Grandboomer

A Grandboomer is a Baby Boomer who is now a grandparent.

Currently, approximately 25 million of the 78 million Baby Boomersin the U.S. are grandparents. The grandboomer demographicgroup has been the subject of articles and books since at least 1996,when the oldest boomers turned 50.

Earliest citation

The earliest known citation of the word grandboomer dates from 1996:

"First it was grey hair and bifocals. Now baby boomers are adjustingto another sign of middle age: grandchildren.

But these neophyte grandboomers are bringing a new, informal style tograndparenting. Today's grandmother wears jeans and a T-shirt, wantsto be called something other than Grandma (first names are gettingthe nod), probably works outside the home and is short on time tobake cookies."

Dorothy Lipovenko, "Boomers' next hurdle: grandchildren,"The Globe and Mail, August 7, 1996

Social and demographic characteristics

As an increasing number of baby boomers become grandparents, the size andaffluence of this group has resulted in their being aggressively targetedby marketers for products related to their grandchildren including financialservices, travel, and children's clothing and toys.

A rapidly growing segment of grandboomers is grandparents raising their grandchildren. This typically is the result of the grandchild's ownparents being financially or emotionally unable to provide for the child.This social trend has prompted legislation in some states to address the issueof grandparents' rights.

Because many grandboomers are relatively young (many in their forties)and do not perceive themselves as a "traditional" grandparent in appearanceor social attitudes, the selection of a nickname other than "Grandma" or "Grandpa"presents both a challenge and a creative opportunity for those not ready to give up their youth.