Baby Boomer Marketing

Everyone in the business world is a buzz about marketing their products to U.S. Baby Boomers (people born between 1946 and 1964 after WWII and in that big baby boom that happened post war in peacetime) They are a hot target for companies these days for the following reasons:

1. There are far more of them than in coming younger generations.

2. They have money. They have been ardent savers for their retirement and now need somewhere to spend it.

3. They are mostly in better health than past retired generations because of advances in medicine and will live longer too.

4. They still have energy and are interested in new fun things, provided it’s not too out there.

 So, how do you find out if your product or service is a good fit for the Baby Boomer generation? Well a new survey report is out today that has some answers to what Boomers like and dislike and how different they are in these categories from other generations. From the center for Meida research; See below:

BoomerView Snapshot Percent of Baby Boomers who…
% of Boomers % More/Less Likely than All Adults
Personally carry any medical, hospital or accident insurance



Voted in a federal, state or local election in the last 12 months



Have a regular (2+ times weekly) exercise program



Played the Lottery in the last 12 months



Say “Preserving the Environment” is a very important guiding principle in their lives



Believe they will be better off financially in the next 12 months than they are now



Live in a household that owns or leases at least 3 vehicles



Did home remodeling in last 12 months



Signed a petition in the last 12 months



Own a Giant Screen TV (>42″)



Source: MRI’s Spring ’07 Survey of the American Consumer

Additionally, the summary notes that:

  • Almost four in 10 Boomers believe that they and their household will be better off financially one year from now. And, close to 90% believe they will be either financially “better off” or “the same” one year from now.
  • A fairly large portion of Boomers are potentially unprotected financially should they face serious medical issues. Almost one-quarter (23.3%) report that they have no personal medical, hospital or accident insurance.

2 thoughts on “Baby Boomer Marketing

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