The Grandparent Economy and FEC's

FEC’s need to stay ahead of the trends. Here’s one: the graying of the baby boom. I know, I know, gray hair is not what we usually associate with the FEC audience. However, the New York Times recently did an article titled “The Older Audience is Looking Better than Ever.” Toy companies are finding that as much as 40 percent of its customers were “older, mainly grandparents.” It used to be that consumers 18 to 34 or 18 to 49 were sought after. But that’s changing for a couple of reasons. “One is the recession, which makes older consumers with more assets and less dependence on salary a safer bet. The other reason is demographic. The 78 million people born between 1946 and 1964 are aging, the first turning 63 this year and the youngest turning 45.” The size of the market is one thing, the other is that “50 isn’t what it used to be, according to Andy Donchin, a media analyst,” per the Times

Grandparents.com, a statement in itself, is releasing its study “The Grandparent Economy.” “Someone once told me, “ Grandparents.com ceo Jerry Sheveshewsky said, “you can’t go broke chasing the baby boom.” FEC owners are all about audience. Here’s a growing segment of the population, with disposable income, looking for things to do with their grandchildren, that we do not traditionally think of as our audience. Perhaps it‘s time to become more grandparent friendly.