Mythbuster: Stereotypes about grandparents

Les Binet and Sarah Carter

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. But there was. Because these women and men weren't parents. They were grandparents. And as they chatted, it became clear that a sea-change is occurring under our marketing noses. But it's one that seems to have slipped the notice of those of us charged with understanding the world we live in.