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What we will probably see is a change in what we call the family. Whereas before now society used to consider a family as consisting of primarily parents and children, now we are going to see an extension to this family of an inclusion of grandparents. The Eastern countries have been doing this for years now and now it is the turn of the Western countries. On a cultural level, Eastern countries may be
more ready and prepared to accept this growing trend and European countries may not be too far behind but for the British it may take a bit of a learning curve for all stakeholders to get used to. In the case of North Americans, only time will tell. Whatever the outcome, this trend probably has the potential to live for at
least the next decade and it would be interesting to see how the marketing and advertising industries deal with this.
