C O N F I D E N T I A L
Take a Closer Look!
Greetings People Inc. Team,
There is an extraordinary, untapped opportunity to dominate the affluent Grandparents market niche by acquiring GRAND Magazine, the leading—and only—lifestyle brand serving today's digitally savvy grandparents.
The segment called “Grandparents” is virtually a wide open “white space” – with no serious magazine/website/newsletter competitors in the arena. It is one of the few segments that is untapped, with no player remotely close to “dominance.” People Inc. can become this dominating market force. One driving hyper growth.
Given the spending power of this affluent niche, strategic control of this “wide open Grandparent’s space” can deliver market continuity, revenue growth, and brand synergies between People Inc. (Parents.com) and GRAND, capturing symbiotic audiences across generations.
The Grandparents Market:
The 70+ million grandparents in the US control an estimated $120T in household wealth. They are the unrivaled elephant in the consumer room, and there is currently no other major media speaking to their greatest loves and concerns, their role as a grandparent.
The average new grandparent is just 52 years old, reflecting a younger, more tech-savvy audience than ever before.
Grandparents control more than $120 trillion in wealth, with assets and net worth that eclipse those of younger cohorts.
Modern grandparents spend over $179 billion annually just on their grandchildren—including gifts, travel, experiences, education, and tech.
Americans over 50 own 77% of the country's financial assets. Why was this demographic ignored for so long?
Youth obsession in media took off in the 1960’s and became established dogma for decades; 18 – 34 was the Holy Grail and marketers were slow to recognize two enormous social and demographic shifts taking place:
Just as Baby Boomers reinvented every other phase of life, they re-visioned life’s ‘second half’. In stark contrast with previous generations, today’s 50+ are now highly engaged in family, career, community, business, sport, travel and learning.
Immense wealth has migrated upwards in recent decades. That affluence has brought the power to make the purchase and legacy decisions for themselves and often for generations to follow.
A Lasting Trend:
Currently, the 50+ market makes up about 43% of all adults. In 25 years, this total is projected to grow to 49%. Marketers with no strategy to reach older consumers will lose out.
Why Grandparents?
The majority of the 50+ cohort are grandparents and this new life stage is a source of unmitigated joy for most. It touches every part of their lives and influences all decisions, both at the time of the birth and through every life transition to come.
Of course, marketers can target these consumers through other special interests, or simply by age (AARP) but these don’t touch their hearts or address their greatest passion and priority in the same way.
Who are these grandparents? What are they like?
They are active, often affluent, and deeply invested in family and lifestyle.
They are digitally savvy, using smartphones and tablets at a
rate similar to Gen Z to stream content and engage on social platforms.
They research, buy, and share online, influencing younger generations’ purchases and trends.
Grandparents value legacy, family connection, health, lifelong learning, and meaningful experiences.
They are passionate about giving—both financially (gifts, educational support, philanthropy) and emotionally (time, mentorship).
Advertiser Hot-Spots in the Grandparents’ Niche
Travel: Multigenerational trips, cruises, family-friendly destinations, reunions of family and friends.
Financial Services: Legacy planning, 529’s, banking, retirement, insurance
Wellness: Fitness, nutrition, healthcare, supplements.
Education & Tech: Devices, online learning, STEM gifts for grandkids, educational travel
Home & Lifestyle: Move to be near grandkids, smart homes, decor, safety, home renovations for self and family
Automotive: Vehicle purchases for self, children & grandchildren. Value practicality, safety and fun
Philanthropy & Experiences: Charitable giving, experiential gifts.
Strategic Vision: The Synergy and Growth Path
Bookend the generational journey: Parents.com brand captures new families; GRAND brand sustains continuing engagement into and beyond parenthood.
Create market continuity with cross-channel activations, content partnerships, and data-driven segmentation for advertisers.
Leverage People Inc.'s capital, data, D/Cipher and marketing muscle to scale GRAND’s reach, amplifying audience, advertiser value, and market dominance.
Position GRAND as the “go-to” hub for future grandparents— driving lifetime customer value.
Accelerate hyper growth by integrating GRAND’s robust newsletter and digital assets with People Inc.’s tech stack for targeted campaigns and sponsorships.
This is the moment to take a closer look at GRAND.
The wide-open space in the Grandparents’ segment is vast—and ripe for ownership, innovation, and connection. With GRAND, People Inc. gains a generational “bridge,” unmatched strategic and revenue upside, and a legacy brand built for the future.
The opportunity is here for People Inc. to dominate in a huge and growing segment of digitally-savvy consumers: Grandparents.
Our GRAND team looks forward to discussions and explorations.
GRAND magazine
The premier digital destination for America's 70+ million grandparents, representing the portal to the $120 trillion grandparent marketplace.
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