Grandparents are the unsung heroes behind family support across the nation – enabling families to save almost £160 a month on childcare costs.
- Ahead of National Grandparents Day this Sunday 6 October, new research about the true value of grandparents’ generosity has been released
- Half (50%) of UK parents receive childcare support from their own parents, who provide 24.6 hours of childcare on average a month, saving families almost £160*
- Almost two thirds (62%) of people who have children with grandparents consider them as the most trustworthy adults to look after their kids
- Survey commissioned by Ambassador Cruise Line to mark launch of nationwide search for the Great British Grandparent 2024
New research has revealed that 50% of UK parents with both children and living parents receive childcare support from their parents, underscoring the vital role grandparents play in modern family life. In today’s fast-paced world, where demands on parents continue to impact family life, support from grandparents is seemingly relied upon more than ever.
The Office for National Statistics (ONS) reported record levels of employment for parents in 2022, with a particular increase in the number of working mothers. This shift marked a significant change compared to previous decades, where a higher percentage of mothers stayed at home to take care of children.
The findings highlight just how generous grandparents are with their time. On average, they provide 24.6 hours of childcare each month – an incredible amount of what some might consider ‘unpaid labour’. This equates to significant financial value too, helping save around £160* a month on childcare costs for families. For almost a quarter (23%) of families receiving 11 to 20 hours of childcare per month, grandparents are contributing up to £228 worth of unpaid support, based on the national minimum wage**.
Younger parents, especially Millennials and Gen Zs, lean heavily on their parents for help. A remarkable 63% of these parents receive regular childcare assistance from grandparents, illustrating the increasing reliance on older generations to support younger families. Parents aged between 25 and 34 years old receive the most support, with grandparents providing an average of 29.1 hours of childcare per month.
When it comes to generosity, Scottish grandparents top the charts. They provide an average of 33.4 hours of childcare each month, the highest in the UK, with almost 1 in 10 Scottish parents receiving between 101 and 200 hours of monthly childcare. In contrast, grandparents in Wales offer the least amount of time, averaging 14.5 hours per month.
Over one-third (38%) of grandparents across the UK provide this essential care without expecting anything in return. Despite their selflessness, many families still wish to express gratitude – the most common ways to thank grandparents include taking them out for dinner, cooking meals, going for a drink, or helping with expenses.
The survey also revealed that the trust parents place in grandparents is unparalleled. An overwhelming 62% of parents say they trust their own parents more than anyone else to care for their children. In comparison, only 11% of parents named their siblings as the next most trusted caregivers.
The survey was commissioned by Ambassador Cruise Line, the operator which caters primarily for the over-50s audience, to mark the launch of its annual call for nominations for the title of the Great British Grandparent. Recognising the pivotal role grandparents play in family dynamics, particularly in providing crucial childcare support that allows parents to balance work and family life, the nationwide search has been conceived as a heartfelt tribute to the unsung heroes who give so much of their time, consideration and support to their nearest and dearest, day in, day out.
Launching ahead of Sunday 6 October – National Grandparents Day – grateful Brits looking to recognise and reward a grandparent for all that they bring to the family unit have until 17 November 2024 to nominate their partner, parent, grandparent or simply a friend for the prestigious title of Great British Grandparent 2024.
Friends and family from across the country should detail why their family member or friend deserves to be named as the next Great British Grandparent via a dedicated webpage. All entries will be judged by an expert panel, with the winner announced in December this year. The winning grandparent will be treated to a complimentary week-long, full-board Ambassador Cruise Line sailing for two to enjoy at a time that suits them.
Christian Verhounig, CEO of Ambassador Cruise Line, says: “Grandparents are the anchors of the family, offering their time, care, energy and support to the family unit. Therefore, Ambassador Cruise Line wants to provide a platform for people to recognise how important they truly are. We are proud to champion this amazing generation as our search for this year’s Great British Grandparent begins, and would encourage people across the nation to nominate the grandparent that really make a difference for this prestigious title.”
To further showcase its commitment, Ambassador has started a petition to have National Grandparents’ Day afforded the same status as Mother’s Day and Father’s Day in the UK.
To nominate someone in the 2024 search for the Great British Grandparent, visit www.ambassadorcruiseline.com/competitions/great-british-grandparent and tell us why your grandparent or someone you know deserves to win not only this prestigious title but also a fantastic cruise holiday. Entries close at 23:59 on Sunday 17 November 2024.
To sign the petition to grant National Grandparents Day the same status as Mother’s Day and Father’s Day, visit www.change.org/p/grant-national-grandparents-day-official-recognition
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Notes to Editors:
Ambassador Cruise Line conducted a survey of 2,100 people in September 2024 with Mortar Research UK. Demographics surveyed for the above data points were:
- People living in the UK with at least one child and one living parent
- People living in the UK that have at least one living grandparent
- Those born in or before 1974 (currently aged 50+) with one living grandchild
700 people were polled for each of these three audience groups.
* Figure of approximately £160 saved is based on UK average cost of 25 hours of childcare for under 2’s at £157.68 per child, according to www.daynurseries.co.uk.
** Figure of approximately £228 of unpaid work is based on national minimum wage of £11.44 and 20 hours.
ONS study referenced here.
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For further press information, please contact:
Till Everard | Rebecca Claxton | Sarah Geppert | Charlotte Wright | Emma Arthurs
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Terms & Conditions:
- The prize provider is Ambassador Cruise Line, Gateway House, Stonehouse Ln, Purfleet RM19 1NS
- The competition prize is 1 x cruise holiday for two people (sharing an outside cabin) for up to 7 nights with Ambassador Cruise Line including full board accommodation.
- The prize excludes: travel insurance; travel joining costs to the cruise terminal/port; port parking; onboard expenditure of a personal nature i.e. drinks, gifts, shopping, laundry, communications etc; any visa & health certificate charges that may apply; and crew gratuities which will be automatically billed to your onboard account at £6pp per night unless you opt for a drinks package.
- The prize is as described, is not transferable and there is no cash alternative.
- All nominations/entries must be received by the closing date 17 November 2024.
- The entry criteria will be to complete the nomination form in full and abide by the T&Cs; the winner selection will be made by an appointed group of judges and will be based on the written entries. The judges’ decision is final.
- Ambassador Cruise Line reserves the right to substitute a prize of equal value should circumstances become necessary.
- The winner must hold a valid passport and comprehensive travel insurance. It is the winner’s responsibility to check any visa and health requirements for the cruise.
- The winner may be required to take part in publicity resulting from the prize draw.
- Ambassador has permission to use the winner’s name, image, and details from the entry in social media, media materials, and marketing materials (which may be shared publicly) in relation to the competition.
- Entry into the competition assumes acceptance of the rules.
- The prize winner must respond to Ambassador within 48 hours of contact, as publicity activity will be required following the close of the competition.
- The winner may be subject to background and/or referencing checks if deemed necessary by Ambassador Cruise Line.
- Ambassador Cruise Line and its PR agency Rooster will book the holiday prize within 28 days of the winner accepting the prize.
- Prize is subject to availability and blackout dates may apply.
About Ambassador Cruise Line
Ambassador Cruise Line launched in 2021, offering the UK market authentic no-fly cruises, affordable quality and the warmest welcome at sea. Based in Purfleet, Essex, Ambassador provides adult-only experiences combined with a selection of multi-generational itineraries to multiple destinations including the Nordics, Greenland, Iceland, Canada, the Mediterranean, Caribbean and Africa. The cruise line’s first ship, Ambience, entered the fleet in May 2022, operating from her home port of London Tilbury. From the 2023/24 season, guests have sailed onboard Ambience as well as Ambassador’s second ship, Ambition, whose maiden voyage in May 2023 heralded the launch of sailings from eight regional UK ports: London Tilbury, Newcastle, Dundee, Edinburgh Leith, Liverpool, Belfast, Bristol, and Falmouth.
Ambassador’s extremely experienced management team is led by Chief Executive Officer, Christian Verhounig, and its principal shareholder is Njord Partners LLP, London. Ambassador is a member of ABTA, the UK’s leading travel trade association widely acknowledged as the mark of trust and reassurance associated with travel brands. Consumer funds are protected by means of a financial failure insurance policy managed by TMU Management Limited and underwritten by Accelerant Insurance Europe SA, who are regulated by the Financial Services and Markets Authority (FSMA 3193). The scheme is fully compliant with the Package Travel and Linked Arrangements Regulations 2018. For more information, visit www.ambassadorcruiseline.com
