Mythbuster: Stereotypes about grandparents

This article criticises the lack of attention paid to grandparents in the UK, US and Europe as they take on greater responsibility for their grandchildren.

Mythbuster: Stereotypes about grandparents

Les Binet and Sarah CarterDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like stereotypes about grandparents.

A few months ago, we were talking to some people in qualitative research groups about family holidays. The respondents were bemoaning the industry practice of raising prices when children were off school. They talked about the difficulties of taking time off work to cover the long summer weeks. They exchanged ideas about keeping the children amused and entertained on a budget.

Nothing surprising there you might think....

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