Grandparents are important to 20-somethings

Three quarters of people in their 20s and 30s hero worship their grandfathers, according to a survey by Wood’s 100 Old Navy Rum. The number is higher than among over 65-year-olds – many of whom say they did not know their grandparents.

More than half of those under 25 are proud of their grandfathers whereas less than a quarter of people aged over 65 feel the same.

Nowadays it seems that a quarter of under 25s feel they don’t know their grandfather compared with 60 per cent of pensioners who admit they didn’t know theirs at all.

The pride the younger generation have for their elders is shown in their commitment to name their own offspring after their grandparents. More than two-thirds of people aged under 35 are keen to name their children after one or more of their own parents – compared to just over two-fifths of people over 65 that had considered or done it. Indeed 16 per cent of men in the survey said that they felt it was an important way to keep family history alive. Women are particularly keen on the concept, only 12 per cent said they thought this custom was irrelevant or outdated.

Many of us have a yearning for unearthing heroic family secrets. When asked what they’d like to dig up in their family tree, 30 per cent of respondents opted for a naval war hero – the most popular – followed by 20 per cent who said they’d be keen to discover an inventor.

Alex Bilmes, features editor of GQ and proud father of one, commented that the results are borne out in the trend for more ‘old-fashioned’ names, “In an age where we are leading lives increasingly apart from our closest relatives it seems we hanker more and more for family ties. There has been a surge in interest in genealogy and people are clearly keen to restore and retain links with their family – however disparate they may be.”

Sarah Pace, assistant brand manager at Wood’s 100, added, “Our consumers are generally former sailors who are now spending much of their free time looking after their grandchildren and it’s heartening to see the reverence with which they are held.”

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