C O N F I D E N T I A L
Take a Closer Look!
Greetings Future Publishing Team,
There is an extraordinary, untapped opportunity to dominate the affluent grandparents market niche by acquiring GRAND magazine, the leading lifestyle brand serving today's digitally savvy grandparents.
The grandparent segment is a virtually wide-open “white space”—with no serious print or digital competitors in the arena. Future Publishing can become the dominating market force, driving hyper growth by actualizing your brand promise:
“We’re home to brands that ignite passions.”
“Our brands connect millions of people worldwide with their passions and provide them with trusted, expert content.”
GRAND is a natural fit. Grandparents are one of the most passionate audiences because they are connected to their grandkids with a golden halo of love. GRAND has served these readers for 21 years with trusted, expert content that educates, entertains, and inspires.
The grandparent audience is a cohort of passionate, affluent decision-makers —an advertiser’s dream. Take a closer look at the power of this dynamic market.
The Grandparents Market
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 grandparents.
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 $238 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?
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It has been imprinted on the media since the 1960’s that 18 – 34 was the Holy Grail of marketing, and this dogma lingered for generations, even as three enormous social and demographic shifts were taking place:
Baby Boomers reinvented other life stages and so they re-visioned life’s “second half.” In contrast with the past, today’s 50+ are highly engaged in family, career, community, business, sport, travel, and learning.
Immense wealth migrated to the 50+ cohort in recent decades. With that affluence came the power to make purchase and legacy decisions for themselves and often for generations to follow.
A declining birth rate means a record 43% of all adults are 50+, projected to be 49% in 25 years. Marketers must have a strategy to reach older consumers.
Why Grandparents?
The majority of the 50+ demographic are grandparents—and this new life stage is a source of unmitigated passion and joy for most.
It touches every part of their lives and influences all decisions, both at the time of their grandchildren’s 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 those approaches don’t touch their hearts or address their greatest passion and priority in the same way.
Who are these grandparents?
They are active, often affluent, and deeply invested in family and lifestyle.
They are digitally savvy, using technology at a rate similar to Gen Z to work, play and shop online, stream content and engage on social platforms.
They value legacy, family connection, health, lifelong learning, and meaningful experiences.
Advertiser Hot-Spots in the Grandparent Niche
Grandchildren: Grandparents spend heavily at every stage from pre-natal into adulthood. Education, clothing, toys, technology, cars and real estate are major categories.
Travel: Creating memories, broadening horizons and strengthening family bonds. Multigenerational trips, cruises, family-friendly destinations, adventure travel, reunions, hotel, short-term rental, time-share.
Financial Services: Grandparents need wealth management, legacy planning, trading & investing tools, 529s, banking, insurance.
Wellness: Investing heavily in health, fitness, nutrition & supplements, skin and haircare, cosmetic procedures, mindfulness, yoga/tai chi.
Fashion: They revel in fashion trends while celebrating their individuality.
Education & Tech: They are primary purchasers of devices for grandkids from pre-school to adulthood, online learning, gaming, tuition, STEM gifts, educational travel and are major consumers of tech themselves.
Home & Lifestyle: Relocating to be near grandkids is common, smart homes, 2nd homes, multi-generational homes, décor, home renovations.
Automotive: The #1 purchasers of new vehicles, luxury brands, EV’s & hybrids plus high-end motorcycles, boats and recreational vehicles.
Philanthropy & Experiences: Charitable giving, experiential gifts.
This is the moment to take a closer look at GRAND. The wide-open space in the grandparent segment is vast—and ripe for ownership, innovation, and connection. With GRAND, Future Publishing gains a marketing portal directly into the world of affluent 50+ grandparents.
Our CEO and the GRAND team look forward to exploring this opportunity.
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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