Marketing to Mums - the Podcast
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EPISODE 15
Grandparents Influence
In this episode Patty David shares recently released research which dispels commonly held beliefs around want it means to be a grandparent today. These insights paint a picture of a powerful, influential consumer segment which needs to be considered by marketers who want to influence the family household purchasing decisions.
In this episode we explore:
- ✓ Size and opportunity of the Grandparent market
- ✓ Average spend on grandchildren
- ✓ Average age of grandparents in the US and Australia
- ✓ Insights from research into the role of grandparents
- ✓ Common characteristics of modern grandparents
- ✓ Reliance on grandmothers for childcare support
- ✓ Dissatisfaction of today’s grandmothers with advertisers
- ✓ Naming rights are changing amongst grandparents
- ✓ New trends identified amongst modern grandparents
- ✓ Intergenerational living arrangements/Changing household structures
- ✓ Influence of grandparents on some family decision making
- ✓ Why marketers need to review their imagery
- ✓ Why health, automotive, education and nursery/baby marketers need to look to appeal to grandparents
- ✓ New trends in family travel
- ✓ Tips on how marketers can improve their engagement amongst grandparents, particularly grandmothers
Resources discussed in the show:
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PATTY DAVID
AARP
Connect with Patty via email here: pdavid@aarp.org
Find out more about AARP Research at: https://www.aarp.org/research/
About The Guest
Patty David has over 25 years of experience in the research field. Consumer Insights is her passion. At AARP, Patty directs the discovery and development of consumer insights for the personal fulfillment offerings. What she calls the ‘fun’ side of AARP. On a personal note, she’s married to a wonderful man going on 25 years, has two children in college, is a lover of animals and an extreme binge watcher.
AARP is one of the largest not for profit membership based organisations in the US which is dedicated to empowering Americans aged 50+ to choose how they live as they age. They have a membership of 38 million people in the US.
About The Host
Katrina McCarter is the founder and CEO of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia. She is a Marketing Strategist, Best-Selling Author, Award-Winning Speaker and Advisor who specialises in helping brands sell more effectively to the world’s powerful consumer, Mums (or ‘Moms’ if you are from the US). She holds a Bachelor of Business (Marketing) and an MBA (International Business) and has 18 years sales and marketing experience working across diverse industries including grocery, hardware and online. Katrina can assist you harness the power of Mums to drive sales and profit and gain a commercial advantage for your brand.
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