The program highlights a shift in household influence, as 69% of grandparents provide over 500 hours of care annually. This hands-on involvement makes them primary decision-makers for baby gear, educational tools, and travel essentials. By evaluating items across ten specific criteria—including ease of setup, safety, and long-term family value—ZestYears provides brands with direct consumer insights that are often missing from standard industry reviews.

Co-founders Ellie Barziv and Alexandra Breuer designed the initiative to act as a trusted resource in a cluttered marketplace. Unlike traditional award circuits, every participant, regardless of their win, receives a comprehensive feedback report based on actual family routines. The inaugural list of 15 winners includes brands such as MAGNA-TILES for creative learning, Baby Brezza for feeding solutions, and mifold for child safety. These selections reflect a broader trend toward integrating technology, such as AI-powered gameplay and interactive language tools, into daily family life. As this demographic continues to shape modern consumer habits, the awards serve to validate the products that survive the rigors of everyday multi-generational care.