growing audience. “It is important to subtly acknowledge the grandparent’s need to fix the past by making up for failures as a parent,” Mr. DiLallo said. “This is best done by appealing to their current self-confidence, accumulated wisdom as nurturer and consumer, their role as elder, and to their satisfaction with the hard-fought acquisition of leisure time.”

The complete white paper, entitled “Restitution Giving by Grandparents” is available at Grandparent Marketing Group’s web site: www.GrandparentMarketing.com.

For more information, contact:
David Levy, Grandparent Marketing Group
206-547-1223

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