McCarthy and Stone: Inspirational Generation

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4mediarelations recently worked with the UK’s leading retirement housebuilder, McCarthy and Stone, to find out more about the inspirational older generation.

The campaign was part of their wider Inspirational Generation campaign aiming to find out inspirational stories from the nation’s grandparents, with the most inspirational story winning £2,000.

The Campaign

The client wanted to strengthen the campaign with research run by our in-house research division, Atomik Research, and host a radio day to discuss the findings.

The research revealed that, sadly, grandparents are becoming the forgotten generation, with youngsters now too busy to listen to their stories. The survey of 1,000 5-to-18-years-old also found that only 21% will visit their older relatives to hear about how their lives were different in the past and more than half have no idea what their grandparents did for a job before they retired.

The survey also revealed that sadly  1 in 10 are simply not interested in their grandparent’s previous jobs, talents or interests but 23% claim their lack of knowledge is because they simply don’t get the chance to talk to them properly.

The campaign was backed by TV icon, Gloria Hunniford, who appeared as spokesman for the radio day and broadcast coverage, as well as giving insight into the research for the wider campaign.


Our media team generated 18 media interviews including an appearance on Sky News Sunrise and 15 regional BBC slots.

McCarthy&Stone Summary of Success

Coverage Included

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