Marketers obsessed with selling to young people may want to start looking at the other end of the age spectrum for big buying dollars. A new study commissioned by Grandparents.com reveals that grandma and grandpa are more likely to be flush with cash, and their cohort represents one of the most powerful and underestimated drivers of the U.S. economy. Thanks to the aging Baby Boom generation, the number of grandparents is growing at more than double the rate of the overall population, and they outnumber teenagers by more than 2-to-1 (70 million vs. 30 million). Approximately 30% of adult Americans are grandparents, an all-time high.
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