Today’s over-50 grandparents feel younger than their years, with nearly half revealing they feel six to ten years younger than their actual age
Regular exercise, making time for grandchildren, healthy eating, going on holiday or simply having a laugh with friends and family just some of the ways over 50’s grandparents keep themselves feeling youthful
Just one week left for Brits to nominate a loved one for the title of Great British Grandparent 2024
In a reminder that age is just a number, recent research reveals that a significant majority of UK grandparents over 50 feel far younger than their years. The new study, conducted by over 50’s no-fly cruise line, Ambassador Cruise Line, shows that the vast majority (72%) of this demographic report feeling younger than they actually are, with nearly half (48%) of those saying they feel six to ten years younger and one in ten (10%) feeling an incredible twenty years younger.
A remarkable 93% of British grandparents over 50 maintain a youthful spirit, saying they feel ‘young at heart’ with women (95%) leading slightly compared to men (91%). This challenges the stereotype that aging inevitably brings about a decline in vitality – quite the opposite, in fact!
What’s fuelling this youthful outlook? The survey revealed the key activities that help grandparents maintain their liveliness: almost two thirds (60%) engage in regular walks outside, while over half (55%) cherish quality time spent with their grandchildren. The majority (54%) prioritise healthy eating, and many find joy in gardening (48%) or spending time with their children (42%). Rather than an apple a day keeping the doctor away, the simple act of laughing daily is embraced by 40% of respondents as the secret to remaining youthful, indicating that joy is a crucial ingredient when it comes to being young at heart.
It seems that continuing to travel in our advancing years is also a factor, with almost two fifths of respondents (38%) saying that they try to go on as many holidays as possible. When it comes to the best ways to travel, a quarter (25%) of over-50 grandparents find joy in cruise holidays, with beach holidays, city breaks, and all-inclusive holidays also popular options. Almost half (45%) are seeking enriching holiday experiences, while 43% are looking for new, exotic and exciting travel experiences in their older age.
Over a third (34%) admit they feel more adventurous now than they did in their youth, perhaps suggesting that growing older and experiencing life has given them the confidence and drive they need to push themselves out of their comfort zones.
The data also suggests that living in big cities such as London could be the secret to youthfulness – one in five (22%) London-based grandparents over 50 feel a remarkable twenty years younger than their actual age, far surpassing the average 11.1 years younger reported across the UK. This is a stark contrast to Northern Ireland, where one in ten (10%) respondents actually feel older than they are, highlighting regional variations in perceptions of aging. This could suggest that living in a busy, metropolitan city helps people to retain their feelings of youth.
Grandparents today are redefining what it means to grow older, proving that with the right mindset and lifestyle, one can continue to feel youthful and adventurous well into their later years. Ambassador Cruise Line is proud to champion the grandparent generation and, on National Grandparents Day (Sunday 6 October), launched a nationwide search for the Great British Grandparent 2024 – an accolade that will recognise a deserving UK grandparent for all that they do for their nearest and dearest.
Brits looking to recognise and reward a Grandma or Grandad, whether that be themselves, their own or someone they know, can now nominate them for the title of the Great British Grandparent 2024. The chosen winning grandparent will be treated to a week-long, full-board Ambassador Cruise Line sailing for two to enjoy at a time that suits them.
People are encouraged to nominate either themselves, their grandparent (or someone they know who is a grandparent) for the prestigious title before the closing date of 17 November 2024. Welcoming written, audio and video submissions via a dedicated entry page here – 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. All entries will be judged by an expert panel, with the winner announced in December this year.
To nominate someone in the search for the Great British Grandparent 2024, 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.
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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
Interviews are available upon request.
For further press information, please contact:
Tilly Everard | Rebecca Claxton | Sarah Geppert | Charlotte Wright | Emma Arthurs
Rooster.
T: +44 (0)203 440 8930
E: [email protected]
www.rooster.co.uk
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.
- Enter at www.ambassadorcruiseline.com/competitions/great-british-grandparent/
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 a range of 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 Cruise Terminal. From the 2023/24 season, guests have travelled 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 Cruise Terminal, Newcastle, Dundee, Edinburgh Leith, Liverpool, Belfast, Bristol and Falmouth – with Portsmouth added to the offering from the 26/27 season. For further information, visit ambassadorcruiseline.com.
