6 Facts About Grandparents In The U.S.

Grandparenthood is a common part of life for older Americans, with two-thirds of adults ages 65 and older identifying as grandparents in 2024. Grandparents have six grandchildren on average, and 21% said they or their spouse had spent at least 100 hours caring for a grandchild or great-grandchild during the previous two years. Relationships also remain active: 70% of grandparents ages 65 and older are in touch with their grandchildren at least a few times a month, including 41% who connect at least a few times a week.

These multigenerational relationships can create opportunities for businesses serving both older adults and families. Sellers can consider restaurants, attractions, travel businesses, toy and children's retailers, financial advisors, senior living providers, health care businesses and family entertainment venues, with messaging built around family connections, caregiving, shared experiences and spending across generations.