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Marketing to Grandparents

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Abraham Maslow never intended to be a marketer. But when it comes to creating products, services, and messaging for older adults, his “13 personality attributes of the self-actualizing person” from Toward a Psychology of Being provide focused guidelines for creating a great creative brief. Recall that self-actualization is the realization of one’s full potential, with a focus outside of self.

Many of the grandparents we spoke with for The Grandparent Economy considered this phase of their development to have begun with the birth of that first grandchild. It is described as a turning point, as a time when the future comes into sharper focus. There is a realization of their mortality, and of family life continuing after they are gone. Relationships take on greater meaning and a sense of selflessness takes over. Learn More →

Happy Grandparents Day – Here’s why it’s important to your business

Grandparents Day is not a “Hallmark Holiday.” It is the work of one woman, Marian McQuade, who made it her mission to educate young people about the contributions of seniors and their importance in the community. She encouraged young people to adopt a grandparent, not just to celebrate the day, but for their lifetime. By 1978, led by Senators Randolph and Byrd, a resolution was passed by Congress and the proclamation signed by President Jimmy Carter. Marian knew what she was talking about. She had 15 children and 43 grandchildren!

Read more here on the Coming of Age blog . . .