The parents of elementary school-age children now came of age during a time when online mapping was just taking hold and smartphones became ubiquitous, and GPS devices were on the rise.
Each year, I work an annual back-to-school event at which we give out various highway safety trinkets (activity books, pencils, crayons, whatever keychains or litter bags we may have to spare, etc.) A couple of years ago, we were a bit low on giveaway items so I got a box of official Kentucky maps to supplement our supplies. A whole lot of parents were grateful for them.
As someone who grew up with maps and atlases and still uses them, it was gratifying to see younger people actually still wanting to have and use them.