“Grandma, What Big Teeth You Have!”

Business interest in grandparenting is growing as the baby boom generation becomes eligible for grandparenthood. Although only about 10% of grandparents have primary caregiving responsibilities for their grandchildren, academic research today focuses disproportionately on problems and policies of grandparent caregivers. This article examines the social construction of grandparenting by business and academe. Evidence for the construction of grandparent roles is provided from two sources: a case study of strategic business philanthropy targeting grandparents and a review of academic research on grandparenting. Data from three focus groups and a survey of 180 grandparents are provided. Four types of business involvement are discussed.