Today’s grandparents admit to struggling to connect with their Gen Z grandchildren
Grandparents are blaming digital distractions and lack of valuable family time as reasons for the struggle
Brits see their grandparents just once every 19 weeks – or 2.74 times per year on average
Despite the joy that close grandparent-grandchild relationships can bring, recent research has suggested that differences in lifestyle, technology-use and core values are making it difficult for some generations to relate to one another, driving a wedge between grandparents and their grandchildren.
The study, which surveyed those living in the UK aged 50+ with one living grandchild, revealed that over a third (39%) of grandparents in the UK are finding it challenging to connect with their Gen Z grandchildren aged 12-27. For grandparents, these relationships can help combat loneliness, foster a sense of purpose and pass down family traditions and values, while for Gen Z, having a close relationship with grandparents can provide stability, wisdom, financial support and a sense of belonging.
According to the new research, commissioned by UK-based cruise company Ambassador Cruise Line, a significant challenge is the increasing role of technology in Gen Z’s daily lives – an overwhelming 65% of grandparents who struggle to connect attribute the difficulty to their grandchildren being too focused on phones, gaming, and other digital distractions. This heavy reliance on technology is making it harder for grandparents to engage in meaningful face-to-face interactions with their younger family members.
In the North-East of England, this challenge is even more pronounced, with over half (52%) of grandparents reporting difficulty bonding with their younger family members. However, the East Midlands and South-West of England are leading the way in intergenerational harmony, with over two thirds (67%) of grandparents in these regions reporting strong connections with their Gen Z grandchildren.
Beyond technology, nearly half (46%) of grandparents believe that young people today don’t prioritise time with family the way previous generations did.
While technology and differing values present their own set of challenges, time – or the lack of it – is also a major factor. The survey also asked people living in the UK that have at least one living grandparent and found that on average, Brits see their grandparents just once every 19 weeks – on average a mere 2.74 times per year.
However, some regions are better at making time than others – in the West Midlands, grandchildren visit their grandparents an average of 3.3 times per year, with a quarter (25%) of people in this region seeing their grandparents at least once a week. Grandchildren from this region are also the best at keeping in touch with their grandparents via phone calls. In contrast, Londoners fare the worst, seeing their grandparents on average just 2.6 times a year. Shockingly, more than 1 in 10 (14%) Londoners see their grandparents less than once per year, and only 7% manage to visit weekly.
But it’s not all bad – despite the challenges, some Brits are still finding ways to connect with their grandparents one way or another with the most popular ways to stay in touch including calling them for a chat (59%), messaging them (33%) and FaceTiming or video calling them (28%). However, generational preferences also play a role in how people connect – while older adults are more inclined to pick up the phone, younger Brits aged 18-24 are less enthusiastic, with less than half (48%) of this group favouring phone calls compared to almost two thirds (64.75%) of those aged 25 and older.
As could be said for many generations, there are differing opinions on using technology and prioritising family time – however it is promising to see that many over-50s are eager to find common ground with their Gen Z family members. Many grandparents are open to watching films or even playing video games with their younger family members to better connect, although others such as playing padel, dance classes, or sharing fashion trends don’t hold the same appeal. Additionally, almost half (42%) of grandparents believe that multigenerational travel is one of the best ways to strengthen bonds, allowing for shared experiences and quality time together.
Ambassador Cruise Line, which caters primarily for the over 50s market while offering multigenerational cruises in the school holidays, is proud to champion the grandparent generation and encourages grandchildren to nominate their grandparents in this year’s nationwide search for 2024’s Great British Grandparent – an accolade that will recognise a deserving UK grandparent for all that they do. The award is a heartfelt tribute to the unsung heroes who give so much of themselves, day in and day out.
Brits looking to recognise and reward grandparents for all that they do for the family can now nominate their Grandma or Grandad 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 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 further showcase its commitment to the older generations, 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.
Research has been conducted by Ambassador in regard to grandparents, including childcare and monetary support provided to family, their relationships with the younger generations and how they like to connect with grandchildren, how young they really feel and what they do to keep youthful, and more. Further findings will be released in the weeks to come.
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 more information, visit www.ambassadorcruiseline.com
