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

Currently, approximately 20 million of the 78 million Baby Boomers in the U.S. are grandparents. The Boomers-as-grandparents demographic group has been the subject of articles and books since at least 1996, the year 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 adjusting to another sign of middle age: grandchildren.

But these neophyte grandboomers are bringing a new, informal style to grandparenting. Today's grandmother wears jeans and a T-shirt, wants to be called something other than Grandma (first names are getting the nod), probably works outside the home and is short on time to bake 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 and affluence of this group has resulted in their being aggressively targeted by marketers for products including financial services, travel, and childrens' clothing and toys.

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

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