Definition: (Description / Characteristics):

When your children become parents, you belong to the grandparents' generation. Most become grandparents for the first time in the middle of the 5th decade of life, women usually a few years earlier than men. At the beginning of grandparenthood, a large proportion is therefore still employed. Due to the increasing "healthy years of life", today's grandparents are fit for a long time and can spend a long lifespan with their grandchildren. The vast majority of all grandparents describe their role as important (36.2 percent) or even very important (55.8 percent) [1]. In addition, this role is predominantly viewed positively, ensures recognition and is an important gateway to social participation in old age.

However, the image of grandparenthood is still often shaped by old stereotypes that have little in common with today's modern grandparents.

Market potential: (current & future):

The number of grandmothers and grandfathers in Germany can only be estimated. If one assumes that grandparenthood begins on average at the age of 55, there are currently around 31 million people of grandparent age [2]. The German Center on Aging expect 20 million grandparents.

Due to the increased childlessness of the younger generation, however, many remain without grandchildren. Surveys of men and women between the ages of 70 and 85 have shown that around 23% have no grandchildren [3]. The proportion of under 70-year-olds without grandchildren is likely to be at least as high. However, a trend is currently emerging that could cause the number of grandparents to rise again. The birth rate is rising for the first time in many years. Since more than half (58.8%) of all families are one-child families [4], there are more and more grandparents with only one grandchild.

Needs: (entry phase & in phase):

Financial situation: Many of the young grandparents are still employed and have a good income. Among the retired grandparents, many have financial reserves. This is why most grandparents can be quite generous towards their grandchildren, for instance in form of gifts and the immediate fulfillment of wishes. In addition, many grandparents consider the future of their grandchildren and want to know that they are well looked after later. If they can afford it, they often take financial precautions and e.g.  set aside certain sums for a good education for their grandchildren in the long term. In addition to investing money for the grandchildren, the protection of the grandchildren, e.g.  against the consequences of accidents but also the protection of family assets are important issues for grandparents.

Leasure time, life planning: Grandparents spend free time with their grandchildren, often doing things together. Suggestions and support in the implementation offer special leisure and educational offers geared towards multi-generations. Many grandparents are also firmly scheduled to look after the children. So that this does not lead to tensions within the family, mutual expectations must be discussed and competencies defined. Forward-looking planning with clear rules and limits for everyone involved is helpful. Among other things, digital solutions provide support.

For some grandparents, especially if they live alone, the birth of a grandchild is the trigger to reconsider their own living situation. Sometimes there is a move to be closer to grandchildren and children. Those who will occasionally have grandchildren to visit will set themselves up in a more child-friendly way. All of these are reasons for changing the living space and its equipment.

There are usually also changes in mobility. In order to see or look after the grandchildren, grandparents are often out and about, often accompanied by their grandchildren. Be it by bike, car, bus and train or when traveling by plane - the special needs of grandparents and grandchildren must be designed for each means of transport.

Partnership: If the grandchildren take up a lot of time and attention and this is not shared equally by both partners, this can lead to tensions within the partnership. Sometimes there is also a competition between grandma and grandpa for the favor of the grandchild. A good distribution of tasks and coordination help here. Digital offers can support the organization.

Scenarios:

Großeltern zu werden und zu sein, ist für die 

Becoming and being a grandparent is a great joy for most people. They want to play a role in their grandchildren's lives, spend time with them and help ensure that the grandchildren are well cared for and, and if possible, secure for the future.

Companies and service providers can use these needs for a targeted approach and the development of offers especially for people of this life stage. That would include Advisory tools for financial services, adapted leisure and travel offers, but also child-friendly equipment for the grandparents' living space.