Exploring the role grandfathers play in the consumer socialization of children

Purpose This paper aims to examine the under-researched role grandfathers play in consumer socialization, shifting research attention from the usual focus on parent/child transfers to better reflect contemporary changes in child socialization processes. Design/methodology/approach This qualitative, interpretive study uses interview data from 22 UK-based grandfathers, using a life course perspective. Findings The authors reveal how fatherhood experiences inform grandfather roles, showing transitions in socialization styles. They also outline several forms of grandfather work which shape (grand)children’s socialization. While grandfathers play a prominent role in their grandchildren’s consumer socialization, they typically (re)turned to traditional masculine values to perform grandfatherhood, which often disrupted parent/child consumer socialization. Research limitations/implications The authors draw on a sample of middle-class, white, Western grandfathers. This research highlights disruption to consumer socialization processes, which warrants further investigation. Practical implications Grandfathers play a key role in transmitting brand heritage and equity across generations and as such they remain an important segment for marketers to communicate effectively to. The authors highlight a need for nuanced marketing communications to portray more inclusive forms of masculinity across the life course. Originality/value Due to dual-income families and rising childcare costs, grandfathers play an increasing role in childcare, yet their role in consumer socialization remains under-researched. To the best of the authors’ knowledge, this is the first study to explore the role grandfathers play in the consumer socialization of children. The authors reveal behaviours which disrupt parental consumer socialization efforts, problematizing neat models of parent-to-child consumer learning.