- New research from Ambassador Cruise Line reveals the true generosity of grandparents
- Almost half (44%) of Brits say their grandparents have given them money when asked – showing their unwavering commitment to supporting their families even when the cost of living is putting a squeeze on wallets
- Following National Grandparents Day on the first Sunday of October, initiative to recognise Britain’s greatest grandparent underway
New research indicates that “The Bank of Grandma and Grandad” is weathering on, despite economic conditions and recent changes to pensioner benefits. The study*, conducted by Ambassador Cruise Line – which caters primarily for the over-50s audience – found that two in five Brits with a living grandparent admit to having asked them for money, with almost half (44%) saying they had received it.
From everyday expenses to major milestones like buying a house, grandparents are stepping up when it counts the most. With the cost-of-living crisis continuing to impact us all, grandparents are proving they are true champions of generosity, helping out with family-related costs such as education fees (8%), childcare (6%) and even house purchases (3%), even when times are tough.
However, the survey also highlighted the mounting financial pressures grandparents are facing with almost a fifth (16%) no longer able to offer monetary support to family members despite wanting to. Even those who can still lend a hand are feeling the pinch, with over a third (37%) revealing that they can only afford to offer gifts on birthdays and national holidays.
The battle of the sexes for their grandparents’ financial affections is won by men, who seem to have perfected the art of tapping into the Bank of Grandma and Grandad The survey found that nearly half (48%) of the grandsons canvassed admitted to asking for money, compared to just a third of women (32%), with a quarter of men (25%) believing their grandparents are simply swimming in spare change. In contrast, only 12% of granddaughters felt the same way.
Findings suggested that grandparents in the North-East of England are the most likely to be asked for help in the country, with 61% of respondents in the region saying they’ve asked grandma or grandad for financial support. In the South-East of England, this drops to just under a third (31%).
The survey was commissioned by affordable quality, no-fly cruise line, Ambassador Cruise Line, which is proud to champion the silver generation. It follows Ambassador launching its annual call for nominations for the title of Great British Grandparent 2024 earlier this month – an initiative designed to honour the often-understated family members, whose support – both financial and emotional – keeps families afloat.
Christian Verhounig, CEO of Ambassador Cruise Line, says: “The generosity of grandparents is just astonishing – their willingness to financially support their families demonstrates how truly great and important they are to the family unit. However, challenging economic times and reduced benefits for pensioners may have an impact on how much they will be able to support their nearest and dearest moving forwards.
“Ambassador is proud to be behind the Great British Grandparent campaign: 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. We encourage all those who know a special grandparent to nominate them for the prestigious title of Grandparent of the Year, with a week-long complimentary cruise going to the winner.”
Grateful Brits – including the grandchildren who benefit from the “Bank of Grandma and Grandad” – looking to recognise and reward a grandparent have until 17 November 2024 to nominate them for the title of Great British Grandparent 2024.
Friends, family or colleagues from across the country should detail why the grandparent in their life 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.
To further showcase its commitment, Ambassador has started a petition to have National Grandparents’ Day, which falls on the first Sunday of October, 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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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
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.
Interviews available upon request.
Great British Grandparent : 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 – with Portsmouth added to the offering from the 26/27 season.
